7 Ideas to Revamp Product Marketing at Duo Security
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Transcript of 7 Ideas to Revamp Product Marketing at Duo Security
This is a version of the actual presentation I prepared for a job application
at Duo Security. Unfortunately, they can’t hire Cuban based professionals.
But, perhaps you are not in my particular situation
IMPORTANT (again): this is just my personal opinion: I don’t work for Duo
Security, and these ideas doesn’t represent any statement of the
company
Said that: Feel free to use them whatever you like to prepare your own job
application, so
This series of videos should be focused in how Duo’s clients use Duo
Products to improve its security with 2FA. I would make a video for one
client by industry:
FinTech, Healthcare, Media & Entertainment, Energy and Oil, Food &
Beverage, Tech, Education, Federal and Retail
These videos could create a strong foundation for Duo Security, making a
horizontal impact in several industries at the same time
The videos could have an interview format, something similar to AWS’s
Customer Success videos with Jeff Barr (Chief Evangelist at AWS)
Examples
Yelp Cuts Test-Run Times by 90% Using AWS
Fiksu Scales to Billions of Requests for Mobile Advertising Customers
PaymentSpring Launches New Payment Service on AWS
Precision Exams Saves 30% by Moving Database to Amazon DynamoDB
Reading a great post from Tomasz Tunguz, Partner at RedPoint Ventures
and united to DataStax’s Startup Program, we could create a new pricing
tag for this kind of companies, with revenue less than 2M annually.
Not all startups are ready for this, so the decision should be based in strong
facts and insights, seeing the potential of the product, and make it secure
from the same beginning. Here, we could act like VCs, valuating a
company. Here, we could use the expertise of Ken Norton, Product Partner
from Google Ventures.
The discount rate should be discussed.
The core of this idea came from the recent data breaches from Sony,
Target, Home Depot and OPM.
Like each of these companies are in different industries, Marketing
campaigns should be focused on them, because although all them could
make a lot of benefits using Two-Factor Authentication, its problems are
not the same, so, we should target this.
We could work with Brian, PMM to think about compelling webinars
focused in this idea: one focused on Retail, other focused on Mobile
ecommerce, etc.
Insights extracted from:
Insights extracted from
The APAC region is eager for good security solutions
Many executives in APAC are not well prepared for this increase of
cyberattacks (State of Cybersecurity 2015: Implications for 2015, RSA and
ISACA Survey)
APAC is one of the most sophisticated cyberattacks areas of the world.
Two examples? APT30, the Cyber Threat Group discovered by FireEye in April of this year (“APT30 and the Mechanics of a Long-Running Cyber
Espionage Operation”, FireEye), and APT17, the Chinese advanced
persistent threat group behind the Obfuscation tactic attack on Microsoft
TechNet (FireEye).
Based on these facts and stats, Dou Security should participate in the
upcoming RSA Conference APJ in Singapore to expose how we could help
to organization in the region to be prepared for the future.
The core of this idea is to have a professional from every major region of
the world with a good expertise in the Security field (Ms or PhD) but natural
storytellers
It must be a combined team of male and female, because this diversity
could bring a lot of new and fresh ideas to create a compelling Go-To-
Market strategy focused by region, particularly from BRICs countries
Where to find the candidates? The PhD dissertation by Jon is a very good place to begin the search, taking advantage of the contacts network
from Jon
Good candidates from Jon’s network
Jose Nazario
Manish Karir
Yunjing Xu
Timur Alperovich
Kaushik Veeraraghavan
Good candidates
Add someone of SecureList’s blog from Karspersky (particularly Russian)
Add someone from Brazil (from Red Hat perhaps? )
Add someone from South Korea (Samsung KNOX’s team is a very good place to start)
Where to find good female candidates focused in CyberSecurity?
Women in CyberSecurity Meetup
LinkedIn is a very good resource
Don’t underestimate the power of your Network
Add European females too: in general any good Security Research candidate from Israeli Security companies could be a start
I’m a Data-Driven guy, so I love to create posts with great data
visualizations, stats and more cool things, so why not we create posts
focused in industries and verticals like Mobile ecommerce, Internet of
Things, Bitcoin and the Blockchain?
The main topics here could be how cyberattacks are increasing in these
particular raising industries, and how Two-Factor Authentication services
from Duo, could help to protect the assets of the orgs on them
I would begin with Mobile ecommerce in Asia, talking about Zomato, Olaand more Indian ecommerce companies which have been victims of
sophisticated attacks, and the state of cybersecurity in the region.
Based in some data and facts published by CBInsights: Asian ecommerce
is the Hottest Industry of the world, so always it is and will be a marked
objective for hackers. So, based in this list, we could create targeted Visual
Marketing campaigns (LinkedIn’s Sponsored Updates and Slideshare’s Ads
could be very good platforms for this) focusing in two major markets: India
& China.
Potential clients in India: Flipkart (Mobile-First), Snapdeal, Olacabs, Zomato
Potential clients in China: Coupang, Jumei, Meituan, Mogujie
Then, I would focus in Bitcoin, because if the vision of the company is precisely people-centric security; Bitcoin could be in a few years an established digital currency, but people is skeptical to use it for the recent attack affecting Bitstamp, and the bad case of Silk Road, so they need security.
So, if we could make intelligent bets in this market, protecting Blockchainwith 2FA, we could be working thinking in the long-term Bitcoin’s strategy
We could make the technology to protect this, or we could make acqui-hires from teams focused on this. Two companies to watch in this space:
21.co and Gem.com (Read my post about this)
For reading:
- Bitcoin platform Circle gets $50M — and global credibility — from Goldman Sachs and China’s IDG Capital, PandoDaily
- Why the Blockchain matters, Reid Hoffman, Wired UK
- Coinbase makes a play for global Bitcoin market with new app release, free bit distribution, PandoDaily
- On the 5 stages of Bitcoin, from dismissal to acceptance, Andreessen Horowitz
- Coinbase makes a play for global Bitcoin market with new app release, free bit distribution, PandoDaily
- Marc Andreessen’s Tweetstorm about state of Bitcoin in 2015
Big Data is another hot market with estimates from $7.6 to $84.69 Billion
(2011-2026), and there are many companies using and Enterprise-graded
products based in platforms like Apache Hadoop, Apache Cassandra,
Apache Spark and more.
So, the whitepaper would be focused in how to protect these “Data
Factories” using Two-Factor Authentication for its production servers (with
Duo’s Unix) or for its Cloud-based Analytics platforms (with Duo’s Platform
and APIs)
This could be the start of a calculated Go-To-Market strategy to enter in
this massive market, selecting key partnerships with leader companies
Flash-based Array: Pure Storage (they released a new product called
Pure1, which is a Cloud-based Flash-Array Storage solution, so it could be a
very good candidate for Duo’s Platform)
Enterprise Hadoop: MapR (Google Ventures invested on them too),
Hortonworks (now a public company) and Cloudera (the first one that
offered this kind of services with CDH) – Duo’s Unix
Apache Cassandra: DataStax, (Duo’s Unix)
Apache Spark: Databricks, the best commercial offering for Spark-As-A-
Service through Databricks Cloud (Duo’s APIs)
Contacts from my network in these companies
Pure Storage: VP of Enterprise Sales
MapR: Director of Product Management
Hortonworks: Chief Architect
DataStax: Chief Evangelist/VP of Customer Success
