Laura Kenner: B2B Content Strategy with a Cybersecurity Edge

What this episode covers

When the old GTM playbooks stopped working, she built her own.. This episode breaks down how she builds trust, drives pipeline, and dodges fear-mongering like a pro. Laura Kenner shares a grounded, no-BS approach to content that drives real growth in technical markets.Did you know that Laura Kenner didn’t start in tech? She didn’t even start in marketing!  As she says, "this kind of happened like accident like many things often do." In this episode, Kerry Guard sits down with Laura to unpack how she went from medical office work to becoming a high-impact B2B content leader in cybersecurity, and how that unexpected path made her better at connecting with technical buyers.They explore the difference between AI copywriting myths and reality, how to tailor messaging for both hands-on practitioners and business decision-makers, and why fear-mongering has no place in modern cybersecurity marketing.Laura also shares how she measures the impact of content across LinkedIn, BootstrapsCyber.com, SEO, and social; why the real work of marketing starts with getting out of your silo and listening to sales, customer success, and your audience.From workflows in Zapier to scrappy startup GTM strategy, this episode is packed with ideas for marketers trying to stand out in crowded, technical spaces.If you’re a content leader, startup founder, or cybersecurity marketer trying to break through the noise, this conversation will hit home.While you’ve got your headphones on, queue up a few earlier Tea Time favorites that build on today’s themes:Scaling pipeline first through paid media – Michele Mehl explains how to engineer ads that actually convert and carve out a blue-ocean niche. Give it a listen here: Episode 12 – Digital Marketing Finds Its Blue Ocean.SEO secrets in the cloud-security world – Nate Turner walks through keyword-pruning tactics and SERP-feature wins that still move the needle in technical spaces. Dive in: Episode 8 – SEO Secrets in the Cloud Security Pro.Remote leadership that fuels marketing success – Jesse Jameson shares how to craft culture in a hybrid world and keep teams aligned on growth. Catch it here: Episode 5 – Remote Leadership Meets the Joy of Professional Learning.Line these up next and you’ll walk away with a playbook that marries paid media, technical SEO, and people-first leadership—the same ingredients MKG uses every day to help brands capture the market.This episode is powered by MKG Marketing Inc. We manage the details. You capture the market. (00:00) - - Meet Laura Kenner, the Cybersecurity Unicorn (02:20) - - AI Copy Tools: Help or Hype? (08:00) - - Laura's Story: From Medical Admin to B2B Tech Marketer (20:30) - - Ditching Fear in Cybersecurity Messaging (27:00) - - Why Sales and Marketing Misalignment Kills GTM (36:30) - - What Metrics Actually Matter in B2B Content (39:00) - - Finding Your Authentic Voice on LinkedIn (42:40) - - The Power of Zapier and Workflow Automation (52:50) - - Laura's favorite places on the internet (54:30) - - Recommended Episodes from Tea Time Archives (55:45) - - MKG Marketing is the best. Rock n' Ride?

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