1155: Why Cybersecurity Matters for Marketers (And What To Do About It) w/ Mark Sinanian

WEBVTT 1 00:00:00.040 --> 00:00:04.759 Wouldn't it be nice to have several thought leaders in your industry know and Love 2 00:00:05.000 --> 00:00:10.230 Your brand? Start a podcast, invite your industries thought leaders to be guests 3 00:00:10.310 --> 00:00:15.429 on your show and start reaping the benefits of having a network full of industry 4 00:00:15.429 --> 00:00:25.699 influencers? Learn more at sweet phish MEDIACOM. You're listening to be tob growth, 5 00:00:26.100 --> 00:00:30.500 a daily podcast for B TOB leaders. We've interviewed names you've probably heard 6 00:00:30.539 --> 00:00:34.420 before, like Gary vanner truck and Simon Senek, but you've probably never heard 7 00:00:34.500 --> 00:00:38.729 from the majority of our guests. That's because the bulk of our interviews aren't 8 00:00:38.729 --> 00:00:43.289 with professional speakers and authors. Most of our guests are in the trenches leading 9 00:00:43.329 --> 00:00:48.170 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 10 00:00:48.250 --> 00:00:52.719 building the fastest growing BTB companies in the world. My name is James Carberry. 11 00:00:52.759 --> 00:00:56.320 I'm the founder of sweet fish media, a podcast agency for BB brands, 12 00:00:56.439 --> 00:00:59.640 and I'm also one of the cohosts of this show. When we're not 13 00:00:59.719 --> 00:01:03.600 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 14 00:01:03.640 --> 00:01:07.510 own business. Will share the ups and downs of our journey as we attend 15 00:01:07.590 --> 00:01:11.590 to take over the world. Just getting well? Maybe let's get into the 16 00:01:11.670 --> 00:01:21.219 show. Welcome back to be tob growth. I'm Logan lyles with sweet fish 17 00:01:21.299 --> 00:01:26.140 media. I'm joined today by marks and Anian, senior director of solutions marketing 18 00:01:26.180 --> 00:01:30.140 at Canon Solutions America. Mark, how's it going today, sir? Going 19 00:01:30.260 --> 00:01:33.489 well. Thank you so much for joining us. You know, we are 20 00:01:33.650 --> 00:01:38.530 right on the heels of wrapping up another national cyber security month and today's topic 21 00:01:38.650 --> 00:01:42.769 is going to be very timely. There we're going to be talking about the 22 00:01:42.890 --> 00:01:48.439 importance of cyber security, specifically for the marketing function within a lot of organizations. 23 00:01:48.719 --> 00:01:51.560 Before we jump straight into that, mark, I would love for you 24 00:01:51.640 --> 00:01:55.239 to give us a little background on yourself, what you and the team at 25 00:01:55.359 --> 00:01:59.239 cannon are up to these days, especially as it's related to today's topic. 26 00:01:59.879 --> 00:02:04.030 Sure, my name is Martin Adi. I'm senior director of Solutions Marketing at 27 00:02:04.109 --> 00:02:08.310 can solutions America and for the last say, eighteen months we've been very focused 28 00:02:08.349 --> 00:02:15.590 on security and and really all aspects of security, not just security related to 29 00:02:15.780 --> 00:02:22.620 end points or document security. It's all aspects of security, as documents and 30 00:02:22.659 --> 00:02:27.900 information flow in and out of board outside of organizations. So we've been trying 31 00:02:27.979 --> 00:02:31.610 to show up not only our portfolio but as well our messaging so we can 32 00:02:31.650 --> 00:02:37.409 help our customers understand really what Canon can bring the bear when we're talking to 33 00:02:37.729 --> 00:02:44.400 about security documents, security of information, cyber security, security aware is training 34 00:02:44.439 --> 00:02:50.960 for individuals. It's really to be really cybersecure you need all things kind of 35 00:02:50.960 --> 00:02:55.000 hitting on all cylinders. You can't have a secure organization when you're just address 36 00:02:55.199 --> 00:03:01.629 one thing. So we're trying to help our customers understand all five aspects, 37 00:03:01.669 --> 00:03:05.710 we call five pillars of security, so that they are they can have the 38 00:03:05.750 --> 00:03:08.469 most secure organization around. Yeah, so you touch on something there that I 39 00:03:08.590 --> 00:03:15.099 think leads us into today's topic in the relation between Cybersecurity and marketing. You 40 00:03:15.219 --> 00:03:19.500 mentioned, you know, all areas of security firing on all cylinders, and 41 00:03:19.539 --> 00:03:25.020 that means awareness of cybersecurity throughout all functions and departments within the organization. Can 