Government efforts to engage PE and VC-backed startups puts federal marketing and messaging in the spotlight
Venture Capital-backed companies accounted for less than 1% of the $411 billion DoD contracts awarded last year. Analyzing that figure probably comes down to whether you are a glass half-empty or half-full kind of person. There are clear opportunities for startups to secure more contracts from DoD and US Public Sector, but there are also undeniable reasons why this number remains so low.
Perhaps that is why DoD and the VC and Private Equity communities are increasingly focused on making it easier for both sides to communicate effectively with one another. Entrenched government contractors know the language of Washington and what messages will resonate with stakeholders. They also know which processes and vehicles offer the best chances for success in securing contract wins.
Notable and encouraging is that the ecosystem of defense tech brands the DoD can tap is more diverse than ever before – with capabilities stretching across every conceivable market need and pain point. Bessemer Venture Partners charted this diversity in a defense tech startup map across five leading marketing opportunities: AI/ML, autonomous systems, cyber, advanced manufacturing, and communications/intelligence/edge
VC firms and their portfolio companies are still adapting to the language of Washington, but there are encouraging initiatives underway and proven strategies to help defense tech startups win more government business.
Cross-pollination from DoD to VC
National Security and DoD personnel hopping over to government contractor jobs is as predictable as Congress waiting until the 23rd hour to avoid government shutdowns. But late last year, The New York Times reported on the growing number of senior Pentagon officials leaving for positions at B2G-focused venture capital and private equity firms that invest in defense tech startups.
The article “identified at least two dozen venture capital, government contractor financing or private equity firms that are run by or have hired former Pentagon officials or retired military officers, with most of the hires having taken place in the last five years.” The author added that there are at least 50 people who have shifted from government roles to VC firms backing defense-oriented startups, including:
- Red Cell Partners: Mark Esper, former secretary of defense (2020)
- Scout Ventures: Ryan McCarthy, formerArmy secretary (2021)
- Shield Capital: Raj Shah, formermanaging partner, Defense Innovation Unit, Air Force F-16 pilot (2018)
- US Innovative Technology Fund: Ryan McCarthy,former secretary of the Army (2021)
- Lux Capital: Raymond Anthony Thomas III, retired general,S. Special Operations Command (2019)
- General Catalyst: Scott Howell, retiredAir Force lieutenant general, former Joint Special Operations Command (2021).
- AE Industrial Partners: James McConville,retired general, chief of staff of the U.S. Army (2023).
- Pallas Advisors/Pallas Ventures/Pallas Foundation:Richard Spencer, former secretary of the Navy (2019)
- Snowpoint Ventures: Doug Philippone, former Army Ranger (2008)
- J2 Ventures: Patricia D. Horoho,former Army surgeon general
- Insight Partners: Nick Sinai, former White House deputy chief technology officer (2014).
- Chertoff Group/MC2Security Fund: Michael Chertoff, former homeland security secretary (2009)
- Point72 Ventures: Daniel Gwak, formermember, In-Q-Tel
The National Security and DoD firepower now being put to work across B2G VC and B2G PE firms is immensely valuable for tapping more deeply into the government market. Some of the hottest defense tech brands can be found at these investment firms, including: Shield AI (A.I. pilot), HawkEye 360 (satellite data), Virtru (encrypted email), Rebellion Defense (mission management software), HawkEye 360 (satellites), Shift5 (data-driven equipment maintenance), BigBear.AI (intel and defense A.I.), Anduril (defense software/autonomous vehicles), Palantir (A.I. software), and Applied Intuition (autonomous vehicle software).
VC and PE firms educating acquisition community
And while these former officials are helping VCs and startups better speak the language of Washington, there are parallel efforts underway to educate government leaders and contracting officers on how to better identify and engage with startups. Earlier this year, Federal News Network wrote on a Potomac Officers Club Defense R&D Summit to bridge the communications gap. At the event, Melissa A. Johnson, U.S. Special Operations Command acquisition executive, acknowledged that “We definitely have a communication gap right now. We speak one language on the DoD side, the [Defense Industrial Base] pretty much understands it, but the startup culture — not so much. There’s a lot of just talking past each other.”
Johnson went on affirm that her focus is on closing that communications gap through investment in relationship building and assembling venture capitalists with the acquisition community so contracting officers can ask the right questions. These efforts complement tools that exist for defense tech startups to submit for and win DoD contracts, including Federal Acquisition Regulations (FAR) and Defense Federal Acquisition Regulation Supplements (DFAR) contracting, as well as Other Transaction Agreements (OTAs) that allow DoD to accelerate emerging technology adoption.
