Fraud Management & Cybercrime , Governance & Risk Management , Social Media

COVID-19's Impact on Cybersecurity Marketing

Gily Netzer of Perimeter 81 Discusses Hybrid Events, SaaS-Driven Networks and More
COVID-19's Impact on Cybersecurity Marketing
Gily Netzer, CMO, Perimeter 81

Physical events are essential for cybersecurity marketers to create brand awareness and generate demand, and they are coming back after the COVID-19 pandemic, says Gily Netzer of Perimeter 81. But "attendance won't be as high as it used to be" because "not everybody is traveling," she says, so companies can expect to see hybrid - physical and virtual - events in the future.

They can also expect all companies to have moved their corporate networks from on-premises and physical security appliances to SaaS-driven corporate networks on the internet in the next five to 10 years, she says.

In this episode of "Cybersecurity Unplugged," Netzer also discusses:

  • Why events give cybersecurity marketers a lot of value;
  • Zero trust as a pillar of a "secure corporate network over the internet";
  • Why vendors must constantly visit their product market fit and position in the competitive landscape to determine their road map.

Netzer is a marketing strategist and veteran leader with about 20 years of international B2B cybersecurity experience. She has built teams across multiple regions internationally, established new technology categories, built marketing machines and provided leadership and relationship management that regularly drives over 50% consistent year-over-year growth. Her past experience includes marketing leadership roles at large brands, including Symantec, and she has contributed to publications, including Forbes.

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