42 00:03:25.060 --> 00:03:29.650 you speak to a little bit? You know most of our audience here are 43 00:03:29.889 --> 00:03:32.969 bb marketers and you know, just talking with marketers every day, I know 44 00:03:34.090 --> 00:03:38.090 that cybersecurity is not top of list, right there with brand awareness and email 45 00:03:38.090 --> 00:03:43.800 open rates and mql's and all those other things. Can we pause here for 46 00:03:43.840 --> 00:03:49.759 a second to speak about why should marketers be thinking more about cybersecurity within their 47 00:03:49.879 --> 00:03:53.800 functional role within the business? Sure so. When you think about it, 48 00:03:53.800 --> 00:03:58.030 as a marketer, we understand the power of person with that personalization brings to 49 00:03:58.150 --> 00:04:00.909 our customer experience, and it all starts with knowing your customer. A Better 50 00:04:00.949 --> 00:04:05.310 Science about remembering our customer and thanks to see our M sit, thems and 51 00:04:05.389 --> 00:04:11.620 behavioral a ex solutions, we can track our customers buying preferences, their patterns, 52 00:04:12.139 --> 00:04:15.060 the type of content there that they're interested in consuming, and from there 53 00:04:15.180 --> 00:04:20.259 we can create personalized experiences that aligned with their interests and drive higher engagement. 54 00:04:21.019 --> 00:04:26.810 But in order to do that you need access to personal information and more often 55 00:04:26.850 --> 00:04:31.170 than that that is controlled by a number of different current and the merging privacy 56 00:04:31.250 --> 00:04:36.529 regulations. So I'm talking more. It's more than just GDP are. Is. 57 00:04:36.529 --> 00:04:40.079 When you talk privacy, the first thing that comes to mind is GDP 58 00:04:40.160 --> 00:04:43.639 are. For a lot of people, absolutely it's more than GDP are. 59 00:04:44.519 --> 00:04:48.759 Their industries that are governed by legacy privacy regulations like Furpa for the education space 60 00:04:49.120 --> 00:04:54.189 or HIPPA for healthcare, and they mandate the same kind of controls that you 61 00:04:54.269 --> 00:04:59.470 get in GDP are for controlling personally identifiable information, or PII, you have 62 00:04:59.629 --> 00:05:02.509 absolute that horizon, in fact, is the California Consumer Privacy Act, or 63 00:05:02.589 --> 00:05:08.420 CCPA, which may set the trend for a lot of other setutory privacy regulations 64 00:05:08.500 --> 00:05:12.740 throughout the country. We're going to see that in very near future. CCPA 65 00:05:12.860 --> 00:05:16.540 goes live next year and a lot of other states are looking at that regulation 66 00:05:16.620 --> 00:05:21.009 as well. As a marketer, you have access the data that may be 67 00:05:21.129 --> 00:05:27.449 impacted by these privacy regulations, customer email addresses, their Ip addresses, their 68 00:05:27.490 --> 00:05:31.250 name means. Typically we won't have things like social security numbers or anything like 69 00:05:31.329 --> 00:05:35.000 that we're marketing, but right some of the things that I mentioned are covered 70 00:05:35.040 --> 00:05:41.399 by those privacy regulations. Yeah, it's not only the functional areas and the 71 00:05:41.519 --> 00:05:46.600 departments in the industries that have social security numbers and health information where you need 72 00:05:46.680 --> 00:05:50.829 to be concerned about privacy. So I'm curious, mark how have some of 73 00:05:50.910 --> 00:05:56.470 these things influenced your own strategy on, you know, your own marketing there 74 00:05:56.509 --> 00:06:00.470 at cannon? Good question. So they really helped to inform our marketing approach 75 00:06:01.110 --> 00:06:05.379 and it's led to an a more of a focus on the technologies that can 76 00:06:05.540 --> 00:06:12.579 comprise our security portfolio, mm, but also how we articulate our security message 77 00:06:12.579 --> 00:06:16.459 to our customers. Security can be a really, really complex topic, so 78 00:06:16.699 --> 00:06:19.970 as can and we need to take a step back. We needed to communicate 79 00:06:20.129 --> 00:06:25.329 that complex topic in a way that it would allow our customers to easily understand 80 00:06:25.370 --> 00:06:29.290 the risk that exist throughout their organization and, as well, the technology and 81 00:06:29.370 --> 00:06:32.720 services available from cannon to can help to mitigate those risks. Yeah, as 82 00:06:32.720 --> 00:06:39.360 a cannon affiliate candid solid solutions America, we recognize that we needed a holistic 83 00:06:39.480 --> 00:06:43.720 but layered approach to security, both in our messaging and in their products. 