Defense tech startups also recognize resources such as Defense Innovation Unit (DIU), the only DoD organization focused on accelerating the adoption of commercial and dual-use technology to solve operational challenges at speed and scale.
Messaging to ‘Government’ doesn’t work
The DoD isn’t one customer; it’s hundreds. Messaging and targeting must reflect that. Unlike the commercial market where vendors and service providers can conceivable message to a “financial services firm” and replicate that across the industry, trying to create a message that will universally resonate across DoD is far more perilous. Branches, units and individuals are driven by specific objectives, and your ability to build branding, messaging and go-to-market campaigns aligned to that reality is critical.
My colleague and public sector messaging veteran Ray Holloman wrote on the importance and challenges of federal marketing and messaging in a blog post last year. He talked about how even the savviest, largest government contractors still get federal marketing wrong. Everyone is innovative, everybody is a great partner and everybody solves the most complex B2G challenges. The marketing too often speaks to what the contractor thinks the government wants to hear, and that also applies to defense tech startups that will feel even greater pressure to follow “check the concern box” messaging than spend time on what makes the startup uniquely capable. Ray reminds B2G brands to “market to stand out, not to fit in.”
That starts with speaking directly to an audience of one, or few, rather than attempting a bland, cookie-cutter message built for mass appeal.
Message nimble, not small
Punching above your brand weight is a phrase we hear often from B2G marketing clients and prospects. It is important to note that when we develop campaigns with this objective in mind, the goal is not to create an impression that the brand can deliver beyond its capabilities. It simply means that the brand is trailing the business.
That said, there are startup attributes to message that will resonate with DoD decision makers. Startups have more flexibility and less bureaucracy to innovate, and can more easily pivot around client needs. Startups must be highly efficient in developing products and services, which translates to potential cost savings and accelerated delivery to government clients. At the end of the day, DoD is less interested in the “smallness” of a vendor, but very interested in scalability and agility to support demand peaks and valleys.
Message to convey enterprise value
It is not an accident that, to date, 68 of Bluetext clients have been acquired in the 24 months following a Bluetext engagement – which is why firms targeting public sector/defense decision makers turn to Bluetext to deliver powerful creative, branding, websites, campaigns and digital experiences that raise enterprise value.
Whether the client goal is to get acquired, make acquisitions, go public or simply accelerate organic growth, shining a spotlight on all the core assets and differentiators of the business – technologies, services, people, culture, leadership, market position – lifts enterprise value and, in turn, creates growth opportunities. This message resonates with government decision makers who want to see strength across your enterprise, as well as current and prospective investors.
Growing startup contract share is not an overnight process. The Wall Street Journal highlighted some reasons that DoD dollars are not yet gushing to startups, including an ecosystem that was challenging for startups to crack, expected culture and bureaucracy hurdles, and the fact that adjusting buying habits around startups is a work in progress. But there are signs of a more positive outlook; VC investment in defense tech startups surpassed $30 billion a year for the past few years (5x investment levels in 2016), and the WSJ article estimates roughly 100 new defense-tech startups have been founded in the U.S. during that time period.
With more investment dollars flowing, marketing and messaging becomes critical to convert funding into DoD revenues. If you are a defense tech brand, B2G Venture Capital or B2G Private Equity firm interested in learning more about why Bluetext is the right partner to grow public sector opportunities and business, reach out to us at https://bluetext.com/contact-us/.
Some call it a national pastime, others call it the sporting event of the year, but in the marketing industry, it might as well be our Christmas. That’s right, we’re referring to the Super Bowl. A day filled with classic American traditions, from a never-ending buffet of dips and apps, to the football rivalries, and most importantly (in marketers’ opinion): the advertisements. Whether you were rooting for the San Francisco 49’ers, two time champs Kansas City Chiefs, or simply hoping both teams have fun and you get a glimpse of Taylor Swift in the stands, the Super Bowl brings together sports fans, creatives and the music industry in a night of traditions.
Keeping with our annual tradition, Bluetext digital marketers ‘watched’ the game, but truly tuned in for the advertising. With so many strong contenders this year, we’ve broken down our favorites by quarter. If there’s one thing sports fanatics and businesses can agree upon, it’s a lovely day for quarterly reporting.
