Cybersecurity is one of the few B2B categories that has weathered the recession—and is expected to grow by at least 10% in 2023. Competition has grown, too, making it harder for companies to stand out.
Gary Sevounts, CMO of Malwarebytes—whose primary customers are small- and medium-sized businesses—has responded with a multifaceted marketing approach that includes distribution partnerships, growth acceleration techniques and adaptability in ever-evolving markets.
What’s the difference between customers and partners?
Customers are companies that are the end users of our products, such as universities, tech companies, banks, state and local governments. Partners are managed security providers (MSPs), MSP platforms such as PAX8 and ConnectWise, distributors including CDW and value-added resellers (VARs) that either resell our products and services to these end customers, or build their own solutions based on our products and services and deliver to our end customers.
What’s in your pipeline playbook?
We have three playbooks. One playbook is on getting new partners. That's more around account-based marketing, around inbound marketing. There are a lot of service-level agreements (SLAs) around that. We're growing fast with that playbook.