Steve Jobs had the clearest take on marketing.
“One of the greatest jobs of marketing that the universe has ever seen is Nike.”
“Nike sells a commodity. They sell shoes. And yet, when you think of Nike, you feel something different than a shoe company.
In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they’re better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes, and they honor great athletics. That’s who they are. That’s what they are about.”
Marketing is about understanding your prospect. It’s about telling stories that reflect their journeys from who they are to who they want to be.
Another example is Red Bull. They are nothing but: “Yo watch this.”
That is the job. Make your product feel like entry to the cool kids club. Owning it says something about you. Using it says even more.
How to apply this is cybersecurity?
Crowdstrike showed up on the Super Bowl stage.
Not a spec sheet. Not a benchmark. A cultural moment. For buyers it reads as validation.
I bet some users are relieved not to have to explain their over-budget Crowdstrike bill to their board.
Most tech companies still market like they are selling soil. Rich in nutrients. Proven mix. Meanwhile the leaders sell belonging and momentum. They do not abandon substance. They lead with meaning, then let the product carry the weight.
How to use this without a Super Bowl budget?
(Now AI can make similar videos without breaking the bank but you still need to air it right? Lets skip this fact)
You do not need a stadium. You need a few repeatable moves that make buyers feel they joined the right crowd. Realistic. Cheap. Consistent.
> Start a yearly flagship
Pick one date each year to act bigger than you are. Make it a thing. Live teardown of a real problem your product fixes in ten minutes.
> A field report your buyer can paste into a board email.
> A customer roundtable with three names your prospects respect. Record it. Cut clips. Use those clips for three months.
> Turn proof into a jersey wall
One page. Familiar faces and short quotes. Not just logos. Ask three customers this week. Offer to draft the quote. Put the wall two clicks from the home page. Buyers want to see people like them. If you don’t have these people yet, move on to the next step.
> Do field marketing without a booth
At the next conference host a breakfast near the venue. Ten seats. Invite two current users and let them bring a friend. Show a short demo. Then shut up. Let users talk. You will book meetings from that table. Cost is coffee and eggs.
> Borrow trust
Co host a webinar with a cloud marketplace or an MSP already in your buyer’s stack. Offer an integration guide that makes their tool better. You ride their audience. They get helpful content.
> Ship momentum in public
Keep a clean changelog and a simple roadmap. Add an email or RSS feed. Buyers want to feel motion. Most vendors hide it. You will stand out for the price of writing.
> Sponsor small, not big!
Pick one niche newsletter your buyer actually reads. Pick one podcast. Sponsor for a month. Tie the call to action to your flagship moment. Measure replies and booked calls, not clicks.
> Design one community habit
Office hours on the first Tuesday. Thirty minutes. Bring a tip. Take two questions. Post the recording. Show you are present even when you are not selling.
> Measure like an adult
Track three things. Booked meetings from each moment or asset. Time from first touch to first meeting. Expansion or referral inside ninety days. If a move does not move at least one of those, cut it.
If you want the pricing psychology angle, read my previous post about putting a moonshot on the menu.
Otherwise, this is the play. Small signals. Steady cadence. Make buyers feel they are joining the right tribe, then let the product earn the rest.