Beloved skincare brand CeraVe started the night off strong with their debut ad featuring actor Michael Cera, who parodies the dramatics of typical skin care advertisements to take claim to developing the product. Cera replicates classic scenes leaned on by beauty brands to highlight their products, hinting at the ridiculousness of weaving between airy curtains, posing a top gushing waterfall oasis, and even scaling impossible mountains to ask “Can human skin truly be this moisturized?”. The ad snaps back to reality to show Cera pitching the board of CeraVe his idea, claiming “I think it would be really nice if people think I made this.” And while CeraVe does confirm their product is developed and trusted by dermatologists, the ad succeeds in providing a refreshing satire of the fantastical, utterly unrealistic scenes of stereotypical skincare ads.
Super Bowl ad veteran Oreo put a new twist on the brand this year, literally. In their latest placement, the famous cookie brand highlights a fan favorite tradition of the “twist”, aka twisting the cookie to separate the layers and betting on which side will take claim to the icing. It’s a similar mindset to the ‘Right Twix vs Left Twix’ campaign or acknowledgement of the famous Pringle lips practice. It depicts a user’s interaction with the products that resonate with fans, and solidifies something that could be seen as a quirk into a communal practice.
Oreo’s commercial this year showed a wide range of decision makers, going back to paleolithic cavemen all the way to pop culture icon Kris Jenner, placing a bet on “right side or left side” to make their decision. It’s a brilliant spoof of the age old coin toss, but has an influencer or character to please everyone in the process.
Q3: Bud Light
The Anheuser Busch brand has a reputation for brilliant influencer marketing campaigns, but this year took it to a new level with a spiff on “Genie in a Bottle”. Leaning fully into the theme, the ad is set to Steppenwolf’s “Magic Carpet Ride”, as the Bud Light Genie grants wishes for beer-sipping fans. The ad is notably chaotic, in the best and most true to Bud Light way possible. Featuring a number of big name stars like Peyton Manning and Post Malone, and ultimately concluding with a party-foul wish and party-crashing T. rex. The various wishes and scenes were certainly unexpected, and succeeded in capturing and retaining audience attention throughout.
The popular car brand returned to Super Bowl advertising this year with a clear set intention: to nail the “Perfect 10”. If brands were measuring by number of tears shed, Kia just may have scored a perfect 10 out of 10 (but notable mention to Google, who also won viewers heart by advertising the accessibility features of the new Pixel phone through the eyes of a visually impaired user). Kia’s advertisement for their new electric SUV features a young ice skater who wants to bring her performance to her wheelchair-bound grandfather who was unable to watch the official competition.
Showing the off-roading power of the EV9, an unexpected capability not typically associated with electric vehicles, the girl and her father drive her to grandfather’s cabin to recreate her performance on a frozen lake outside of his cabin. As a heartwarming change of pace to the usual satirical placement, the ad was touching and optimistic, showing the ways Kia vehicles can be used to bring people together.
Much like the Kia ad hints, Super Bowl advertising might as well be an Olympic sport at this point. Every year brands, returning and new, bring their best concepts and creativity to the table and raise the bar for competition. The ads listed above were a few of our many favorites, and whether you prefer the emotional tearjerkers, star-studded comedies, or even nostalgic throwbacks, we can all agree that Super Bowl ads have a powerful effect to unite viewers from any background, any team, and any demographic into a shared experience.
Feeling inspired by this year’s videos? It’s never too late to refresh your advertising strategy and level up your brand creative. From video production to paid media campaigns, Bluetext can help bring your brand to a new level.
Welcome to Digital Doorways! I’m Jason Siegel, Founder of Bluetext your host, and today, we have a marketing luminary with us, Jonathan Brody. With a stellar track record as a Chief Marketing Officer, Jonathan has navigated and strategically positioned cybersecurity titans like Endgame, Tenable, and Interos for massive growth and successful exits. His expertise extends beyond traditional marketing; Jonathan is a visionary who understands the nuanced art of steering brands through the ever-changing landscape of cybersecurity. Join us as we delve into Jonathan’s journey, exploring his insights, strategies, and the impactful role of branding in the dynamic world of cybersecurity.
Digital Doorways is Hosted by Jason Siegel, Founder of Bluetext.
- Marketing Leadership: With your extensive experience as a Chief Marketing Officer, how do you approach leadership in the fast-paced and dynamic field of cybersecurity?
- Cybersecurity Landscape: How have you witnessed the cybersecurity landscape evolve over the years, and how do you adapt marketing strategies to stay ahead of industry changes?