84 00:06:44.399 --> 00:06:47.629 We called the five pose of security and it's and it's really designed to take 85 00:06:47.670 --> 00:06:55.029 all these complete technologies and related to our customers in a way that it's easy 86 00:06:55.149 --> 00:06:59.509 for them to wrap their heads around, deliverate and smaller bites so it's more 87 00:06:59.790 --> 00:07:06.060 easily digestible. Imagine it a spreadsheet filled with rows and rows of your sales 88 00:07:06.100 --> 00:07:12.019 enablement assets. You've devoted two years organizing this masterpiece, only for it to 89 00:07:12.180 --> 00:07:15.769 stop making sense. This was Chad forbuccos reality. As the head of sales 90 00:07:15.769 --> 00:07:20.529 enablement at glint, a linkedin company, he's responsible for instilling confidence in his 91 00:07:20.610 --> 00:07:25.410 sales reps and arming them with the information they need to do their jobs. 92 00:07:25.769 --> 00:07:30.319 However, when his glorious spreadsheet became too complex, he realized he needed a 93 00:07:30.399 --> 00:07:33.639 new system. That's when Chad turned to guru. With Guru, the knowledge 94 00:07:33.680 --> 00:07:39.199 you need to do your job finds you. Between Guru's Web interface, slack 95 00:07:39.279 --> 00:07:44.949 integration, mobile APP and browser extension, teams can easily search for verified knowledge 96 00:07:44.990 --> 00:07:49.230 without leaving their workflow. No more siload or staled information. Guru acts as 97 00:07:49.269 --> 00:07:54.149 your single source of truth. For Chad, this meant glent sales reps were 98 00:07:54.189 --> 00:07:59.220 left feeling more confident doing their jobs. See why leading companies like glint, 99 00:07:59.540 --> 00:08:05.339 shopify, spotify, slack and more are using guru for their knowledge management needs. 100 00:08:05.779 --> 00:08:11.860 Visit BB growth dot get gurucom to start your thirty day free trial and 101 00:08:11.980 --> 00:08:18.889 discover how knowledge management can empower your revenue teams. As other marketing teams are 102 00:08:20.129 --> 00:08:24.290 listening to this, you mentioned some regulations on the horizon, some trends there 103 00:08:24.410 --> 00:08:30.600 with states. Looking at what California is doing. What other tips, or 104 00:08:30.959 --> 00:08:35.480 maybe stories from from the road? As you've talked with other marketing teams, 105 00:08:35.519 --> 00:08:39.120 are their customers of pitfalls to avoid here in the future when it comes to 106 00:08:39.720 --> 00:08:48.070 this issue of privacy cybersecurity in managing a lot of personally identifiable information within our 107 00:08:48.110 --> 00:08:52.629 marketing departments. But I think the one thing I would say is security is 108 00:08:52.669 --> 00:08:56.299 something that really impacts everyone. So, regardless of where you sit in the 109 00:08:56.340 --> 00:09:01.700 organization, it's not just an IT responsibility or the job of the Data Privacy 110 00:09:01.779 --> 00:09:07.259 Committee. It's a subject that impacts everybody in the organization, including marketing. 111 00:09:07.620 --> 00:09:11.169 Imagine you arrive at your office one day, bright and early in the morning 112 00:09:11.250 --> 00:09:15.850 and you learned your file, your files, your marketing files, are held 113 00:09:15.929 --> 00:09:20.730 hostage by cyber criminal. Or maybe the materials are pricing and go to market 114 00:09:20.809 --> 00:09:26.200 plan for your new whisbank product has been compromised and possibly leaked. Or maybe 115 00:09:26.240 --> 00:09:30.960 your organization is marking your products to a industry that's controlled by one of the 116 00:09:31.039 --> 00:09:35.720 privacy regulations that I talked about, or maybe the EU citizens and the day 117 00:09:35.799 --> 00:09:41.230 to use in your camp your campaigns. It's not secure delay those regulations require. 118 00:09:41.990 --> 00:09:46.710 The Way Your Organization protects that information can be very complex topic. So 119 00:09:48.350 --> 00:09:52.379 you need to communicate your to customers in a way that they easily understand the 120 00:09:52.419 --> 00:09:58.899 risk that exists through about the organization as well as the technology and services that 121 00:09:58.580 --> 00:10:03.019 the cannon has. That so, Mark I love what you talked about earlier 122 00:10:03.259 --> 00:10:07.809 in breaking down, you know, a complex topic into bite size pieces, 123 00:10:07.889 --> 00:10:11.529 as you guys look at how you talk about security to your customers. You 124 00:10:11.610 --> 00:10:13.929 know, on a similar note, as we're talking to marketers, you mentioned 125 00:10:15.450 --> 00:10:18.490 really realizing that it impacts their function. And then there are a lot of 126 00:10:18.570 --> 00:10:22.360 things to think about, you know, the privacy around their go to market 127 00:10:22.399 --> 00:10:28.360 strategy, their customers information. Is there one place maybe to to start? 