Welcome to CMO Secrets. This series features genuine insights and advice from today’s exceptional marketing leaders. Some names will be easily recognized and others may be new to you, but every single one will have been hand-picked for their experience and knowledge in the world of startups, technology and marketing. No pretense, jargon or PR spin here. We asked our most burning marketing questions, and they answered. Get their unfiltered thoughts and opinions and find out how these
gurus rockstars marketers got to where they are today.
(Note: This content was previously published on Mautic.com in June 2018 and has been updated for accuracy.)
Today we welcome Nimmy Reichenberg of Siemplify. Nimmy oversees all marketing activities including strategy, demand generation, communications and branding. An industry security veteran, Nimmy brings over 15 years of marketing leadership experience. He previously served as Chief Marketing Officer at eSentire and Vice President of Marketing at AlgoSec and NextNine.
Tell us about Siemplify and why you were excited to join them as CMO.
Siemplify provides a Security Orchestration Platform that is essentially a “workbench” for security analysts. It’s very similar to what marketing automation platforms do for marketers in that it allows them to automate processes and gain valuable insight by bringing together several capabilities that traditionally were not integrated. What drew me to Siemplify was the space and the ability to truly build something big, coupled with an amazing team and fantastic product.
Cybersecurity continues to be such a hot space. With so many categories of security, how do you guide your marketing efforts to differentiate Siemplify from the crowd?
Much like their marketing counterparts, cybersecurity professionals are facing an absolute explosion of tools. And much like CMOs, CISOs (Chief Information Security Officers) realize that value often lies in making the technologies you have already invested in work better together, rather than adding yet another shiny toy. This alone acts as a strong differentiator vs most security tools out there. Specifically, in the orchestration space, we rely on patented visualization that makes it very easy for security analysts to understand a threat and make good decisions quickly.
What advice do you have for B2B marketing execs re: the best way to “keep score” of their marketing efforts? And what are the top KPIs that you prioritize with your team?
My number one metric is always tied to revenue (company-wide revenue or marketing sourced revenue). This is imperative to creating alignment with sales. You never want to be the CMO that hit his number (for example – number of leads generated) whereas the CRO fell short. The second most important number is usually SQLs – as those are ultimately defined by sales, so they are not easily manipulated by the marketing team. After those two, I have found that numbers become dependent on company-specific objectives, these can be sales of a specific product, to a specific geography, through a specific channel, brand metrics and several others.
If you could wave a wand and fix one area of marketing – for all marketers – what would it be?
Having worked predominantly for smaller companies, I would love to fix the “single view of the customer.” I feel that with marketing, many things that were only feasible for large enterprises are now within reach of smaller companies, but I still find that small companies are not able to piece together this puzzle, which makes marketing a lot more fragmented than it should be.