- Brand Positioning: What role does strategic branding play in positioning cybersecurity companies for massive growth, and can you share a notable example from your career?
- Success at Endgame: During your tenure at Endgame, the company achieved significant success. What marketing strategies were pivotal in shaping Endgame’s brand and contributing to its growth?
- Tenable’s Growth Story: Tenable is a cybersecurity giant. How did you contribute to Tenable’s growth through marketing, and what lessons did you carry forward from that experience?
- Interos’ Positioning: As Interos’ CMO, how did you approach positioning the brand in the market, and what were the key elements of your marketing strategy?
- Navigating Exits: Cybersecurity companies you’ve been part of have seen successful exits. How does marketing contribute to these exits, and what considerations are crucial in the lead-up to such milestones?
- Balancing Innovation and Security: In marketing for cybersecurity, how do you balance showcasing innovation while assuring clients of robust security measures?
- Customer-Centric Marketing: How do you ensure that marketing efforts in cybersecurity are customer-centric, considering the complex and often technical nature of the industry?
- Storytelling in Cybersecurity: Cybersecurity can be complex. How do you approach storytelling in your marketing strategies to make these intricate concepts relatable to a broader audience?
- Building Trust: Trust is paramount in cybersecurity. How do you build and maintain trust in the brands you’ve worked with, especially in an industry where security is of utmost importance?
- Global Marketing Challenges: When marketing for global cybersecurity brands, what challenges do you encounter in adapting strategies to diverse cultural contexts?
- Metrics for Success: In your view, what are the key performance indicators (KPIs) that define success in cybersecurity marketing, and how have they evolved over the years?
- Adapting to Emerging Threats: How does your marketing strategy adapt to address emerging cybersecurity threats, and how do you keep messaging relevant in the face of rapidly evolving risks?
- Collaboration with Technical Teams: Marketing and technical teams often collaborate closely in cybersecurity. How do you foster effective collaboration to ensure accurate and compelling messaging?
- Leveraging Data in Marketing: With the abundance of data in cybersecurity, how do you leverage data-driven insights to inform and optimize marketing strategies?
- Advice for Marketers in Cybersecurity: What advice do you have for aspiring marketers entering the cybersecurity space, considering its unique challenges and opportunities?
Welcome to the Digital Doorways podcast! I’m Jason Siegel, Founder of Bluetext and your host, and I’m thrilled to have David Dansky joining us today from Sagewind Capital, where he serves as a seasoned investor at the forefront of driving strategic investments in notable brands like Axient, ByLight, Tria, and Sigma Defense. David’s professional journey underscores not only financial acumen but also a unique and insightful perspective regarding the strategic intricacies of branding and positioning for sustained, long-term success. In our upcoming conversation, we’ll delve into the realm of private equity investing, exploring how David strategically utilizes branding as a potent tool to optimize outcomes for investors. This episode aims to move beyond superficial discussions, shedding light on the pivotal role of strategic optimization in sculpting the core success trajectory of the companies in which David is involved. Join us for a rich exploration into the nuanced world where finance and strategic branding intersect.
Topics on today’s episode include:
- Strategic Branding: You’ve emphasized the strategic importance of branding in long-term success. Can you share a specific example of how strategic branding played a pivotal role in one of your investment ventures?
- Unique Value Proposition: How do you assess and enhance the unique value propositions of the brands you invest in to ensure they stand out in competitive markets?
- Market Positioning: In your view, how critical is market positioning, and what factors do you consider when determining the optimal position for a brand within its industry?
- Investment Decision-Making: When considering potential investments, how do you weigh the importance of branding and positioning alongside financial metrics and market trends?
- Adaptability in Branding: Brands often need to adapt to changing market dynamics. Can you share an instance where you witnessed a brand successfully navigate change through strategic adjustments in its branding?
- Measuring Brand Success: How do you quantify the success of branding initiatives within the context of your investments, and what key performance indicators (KPIs) do you prioritize?
- Brand Cohesion in Portfolios: When managing a portfolio of diverse brands, how do you ensure that each brand’s identity aligns cohesively with the overall investment strategy?
- Balancing Tradition and Innovation: In industries with established players, how do you approach balancing the preservation of a brand’s traditional identity with the need for innovation to stay relevant?
- Communication of Brand Strategy: How do you communicate your strategic branding vision to the leadership teams of the companies you invest in, ensuring alignment and successful execution?
- Technology’s Impact on Branding: In the era of rapid technological advancements, how does technology influence your approach to branding, and how do you leverage it for strategic advantage?
