Influencer Marketing in Cybersecurity with Jane Frankland
In this conversation, Custom Influence Director Kristen Sesto interviews Jane Frankland, a seasoned cybersecurity professional who transitioned from a behind-the-scenes role to becoming a thought leader in the industry. They discuss the importance of building trust in B2B marketing, the evolution of content creation for those in professional sectors, and the impact of platforms like LinkedIn on industries like cybersecurity. The conversation emphasizes the value of engagement, authenticity, and the role of b2b influencers in shaping industry narratives.
Takeaways:
The journey to becoming a thought leader often involves stepping out of the shadows.
Building trust is essential in B2B marketing, especially in cybersecurity.
Content creation should balance value and entertainment to engage audiences.
LinkedIn has become a pivotal platform for professional growth and visibility.
Influencers in B2B are not just salespeople; they are trusted sources of information.
Engagement and authenticity are key to successful influencer marketing.
Networking is crucial for staying relevant in a fast-paced industry.
Conversations and feedback from the audience enhance the value of content.
Staying informed about industry trends is vital for thought leaders.
Contributing to discussions fosters a collaborative learning environment.
00:00 Navigating the Chaotic Journey to Cybersecurity Leadership
02:47 The Evolution of a Cybersecurity Thought Leader
06:00 Building Trust in the B2B Landscape
08:48 The Impact of LinkedIn on Professional Growth
12:05 Content Creation: Balancing Value and Entertainment
14:57 The Role of Influencers in B2B Marketing
17:45 Engagement and Authenticity in Cybersecurity
21:06 The Dynamics of Networking and Communication
23:49 Staying Relevant in a Fast-Paced Industry
27:01 The Value of Conversations in Thought Leadership