#Cybersecurity GTM

[leonbasinwriter]

GTM in 2025 – The Sales Strategy No One Talks About

@leonbasinwriter Cybersecurity sales is changing. Fast. Buyers don’t trust traditional pitches. AI is reshaping how decisions are made. Vendors who rely on outdated playbooks will struggle to close deals. In 2025, GTM isn’t just about features and trust—it’s about timing, storytelling, and AI-driven execution. Businesses don’t buy security. They buy certainty.  The question is, are you…

[abhibaj]

The Ultimate Guide to Magnetizing Leads with B2B Inbound Marketing Strategies

In today’s competitive B2B marketing landscape, attracting and converting high-quality leads requires more than just cold outreach—it demands a strategic, value-driven approach. Inbound Marketing is the cornerstone of modern lead generation, focusing on drawing prospects in with compelling content rather than chasing them down.

This guide will walk you through powerful B2B inbound marketing strategies that not only attract leads but also nurture them into loyal customers. From content marketing to automation, we’ll cover everything you need to build a results-driven inbound strategy.

Get full insights@​ https://itechseries.com/blog/b2b-inbound-marketing-strategies/

Understanding the Power of Inbound Marketing in B2B

Unlike traditional outbound tactics that interrupt potential customers, Inbound Marketing focuses on creating meaningful engagements. By offering valuable content, businesses can attract prospects who are already searching for solutions.

For B2B marketing, this approach is particularly effective because decision-makers rely heavily on research before purchasing. A well-structured inbound strategy ensures your brand is visible at every stage of the buyer’s journey—awareness, consideration, and decision.

Crafting High-Value Content for Lead Generation

Content Marketing is the fuel that powers inbound strategies. High-quality blogs, whitepapers, case studies, and eBooks position your brand as an industry authority while addressing your audience’s pain points.

To maximize lead generation, tailor your content to different buyer personas. For instance, a CTO might prefer in-depth technical guides, while a marketing manager may engage more with ROI-driven case studies. By aligning content with audience needs, you increase both engagement and conversion rates.

Leveraging SEO to Attract the Right Prospects

Without SEO, even the best content can go unnoticed. Optimizing your website and blog posts for relevant keywords ensures your B2B inbound marketing efforts reach the right audience.

Focus on long-tail keywords that reflect buyer intent, such as “best CRM for SaaS companies” instead of just “CRM tools.” Additionally, improve on-page SEO with meta descriptions, header tags, and internal linking to boost organic traffic and lead generation.

Harnessing the Power of Lead Magnets

A lead magnet is an irresistible offer—like a free eBook, template, or webinar—that encourages prospects to share their contact details. In B2B marketing, these assets should solve a specific problem to attract high-intent leads.

For example, a cybersecurity firm could offer a “Data Compliance Checklist” in exchange for an email address. Once captured, these leads enter your nurturing funnel, where personalized follow-ups can guide them toward conversion.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

Automating Lead Nurturing with Email Campaigns

Not all leads are ready to buy immediately. Automated email sequences keep your brand top-of-mind by delivering relevant content based on user behavior.

Segment your leads by industry, job role, or engagement level to send hyper-personalized messages. A well-timed case study or product demo can nudge a prospect further down the sales funnel, increasing conversion rates in your B2B inbound marketing strategy.

Utilizing Social Media for B2B Engagement

LinkedIn, Twitter, and even YouTube are goldmines for B2B marketing. Sharing insightful content, engaging in industry discussions, and running targeted ads can amplify your lead generation efforts.

For example, LinkedIn articles and polls can spark conversations with decision-makers, while retargeting ads can bring warm leads back to your website. The key is consistency—regular posts keep your brand visible and credible.

Analyzing and Optimizing Your Inbound Strategy

Data-driven decisions separate successful B2B inbound marketing campaigns from ineffective ones. Track metrics like website traffic, conversion rates, and email open rates to identify what’s working.

Use tools like Google Analytics and HubSpot to monitor performance. If a particular blog post drives high engagement, repurpose it into a video or infographic. Continuous optimization ensures your strategy evolves with audience preferences.

Scaling Success with Retargeting and Paid Campaigns

While organic efforts are essential, paid ads can accelerate lead generation. Retargeting campaigns remind visitors who didn’t convert, while LinkedIn ads can target specific job titles and industries.

Combine paid efforts with content marketing—such as promoting a gated whitepaper—to capture high-intent leads. The synergy between organic and paid strategies maximizes reach and conversions.

Get in touch for more information@ https://itechseries.com/contact-us/

Final Thoughts

Mastering B2B inbound marketing isn’t just about attracting leads—it’s about building trust and guiding prospects toward a purchase decision. By integrating content marketing, SEO, automation, and analytics, you create a seamless journey from awareness to conversion. Start implementing these strategies today, and watch your lead generation efforts transform into a steady stream of high-quality B2B customers.

[wedesignyouny]

Mastering the Go-to-Market Landscape in California | Landbase

 Mastering the Go-to-Market Landscape in California

California has long been recognized as the heartbeat of global innovation — home to iconic startups, tech giants, and the sharpest marketing minds. But with great opportunity comes fierce competition, especially in the B2B landscape. For businesses launching products or services, having a bulletproof go-to-market (GTM) strategy tailored for California’s complex and competitive market isn’t optional — it’s a survival tool.

This article explores how B2B companies can master the art of going to market in California. From leveraging tools like the GTM Trust Score introduced by Landbase to understanding the region’s unique buyer behaviors, we’ll map out exactly how to build a strategy that wins trust, scales efficiently, and drives long-term growth.

Introduction

Why California Leads in Go-to-Market Innovation

California isn’t just the land of sunshine and surfboards — it’s the global epicenter of disruptive innovation. From Silicon Valley to San Diego’s biotech corridor, businesses here don’t just go to market — they redefine what it means to do so.

Why is that?

Access to Capital: California attracts billions in venture funding every year, fueling rapid product development and aggressive GTM campaigns.

Talent Density: With top-tier universities and global tech talent, businesses can build dream teams to execute even the most ambitious GTM strategies.

Customer Diversity: The state’s mix of industries — from fintech to healthtech to green energy — means a GTM strategy here must be agile, inclusive, and highly targeted.

This melting pot of opportunity creates a unique set of GTM challenges — and even greater potential for companies that get it right.

Overview of B2B Market Opportunities

While B2C often grabs the headlines, California’s B2B market is booming. With thousands of tech startups, service providers, and enterprise clients, there’s a massive opportunity for solutions that solve real operational, marketing, or customer service pain points.

Here are a few high-growth sectors:

SaaS and Cloud Infrastructure

Cybersecurity and Compliance

Healthcare and Healthtech

GreenTech and Clean Energy

Enterprise Fintech Solutions

These industries require GTM strategies that go beyond flashy campaigns. Buyers are informed, risk-averse, and looking for partners they can trust. That’s where platforms like Landbase and metrics like the GTM Trust Score play a critical role.

What is a Go-to-Market (GTM) Strategy?

Key Elements of a B2B GTM Plan

A go-to-market strategy outlines how a business brings a product to market — from targeting and positioning to pricing and distribution. For B2B businesses in California, a GTM strategy is the bridge between an innovative idea and tangible business growth.

The core elements include:

Target Market Identification — Who are your ideal customers?

