The tech world sees marketing as a necessary “evil” and does it poorly. The cybersecurity industry sees it as a mystery but duplicates what the tech world does, so their efforts are generally poor and clueless.
Good marketing explains the reason budgeting a particular product is a good idea and where that product is most useful. Mediocre marketing looks for the lowest hanging fruit when the ripest fruit is at the top of the tree. Journalists have to cut through mediocre marketing to make that reason clear to the customer. This is why I don’t like writing about product introductions. What is more interesting is the process of discovering why the product exists and who can best use it. That’s why I decided to take this interview with XM Cyber. They have good technology. They have mediocre marketing like pretty much everyone else in the tech world. I thought it might help to see how the sausage is made.