Engaging Deeply Technical SMEs To Create High-Converting Content w/ Maria Velasquez, Chief Growth Officer & Co-Founder of Cybersecurity Marketing Society
Most technical B2B industries are changing daily—cybersecurity is no exception. AI, global conflicts, new regulations, and nonstop threats are keeping security teams on their toes. But here’s the problem: marketers struggle to tap into that expertise, and cybersecurity SMEs are too busy putting out fires to help. The result? Content that’s too generic, too slow, or just doesn’t hit the mark. If you’ve ever struggled to get cybersecurity experts involved in content—or to make their knowledge work for your marketing—this one’s for you. What You’ll Learn: Why B2B marketing teams need SMEs more than ever How to actually get time with busy experts (without annoying them) The secret to turning deep security insights into content people actually want to read Resources: https://97thfloor.com/articles/podcasts/engaging-deeply-technical-smes-to-create-high-converting-content/ https://www.linkedin.com/in/maria-vepa "We are selling to humans. Sure, we're in B2B, but it really is human behind that computer screen, and there's no better way to just really relate and connect directly to that person." - Maria Velasquez Timestamps: 04:15 - Why SMEs are crucial for B2B cybersecurity marketing trust 06:48 - Finding external SMEs when you don't have internal expertise 09:05 - Video-first framework for extracting SME value 14:39 - Common mistakes that damage SME relationships 18:47 - Ensuring SME time is well-spent and productive 25:11 - Drawing out day-in-the-life insights for authentic content
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
Most technical B2B industries are changing daily—cybersecurity is no exception. AI, global conflicts, new regulations, and nonstop threats are keeping security teams on their toes.
But here’s the problem: marketers struggle to tap into that expertise, and cybersecurity SMEs are too busy putting out fires to help.
The result? Content that’s too generic, too slow, or just doesn’t hit the mark.
If you’ve ever struggled to get cybersecurity experts involved in content—or to make their knowledge work for your marketing—this one’s for you.
What You’ll Learn:
- Why B2B marketing teams need SMEs more than ever
- How to actually get time with busy experts (without annoying them)
- The secret to turning deep security insights into content people actually want to read
Resources:
https://www.linkedin.com/in/maria-vepa
"We are selling to humans. Sure, we're in B2B, but it really is human behind that computer screen, and there's no better way to just really relate and connect directly to that person." - Maria Velasquez
Timestamps:
04:15 - Why SMEs are crucial for B2B cybersecurity marketing trust
06:48 - Finding external SMEs when you don't have internal expertise
09:05 - Video-first framework for extracting SME value
14:39 - Common mistakes that damage SME relationships
18:47 - Ensuring SME time is well-spent and productive
25:11 - Drawing out day-in-the-life insights for authentic content