Value Proposition — What problem do you solve, and why are you the best choice?

Sales Enablement — How will your sales team engage and convert prospects?

Marketing Channels — Which platforms will deliver your message most effectively?

Customer Journey Mapping — From awareness to advocacy, how do you guide them?

Metrics & Feedback Loops — How will you measure, iterate, and optimize?

An effective B2B GTM plan goes beyond tactics — it’s about strategic alignment between teams, technologies, and long-term goals.

GTM vs. Marketing Strategy

Here’s where many companies get it twisted: a GTM strategy is not just a marketing strategy.

While marketing is a key part, GTM encompasses:

Product readiness

Sales operations

Pricing and packaging

Partner ecosystems

Customer success planning

Think of it like this: marketing is the voice, but GTM is the orchestra. It’s about every function playing in harmony to create a compelling experience from first touchpoint to long-term retention.

The Importance of GTM in California’s Business Ecosystem

California as a Global Innovation Hub

California is not just a U.S. leader — it’s a global business influencer. Companies that succeed here often set trends for the rest of the world. Why? Because launching in California means navigating a hyper-competitive, hyper-informed, and hyper-connected market.

The state’s innovation ecosystem demands that GTM strategies be:

Tech-Forward — Incorporating AI, automation, and predictive analytics

Customer-Centric — Driven by real-time feedback and personalization

Data-Compliant — Especially with laws like the CCPA and CPRA

If your GTM strategy works in California, it will likely work anywhere.

Localized GTM: Understanding Regional Customer Behavior

Success in California’s B2B market means thinking locally — even when you act globally. Buyers in different parts of the state have varying preferences, challenges, and behaviors.

For example:

Bay Area clients may prioritize cutting-edge innovation and integration with existing tech stacks.

Southern California may focus more on service, customer experience, and compliance.

Central Valley businesses may be cost-conscious and oriented toward efficiency and ROI.

Your GTM plan should reflect these nuances. With tools like Landbase, you can create geo-targeted campaigns, persona-specific messaging, and real-time trust metrics that adapt as you grow.

Challenges Facing B2B GTM in California

Market Saturation and Competition

California’s innovation boom is a double-edged sword. While it creates endless opportunities, it also leads to market saturation, especially in industries like SaaS, fintech, and cybersecurity. Every week, new products are launched, and every day, customers are bombarded with messages claiming to solve their biggest problems.

So, what’s the challenge?

Standing out.

In a sea of pitches, your GTM strategy must cut through the noise with crystal-clear messaging, a unique value proposition, and a compelling brand presence. This is no place for “me too” solutions. California buyers have seen it all and are hyper-discerning when it comes to selecting partners.

Additionally, the sheer speed of competition means that a long GTM timeline can tank your launch. If your go-to-market isn’t fast, data-driven, and highly adaptive, you risk getting buried under more agile competitors.

To overcome this, companies need:

AI-powered GTM platforms (like Landbase) that speed up campaign development

Real-time market feedback mechanisms

Strong, trust-centered messaging that differentiates your offer

Rising Customer Expectations and Privacy Regulations

California customers expect more than a great product. They expect:

Transparent data practices

Personalized communication

Seamless onboarding experiences

Continued value post-purchase

Fulfilling these expectations requires more than effort — it demands infrastructure, insight, and intelligent systems that adapt as customers evolve.

At the same time, privacy laws like the California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA) are reshaping how companies collect, store, and utilize data. If your GTM involves data (and it always does), you need to ensure:

Explicit consent mechanisms are in place

Data is anonymized and securely stored

Your vendors and GTM platforms (like Landbase) are fully compliant

Trust is the new currency in California’s B2B market. Companies that can build and maintain it will find themselves ahead of the curve.

Introducing the GTM Trust Score

What is the Trust Score Framework?

In a world where buyers are overwhelmed and skeptical, trust is everything. That’s where the GTM Trust Score comes in — a powerful new framework introduced by Landbase to quantify how much trust your brand has built across the GTM journey.

But this isn’t just a vanity metric.

The GTM Trust Score evaluates your brand’s readiness and reliability across several dimensions:

Messaging Consistency — Are you delivering a clear, aligned story across touchpoints?

Transparency — Are your offers, policies, and pricing easy to understand?

Responsiveness — How quickly do you address leads, concerns, and inquiries?

Reputation Signals — Do you have reviews, case studies, and social proof?

Data Practices — Are you respecting customer privacy and consent?

Each of these components contributes to a composite score that gives you a live snapshot of your GTM trustworthiness. High scores correlate with better conversion rates, shorter sales cycles, and stronger long-term retention.

How Trust Drives GTM Success

Here’s the truth: buyers don’t buy based on features — they buy based on trust. Especially in the B2B world, where deals are high-stakes and relationships matter.

A strong GTM Trust Score:

Increases conversion by giving buyers confidence

Shortens sales cycles by reducing the need for lengthy due diligence

Boosts retention by setting honest, realistic expectations

Companies that embrace the trust framework are shifting from transactional selling to relationship-based GTM. And in a region like California, where word-of-mouth and network trust carry immense weight, this can be your biggest differentiator.

Landbase and the GTM Trust Score

How Landbase Reinvents GTM Strategy

Landbase isn’t just another GTM tool — it’s a full-fledged AI-powered GTM platform that centers your strategy around trust and execution intelligence. The platform helps teams move beyond vanity metrics and truly optimize for buyer confidence.

Here’s what makes it stand out:

Live Trust Score Dashboard — Monitor how your campaigns are performing from a trust perspective, not just traffic or leads.

Persona-Driven Messaging Engine — Create content and emails that speak directly to verified buyer personas.

Execution Insights — Get real-time recommendations for campaign tweaks based on actual buyer behavior and sentiment.

Consent-First Automation — Stay compliant with California privacy laws without sacrificing personalization.

Whether you’re a startup launching your first product or a seasoned company rolling out new solutions, Landbase equips your GTM teams with the tools to scale with credibility, speed, and clarity.

Real-World Use Cases and Platform Features

Let’s say you’re launching a new cybersecurity SaaS solution in California. Here’s how Landbase could transform your GTM:

Persona Discovery — Landbase builds dynamic personas based on job roles, behaviors, and industry trends in your region.

Content Guidance — The platform suggests high-trust messaging formats (e.g., customer proof, certifications, transparent pricing tables).

Campaign Automation — Emails, ads, and follow-ups are launched with built-in trust score benchmarks and AI recommendations.

Live Feedback — You get alerts when trust dips (e.g., an email open rate drops or a landing page bounce rate spikes) and are guided to course-correct immediately.

These features aren’t just nice-to-haves — they’re must-haves for companies serious about winning in California’s hyper-competitive B2B market.

Building a High-Trust GTM Strategy

Establishing Transparency and Credibility

When building your GTM strategy in California’s demanding B2B environment, transparency and credibility aren’t optional — they’re essential. California buyers are incredibly discerning. They expect clear communication, ethical data practices, and a brand that delivers on its promises.

So, how do you build this trust from day one?

Start with radical clarity in your messaging:

State exactly what your product does — and what it doesn’t.

Be upfront about pricing models. No bait-and-switch tactics.

Share real customer experiences, not just polished testimonials.

Credibility is further reinforced through third-party validation. Case studies, peer reviews on platforms like G2 or TrustRadius, and even social proof via LinkedIn engagement are powerful trust indicators.

