In this episode, we sit down with Jon Poteet, a marketing and communications leader with over two decades of experience, currently serving as Vice President of Marketing and Communications at Black Swan Cybersecurity. Jon shares insights on the evolving landscape of marketing and cybersecurity, reflecting on how his diverse background in tech has shaped his approach to business development, customer acquisition, and risk management.

We kick things off by diving into Jon's journey, from his beginnings in West Texas and the Marine Corps to his career in marketing for tech companies. Jon discusses his early experiences working for large public companies and how they prepared him to navigate the complexities of cybersecurity marketing. He also opens up about his transition into the startup space, specifically at Black Swan Cybersecurity, where he has helped the company grow by focusing on creating technical, actionable content that builds trust with clients.

Throughout the episode, Jon emphasizes the importance of real, organic content in marketing and the shift away from traditional keyword-loading tactics that no longer provide sustainable results. He explains how Black Swan's in-house Security Operations Center (SOC) differentiates the company in a crowded market, especially in serving underserved sectors like public education and critical infrastructure.

We also discuss the long sales cycles in cybersecurity, with Jon noting how technical content like threat reports fosters trust and builds a reputation as a trusted advisor. Jon shares how Black Swan has navigated the challenge of working with various technologies while remaining vendor-agnostic, and he reflects on the importance of flexibility in a rapidly changing industry.

As we approach the conclusion of our conversation, Jon highlights some of the key marketing pain points he faces, including the need for more efficient social media management and the complexities of web development. He also shares his goals for the future, including expanding the company's outreach efforts and positioning Black Swan’s CEO, Dr. Saylor, as a thought leader in cybersecurity.

This episode is packed with practical advice for anyone in marketing or cybersecurity. Whether you're a marketing professional looking to refine your strategies or a business leader navigating the challenges of a startup, Jon's insights provide valuable takeaways.

If you'd like to connect with Jon, you can reach him via LinkedIn https://www.linkedin.com/in/jdpoteet/. For more marketing insights or to connect with our team, visit nextgengrowth.com.

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