I offer no-BS marketing consulting for B2B businesses that need to set up, clean up, or ramp up. 

This is a new venture so I'm still narrowing down my precise offerings, and not taking new clients outside of the ones that were offered to me through some personal relationships. I'd love some advice!

No-BS B2B Marketing Consulting

Check Point Software Technologies Ltd

Check Point is an American-Israeli multinational provider of software and combined hardware and software products for IT security, including network security, endpoint security, cloud security, mobile security, data security and security management. As of 2021, the company has approximately 6,000 employees worldwide.

Program Marketing: Launched 2 new podcast programs: 1) Check Point ReelTalk, a podcast for security folks who want less F-U-D and more F-U-N – where experts from inside and outside Check Point break down how security people, processes, and technology are portrayed in film and TV and how they relate to real world cyber events. 2) Guest opportunities on Audience 1st – a modern customer research and growth strategy agency to helping G2M teams and buyers better understand each other and develop authentic relationships.

GTM and Demand Gen: Worked closely with Product Incubation, Product Management, Sales, and Marketing teams to develop strategic campaigns and events such as integrated content marketing and ABM, partnership activities, and niche events. 

Content and Product Marketing: Refined messaging and positioning for cloud security products, produced MOF/BOF content (blogs, landing pages, email campaigns), and developed sales collateral and tools (playbooks, Sales decks, demo videos, case studies, win-wires).

Product Marketing Manager, Cloud Security

Cider Security

*Acquired by Palo Alto Networks

Cider Security is the first platform that allows Security, DevOps, and Dev teams to build AppSec programs in minutes while providing them with the ability to orchestrate and harmonize all security activities in the CI\CD from a single place. Built by a team of enterprise security veterans, Cider’s platform addresses one of the major gaps which exist in the security realm today through bridging the growing gaps between Security and Engineering. Cider uses an advanced, unique method of observability over CI/CD systems and processes, which allows providing any organization a tailored set of controls and solutions to optimize security.

Infrastructure: Refined initial branding, built new company website (including writing copy), implemented a marketing automation system (HubSpot), designed marketing and sales funnel, and oversaw marketing activities’ alignment with business goals, KPIS and budget.

Product Marketing: Worked with Product Management, Sales, and Founders to develop positioning, messaging, competitive analysis, and collateral.

Content & PR: Worked hand-in-hand with PR agency, researchers, and founders to integrate press releases with out-of-stealth launch and create diverse thought leadership to build demand.

Event Marketing: Produced first niche company event.

Head Of Marketing

Beyond Security (Acq. by HelpSystems)

*Acquired by HelpSystems (Fortra)

Beyond Security is a global leader in automated vulnerability assessment and compliance solutions, enabling businesses and governments to accurately assess and manage security weaknesses in their networks, applications, industrial systems, and networked software.


•Highlights include increasing inbound leads by 75% - with 50% converting into opportunities and 30% converting into new sales - all on a shoe-string budget - while simultaneously managing partnerships, sales enablement and press opportunities.

•Planned, built, and managed marketing tech stack, new systems, workflows, automations, and integrations with sales tools and processes

•Developed and implemented marketing plans and budget to drive demand, meet KPIs, and enable sales to close more deals. 

•Performed industry, competitor, persona, design, UX, and SEO research to inform short and long-term website and content strategy, branding, and positioning

•Worked closely with the founders, R&D teams, and support teams to translate technical features into value propositions and clear, simple customer benefits

•Wrote company communication, sales collateral, and documentation for product partners including: blogs, landing pages, press releases, boilerplates, lead-nurturing emails, newsletters, datasheets, slide-show decks, trade-show banners, and social media content

•Coordinated with PR Director, industry analysts, product partners, and key stakeholders to gain coverage in publications and promote revenue-building relationships  

•Hired and remotely managed freelancers and external agencies (writers, designers, developers, SEO specialists, and automation specialists)

•Published content on social media and engaged in industry discussions on Quora and Reddit

•Led post-acquisition integration and onboarding with marketing, operations, and web teams

•Reported to the CEO

Head of Marketing

SaferVPN (Acquired by J2 Global)

*Acquired by J2 Global, Precursor to Perimeter 81 acquired by Check Point Software

SaferVPN was a VPN service developed by Safer Social, Ltd. SaferVPN. Developer(s), Safer Social Ltd. The company later evolved into Perimeter 81, an Israeli cloud and network security company that develops secure remote networks, based on the zero trust architecture, for organizations. Its technology replaces legacy security appliances like VPNs and firewalls.