Don’t underestimate the power of employee advocacy either. When your team genuinely believes in what you’re offering, it shows. Prospects can sense authenticity, and it’s one of the most compelling trust-builders in B2B.

Leveraging First-Party Data Responsibly

California’s strict data privacy laws have changed the way GTM teams collect and use customer information. Relying on third-party data is increasingly risky and often ineffective. That’s why forward-thinking companies are focusing on first-party data strategies.

What is first-party data? It’s data your company collects directly from customers — site interactions, email signups, product usage, etc. — with explicit consent.

To use this data responsibly and effectively:

Implement transparent opt-in mechanisms and privacy notices.

Ensure your tech stack is CCPA and CPRA compliant.

Use platforms like Landbase, which embed consent-based tracking and trust-scoring into every interaction.

When used well, first-party data can supercharge personalization, power predictive models, and help tailor campaigns that feel hyper-relevant — all while respecting the buyer’s autonomy and privacy.

Aligning Teams for GTM Success

Sales, Marketing, and Product Collaboration

The best GTM strategies don’t just come from marketing — they’re the result of tight alignment between sales, marketing, and product. In California’s fast-moving markets, this alignment is not a luxury — it’s the fuel that drives efficiency and growth.

However, alignment doesn’t happen by accident. It takes:

Shared goals and KPIs across departments

Regular cross-functional syncs with clearly defined ownership

Real-time data visibility through integrated platforms like Landbase

Marketing should use product insights to inform messaging. Sales should relay frontline objections to both product and marketing. And product teams should rely on marketing data to prioritize feature releases based on demand signals.

When everyone is rowing in the same direction, go-to-market becomes less about guesswork and more about strategic, trust-led execution.

AI-Powered Alignment Tools and Automation

AI is transforming the way GTM teams collaborate. With the right tools, you can automate alignment and ensure everyone is working from the same playbook.

Here’s how AI-powered platforms like Landbase streamline collaboration:

Shared Dashboards: Everyone sees the same performance data and trust scores in real-time.

Persona-Driven Workflows: Sales and marketing campaigns are auto-synced based on shared persona intelligence.

Predictive Alerts: AI notifies teams when a campaign or product feature underperforms — prompting immediate course correction.

Content Recommendation Engines: Suggests high-converting content pieces based on lead stage and segment behavior.

By automating these touchpoints, teams save time, eliminate miscommunication, and stay laser-focused on outcomes. It’s like giving your GTM engine a turbo boost — one fueled by collaboration and smart tech.

Tools and Platforms for GTM in California

Must-Have Software for B2B Campaigns

Building a modern GTM stack in California means selecting tools that can handle the demands of a fast-paced, regulation-heavy, and data-driven environment. Here are some must-haves:

CRM: Salesforce, HubSpot, or Pipedrive with native AI integrations

Marketing Automation: Marketo, ActiveCampaign, or Landbase’s Execution Engine

Trust & Reputation Management: G2, Capterra, and Landbase Trust Score

Analytics & BI: Google Analytics 4, Looker, Tableau

Consent Management: OneTrust or integrated tools within Landbase

Collaboration: Slack, Asana, Notion with AI-powered sync

Choosing platforms that talk to each other is key. You want your GTM strategy to flow seamlessly — data from marketing should inform sales, sales interactions should guide product updates, and customer success should feed into marketing storytelling.

How Landbase Fits into Your Stack

Landbase is built specifically for B2B teams that want faster, more aligned, trust-centric go-to-market execution. It doesn’t replace your entire stack — it enhances it.

Here’s how:

Integrates with major CRMs and automation platforms

Acts as a GTM command center, where teams track trust scores, execution metrics, and AI-powered insights

Supports campaign building, testing, and iteration, all from one dashboard

For California-based teams trying to scale without losing customer trust or team alignment, Landbase offers the kind of intelligent infrastructure that makes success not only possible but repeatable.

Case Studies: Winning GTM Strategies in California

SaaS Companies Leveraging Trust-Based GTM

Let’s talk success stories. One SaaS firm in San Francisco used Landbase to optimize its GTM trust signals across three core buyer personas: IT managers, compliance officers, and procurement heads.

Before using Landbase:

Conversion rates hovered at 1.5%

Campaigns were inconsistent in tone and messaging

The sales cycle was over 60 days

After implementing trust-based GTM tactics:

Conversion surged to 4.2%

The sales cycle shortened to just 28 days

Lead scoring became 37% more accurate with AI adjustments

All of this happened in under 90 days — proof that trust isn’t just a nice value; it’s a strategic asset.

Startup to Scaleup: GTM Strategies that Work

A mid-stage AI startup based in Los Angeles needed to scale quickly after their Series A round. They used Landbase to:

Map buyer personas in California’s enterprise software sector

Score GTM trustworthiness weekly

Automate outbound messaging campaigns tied to buyer behaviors

The result? They doubled ARR in six months, reduced CAC by 30%, and built a brand that VCs wanted to keep investing in.

Their GTM wasn’t just about being fast — it was about being intentional, aligned, and trustworthy from the inside out.

Measuring and Optimizing Your GTM Performance

KPIs for Trust-Based Go-to-Market Models

You can’t improve what you don’t measure — and when it comes to GTM success in California, the metrics you track should go beyond traffic and lead gen. A trust-based GTM model requires deeper, more insightful KPIs that reflect buyer sentiment and long-term relationship potential.

Here are the key metrics to monitor:

GTM Trust Score — Provided by platforms like Landbase, this score evaluates your overall brand trust health, from messaging consistency to data transparency.

Lead Quality Score — Not all leads are created equal. AI can help evaluate based on behavior, engagement, and persona alignment.

Sales Velocity — How quickly are deals moving from demo to close?

Campaign Credibility Rating — Track how content assets are perceived in terms of clarity, honesty, and relevance.

Churn Risk Forecast — AI-powered indicators flag accounts that may be losing trust before they leave.

These aren’t your average vanity metrics. They help you see around corners, respond to risk early, and continually fine-tune your GTM playbook.

The Role of AI in Continuous GTM Optimization

The modern GTM strategy is never set in stone — it’s a living, breathing framework that evolves constantly. That’s where AI plays a crucial role.

With AI, GTM optimization becomes:

Predictive — Know what’s likely to work before it even happens.

Proactive — Adjust campaigns and outreach in real-time, not post-mortem.

Personalized — Adapt messages to specific buyer personas based on fresh insights.

Process-Driven — Automate repetitive tasks so your team can focus on strategy.

Landbase, for example, offers a continuous optimization engine that:

Monitors performance and trust levels

Suggests campaign adjustments

Learns from past success/failure patterns

Guides teams on how to increase engagement and conversion across all GTM channels

It’s not just about doing more — it’s about doing smarter. In a high-velocity state like California, that agility makes all the difference.

Future Trends in GTM for California Businesses

Agentic AI and Predictive GTM Strategies

As we look toward the future, Agentic AI will redefine what “go-to-market” even means. Unlike traditional AI, Agentic AI can:

Set goals

Execute GTM actions

Evaluate results

Iterate independently

Imagine an AI system that sees your demo attendance rate dropping, figures out the likely cause (bad email timing), adjusts the send schedule, and improves open rates — all without human input. That’s where we’re headed.

