Demand Gen Strategies: Insights from Sonrai Security’s Joseph Barringhaus

In this episode, Joseph Barringhaus, Director of Demand Generation at Sonrai Security, joins Maria and Gianna to discuss all things demand gen.

Sonrai Security is a cloud security startup that focuses on identity, access, and permission in the cloud. To begin, Joseph shares that he has been in the world of cybersecurity and cloud for some time. The ability to build things from the ground up is what he has loved most about working at startups. Then, he explains his current role as Director of Demand Gen at Sonrai. He is responsible for creating awareness for the company’s products first and foremost, while also making sure that awareness is brought into the pipeline. Thanks to Sonrai’s close relationship with their sales team, Joseph is able to work closely with the entire funnel all the way through the customer journey. His strategy focuses on content syndication and later-stage funnel indicators. He clarifies that he is not in favor of un-gating everything. On the flip side, when things do come out that promote the company, like an e-book, Sonrai will typically un-gate the content to encourage more people to read it. More often than not, Joseph is an advocate for un-gating the things that he and his team put lots of time and effort into.

Then, Joseph unpacks MQL and demand gen. Sharing his perspective on brand awareness, Joseph stresses the importance of finding your market audience and the appropriate balance for your specific company. There is real value in knowing where someone remembers you from, which of your marketing strategies did and didn’t work, and how many touches it took for a customer to recognize the brand. Before wrapping up, Joseph shares his best advice for making time in the week for product knowledge and learning. In addition to keeping a detailed calendar, Joseph maintains a close relationship with the sales team to hear about what the market is saying through the team. Finally, our guest and hosts engage in a fun guessing game to reveal what career Joseph would pursue outside of the cybersecurity marketing field.

 

Links:

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