- Environmental, Social, and Governance (ESG) Factors: ESG considerations are increasingly important. How do you incorporate these factors into your decision-making processes regarding branding and investments?
- Brand Evolution Over Time: Brands often evolve. How do you ensure that a brand’s evolution aligns with its original strategic vision while meeting changing market demands?
- Brand Differentiation: What strategies do you employ to differentiate the brands in your portfolio from competitors, especially in industries with saturation or high competition?
- Future Trends in Branding: Looking ahead, what trends do you foresee shaping the future of branding, and how are you positioning your investments to adapt to these trends?
Today, we’re joined by a true luminary in the realm of UI and UX design, Kevin Goldman. With an illustrious career, Kevin has left an indelible mark on the cybersecurity landscape, currently serving as the Chief Design Officer at Trusona and FIDO Alliance Board Member, a trailblazer in passwordless solutions. His expertise has significantly impacted major institutions, including Bank of America, the Government of Australia, and numerous universities. Kevin is renowned as a product design executive in Phoenix, differentiating growth-stage cybersecurity firms with his human-centered design approach.
In the ever-evolving world of cybersecurity, Kevin stands as a titan, blending innovation with a deep understanding of human experience. As we explore the intersection of design, technology, and security, Kevin’s insights promise to unravel the dynamics of crafting user-centric solutions in the digital age. Get ready for a fascinating journey into the mind of Kevin Goldman, a leader shaping the future of UI and UX design.
Digital Doorways is Hosted by Jason Siegel, Founder of Bluetext.
Questions on Product Design, Design Trends, and AI Disruption:
- Human-Centered Design: How do you ensure that human-centered design principles are at the core of your approach when differentiating cybersecurity products
- Product Differentiation: In a crowded cybersecurity landscape, how do you approach product design to ensure your solutions stand out and meet user needs effectively
- User Experience Metrics: What metrics or indicators do you prioritize when assessing the success of a user experience in cybersecurity products?
- Impact of Cybersecurity Trends: How do evolving cybersecurity trends influence the design choices you make for products, and how do you stay ahead of these trends?
- Designing for Diverse Audiences: Given Trusona’s broad client base, including banks, governments, and universities, how do you tailor designs to meet the varied needs of different user groups?
- Collaboration in Design: How do you foster collaboration between design and development teams to ensure a seamless integration of security features into the overall user experience?
- The Role of Feedback: Can you share an instance where user feedback significantly influenced the design iteration of a cybersecurity product?
- Adapting to Emerging Technologies: With emerging technologies like AR and VR, how do you envision their integration into the UI/UX design of cybersecurity solutions?
- Educating Users Through Design: How does your design approach contribute to educating users about cybersecurity best practices without overwhelming them with technical details?
- Current Design Trends: What design trends do you find most impactful in the current cybersecurity landscape, and how do you incorporate them into your work?
- Future of Passwordless Solutions: With Trusona being a pioneer in passwordless solutions, how do you foresee the future of authentication and its impact on user experience?
- Global Design Challenges: Working with clients worldwide, what are the unique design challenges you face when adapting products for different cultural contexts?
- User Trust in Cybersecurity: How does design play a role in building and maintaining user trust in the cybersecurity space, particularly with sensitive entities like banks and governments?
- Accessibility in Design: Considering the importance of accessibility, how do you ensure that your designs are inclusive and cater to users with diverse needs?
- AI and Personalization: How is AI currently integrated into your design processes, and how do you see AI evolving to enhance personalization in cybersecurity solutions
- Ethical Design Practices: In the age of AI, how do you approach the ethical considerations of design, especially in a field as critical as cybersecurity?
In this episode, we have a true marketing powerhouse, Jake Heinz, who has been at the helm as CMO of major brands like Verizon Business, XO, Kastle, and now spearheads the marketing efforts at the cutting-edge cybersecurity firm, ZeroFox. Jake’s journey in the marketing world has been nothing short of extraordinary.
He’s no stranger to change, having navigated the challenges of M&A consolidation in the telecom and cybersecurity sectors. Jake has had the unique experience of working with billionaire investors like Carl Icahn and Mark Ein, managing their prized telecom and security assets. From transforming customer portfolios of over 25,000 businesses to mastering branding and marketing in these high-stakes industries, Jake’s insights are sure to be a game-changer for our listeners.
Digital Doorways is Hosted by Jason Siegel, Founder of Bluetext.
