About this episode

In this episode, Ron discusses with Antu Buck the importance of customer advocacy in cybersecurity marketing.

What if the same psychology that threat actors use to manipulate their targets is the same psychology that marketers use to earn your trust? In this episode, Ron sits down with Antu Buck, Senior Director of Customer Marketing & Community at Gigamon, who spent two decades building trust between vendors and the practitioners who use their tools. Antu walks us through the three pillars she's built her career around, and makes the case that advocacy shouldn't be an afterthought, but the very first marketing move a company invests in. The conversation lands on something the community doesn't talk about enough: customer marketing is hard to put a number on, so it consistently loses the budget fight to demand gen. Impactful Moments00:00 - Introduction02:15 - Myth Buster: "I don't fall for marketing tactics"04:15 - Meet Antu Buck, Senior Director of Customer Marketing & Community at Gigamon06:45 - From cold-calling BDR to customer marketing leader09:40 - Antu’s three pillars: advocacy, community, lifecycle management13:05 - Why customer advocacy is the most underrated pillar14:40 - The problem with chasing the CISO16:40 - From transactional selling to relationship building17:20…

People in this episode

Host: Ron

Guest: Antu Buck

Topics covered

• cybersecurity
• customer advocacy
• marketing psychology
• relationship building
• community management

Keywords

• cybersecurity
• customer marketing
• advocacy
• trust
• relationship building
• AI tools
• budget allocation

Mentioned in this episode

Organizations: Gigamon

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