•Led inbound marketing activities and campaigns to meet project goals and KPIs (performed market and competitor research; wrote copy and microcopy for product app, CTAs, banner ads, pop ups, chat bots, landing pages, email, social media, video scripts, infographics, and more; developed partnerships and PR opportunities; managed projects and collaborated with internal teams and external partners 

•Increased customer acquisition and decreased churn rate by working with the performance, analytics, and creative teams to convert site traffic and email opens into sales and long-term customers by offering relevant, targeted content as well as customer incentives and great on-boarding material

•Led creative teams and managed freelancers and interns to ensure all content maintained the company’s brand voice, tone, style, and USP — and was optimized for conversions and search engines

•Built and managed a rich content and editorial calendar to attract a qualified audience based on seasonal events, holidays, and SEO research

•Managed social media (publishing, monitoring, engaging, and community building) blog (publishing and optimizing content), marketing automation tools (publishing, scheduling, engagement, analytics), and web development tickets for end-to-end content creation 

•Created and monitored quarterly reports as a basis for advice and recommendations for achieving higher performance against KPIs and metrics  

•Reported to the CPO and liaisoned with the Head of Marketing Communications and PR

Inbound Marketing Manager

EyeCarePro.net

•Highlights include raising most clients to 1-2 search rankings for their primary keywords and above-average conversion rates — including one client who suffered for 2 years with a 2-3% conversion rate and stabilized at 6-7% under my hands-on management.

•Provided local, organic, and technical SEO and conversion rate optimization (CRO) to 250+ clients (60+ turnaround every 6 months) in the USA and Canada using WordPress and SEO tools 

•Onsite SEO included: content writing/editing, keyword and LSI placement, text formatting, image optimization, URL structuring, siloing and internal/external linking, canonicalization, redirecting 404s, adding structured data, speed tests, mobile and desktop design, sitemap submission

•Offsite SEO included: citations (business listings), social media marketing

•Analysis included: keyword research, competitive analysis, analytics review, GSC monitoring, rank checking, site audits 

• CRO included: copywriting and design for a better user experience and a higher likelihood of clicks to CTAS. 

• Reported to the team lead and managed 5 accounts owned by the CEO

SEO Account Manager

5th Revenue

•Scripted, produced, and edited marketing videos using Adobe CC, freelancers, and stock media

•Managed budgeting, creative tools, and project deliverables from translators and freelance artists

•Researched, wrote, edited, and optimized SEO-driven content in a web-based environment using SEO tools, Google Analytics, WordPress, editorial calendars, and project management systems

•Designed website layout and updated websites using WordPress templates, HTML, CSS, hosting, and assistance from graphic designers and programmers

•Brainstormed with in-bound and out-bound marketing team to create and implement content marketing and social media strategies based on market research and data analysis

•Created and managed social media accounts

•Reported to the owner

Digital Content & Video Production Manager

foolsFURY Theater

FoolsFURY Theater is an ensemble theater company based in San Francisco. Founded in 1998 by Artistic Director Ben Yalom, the company presents reworked Shakespeare and classical texts as well as new works by experimental contemporary playwrights. In 2020 Deborah Eliezer took over as artistic director.

Educational Programming & Marketing Assistant

Cutting Ball Theater, Playwrights Foundation, Fools Fury, The Marsh, NCTC, CalShakes

•Assisted with grant proposals, press packets, distributing marketing materials, proofreading copy, mailings, house management, event preparation, ushering and ticketing, concessions, and donor/patron relations

Theatre Arts Marketing & Administration Volunteer

Samuel French Ltd

Samuel French, Inc. is an American company, founded by Samuel French and Thomas Hailes Lacy, who formed a partnership to combine their existing interests in London and New York City. It publishes plays, represents authors, and sells scripts from their Los Angeles, UK, and online bookstores.

Editorial & Production Intern

Full Stack Marketer & Product Marketer | UX and Content Strategist | Neurodiversity & Mental Health Advocate |

I am a hands-on, full-stack marketer with a passion for organic growth marketing, the user experience, and telling a product story that is clear, personalized, and engaging.