- With a career that has spanned major brands, how do you adapt your marketing strategies to the specific challenges and goals of each company you work for?
- Can you share some key insights from your experience dealing with M&A consolidation challenges and how you’ve managed branding during these transitions?
- What is your approach to leveraging branding and marketing to drive change and growth in highly competitive industries such as cybersecurity and telecom?
- In your role as CMO, how do you balance the need for growth marketing while maintaining brand integrity, especially in sectors known for their strong brand identities?
- Could you provide an example of a particularly challenging marketing project or campaign you’ve led and how you successfully navigated it?
- How do you manage customer portfolios of over 25,000 businesses and maintain customer satisfaction while driving growth?
- What strategies have you employed to create strong market positioning for the brands you’ve worked with, and how do you ensure your messaging resonates with the target audience?
- How do you see the role of technology evolving in marketing, and how have you harnessed tech innovations in your strategies?
- What trends in branding and marketing do you believe will have the most significant impact in the coming years?
- In the dynamic world of cybersecurity, how do you address the challenge of conveying complex technical information to a broad audience effectively?
- Can you share some experiences where you’ve leveraged persuasive PR to drive brand recognition and customer trust in the cybersecurity industry?
- How do you ensure a unified brand identity when dealing with different sectors and companies under the same corporate umbrella?
- What is your take on the role of data analytics in marketing, and how have you used data-driven insights to improve marketing strategies?
- How do you maintain adaptability in marketing and branding while also ensuring a consistent brand message and image?
- Could you share an example of a marketing campaign or initiative that you are particularly proud of and what made it successful?
- How do you navigate the challenges and opportunities presented by the ever-increasing importance of cybersecurity in the modern business landscape?
- With your experience working with billionaire investors, can you share insights into effectively communicating with high-stakes stakeholders and meeting their expectations?
- What advice do you have for emerging marketers who aim to excel in dynamic industries like cybersecurity and telecom, just as you have in your career?
- How do you see the interplay between creativity and technology in modern marketing, and how do you ensure the right balance?
- As a CMO in high-pressure industries, how do you stay ahead of the curve and remain innovative in your marketing approaches?
Today we embark on a journey into the dynamic realm of global revenue generation with our special guest, Chief Revenue Officer Chad Walter. A maestro in steering brands to new heights, Chad’s illustrious career, steering the ship for giants like Greycastle and Paperclip, showcases his exceptional prowess in driving global revenue. In this episode, we delve into the artistry of sales, navigating the ever-changing market landscapes through the lens of creative enterprise selling. Join us as we unravel the strategic interplay of branding and innovation that Chad has mastered to not just adapt but thrive in an evolving marketplace. Get ready to explore the transformative power of creative revenue generation in the global marketplace on Digital Doorways!
Digital Doorways is Hosted by Jason Siegel, Founder of Bluetext.
- Navigating Global Markets: How do you approach understanding and adapting to the nuances of diverse global markets in your role as an enterprise sales professional?
- Innovation in Sales: Can you share examples of innovative sales strategies you’ve employed to stay ahead in the ever-evolving business landscape?
- Balancing Art and Science: As an enterprise sales leader, how do you strike a balance between the creative aspects of sales and the analytical side of revenue generation?
- Adapting to Change: In a world of constant change, how do you cultivate adaptability within your sales team to navigate shifts in customer behavior and market dynamics?
- Impact of Branding: From your perspective, how crucial is branding in the realm of enterprise sales, and how does it influence your approach to selling?
- Overcoming Challenges: Can you share a notable instance where creative problem-solving played a significant role in overcoming a challenge in enterprise sales?
- Building High-Performance Teams: What strategies do you employ to build and lead high-performance sales teams capable of thriving in dynamic and diverse markets?
- Staying Informed: How do you stay informed about industry trends, and how does this knowledge inform your sales strategies on a global scale?
- Advice for Aspiring Sales Professionals: What advice would you give to aspiring enterprise sales professionals looking to develop a skill set for global success?
- The Human Element: In the age of technology, how do you emphasize the importance of the human touch in enterprise sales, and how has this perspective influenced your approach?
Welcome to Digital Doorways, the podcast that invites you to explore the transformative journey of advertising and marketing through the eyes of a true industry luminary. I’m your host, Jason Siegel, founder of Bluetext, a global digital creative agency. Our guest today is Chris Clarke, a marketing visionary renowned for his remarkable journey that has reshaped the advertising landscape. Chris’s story is a testament to innovation, adaptability, and his relentless pursuit of excellence.