In California — where innovation never sleeps — this type of automation will become the standard. Expect GTM teams to rely less on spreadsheets and dashboards and more on smart, proactive systems that evolve in real time.

Privacy-First, Customer-Centric Marketing

Privacy is no longer a back-end concern — it’s a front-line brand pillar. California’s laws have paved the way for global data transparency, and buyers are demanding marketing that respects their time, attention, and data.

Future-ready GTM strategies will be:

Consent-based by design

Minimalist in data collection

Transparent in communication

Value-driven in every touchpoint

Tools like Landbase are already helping companies future-proof their strategies by embedding trust into the very core of how they go to market. The brands that thrive will be those that place customer respect over quick wins, and in doing so, build deeper, longer-lasting relationships.

Conclusion

Go to market in California isn’t for the faint of heart. It’s fast, competitive, diverse, and governed by some of the strictest consumer data laws in the world. But for companies that get it right, the rewards are massive.

Whether you’re a lean startup or an enterprise leader, a trust-first, AI-powered GTM strategy will give you the edge. Platforms like Landbase don’t just make execution easier — they make success more sustainable by aligning your messaging, tools, teams, and buyer expectations in one intelligent system.

At the end of the day, trust is what converts leads into clients and clients into advocates. Master that, and California’s market is yours for the taking.

FAQs

What is a GTM Trust Score?

The GTM Trust Score is a metric created by Landbase that evaluates how much confidence buyers have in your brand across all GTM touchpoints — from content clarity and messaging to response times and transparency.

How does California’s business climate affect GTM?

California’s tech-forward, regulation-heavy, and innovation-driven market demands GTM strategies that are fast, ethical, and trust-centered. It’s a proving ground for scalable, smart marketing.

Can small businesses benefit from GTM platforms like Landbase?

Absolutely. Landbase is designed to help startups and scaleups build efficient, trust-based GTM strategies without needing large internal teams.

How do I align teams using GTM tools?

Use platforms like Landbase to centralize insights, automate tasks, and ensure shared KPIs across marketing, sales, and product teams. This keeps everyone moving toward the same GTM goals.

Is AI essential in today’s GTM strategy?

In a competitive landscape like California, yes. AI powers real-time personalization, predicts market shifts, and continuously optimizes your campaigns — making it essential for agile, high-performing GTM strategies.

[jcmarchi]

AI-powered incident management: Risk analysis and remediation

New Post has been published on https://thedigitalinsider.com/ai-powered-incident-management-risk-analysis-and-remediation/

AI-powered incident management: Risk analysis and remediation

Date: Friday, April 25 2025 @ 1PM ET / 10AM PT / 6PM BST | Location: Online

Unlock smarter, faster, and more scalable incident management.

IT teams are under increasing pressure to detect, investigate, and resolve incidents faster than ever. But with siloed data, manual processes, and escalating complexity, teams struggle to keep up, leading to slow resolutions, poor customer experiences, and costly downtime.

Join us and BigPanda where we’ll explore how AI is transforming incident management to accelerate investigations, surface relevant insights, and dynamically scale workflows.

Why attend?

🚨 Siloed data and institutional knowledge make it hard to get a complete picture of incidents.

📉 L1 NOC and service desk teams lack context, leading to unnecessary escalations and slow response times.

🔄 Manual processes and poor communication create inefficiencies, massive bridge calls, and poor documentation.

By attending, you’ll learn how organizations are saving an average of 30 minutes per task during incident investigations.

What you’ll walk away with:

We’ll walk you through real-world use cases and practical strategies to optimize ITSM workflows using AI. You’ll discover how to:

✅ Augment team knowledge – Equip responders with AI-driven insights, including impact assessment, priority scoring, and change risk analysis, so they can resolve incidents faster and more effectively.

✅ Streamline incident processes – Reduce manual, broken workflows by ensuring the right teams are engaged at the right time, improving internal communication and collaboration.

✅ Prevent future incidents – Analyze operational and ITSM data to detect recurring issues, measure gaps, and implement proactive fixes before they escalate.

Hosted by:

Katie Petrillo Senior Director, Product Marketing at BigPanda

As the senior director of product marketing, Katie is an experienced go-to-market leader with a deep understanding of IT Operations, Incident Management, and Cybersecurity markets and buyers. At BigPanda, Katie leads a team of product marketers, and uses customer and market insights to tell compelling stories for customers, prospects, and internal audiences.

Travis Carlson Senior Product Manager – AI Products at BigPanda

Travis Carlson leads product management for AI Products at BigPanda and is known for his ability to quickly study, thoroughly understand, and think critically about extraordinarily complex systems. He’s doing this at BigPanda as he drives the GTM development and release of BigPanda’s generative AI technology, Biggy AI. He’s previously developed products at Cisco and VMware, and has an MBA from MIT.

[parthoblogs]

Bridging Tech and Marketing: Insights from Yitzy Tannenbaum at Palo Alto Networks

Yitzy Tannenbaum, Senior Product Marketing Leader at Palo Alto Networks, shares his unique perspective on the intersection of product marketing, technical expertise, and go-to-market (GTM) strategies. With a career spanning companies like IBM, Meta, and Palo Alto Networks, Tannenbaum has honed his skills in translating technical products into customer-centric messaging that drives engagement and sales.

Building Customer-Centric Strategies

Tannenbaum’s journey began in pre-sales at IBM, where he developed a deep understanding of the technical side of product marketing. However, he found his true passion in storytelling and bridging the gap between product development and customer needs. Over time, he moved into product marketing roles, where he focused on aligning product teams with market demands, ensuring that products not only met technical standards but also solved real customer pain points.

At Palo Alto Networks, Tannenbaum works to create marketing strategies that focus on customer outcomes. His approach includes simplifying complex cybersecurity concepts and ensuring that product messaging resonates with non-technical audiences while still appealing to industry professionals. This clarity and focus on customer value are crucial in the cybersecurity space, where jargon can often cloud the message.

Aligning Teams for Success

As a product marketing leader, Tannenbaum emphasizes the importance of aligning technical, marketing, and sales teams. His role as the connector between these groups ensures that all teams understand the product’s value proposition and how it solves customer problems. Whether working with product managers to prioritize customer needs or enabling sales teams with clear, compelling materials, Tannenbaum ensures that every department is on the same page when bringing products to market.

Leveraging Data to Drive Marketing Outcomes

Data is key to measuring the success of marketing initiatives, and Tannenbaum is a firm believer in using both quantitative and qualitative data to refine strategies. From tracking revenue impact through metrics like pipeline contribution to gathering customer feedback through NPS and interviews, Tannenbaum uses data to continuously optimize marketing efforts, ensuring alignment with both customer needs and business goals.

In conclusion, Yitzy Tannenbaum's holistic approach to product marketing emphasizes collaboration, clarity, and a constant focus on delivering value to the customer, all while leveraging data to refine and improve strategies. Gain more insights to redefine your marketing strategies and tactics by diving into the full interview. For more GTM insights and trends, connect with iTechSeries GTM Library for the latest B2B marketing trends, topics, and strategies.

[articlesub410]

The Blog of Scott Strubel 

The Blog of Scott Strubel 

Scott Strubel is the Vice President of the Americas Partner Organization for Darktrace, a cybersecurity AI company. His teams are responsible for indirect revenues through partners across the countries of the Americas. 

