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Show All (51)
Blog (48)
News (2)
Preparing for the Next Normal
It's More Than Engagement: CX Leadership Is Earned--Part-4-of-How-Marketing-Creates-Great-Customer-Experience
The Shift to Social Selling
It's More Than The Deal: It's About Trust - Part 3 of How Marketing Creates Great Customer Experience
Is the Value of Your Marketing Both Transactional & Longitudinal? - Part 2 of How Marketing Creates Great Customer Experience
How Marketing Creates Great Customer Experience: Part 1 - It is More than Marketing As Usual
Using Sound to Rise Above the Noise: How Dell, Siemens, IBM, and ACVB are Using Sound and Music to Reinforce Brand Identity
Ditch the Newspaper Approach to Content Marketing, Try the Blockbuster Philosophy Instead
6 Strategies To Revitalize Your B2B Email Marketing
Fundamentals of Data: What CMOs Need to Know to Succeed in a Digital Age
Applying Tech Innovations To Enhance Customer Satisfaction -- Part 3 of Personalizing Your Relationships With Your Customers
Meet Your New MOM (Marketing Operating Model)
Leveraging Content Marketing To Engage Customers - Part 2 of Personalizing Your Relationships With Your Customers
Six Ways Marketers Are Beating Disruptions With Technology
Personalizing Your Relationship With Your Customers, Part 1 - Leveraging Your Big Data Analytics
Marketing That Matters
Are You Considered A Progressive Leader Within Your Organization?
How Virtual Reality Will Change B2B Marketing
Who’s The Real Hero? You Or Your Customer?
Who's Ready To Lead Change In Marketing?
Millennials As B2B Buyers
Conducting A Marcom Audit: See Yourself As You Are - Part 2 of 2 Get Under the Hood and Tune Up Your Brand
What Will Determine Your Company's Ability To Execute Strategy In 2017?
Get Under the Hood and Tune Up Your Brand - Part 1 of 2
UX - What Makes A Great B2B Website? Part 4 of 4
Opportunities are Knocking: Key Tips to Ensure PPC Strategy Success - Finding Critical Gaps in Your Paid Search Part 2 of 2
How do you know your products are successful? Measure what matters.
Finding The Critical Gaps In Your Paid Search Advertising Strategy Part 1 of 2
Content: The Real SEO - What Makes A Great B2B Website? Part 3 of 4
News: SoCal BMA Unveils New Look and UX to Career Center
Brand: The Visual Story - What Makes A Great B2B Website? Part 2 of 4
The 3 Pitfalls of Production Positioning
What Makes A Great B2B Website? Part 1 of 4
5 Best Places to Research Marketing Automation Solutions for SMBs
Competitive Intelligence 3: It's not just about understanding your competitors, it’s about deriving actionable insights
RECAP: ''Refresh'' Summer Mixer Series
Competitive Intelligence 2: Your mission should you accept it Mr. Hunt is to...
Segmentation: An offline marketing concept emerging naturally in an online marketing world
Competitive Intelligence 1: Do you need James Bond?
BMA SmartBrief - Daily News for B2B Marketers - Subscribe
The role market dynamics play in developing your brand strategy
10 Reasons to Implement a Marketing Asset Management Solution
Creating Purpose-Drivent Brands
Relevance Is The New Black
Data Use in Branding
Developing a Conversation Marketing Strategy
Marketers Must Become Proactive Stewards of their Company Assets
5 Tips for Surviving and Thriving in this New Marketing Era
End-to-End Marketing Part 3: Creative examples, good and bad
End-to-End Marketing Part 2: Marrying creativity with technology
End-to-End Marketing Part 1: The death of creativity?

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CEOs  •  CMOs  •  VPs and Directors  •  Managers  •  Young Professionals    ANA_site_logo.png

Marketers Must Become Proactive Stewards of their Company Assets

Balancing the benefits of business enablement with business security, Information Security is a hot topic today at every level of government and business. The landscape has exploded and is now bigger and more complex than most people can begin to fathom.

Unfortunately, most companies are exposed. IT and security teams are underfunded and under empowered -- but it is not just an issue for IT. As owners of our data and brands marketers need to be proactive.

The threat is no longer general viruses and generic attacks, but highly targeted, multi-level, multi-year attacks on a specific company with specific assets as the prize. And some of the biggest prizes are your “big marketing data”, strategies, trade secrets, even your very brand.

There are two primary considerations. First, defensively, is to understand that Big Data, along with go-to-market plans and secrets, represent a primary target for the bad guys.

The second issue, offensively, is to understand what this means. Methods will be implemented to inhibit us from connecting, profiling and reaching prospects and clients. This will apply to all new communication methods, such as social or personal targeting. These new channels represent the same vectors now being used by attackers. They will be sealed by IT departments.

As marketers, we have a call to be relevant and personal, but not invasive or overly assumptive in our tactics. Opt-in and relevance at the point of research, as well as trust development and referral marketing in B2B will become critical to cut through filters and blocks.

Photo - Steve Perkins - Accuvant


Steve Perkins

 

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Read more about this topic in my best practices interview.
"Cybersecurity: Marketers Need to Defend Big Data".

 

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