With a career spanning decades, Chris is not only one of the most significant thought leaders in the advertising and marketing world but also a pioneer of change and evolution in the industry. His journey began with a mission to disrupt the status quo, which he did with the founding of Nitro in Shanghai in 2001. This move was pivotal, as it redefined the advertising industry by vertically integrating offerings such as innovation, brand strategy, traditional advertising, and digital advertising. Nitro swiftly became a global network, with a prestigious client base that included Mars, Nike, Unilever, and Coca-Cola.
However, Chris’s story is one of constant adaptation. In 2009, Nitro underwent a major transformation when it merged to create SapientNitro, which became the world’s largest independent advertising and digital agency. Under his leadership, SapientNitro grew to encompass 14,000 employees and 36 offices worldwide, ultimately leading to its remarkable sale to Publicis Groupe for $3.7 billion in December 2014.
Chris’s journey doesn’t stop at the advertising world. He’s also a successful Broadway Producer, with an impressive 15 Tony Award nominations for his shows including Tootsie and American Buffalo, starring Lawrence Fishburne and Sam Rockwell. Today, Chris serves as the Executive Chairman of Empower Media, the largest woman-owned media agency in America. With this rich tapestry of experiences, Chris continues to shape the future of marketing and advertising, offering invaluable insights into the ever-changing landscape.
In this episode, we’ll delve into Chris Clarke’s journey, focusing on his exceptional ability to adapt to change and redefine brand positioning and marketing strategies in all his ventures.
Digital Doorways is Hosted by Jason Siegel, Founder of Bluetext
- Chris, your journey began with the founding of Nitro in Shanghai, which redefined advertising by integrating various offerings. How did you adapt to such a unique venture, and what inspired this holistic approach?
- The merger of Nitro into SapientNitro was a pivotal transformation. What was the driving force behind this merger, and how did it influence your brand positioning and marketing strategies?
- From Nitro to SapientNitro, how did you navigate the massive changes that came with leading a global agency with thousands of employees and offices around the world?
- The sale of SapientNitro to Publicis Groupe for $3.7 billion was a momentous achievement. How did you adapt your strategies for such a significant deal, and what impact did it have on your brand positioning?
- Your journey took you to the world of Broadway, where you’ve been a successful producer. How do you adapt your skills and experiences from advertising and marketing to the entertainment industry?
- As the Executive Chairman of Empower Media, how do your experiences in advertising and marketing influence your approach to media and brand positioning in the current digital landscape?
- Can you share some specific examples of how your approach to brand positioning has evolved with changing trends and technologies in the marketing world?
- With the rapid evolution of digital marketing, how do you keep your strategies agile and adaptable to new technologies and consumer behaviors?
Welcome to a special episode of Digital Doorways, your gateway to the ever-evolving landscape of technology, marketing, and innovation. In this exclusive episode, we’re about to unveil the magic that happens when legends are brought to center stage by the incredible team at Best.Day.Ever.
I’m your host, Jason Siegel, and today we’re taking you on a journey with the CEO of Best.Day.Ever, Patrick Luckett. Patrick is a visionary in the world of experiential marketing, known for his knack in crafting events that not only capture high-quality leads but also maximize returns on entertainment ticket investments.
But what truly sets Best.Day.Ever apart is their unwavering commitment to excellence. And this episode isn’t about one, but two remarkable examples of how they include big-name stars like PGA Champion Jon Rahm and the iconic two-time Super Bowl winner, Eli Manning, in their events. These events showcase the unparalleled access and exceptional quality that Best.Day.Ever consistently delivers.
At Digital Doorways, we’ve uncovered the secrets to elevate your corporate events, turning them into remarkable experiences that defy expectations. Join us in this special episode as we delve into the visionary mindset of Patrick, a true trailblazer in reshaping brand and marketing strategies into revenue-generating powerhouses.
Stay tuned as we unravel the magic of Best.Day.Ever in this episode of Digital Doorways: Where legends shine, and excellence is their standard.
Digital Doorways is hosted by Jason Siegel, Founder of Bluetext.
- How do you balance the need for high-quality experiences with the goal of getting maximum returns on entertainment ticket investments?
- Can you share a specific example where your approach resulted in clients consistently filling seats for their events?
- What strategies do you employ to attract and retain quality prospects for your clients’ events, game in and game out?
- How has your focus on maximizing returns for entertainment tickets impacted the revenue streams of your clients
- What role does personalization play in your approach to ensuring quality prospects in the seats?
