Archive for 2012

Big Data Crashes RSA Confab

Friday, March 2nd, 2012

In a real-world example of why we need Big Data to thwart targeted attacks, or as they are sometimes called APTs (Advanced Persistent Threats), Imperva released a report that details an attack by hacktivist group ‘Anonymous’ against a high-profile unnamed target during a 25-day period in 2011. The report dissects the attack into three distinct phases: recruitment and communication, reconnaissance and application layer attacks and, finally, a distributed denial of service (DDoS) attack.

In addition to Big Data, cloud and mobile security (see BYOD) where top of mind. On Monday, the Cloud Security Alliance held its now annual CSA Summit at the RSA Conference.  Michael McConnell, former director of the National Security Agency, kicked things off with a keynote that urged security experts to build trusted cloud computing systems and standards. His message was clear:  The economics of the cloud are so compelling they can’t be denied, so we have to get the security aspects right.

Vormetric’s VP of product development Ashvin Kamaraju participated in the ensuing panel on the Future of Cross Border Standards for Cloud Security, which explored the role of security in addressing international privacy regulations.  Additional sessions focused on security relative to cloud operating systems, access devices and virtualization.

Meanwhile, keynotes by RSA and Symantec executives brought the conference’s leading edge themes full circle. Both espoused the need to recognize and address the fact that IT is losing management control over access devices and the physical storage of data. This shift, being created by the convergence of mobile and BYOD computing with the cloud, is irreversible. The general consensus among the RSA Conference faithful is that in the face of a disintegrating perimeter, IT must adapt its security measures and approaches accordingly.

Big Data, which promises to detect and block attacks in new ways, is certainly one arrow in IT security’s quiver. As is identity and access management for limiting access to applications by authorized users. But at the core remains data security, and the ability to encrypt data so that it remains protected if and when the outer layers of the security onion are peeled back.

From a marketing perspective my favorite Digital Marketing campaign was the RSA InfoSec Creatures game which could be initiated from a QR Code at the RSA Booth on the show floor. Asking people to identify their alter ego, personality, etc., always draws people in, especially “Unicorns” like me. This is an extremely well executed brand builder and Facebook harvesting technique. Kudos RSA!

Marketing to the Enterprise

Friday, February 3rd, 2012

Connected Enterprise Marketing

There is a big difference in marketing to marketers and marketing to IT professionals. I am day 5 in my new role at Vormetric, a leader in Enterprise Encryption and Key Management, and I can firmly attest that my love for marketing to the IT professional is truly still alive and well. I suppose after being born and raised in Silicon Valley the tech industry eventually just becomes part of your DNA whether you are an engineer, admininstrative assistant or marketing professional. Today I found myself discussing technology stacks that include appliances and software agents sitting just about file systems on Oracle and Microsoft databases. So this made me think,  what are some of the more interesting ways to market and tell this story for the c-suite?

Well, I’ve found a few videos on YouTube that are particularly interesting, and I’m keen to see what you think as well.  The first one was developed by IBM  as part of the Smarter Planet Campaign. It’s all about Cloud Computing – business transformation in the cloud. I think its fun and gets the point across leveraging customer success and real world examples. The other interesting enterprise “commercial” on YouTube was developed by Symantec -  Get Cloud Security. This video discusses how Symantec delivers security and management solutions for and from the cloud.

I’m not sure if these are effective, but they are probably campy enough to entice a Network Security Manager or CSO to watch them. But are they worth the investment? Well, for Symantec, who posted their video on Jun 7, 2011, they have seen 152,171 views as of today. I’m thinking with this amount of viewership over seven months, a link strategy from YouTube, and an extremely crisp landing page, they definitely know:

  1. How many clicks
  2. How many leads
  3. Sales pipeline
  4. Sales revenue

I wish I had their marketing return on investment (romi) to share, but maybe someone has a parallel story to tell to help us know if this was worth the $$$$.