Long Game Marketing: Building Trust in High-Stakes B2B Sales

In this episode of The Marketing Front Lines, we speak with Diana Rabba, Head of Marketing at Exein, a cybersecurity company securing over 1 billion connected IoT devices globally. Diana shares her tactical approach to transforming cybersecurity marketing from the ground up, including how she achieved 300% organic traffic growth within her first few months through content strategy overhaul, building authority in a conservative industry, and navigating the long-game nature of B2B trust-building in highly regulated markets.

Topics Discussed:

• Rebuilding content strategy from promotional to value-driven authority platform
• Creating compelling branding in the traditionally conservative cybersecurity space
• Building marketing teams: balancing in-house expertise vs external agency partnerships
• Community building strategies for reaching CISOs and technical decision-makers
• Achieving rapid organic growth through content pruning and strategic SEO
• Positioning IoT cybersecurity in a heavily regulated, compliance-driven market

 

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

www.GlobalTalent.co

 

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