Nate Burke is the Chief Marketing Officer at cybersecurity solution provider Axonius. Axonius is Nate’s fifth startup and his third in cybersecurity. He was Axonius’ first US employee, starting before they had a product; this allowed him to develop relationships and lean into the “solve, don’t sell” mindset that really sets Axonius apart. Nate wanted to join a company that was simply solving a big problem that was getting worse and where he loved the founders. He found his perfect fit at Axonius and is now working to deliver on their promise of “controlling complexity.”
In this episode, Alan and Nate discuss Nate’s approach to marketing to one of the most skeptical audiences ever, cybersecurity professionals, and how Axonius is doing it differently. Axonius tackles one of the most fundamental problems in cybersecurity: understanding what businesses have. They aim to be the system of record for all the digital infrastructure in a company and refuse to use FUD (fear, uncertainty, and doubt) to market to their clients. Although that is the typical cybersecurity marketing play, Nate and Axonius understand that no one likes buying based on fear, so they choose to lean into the novelty of honesty and delivering on their promises to stand out and build trust with their skeptical audience. In addition, they focus on building relationships with collaborators like Olympian Simone Biles and cross-fit athlete Amy Bream to differentiate themselves in the market.
In this episode, you’ll learn:
- How to build trust with a skeptical audience
- What makes a great salesperson?
- How Axonius is subverting the marketing norms in their industry
- [01:40] RSA Tattoo Story
- [04:40] How Nate became CMO at Axonius
- [06:20] Why Nate left the marketing program in college
- [09:00] What does Axonius do?
- [11:40] Why the fundamentals are so complicated
- [13:00] How to approach marketing to the most skeptical audience
- [16:00] Where cybersecurity marketers fall short
- [16:55] The benefits of joining Axonius early
- [18:00] Solve, don’t sell.
- [21:20] The opposite marketing approach Axonius is taking
- [23:50] How Simone Biles and Amy Bream embody “controlling complexity”
- [27:15] The importance of emotional appeal in B2B marketing
- [29:45] Trust based on integrity
- [31:15] It’s amazing what you can accomplish when you ask for help.
- [34:05] What AI really means for marketing right now
- [37:20] Brands to watch
- [39:05] The opportunity to be unique and honest
- Nathan “Nate” Burke
- Controlling Complexity: Adaptation Campaign
- Axonius Content
- Simone Biles
- Amy Bream
- Friends of the Children
- RSA Conference
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies but is an entrepreneur at his core, having founded or served as an executive for nine companies.