128 00:10:28.639 --> 00:10:33.879 As we talk about, you know, breaking down a complex issue into smaller 129 00:10:33.919 --> 00:10:37.629 bites or smaller steps, are there a common set of first steps that you 130 00:10:37.710 --> 00:10:43.590 guys recommend to marketing teams that are just now kind of getting their mind around? 131 00:10:43.590 --> 00:10:46.309 Ay, security is important for our function. What do we do first? 132 00:10:48.149 --> 00:10:54.940 The I think the first step is, in any in addressing any security 133 00:10:54.019 --> 00:10:58.899 concern, just trying to figure out where you are today. Hmm, what's 134 00:10:58.899 --> 00:11:03.450 your student? You know, where is your organization from a security exposure standpoint? 135 00:11:03.529 --> 00:11:09.330 So it all starts with some kind of a assessment to determine how secure 136 00:11:09.370 --> 00:11:15.610 you are, where where the potential security risk? Hard because you really don't 137 00:11:15.610 --> 00:11:18.519 know what to fix until you have an idea of where you are as compared 138 00:11:18.639 --> 00:11:26.919 to benchpark organizations. So if I were starting out and it were my company 139 00:11:26.039 --> 00:11:31.120 and I had security concerns, the first thing I would do is higher a 140 00:11:31.240 --> 00:11:35.629 cybersecurity professional to come in and audit my organization and find out what we're doing 141 00:11:35.710 --> 00:11:39.950 well, what we're doing that so well, where the holes are, and 142 00:11:39.070 --> 00:11:46.590 then I can work with an organizations and in to identify both business process changes 143 00:11:46.789 --> 00:11:50.940 and technologies to help fill those holes. Right. Yeah, absolutely. Before 144 00:11:50.940 --> 00:11:52.539 you need to take that step, you need to figure out where you are 145 00:11:52.899 --> 00:11:56.940 in which direction you need to step that. That's great advice, mark, 146 00:11:56.940 --> 00:12:00.899 as we wrap things up alot. Well, Mark, you've shared some great 147 00:12:00.980 --> 00:12:05.490 knowledge today. I would love to hear from you something that's informing your approach. 148 00:12:05.610 --> 00:12:07.970 Something that we tend to ask a lot of our guests is what we 149 00:12:09.009 --> 00:12:13.129 call a never stop learning resource. One of our core values here at sweet 150 00:12:13.129 --> 00:12:16.600 fish is to never stop learning. So whether it's marketing, cybersecurity related or 151 00:12:16.720 --> 00:12:22.799 just something that you find yourself going to for personal development lately, I would 152 00:12:22.799 --> 00:12:26.440 love for you to share a resource that listeners might want to know about today. 153 00:12:26.679 --> 00:12:33.230 Sure so, in the security relative to security marketing and how we've kind 154 00:12:33.230 --> 00:12:37.669 of shaped our message and how we've taken this very big topic and boiled it 155 00:12:37.789 --> 00:12:43.860 down into bite size pieces. I recommend you go to cannon's solution America's website, 156 00:12:43.940 --> 00:12:50.539 CSA Cancom. We had a security page that takes our entire portfolio and 157 00:12:50.779 --> 00:12:58.299 all the security capabilities and boils it down into a five pillar of security message. 158 00:12:58.610 --> 00:13:01.049 So it makes this, like I mentioned earlier, this very complex topic, 159 00:13:01.090 --> 00:13:05.970 very easy for somebody to wrap their heads around. Mark, thank you 160 00:13:05.009 --> 00:13:07.649 so much for coming on the show. This is a really great conversation. 161 00:13:07.730 --> 00:13:13.879 Man, thanks for Logan. We totally get it. We publish a ton 162 00:13:15.080 --> 00:13:18.200 of content on this podcast and it can be a lot to keep up with. 163 00:13:18.759 --> 00:13:22.519 That's why we've started the B tob growth big three, a no fluff 164 00:13:22.600 --> 00:13:26.039 email that boils down our three biggest takeaways from an entire week of episodes. 165 00:13:26.470 --> 00:13:33.309 Sign up today at Sweet Phish Mediacom Big Three. That sweet PHISH MEDIACOM Big 166 00:13:33.669 --> Three