We’re forgetting this crucial piece of building buyer trust

This episode gets real about the challenges and opportunities of marketing in the cybersecurity space. Host Mark Huber sits down with Mary Yang, CMO of Syxsense, to uncover what it takes to build trust with skeptical buyers and navigate the highs and lows of being a marketing leader in a high-stakes industry.Mary shares candid lessons from her career, including the tough realities of managing people, the chaos of acquisition transitions, and the critical importance of advocating for yourself and your team. She also highlights the power of useful content, creative negotiation tactics, and why execution matters just as much as strategy.Mary offers practical insights and real-world examples of how she’s broken through the noise and created meaningful connections in one of the toughest industries to market in. If you’re looking for a behind-the-scenes look at cybersecurity marketing and leadership, this one’s for you.What You’ll Get:How to build trust and confidence with skeptical buyersLessons from career highs, lows, and the art of negotiationWhy execution is just as important as strategyThings to Listen For:(00:00) Mark introduces Mary and her unique perspective on cyber marketing(03:34) The chaos of acquisition transitions and leadership lessons(05:57) Understanding skeptical cyber buyers and how to connect with them(12:05) Mary’s approach to keeping teams motivated during tough times(16:32) The power of self-advocacy in career growth(23:12) Why strategy without execution is meaninglessSubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more at userevidence.com.