Prior to joining Darktrace, Strubel led worldwide commercial sales and the global shared services organizations for inside sales and support renewals at Hitachi Vantara.

In his prior role at Commvault, Strubel led the worldwide channel sales teams. His sales teams drove partner revenue growth through joint solution offerings that increased value to both partners and customers. Strubel launched a new partner program that enabled Commvault’s desired market reach for their data protection platform and solutions.

Strubel joined Commvault from NetApp, where he was the VP of the Americas Partner Organization for NetApp. In this capacity, he was responsible for a $2.5B distribution and reseller channel working with NetApp’s partners throughout all countries of the Americas. He also led the Americas Inside Sales organization, a $1.6B converged infrastructure business, and was responsible for commercial midmarket sales throughout the Americas.

Prior to this role, he created and led worldwide field operations for management software at NetApp. Over his time in this role, his sales teams grew software revenues from $20M to $150M. Strubel launched the software sales teams for NetApp in the Americas, Europe, and Asia and was responsible for NetApp’s global sales, presales, channel, and alliance teams selling storage management software through all routes to market.

Before joining NetApp in 2010, Strubel was the Vice President of Channels and Alliances for the Americas and U.S. Public Sector at HP Software. In that role, he was responsible for HP’s software revenues through indirect channels. Strubel led the HP sales organizations responsible for all revenue through distribution, resellers, ISVs, OEMs, systems integrators and outsourcers for the HP Software business. He led the creation of a new partner program and was responsible for a partner-delivered professional services business.

Prior to leading channels and alliances, Strubel was the Region Director for the West and Central regions of the U.S. for HP Software. He was part of a founding management team selected to launch HP Software and led all field operations for a 34-state region of the U.S. He began his career with HP in 1983 as part of a team that launched HP’s first personal computer.

[otitek-media]

Top Software Development Companies in Kenya

Exploring Kenya’s Flourishing Software Development Landscape

Kenya's emergence as a prominent IT hub in Africa has fueled a surge in software development companies, catering to a global clientele with their expertise and innovation. Nairobi, in particular, has become a nucleus for highly skilled engineers, driving digital transformation across various sectors. As Africa undergoes rapid digitization, the demand for proficient IT professionals is on the rise, making Kenya an attractive destination for outsourcing software development services.

Factors Driving Kenya’s Software Development Growth

Several factors contribute to Kenya's booming software development industry:

Skilled Workforce: Kenya boasts a talented pool of engineers, programmers, and developers with expertise in various technologies and platforms.

Tech Hubs and Education: The proliferation of tech hubs and educational institutions offering relevant courses has nurtured a culture of innovation and entrepreneurship in Kenya's tech ecosystem.

Internet Accessibility: The widening accessibility of the internet has democratized information and enabled software developers to collaborate and innovate on a global scale.

Government Support: Initiatives by the Kenyan government to promote the tech industry, such as tax incentives and infrastructure development, have further fueled the growth of software development companies.

Top Software Development Companies in Kenya

Let's delve into some of the leading software development companies in Kenya:

EUJIM SOLUTIONS LIMITED::

Established in 2018, Eujim Solutions swiftly ascended to become Kenya's premier web design powerhouse, setting new benchmarks for excellence in software development. Renowned for its steadfast commitment to fostering enduring partnerships, Eujim Solutions transcends traditional roles by nurturing lasting relationships rather than merely delivering software products.

Offering a comprehensive suite of services encompassing software development, UI/UX design, and digital marketing, Eujim Solutions distinguishes itself as a beacon of innovation. Their holistic approach extends to IT consultancy, cybersecurity, and flexible staff augmentation, providing clients with access to Kenya’s top developers on demand.

Fueled by a team of over 30 experts, Eujim Solutions prides itself on delivering scalable, cost-effective solutions tailored to diverse business needs. Their proficiency spans a broad tech stack, including Swift, Kotlin, HTML, JavaScript, Java, Python, and databases such as MySQL and MongoDB, ensuring versatility and excellence in every project.

Eujim Solutions' impact reverberates across a wide spectrum of industries, including Government and Public Services, E-learning and Education, Fintech, Healthcare, and Travel and Hospitality. Their impressive portfolio showcases collaborations with esteemed entities such as KNQA, Bandari, GTM Africa Limited, and the Kenya National Innovation Agency.

At the core of their ethos lies an unwavering dedication to client satisfaction, evident through their round-the-clock support and maintenance services. Eujim Solutions embodies the epitome of excellence, setting the standard as the definitive choice for discerning businesses seeking thebest software development company in Kenya.

2. Ngotho Technologies: Renowned for crafting bespoke digital solutions, Ngotho Technologies specializes in mobile applications, websites, eCommerce platforms, and more. Their commitment to client satisfaction and expertise across diverse industries set them apart.

3. Seen Technologies: Seen Technologies offers comprehensive IT outsourcing services, including mobile and website development, eCommerce solutions, and digital marketing. Their transparent approach and results-driven services make them a trusted partner for businesses seeking digital transformation.

4. Hexapt: Specializing in digital transformation services, Hexapt empowers businesses to leverage technology for enhanced value exchange and growth. From website design to SEO services, their expertise spans various aspects of digital solutions.

5. Mine Software: Mine Software stands out for its cost-effective yet premium services in web design, website development, and software development. With a deep understanding of industry sectors, they deliver tailored solutions to clients worldwide.

6. SovTech: SovTech's award-winning prowess in software development is evident through their collaborations with over 500 companies globally. With a vast talent pool and expertise in custom software products, they are a trusted partner for innovative digital solutions.

7. Quest Website Developers: Quest Website Developers excels in web design, software development, and visual graphics, catering to clients across Africa. Their rich domain expertise and commitment to quality make them a preferred choice for businesses seeking digital excellence.

8. Muru IT: Muru IT specializes in IT outsourcing, offering a range of services including custom software development and cloud computing solutions. With offices across multiple countries and a dedicated team of experts, they deliver exceptional digital solutions to clients worldwide.

9. Segue Interactive: Segue Interactive is a leading mobile app development company, known for crafting top-rated applications for global corporations. Their expertise extends to IoT systems, websites, and desktop applications, making them a comprehensive digital solutions provider.

10. Glitex Solutions: Glitex Solutions focuses on blockchain development and game development, catering primarily to startups. With services including AI and ML development, predictive analytics, and custom software development, they offer innovative solutions to diverse industries.

Key Considerations Before Choosing a Software Development Company

Before partnering with a software development company, businesses should consider several factors:

Expertise and Experience: Assess the company's track record and portfolio to ensure they have the expertise to meet your specific requirements.

Technology Stack: Verify that the company is proficient in the technologies relevant to your project, ensuring compatibility and scalability.

Communication and Transparency: Effective communication channels and transparency throughout the project lifecycle are essential for successful collaboration.

Quality Assurance and Testing: Inquire about the company's testing processes and methodologies to ensure the final product meets quality standards.

Security Measures: Data security should be a priority, so choose a company that implements robust security measures to protect your information.

Cost and Budget: Consider the long-term ROI rather than just the upfront cost, ensuring that the investment aligns with your business objectives.

Cultural Fit: A harmonious working relationship based on shared values and mutual respect is vital for successful collaboration.

