Engaging Deeply Technical SMEs To Create High-Converting Content w/ Maria Velasquez, Chief Growth Officer & Co-Founder of Cybersecurity Marketing Society
Most technical B2B industries are changing daily—cybersecurity is no exception. AI, global conflicts, new regulations, and nonstop threats are keeping security teams on their toes.
But here’s the problem: marketers struggle to tap into that expertise, and cybersecurity SMEs are too busy putting out fires to help.
The result? Content that’s too generic, too slow, or just doesn’t hit the mark.
If you’ve ever struggled to get cybersecurity experts involved in content—or to make their knowledge work for your marketing—this one’s for you.
What You’ll Learn: Why B2B marketing teams need SMEs more than everHow to actually get time with busy experts (without annoying them)The secret to turning deep security insights into content people actually want to readResources:https://www.linkedin.com/in/maria-vepa
"We are selling to humans. Sure, we're in B2B, but it really is human behind that computer screen, and there's no better way to just really relate and connect directly to that person." - Maria Velasquez
Timestamps:04:15 - Why SMEs are crucial for B2B cybersecurity marketing trust
06:48 - Finding external SMEs when you don't have internal expertise
09:05 - Video-first framework for extracting SME value
14:39 - Common mistakes that damage SME relationships
18:47 - Ensuring SME time is well-spent and productive
25:11 - Drawing out day-in-the-life insights for authentic content
The Campaign | A Marketing Podcast by 97th Floor
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
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