I’ve been told I bring the X factor due to my creativity and ability to write any piece of content, but that’s just part of the story. I am a holistic thinker and investigator who likes to “take a peek under the hood” and improve the underlying infrastructure before diving into large projects and campaigns. You’d be surprised how much a little clean up will improve your conversions and new customer acquisition!

Competencies include: SaaS, cybersecurity, B2B/B2C marketing, lead generation, sales enablement, copywriting, inbound marketing, content marketing, product marketing, email marketing, public relations (PR), search engine optimization (SEO), conversion rate optimization (CRO), user experience (UX), branding and brand management, positioning, creative direction, video production, website management, marketing automation, web analytics, project management, and, of course, marketing strategy and planning.

Why Your Autistic or ADHD Employee May Blurt Out Information 

“He speaks without thinking!” “She has no filter!” “They talk ‘at’ me not ‘to’ me!”

When you work with someone who tends to blurt out information or speak in monologues without even seeming to take a breath, it can be frustrating. Especially if you attach emotional and/or social meaning to the behavior that wasn’t intended.

Most likely, your neurodivergent employee is not doing this to be rude, inconsiderate, or insubordinate. They just have a brain that works differently from what you may be used to.

Here are five reasons your autistic or ADHD employee may blurt out information:

Working Memory Challenges
I have always struggled with poor working memory, which means I have difficulty holding a sequence of connected thoughts in my brain long enough to do something meaningful with those thoughts.

For example, if I receive any verbal instruction (or a checklist) that contains more than three steps (or items) at once, I cannot remember them without writing them down.

When I’m unable to immediately write down instructions, the only way I can remember them is by repeating them over and over again in my head until I can either deliver the message to the intended person or write it down.

Within moments, other thoughts, images, song lyrics, etc., will begin to crowd out those instructions, threatening to erase them from my memory completely unless I continue to forcefully bat them back with the instructions I’ve been tasked with remembering.

As the minutes tick by, I have to fight harder and harder to keep the sequence in my head and not forget it, all the while processing overwhelming sensory input from the outside world.

By the time I get the information or instructions to the person who needs them, I have to blurt it out as soon as I see their face, or it will all be gone.

At that moment, I have to make the unfortunate choice of offending the person in front of me or annoying the supervisor who asked me to relay the message in the first place, as I’ll have to go back and ask for it all over again.

If your neurodivergent employee also struggles with this, consider inclusive strategies such as always allowing them to write things down, even if the instructions are short or “easy” in your estimation. 

(Click on the link below to continue reading.)

https://buff.ly/43N4AY4 

Specialisterne USA 

#Autism #Autistic #ActuallyAutistic #Neurodivergent #Diversity #Inclusion #DEI

Diana Polansky

us.specialisterne.com • 4 min read

Why Your Autistic or ADHD Employee May Blurt Out Information | Specialisterne USA

CEO: We have 3 months to get 5 POCs for the new enterprise SaaS tool we're launching
CMO: New tool to a new market and ICP, doable?
ME: Highly unlikely

CEO: But we do have the $100,000 calculated for campaigns
CMO: Yeah, but we don't have the planned content  
CMO: And we still haven't finalised the company lists or ICP with sales
ME: So we have zero awareness, indecision/unknown ICP, ads that we hope are on message, 1 blog... and we need 5 POCs within 3 months?

😑 Unrealistic expectations from campaigns are a huge issue
😫 They create distrust between Marketing <> Sales <> C-level management
💰 They waste money and time as campaigns are aborted prematurely

--Well-planned and managed (paid and organic) campaigns should form short ~3-month sprints.
--The culmination of sprints will lead to a marathon.
--This will not be a world record-breaking <Tigist Assefa> marathon, but it will create the sustainable pipeline companies crave.

Unfortunately, there are no shortcuts.... nor flying pigs

NOTE: NO pigs were harmed in the production of this image.

#b2btechmarketing #useracquisition

I wrote a long one about how 2019-2022 were the organic content glory days.

And how content now is...disappointing.

What do you think?

Ashley Cummings on LinkedIn • 4 min read

2019-2022 Were The Organic Content Glory Days! Are They Over?