- Can you discuss the significance of loyalty programs in retaining fans and filling seats?
- What key elements are integral to creating memorable experiences that keep fans coming back for more?
- How do you adapt your strategies to different types of entertainment events, such as sports games, concerts, or theater productions?
- Can you share some best practices for improving the fan experience while maximizing ticket returns?
- What are the challenges you face in ensuring that clients consistently achieve the highest return on their entertainment ticket investments?
- How do you leverage data and analytics to identify the most promising prospects for your clients’ events?
- What innovations have you introduced to enhance the fan experience and drive ticket sales?
- What ethical considerations do you keep in mind when filling seats for your clients’ events?
- How do you tailor your strategies to different markets and demographics to ensure quality prospects are always present?
- Can you provide insights into a case where a client saw a remarkable increase in revenue due to your approach?
- How do you measure the success of filling seats with quality prospects over time?
- What advice do you have for clients looking to maximize their returns on entertainment ticket investments?
- Looking ahead, what trends do you foresee in the field of entertainment ticket marketing and fan engagement?
- How does technology play a role in enhancing both the fan experience and revenue generation for your clients?
- Can you share your vision for the future of Best.Day.Ever and its role in the entertainment and sports industry?
In the competitive world of cybersecurity, standing out in search engine results is crucial. However, achieving high rankings requires a unique approach tailored to the industry’s nuances. In this blog post, we’ll explore SEO strategies specifically designed for cybersecurity brands.
1. Secure and Mobile-Friendly Websites
Search engines prioritize secure and mobile-friendly websites. Ensure that your site is HTTPS secured, providing a safe browsing experience. Mobile responsiveness is also a crucial factor, considering the increasing use of smartphones for online activities.
When designing new websites for our clients, we subscribe to a mobile-first mentality, ensuring any new website design works seamlessly on mobile devices. Take our work with Securonix for example. Securonix delivers a next-generation security analytics and operation platform for the modern era of big data and cyber threats. They came to Bluetext to evolve their brand and website with a completely new look. One of the major components of the rebuild of the Securonix website was to ensure every part of the website looked and worked seamlessly on various mobile devices across multiple browsers. Bluetext did extensive regression and cross-browser testing to ensure all pages and functionality were rendered and functioned as intended.
2. Targeted Keyword Optimization
Identify and optimize for relevant keywords specific to cybersecurity. Tailor your content to address common queries and concerns in the cybersecurity landscape. Long-tail keywords that reflect user intent can be particularly effective in attracting the right audience.
A key deliverable in any Bluetext website design and development engagement is the creation of an SEO roadmap, identifying keywords to be implemented across the website including headlines, blog posts, and navigation menus.
3. Quality Content with Expertise
Create high-quality, authoritative content that showcases your expertise in cybersecurity. This can include in-depth articles, whitepapers, and case studies. Valuable content not only attracts organic traffic but also positions your brand as a trusted source of information.
When developing a new website for our clients, we always recommend developing a robust blog program to establish brand credibility and increase SEO on-page ranking. If clients don’t have the resources in-house to create blog content, we’re happy to do so on their behalf as part of our engagement, ensuring the utilization of the correct SEO keywords and topics.
4. Technical SEO Best Practices
Implement technical SEO best practices, such as optimizing meta tags, improving website speed, and enhancing site navigation. Search engines reward websites that provide a smooth and user-friendly experience.
One tool you can utilize is Google’s PageSpeed Insights. You can analyze your existing website and determine ways to improve your technical SEO score, boosting your on-page search results.
5. Backlinks from Trustworthy Sources
Build a strong backlink profile by obtaining links from authoritative and trustworthy sources within the cybersecurity domain. Collaborate with industry influencers, participate in cybersecurity forums, and contribute to reputable publications to earn quality backlinks.
6. Regular Security Audits
Perform regular security audits not only for the safety of your users but also for SEO. Search engines may penalize insecure websites. By maintaining a secure online environment, you not only protect your users but also ensure your site’s visibility in search results.
7. Local SEO for Targeted Reach
If your cybersecurity brand operates in specific regions, leverage local SEO strategies. Optimize your Google My Business profile, include location-specific keywords, and participate in local cybersecurity events to enhance your presence in local search results.
By combining these SEO strategies tailored for cybersecurity, you can not only improve your search engine rankings but also establish your brand as a go-to resource for users seeking reliable and secure solutions in the digital realm. Need support in developing your SEO strategy? Contact Bluetext for help.