Conclusion

Kenya's software development landscape reflects remarkable progress, driven by a talented workforce, supportive ecosystem, and growing demand for digital solutions. With a plethora of software development companies offering diverse services, businesses have ample opportunities to innovate and thrive in today's digital economy. By carefully considering the key factors and choosing the right software development partner, businesses can embark on a journey of digital transformation and success.

[chandupalle]

Industrial Cybersecurity Industry worth $24.4 billion by 2028

The Industrial cybersecurity market is expected to grow at a CAGR of 7.7%, from USD 16.3 billion in 2022 to USD 24.4 billion in 2028. The primary reasons for this rise in demand for industrial cybersecurity products in power industry.

Driver: Rising government and private investments to create safe and secure industrial

Critical resources of a country’s economy rely on digital technologies. Cyber threats and cyberattacks can disrupt or damage plant operations and IT systems by hacking vital information using malware, spyware, and phishing. Cyberattacks on utilities and chemical and manufacturing plants mostly include phishing, brute-force, and malware. Governments worldwide are increasingly providing funds to address the issue of security breaches and improve industrial cybersecurity.

Restraint: Lack of adequate funds, framework, and governance required to develop high-end cybersecurity solutions

Cybersecurity concerns are increasing and the industrial sector is struggling to tackle them. As the frequency of cybersecurity breaches has increased over the past years, organizations have increased their IT security investments to protect their systems against advanced threats, zero-day malware, and other targeted threats. However, there is a lack of framework and governance due to the high costs of innovations pertaining to advanced cybersecurity solutions. Also, numerous manufacturers do not perform any cyber risk assessments, specifically focused on the ICS operating on shop floors, resulting in a potentially significant risk to operations undertaken by facility owners.

Opportunity: Rising importance of cloud-based industrial cybersecurity services

Industrial units require enough space to establish and operate a wide variety of interconnected devices and products that work together. Industrial units are often established outside the city, limiting the ease of operation. Industrial units sometimes do not have adequate infrastructure, especially across developing or emerging economies. This leads to instances where the delivery of OT security is not practical or feasible. In such cases, the use of cloud technology enables OT security. Therefore, in the near future, cloud-based ICS-as-a-Service is expected to gain considerable importance in industrial areas that do not offer physical deployment of cybersecurity for industrial.

Download PDF Brochure: https://www.marketsandmarkets.com/pdfdownloadNew.asp?id=37646764

Challenge: Lack of awareness about best practices and criticality of cybersecurity in industrial control systems

The companies working in the industrial verticals use security technologies to prevent cyberattacks, but attackers develop new techniques and procedures to infiltrate these technologies.Human error are some of the key reasons for most of the breaches and Investments in security defense and detection technologies help develop effective defense strategies. The errors can happen due to lack of awareness among employees, which is putting the industrial sector at risk. Advanced cyber threats have significantly increased over the last few years and have become a major security concern for the industrial sector.

About MarketsandMarkets™

MarketsandMarkets™ is a blue ocean alternative in growth consulting and program management, leveraging a man-machine offering to drive supernormal growth for progressive organizations in the B2B space. We have the widest lens on emerging technologies, making us proficient in co-creating supernormal growth for clients.

The B2B economy is witnessing the emergence of $25 trillion of new revenue streams that are substituting existing revenue streams in this decade alone. We work with clients on growth programs, helping them monetize this $25 trillion opportunity through our service lines - TAM Expansion, Go-to-Market (GTM) Strategy to Execution, Market Share Gain, Account Enablement, and Thought Leadership Marketing.

Built on the 'GIVE Growth' principle, we work with several Forbes Global 2000 B2B companies - helping them stay relevant in a disruptive ecosystem.Our insights and strategies are molded by our industry experts, cutting-edge AI-powered Market Intelligence Cloud, and years of research.The KnowledgeStore™ (our Market Intelligence Cloud) integrates our research, facilitates an analysis of interconnections through a set of applications, helping clients look at the entire ecosystem and understand the revenue shifts happening in their industry. To find out more, visit www.MarketsandMarkets™.com or follow us on Twitter, LinkedIn and Facebook.

[technuter]

Securonix appoints Nayaki Nayyar to Chief Executive Officer

Securonix announced the appointment of Nayaki Nayyar to Chief Executive Officer and member of its Board of Directors, effective immediately. Sachin Nayyar (not related), Founder and former Chief Executive Officer has transitioned to the role of Executive Chairman of the Board of Directors. Ms. Nayyar brings over 25 years of deep industry experience in driving transformation, innovation, and growth in large enterprise software companies. She most recently served as President and Chief Product Officer of Ivanti where she was responsible for Cybersecurity, Automation, Edge and Endpoint Device Management, and Service Management. She was instrumental in Ivanti's significant growth through acquisitions, launch of Ivanti's Neurons Platform, and doubling its total addressable market from $30B to $60B in the last two years. Prior to Ivanti, Ms. Nayyar held executive positions at BMC Software and SAP. Nayaki Nayyar, Chief Executive Officer, Securonix, said, "I am super proud to join Securonix, an exceptionally innovative pioneer that has redefined the SIEM market, has been named a leader in SIEM by Gartner four years in a row and set the standard for cloud-native security analytics and operations. Securonix has achieved excellence across multiple domains, including product innovation in Next-Gen SIEM, UEBA and SOAR, threat detection/hunting, data science, and operations, and is now poised to scale its operations and reach. I look forward to working with the team at Securonix to achieve our mission to address the cybersecurity challenges faced by organizations globally." Sachin Nayyar, Executive Chairman, Securonix, said, "On behalf of the Board of Directors, I am delighted to welcome Nayaki to the Securonix team. Securonix is well-positioned for sustained long-term growth with the industry leading solution in the SIEM, UEBA and SOAR markets and strategic GTM partnerships with Snowflake and AWS. Nayaki's track record of innovative corporate leadership and deep subject matter expertise make her the right leader to guide Securonix through its next phase of growth." "Nayaki is a seasoned software product leader with distinctive experience building operationally excellent platforms, while simultaneously helping customers migrate to a seamless cloud experience," said Nadeem Syed, Senior Managing Director and Head of Value Creation at Vista Equity Partners and Securonix board member. "Her deep product experience, coupled with her stellar track record of scaling businesses and building global teams, make her the ideal leader to push Securonix even farther ahead of its peers in both product capabilities and customer experience." Nayaki currently serves on the boards of TD Synnex, a leading distributor and solutions aggregator for the IT ecosystem; Veritone, Inc., a leading provider of artificial intelligence technology solutions; and Corteva Agriscience, a publicly traded agri-science company. She holds a B.E. in Mechanical Engineering from Osmania University (India), M.S. in Computer Science from the University of Houston, and is a graduate of the Stanford Executive Program. The Securonix platform is purpose-built to defend against advanced threats in today's complex hybrid environments. Securonix was named a leader for the fourth consecutive time in the recently published 2022 Gartner Magic Quadrant for Security Information and Event Management (SIEM). Read the full article

[viralnews-1]

Fireside discussion on increased adoption of SASE and zero trust with Palo Alto Networks

Fireside discussion on increased adoption of SASE and zero trust with Palo Alto Networks

Thank you for joining us on “The cloud hub: From cloud chaos to clarity.” Vishal Salvi, chief information security officer and head of cyber security practice at Infosys, and Kumar Ramachandran, senior vice president, SASE GTM, at Palo Alto Networks, talk about the new cybersecurity practices in the post-pandemic environment. Click here to continue. Source link

[leonbasinwriter]

The system is moving. Not just AI, not just business—intelligence itself is in play.