Hey everyone! I´m in the Big A all day! 

I´m here with Roger Neal  representing Apona Security  at the Atlanta Cybersecurity Conference with Data Connectors Cybersecurity Community 

It´s not too late to register.  Let me know when you get here and I’ll walk you in! 

We´re excited to connect with fellow cybersecurity pros to support each other in our mission to help organizations build security strategies that work.

In about 5 minutes, Roger will be joining a panel to discuss strategies for protecting against cyber attacks.

And later in the day, I´ll be delivering a keynote on Leadership  with Key Notes of Source Code Security. 

We hope to see you here!


#Atlanta #dataconnectors #sourcecodesecurity

😃The demise of ToF content -- I doubt that there's anyone out there happier about this scenario than me.

-- I've despised fluff content since its inception. Most of us have but were too afraid to stop producing it for fear of upsetting the SEO gods.

-- And let's face it, great content is still a huge effort to create.

--The good news is that with so much bad, useless content out there, in 2024, you'll be penalized for continuing to produce it.

🚪Google is slamming AI created and (otherwise poor) content.
🙈 And worst of all, your target audience is simply ignoring it... and/or not even seeing it on their radar.
-- So if you're still producing ToF fluff content, it's costing you in many ways.

-- What do you do next? Get to know what your audience really is interested in. There's no other way around it.

-- An easy way of doing that? For example, ask your sales team for the top 10 FAQs they're being asked.

-- Create tons of content just by answering those, and then dig deeper.

NOTE: ToF content is not always fluff. Envy produces quite a bit of it, for example, introductions to ABM, messaging, lead gen, or listicles of events and best practices. 

-- Content is 100% fluff when there are dozens of similar pieces already out there, when it's a shameless self-plug, and when it's infested with cliches, buzzwords, and FUD if the dear reader does not purchase your product/service immediately.

What's your inspiration/source for great content ideas?

#b2btechmarketing #b2bcontent

I think Honey approves of my new #frankenmarketer sweatshirt by Eric Holland 💀  who used to run “We’re not marketers” to discuss common misconceptions about #productmarketing. The show might be dead, but I like the swag.

Look what I did last week. OH YEAH. I'm the master of my schedule...my mental space...and my flexibility.

And yeah, I do make random self-care appointments in the middle of the week after my long meeting day. 

And I also often work a few hours on Saturdays and Sundays. My time, my calendar, my business.

I got sick of people calendar-bombing me. 

And I can't think properly or frankly even remember meetings when they're random.

So this is not only a #productivity hack, it's an #adhd and/or #autism hack. And I suppose an #introvert hack. 

BTW, Rog, this isn't about you. I don't mind that random invite that popped up today; it was listed as optional; and it's a type of meeting I requested on a day I requested to be marked for meetings. You rock!

Ha ha. I just added this to a presentation - before pitching my case.

https://lnkd.in/dNHBxhWc
#doyoutrustme #aladdin #marketingplanning

getyarn.io

- Do you trust me? - Yes...

Let’s talk about getting $hi7 done.

And since it’s World #AutismAwareness Day, feast on this tip.

If you really need to make ship 🚢 happen, and you want it done right, forget about the dude with the MBA, the PhD, the successful track record of scaling businesses or whatever…

Hire an #autistic person with that very specific niche special interest.

That $hi7 is going to be done right.

And this person will see potential problems and creative situations to those problems…

AND smell out any BS long before anyone else. 

So why is it that roughly 80% of autistics have trouble maintaining employment, and only about 1 in 3 autistic people are actually employed right now?

Chances are: you just don’t like them.

But they frequently like you and want to help you.

So give them a chance.

instagram.com

paige layle 🩷 on Instagram: "they’ll know EVERY side of the arguement, too, and literally@have weighed out every single possible option and KNOW it goes this way. ( i’m autistic, i trust me) 😂 (actually don’t, every autistic person is different im being facetious for brevity and humour) #ActuallyAutistic #autism #PaigeLayle"

I’ve seen and heard far too much misinformation about #abm. I’d recommend this newsletter if you want to learn a bit. 

Bottom line, you can’t really do
ABM without a solid infrastructure, marketing and sales alignment, good content, realistic kpis, and personalized engagement with people in the accounts you’re after.

Taplio

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