It can be difficult for B2B marketers to choose the right stack of MarTech products, especially for cybersecurity professionals who might face more complex sales cycles, changing regulations and other challenges.
We asked cybersecurity experts what their top-rated solutions are currently. This list includes everything from tracking the sales cycle to SEO tools. These expert insights may not be suitable for every digital marketer. However, they could help you determine which tool is worth your investment.
WordPress
WordPress is one the most popular site-development solutions. There are currently 64 million WordPress websites. WordPress allows B2B marketers to communicate their brand’s identity via pillar page customization and building blogs.
WordPress is my main platform for storytelling. I cannot count the number of blogs and websites I have created since my first WordPress post was published in 2011. I have a career in marketing and helped startups grow by learning the basics of HTML using WordPress.
Qualified
71% of customers expect companies to be able to communicate with them in real time. How does this happen? Qualified is a conversational marketing platform. Qualified can be found on your website with their chatbot, which will help you increase your pipeline. It also syncs with Salesforce for easy organization.
Alation has found Qualified, a Salesforce-tied conversational market platform, to be a tremendous asset. Our SDR team quickly embraced us. We have seen SAL numbers with other vendors we didn’t see before and are now beginning to tie them into other aspects of our business.
Mutiny
Mutiny makes it easy for marketers to personalize websites. It allows you to identify inbound site visitors and create personalized pages for your target accounts. Personalization is a growing area of interest for B2B marketers. 50% say their company has made it a strategic initiative. It can be very powerful to create personal experiences at scale and test which ones work best.
Mutiny is essential for multivariate testing and improving conversion rates through personalized experiences. I have had the opportunity to use the tool at SecurityScorecard and AlphaSense, and I have seen positive results.
SEMRush
Semrush is still a popular platform in the SEO community. This platform offers a variety of powerful tools that can be used to optimize your SEO efforts. These include keyword research, competitor analysis, PPC analysis and many other useful features.
Quickbase
B2B cybermarketers can be unique because each company may have a different approval process, sales cycle, team structure, etc. Finding the right MarTech solution for their specific needs can be difficult. Quickbase’s “low code” app allows teams to create custom apps that meet their specific needs.
BARR Advisory’s Marketing and Communications team serve as an internal creative agency. We needed a project management tool that could meet our specific needs. Quickbase allowed us to create a custom app that would help us manage our marketing process. We don’t know what we would have done without it for so many years. CreativeBARR allows associates to submit creative requests that our entire Marketing and Communications Team can view. We assign each project to the appropriate person and then move it through the customized stages until completion. It has been a great way of increasing efficiency and transparency.
HubSpot
HubSpot, a CRM platform used widely by B2B marketers, is widely used. HubSpot’s solution offers marketers in-depth reporting, sales capabilities (such as meeting scheduling), and easy integrations. HubSpot offers many learning opportunities to those who want to get started in HubSpot and inbound marketing.
Marketo and Pardot are two examples of marketing automation platforms.
It is no secret that cybersecurity marketers can be very busy. Automating repetitive digital marketing tasks can help to reduce the time they spend on them. Marketers can automate tasks such as posting to social media using marketing automation platforms (MAPs). This will increase efficiency and improve customer experience.
BlueVoyant’s marketing automation tool is a favorite solution. We use Pardot, but our team often disagrees with which tool is best. Mine is Marketo. Marketing automation is the true owner of a prospect’s story. It houses our database, nurtures flows and automates all aspects. It cannot be easy to work in cybersecurity marketing. Prospects are often hard to reach. Therefore, it is important to comply with all regulations and protect your prospects’ privacy. This is another role of a MAP. This function is often overlooked, but it’s vital.