[abhibaj]

Marketing That Moves: Dina Badran on Pipeline and Brand Impact

In the fast-paced world of B2B Marketing, few regions are as dynamic and diverse as IMETA (India, Middle East, Turkey, and Africa). At the center of this transformation is Dina Badran, Marketing Manager at Exabeam, who is leading with a unique mix of strategy, creativity, and a relentless focus on impact. With over a decade of experience at tech giants like Microsoft, Oracle, and IBM, she is now redefining what success looks like in cybersecurity marketing.

This blog post explores how Dina’s work bridges brand building and revenue generation, creates demand where it matters most, and proves that marketing is not just a support function—but a growth engine.

Get full insights@​ https://itechseries.com/interviews/marketing-pipeline-brand-strategy/

A Decade in the Trenches: Dina Badran’s Marketing Evolution

Dina Badran’s journey through the ranks of B2B marketing began in some of the most respected tech organizations. With ten years of experience under her belt, her foundation is built on the fundamentals of field marketing, demand generation, and sales alignment.

Now at Exabeam, she leads strategic marketing across the IMETA region. Her responsibilities span building regional campaigns, hosting executive events, and launching digital experiences. Her secret sauce? Integrating global strategies with local relevance—a necessity when engaging audiences across diverse markets like Saudi Arabia, India, and the UAE.

The Pipeline-Brand Balance: Short-Term Wins Meet Long-Term Strategy

One of Dina’s core principles is balancing short-term pipeline acceleration with longer-term brand credibility. While many marketers struggle with this dichotomy, she sees it as an opportunity to integrate and align.

By designing end-to-end campaigns that serve both lead generation and brand perception, Dina ensures that marketing efforts are not only delivering MQLs but also enhancing brand equity. Each campaign—whether a webinar or an invite-only CXO roundtable—serves multiple objectives: educate, engage, and convert.

Demand Generation: The Engine Behind Measurable Impact

Demand generation isn’t just a buzzword for Dina—it’s the bedrock of her strategy. Her approach to demand generation combines account-based marketing (ABM), digital campaigns, and high-touch field events to deliver hyper-personalized experiences.

From CXO roundtables to region-specific digital activations, her tactics are always data-driven and strategically aligned with sales. Every campaign is optimized not only to generate leads but also to contribute directly to the pipeline—a true demonstration of measurable, business-aligned marketing.

Field Marketing That Speaks the Local Language

In a region as diverse as IMETA, localized execution is not optional—it’s imperative. Dina believes that successful field marketing stems from understanding local buyer behaviors, cultural nuances, and regulatory dynamics.

Events like GITEX and Black Hat MEA are not just booths on the expo floor—they’re launchpads for strategic conversations. Meanwhile, more intimate, invite-only CXO events help build trust with key decision-makers. Dina’s hybrid model, which blends in-person engagement with digital amplification, ensures maximum reach and resonance.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

Cybersecurity Marketing in IMETA: Challenges and Growth Opportunities

Marketing cybersecurity solutions in IMETA comes with unique challenges: diverse regulations, varying digital maturity, and a cautious buying audience. But where others see obstacles, Dina sees opportunity.

Cybersecurity is no longer a luxury—it’s a business essential. This shift has opened the door for more aggressive and personalized B2B marketing strategies, particularly ABM and co-branded campaigns with MSSPs and resellers. Dina’s agile marketing approach helps Exabeam stay ahead, delivering campaigns that are not just relevant but transformative.

Data-Driven Decisions: Metrics That Matter

For Dina, success isn’t about vanity metrics. It’s about impact. She rigorously tracks marketing-sourced pipeline, MQL-to-SQL conversion rates, campaign ROI, and brand engagement metrics to evaluate performance.

This emphasis on analytics helps bridge the gap between marketing activity and business outcomes. Her ability to tie tactical execution to strategic growth is what positions her as a high-impact leader in the cybersecurity marketing space.

Marketing Campaigns That Made a Mark

From IBM’s targeted banking sector campaigns in Egypt to Exabeam’s multi-city roadshow in India, Dina’s track record is filled with memorable successes. These campaigns weren’t just well-executed—they were strategically aligned with business goals.

The Exabeam presence at Black Hat MEA 2024 stands out as a recent milestone. It elevated the brand’s visibility, strengthened regional positioning, and, most importantly, fueled pipeline acceleration. What made each of these efforts exceptional was a consistent formula: close sales collaboration, localized execution, and end-to-end integration.

Advice to the Next Generation: Marketing with Purpose

Dina’s advice to future marketing leaders is clear: “Great marketing isn’t just about creativity—it’s about driving measurable business growth while fostering a culture of collaboration and innovation.” Her approach emphasizes strategic alignment, continuous learning, and team empowerment. She encourages marketers to focus on the customer, embrace experimentation, and never lose sight of impact. For those leading teams, she highlights the importance of nurturing talent, recognizing achievements, and building a culture of agility and accountability.

Final Thoughts

Dina Badran’s journey offers a masterclass in how to make marketing matter. By seamlessly connecting brand-building with business outcomes, she exemplifies what modern B2B marketing—and specifically cybersecurity marketing—should look like.

From field marketing initiatives that engage local leaders to demand generation campaigns that fuel revenue, her playbook is one that marketers across industries can learn from. In a world where marketing is often seen as a cost center, Dina proves that it can, and should, be a growth engine.

[webanditnews]

Demandbase Hires Sean Malone as Chief Information Security Officer

Demandbase Hires Sean Malone as Chief Information Security Officer

Malone brings 13 years of experience to the Demandbase team, further improving security and adding more caliber to the executive team. Demandbase, the Smarter GTM company for B2B brands, is pleased to announce Sean Malone has joined the company as its chief information security officer (CISO). Malone comes highly experienced with an impressive background in cybersecurity and defense. In his role,…

[g33kxinc]

Cybersecurity Fireside Chat with Nutanix and Theresa Payton

Cybersecurity Fireside Chat with Nutanix and Theresa Payton

Join Theresa Payton, First Female White House CIO, Leading Cybersecurity Expert and CEO & Author, Fortalice Solutions, and Monica Kumar, SVP Marketing and Cloud GTM at Nutanix, as they discuss females in tech, manipulation campaigns and social issues around cybersecurity. The pair unpack potential cyber threats on both the public and private sector.…

[chandupalle]

Industrial Cybersecurity Market Revenue Trends and Growth Drivers 2023 - 2027

The global industrial cybersecurity market in terms of revenue was estimated to be worth USD 16.2 billion in 2022 and is poised to reach USD 20.1 billion by 2027, growing at a CAGR of 4.4% from 2022 to 2027. The new research study consists of an industry trend analysis of the market.

The market for the products to grow at the highest CAGR during the forecast period

Cyberattacks and threats against critical infrastructure have increased over the years due to the growing use of connected devices and IT systems. Instead of stealing data, digital attackers target to access industrial control systems, such as SCADA, DCS, and PLC, on which organizations rely for managing their industrial processes. Industries such as pharmaceuticals, oil & gas, manufacturing, and electric utilities use control systems. These systems are connected with a large number of sensors with the help of network infrastructure (either wired or wireless systems). Any alteration in control network infrastructure by infrastructure industries to meet their business needs might lead to an increase in cyberattacks.

