035 | Derek Boggs: Guerrilla Marketing, SEO, and AI—Marketing That Works

Join GTM Secrets podcast host Stephen Lowisz with special guest Derek Boggs as they unpack a masterclass in go-to-market strategies, demand generation, and the art of adapting to unique customer personas. Derek shares his dynamic career path, from his early days at InsideSales (now Zant) to leading marketing initiatives in the physical security industry. Dive into a thought-provoking discussion on the challenges of reaching diverse audiences in cybersecurity and physical security, and how to build trust in mission-critical markets. Derek reveals the innovative tactics driving growth at LVT, including leveraging AI for content creation, winning high-intent leads through SEO, and deploying guerrilla marketing with their product as the ultimate billboard. You'll also hear how Derek’s team revamped digital advertising across Google, Meta, and LinkedIn to scale LVT from $15 million to over $250 million in ARR—and how that growth is rooted in delighting customers and delivering results. Whether you’re a marketer or sales professional, this episode offers actionable insights on tailoring strategies to new industries, adopting intent-driven ABM, and staying agile in evolving markets. Tune in for practical tips, inspiring success stories, and a deep dive into what it takes to scale demand generation at every level of the funnel.