The industrial cybersecurity market for products has been broadly segmented into gateways and networking devices. Gateways help prevent cyberattacks on SCADA systems by allowing them to connect with management information systems securely. Gateways help manage network user access by directly accessing the networks in the industrial zone. Furthermore, networking devices are further classified into routers and industrial Ethernet switches.

North America to hold the largest share of Industrial cybersecurity market in 2022

The industrial cybersecurity market in North America, based on country, has been segmented into the US, Canada, and Mexico. This region is a major market for industrial cybersecurity solutions and services as it is home to a few of the largest multinational companies, such as IBM Corporation (US); Cisco Systems, Inc. (US); Honeywell International Inc.(US); Fortinet (US); Splunk (US), Broadcom INC. (US); Fireeye (US); Proofpoint (US); Microsoft (US); Palo Alto Networks (US); and Dell, Inc. (US).

Download PDF Brochure: https://www.marketsandmarkets.com/pdfdownloadNew.asp?id=37646764

The market for power expected to hold the largest market share in Industrial cybersecurity market, by verticals, in 2027

Power companies are increasingly adopting cybersecurity solutions and upgrading their cybersecurity capabilities to protect their industrial systems from rapidly evolving cyber threats. Cybersecurity in power companies helps in mitigating the challenges pertaining to aging grid infrastructure, monitoring power system operations, maintaining the balance between power generation and production, and providing fast and efficient ways to restore services after interruptions. The importance of monitoring systems has increased with the growing use of renewable sources in power grids.

About MarketsandMarkets™

MarketsandMarkets™ is a blue ocean alternative in growth consulting and program management, leveraging a man-machine offering to drive supernormal growth for progressive organizations in the B2B space. We have the widest lens on emerging technologies, making us proficient in co-creating supernormal growth for clients.

The B2B economy is witnessing the emergence of $25 trillion of new revenue streams that are substituting existing revenue streams in this decade alone. We work with clients on growth programs, helping them monetize this $25 trillion opportunity through our service lines - TAM Expansion, Go-to-Market (GTM) Strategy to Execution, Market Share Gain, Account Enablement, and Thought Leadership Marketing.

Built on the 'GIVE Growth' principle, we work with several Forbes Global 2000 B2B companies - helping them stay relevant in a disruptive ecosystem.Our insights and strategies are molded by our industry experts, cutting-edge AI-powered Market Intelligence Cloud, and years of research.The KnowledgeStore™ (our Market Intelligence Cloud) integrates our research, facilitates an analysis of interconnections through a set of applications, helping clients look at the entire ecosystem and understand the revenue shifts happening in their industry. To find out more, visit www.MarketsandMarkets™.com or follow us on Twitter, LinkedIn and Facebook.

[abhibaj]

Marketing for Growth: How to Generate Revenue and Earn Trust

In B2B marketing, demand generation is just the starting point. While generating leads and attracting potential buyers is essential, the real challenge lies in driving revenue and building long-term brand trust. A well-crafted marketing strategy goes beyond capturing attention—it nurtures relationships, educates customers, and fosters credibility.

For industries like cybersecurity, where trust and expertise are paramount, marketing plays a crucial role in bridging the gap between awareness and conversion. Let’s explore how B2B marketing extends beyond demand generation to become a key driver of revenue growth and trust-building.

Get full insights@ https://itechseries.com/blog/demand-gen-marketing-strategy/

Demand Generation: The First Step, Not the Final Goal

Demand generation is often misunderstood as just lead acquisition. However, in B2B marketing, it’s more than that—it’s about creating meaningful engagement that moves prospects through the buyer’s journey.

Instead of focusing solely on filling the pipeline, successful marketers prioritize lead quality over quantity. By using data-driven targeting, content marketing, and strategic outreach, businesses can attract prospects who are genuinely interested in their solutions. But what happens after a lead enters the funnel? That’s where the true impact of marketing begins.

Aligning Marketing and Sales for Revenue Growth

A well-defined marketing strategy doesn’t stop at generating leads—it ensures that those leads convert into revenue. One of the biggest mistakes B2B companies make is treating marketing and sales as separate entities. When these teams operate in silos, opportunities are lost.

By aligning marketing and sales, businesses can create a seamless customer experience. Account-based marketing (ABM), for example, allows marketing teams to deliver highly personalized content that resonates with decision-makers, making it easier for sales teams to close deals. Additionally, real-time analytics help both teams prioritize high-intent leads, ensuring efforts are focused on the most promising opportunities.

The Role of Trust in Cybersecurity Marketing

In industries like cybersecurity, trust is a deciding factor. Prospective customers need to know that the solutions they choose will protect their data, comply with regulations, and prevent costly breaches. Without trust, even the most innovative cybersecurity solutions struggle to gain traction.

This is where marketing plays a crucial role. Through thought leadership, case studies, and transparent messaging, cybersecurity brands can position themselves as industry experts. Content that educates and reassures, rather than aggressively sells, helps establish credibility and fosters long-term customer relationships.

Content Marketing: Educating, Not Just Selling

Modern buyers don’t want a hard sell—they want valuable insights. Educational content builds authority and nurtures leads by addressing their pain points before they even reach out to sales teams.

Whitepapers, webinars, and industry reports help B2B brands establish credibility. Thought leadership articles, particularly in cybersecurity, demonstrate expertise and reliability. By consistently providing high-value content, businesses ensure that when prospects are ready to buy, they turn to a trusted source.

Explore the latest marketing and tech insights@ https://itechseries.com/gtm-library/

Brand Trust: The Foundation of Long-Term Success

Brand trust isn’t built overnight. It requires consistency, transparency, and authenticity. In a crowded marketplace, businesses that prioritize trust gain a competitive edge.

One key strategy is leveraging customer testimonials and case studies. Prospects are more likely to trust peer recommendations than a company’s own messaging. Additionally, social proof—such as industry awards, security certifications, and third-party endorsements—reinforces credibility.

Leveraging Data for Smarter Decision-Making

Data-driven marketing is no longer optional—it’s essential. Businesses must track customer behavior, measure campaign effectiveness, and continuously refine their approach to maximize B2B marketing success.

AI-powered analytics help marketers understand what content resonates, which channels perform best, and how buyers interact with touchpoints. This insight allows for hyper-personalization, ensuring that each prospect receives the right message at the right time.

The Shift from Lead Generation to Customer Retention

Acquiring new customers is expensive, but retaining them is where long-term growth happens. Many B2B marketers make the mistake of focusing all efforts on lead generation without nurturing existing customers.

Marketing must play a role beyond acquisition by driving customer engagement, loyalty programs, and upsell opportunities. A strong post-sale marketing strategy ensures that customers not only stay but also become brand advocates, referring new business and expanding revenue potential.

The Future of B2B Marketing: Trust, Data, and Personalization

As B2B marketing continues to evolve, the brands that thrive will be those that prioritize trust, personalization, and data-driven decision-making. Simply generating demand is no longer enough—nurturing leads, building credibility, and fostering long-term relationships will define B2B marketing success. By embracing these principles, B2B companies—especially in high-trust industries like cybersecurity—can position themselves as not just service providers but strategic partners in their customers’ success.