Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

Q&A with Jay Gaines
Jay Gaines, CMO at Forrester has over 20 years of experience in organizational design and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, and digital strategy in a variety of b-to-b industries.   

In this Q&A, Jay shares insightful thoughts about the audience-centric approach at SiriusDecisions and what marketing means to him.

MEDIA 7: How old were you when you had your first paying job?
JAY GAINES:
 I was 10 years old! I delivered newspapers in my neighborhood on my bike five days a week after school.

M7: You have been recognized as one of the top 10 CMOs in 2019 by The Silicon Review. What skills have enabled you to become a marketing industry leader?
JG:
In my time at SiriusDecisions, I’ve had the good fortune to work closely with many amazing CMOs. That work provided me great insight into what makes for a highly effective and successful marketing leader. There are three primary skills that I think have helped me the most; first, to be a business leader and then a marketing leader. This means focusing on, being accountable for, and consistently reporting on marketing’s contribution to the same business goals that the CEO, CFO, board of directors and head of sales care about most. It also means always speaking the language of business, and avoiding marketing jargon when communicating with my colleagues outside of marketing. Second, is just being a good leader for my team by providing structure and clear goals, defending their focus, and promoting a culture of experimentation and rigor. Third, is constantly staying curious. Marketing is evolving so rapidly in terms of strategies, approaches, technologies, and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object.

"Marketing is evolving so rapidly in terms of strategies, approaches, technologies and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object."



M7: How impactful are the leadership summits from a marketing outreach perspective, and how significantly have they enabled SiriusDecisions to push towards the forefront as an industry leader?
JG:
Our summits are a key driver of growth for us. We put a huge amount of effort into them and they have become a primary brand experience for our customers and other audiences. We attract thousands of B2B marketing, sales and product leaders to these events and use them to release our latest research, data and insights. Especially as SiriusDecisions has expanded into new geographies (Europe and Asia) and new verticals (healthcare, financial services, etc.) our events have enabled us to quickly establish presence, acquire audiences and build positive perception.

M7: You have been leading marketing initiatives for SiriusDecisions across various geographies including North America, EMEA and APAC. In your experience, how does the approach to marketing strategy vary based on different regions?
JG:
At SiriusDecisions we take a very audience-centric approach in how we go to market through the use of audience frameworks and personas. We typically create personas centrally and then adapt them for geos and vertical industries. Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are. So, while our campaign and program themes remain largely consistent globally the assets, tactics, and channels we utilize vary widely across geographies. For example, in Asia we’ve had great success and lean more heavily on mobile-specific strategies as well as a higher volume of smaller local events.


"Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are."


M7: From a little cottage in Southport, Connecticut to a global leader in B2B marketing solutions, what has been the main force behind the overwhelming success of SiriusDecisions?
JG: 
By far the main driving force for SiriusDecisions has been our relationships with our clients and our commitment to their success. We have a deep culture of customer-centricity and helpfulness that permeates everything we do. For example, every piece of research we produce must pass the test of being supported by data and evidence, and also must include details about how to actually do whatever it is we’re recommending. Unlike many other firms similar to us, we also consider our work with clients to be collaborative. All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t. This means we learn as much from them as they do from us and their success is our success.


"All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t."

M7: What is Marketing to you?
JG:
To me marketing is the art and science of engaging target audiences through the delivery of value in order to achieve specific business outcomes. Value can be delivered in any number of ways including information, entertainment and purpose, and business outcomes can span everything from customer acquisition to retention to advocacy.

ABOUT SIRIUSDECISIONS

SiriusDecisions® is the leading global b-to-b research and advisory firm. We deliver actionable intelligence, strategic and operational frameworks, and personal guidance from experienced practitioners.

Sales, marketing and product executives rely on SiriusDecisions® to contextualize problems and bring to light opportunities to drive sustainable growth. Our holistic solutions are founded on proprietary research, a deep understanding of b-to-b complexities, and the tenet that organizational alignment brings better outcomes.

SiriusDecisions was acquired by Forrester (NASD: FORR) in January of 2019.

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MEDIA 7 | November 28, 2019

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Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

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Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel

Opera | August 08, 2022

Opera (NASDAQ: OPRA), the company behind the eponymous web browser, recently announced the expansion of its security features with the new VPN Pro subscription service, a premium device-wide VPN that can be used without the installation of a separate app. The VPN Pro service, previously available on Android, is now coming to Opera users on Windows and Mac. Travelling with no limits Opera VPN Pro is now multi-platform Opera VPN Pro is now multi-platform Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel The summer is a time of travel, with people once again changing their location: for leisure or to attend industry events. The pleasures of travel, however, also come with the cybersecurity risks of using public Wi-Fi. The Opera browser, which is known for its free browser VPN, which is still available to all of our users, is providing its users with a device-wide solution that protects their laptops no matter where they go and what connections they use – from subway hotspots to hotel Wi-Fi. Opera VPN Pro users can enjoy safe and seamless connections wherever their vacation or business trip takes them. The subscription-based service will cover up to six devices connected to one account. Opera is offering a free month with an unlimited secure VPN connection to those who subscribe to VPN Pro via desktop before August 31st, with an opportunity to cancel the subscription at any time. Working from the beach, airport, or a cafe, as well as just browsing the web for fun, is now safer thanks to the VPN Pro solution. To use the new Opera VPN Pro, users need to install Opera Browser on Windows, or Mac on their computer, then sign into their Opera Account and try it for free. From that point, whenever the VPN is switched on, all the data that users send to the internet will be encrypted and sent to one of thousands of VPN servers around the world. This not only protects them while using unencrypted Wi-Fi at airports, restaurants and city centers, but also makes it harder for advertisers to track them. With a simple click on the Opera VPN Badge in the Opera browser address bar, or via the tray icon, users can enable full protection at any moment. Opera VPN Pro is available in English, German, French, Spanish, Polish, and Brazilian Portuguese. Available on Android, Windows and Mac Back in March, Opera released VPN Pro, a full-featured VPN solution that encrypts all traffic going out of the user's Android device. Today, it's boosting users' privacy on desktop. "VPN services are becoming an essential part of browsing, regardless of the device being used. 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VMware Report Warns of Deepfake Attacks and Cyber Extortion

VMware | August 09, 2022

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Their new goal is to use deepfake technology to compromise organizations and gain access to their environment.” Additional key findings from the report include: Cyber pro burnout remains a critical issue. Forty-seven percent of incident responders said they experienced burnout or extreme stress in the past 12 months, down slightly from 51% last year. Of this group, 69% (versus 65% in 2021) of respondents have considered leaving their job as a result. Organizations are working to combat this, however, with more than two-thirds of respondents stating their workplaces have implemented wellness programs to address burnout. Ransomware actors incorporate cyber extortion strategies. The predominance of ransomware attacks, often buttressed by e-crime groups’ collaborations on the dark web, has yet to let up. Fifty-seven percent of respondents have encountered such attacks in the past 12 months, and two-thirds (66%) have encountered affiliate programs and/or partnerships between ransomware groups as prominent cyber cartels continue to extort organizations through double extortion techniques, data auctions, and blackmail. APIs are the new endpoint, representing the next frontier for attackers. As workloads and applications proliferate, 23% of attacks now compromise API security. The top types of API attacks include data exposure (encountered by 42% of respondents in the past year), SQL and API injection attacks (37% and 34%, respectively), and distributed Denial-of-Service attacks (33%). Lateral movement is the new battleground. Lateral movement was seen in 25% of all attacks, with cybercriminals leveraging everything from script hosts (49%) and file storage (46%) to PowerShell (45%), business communications platforms (41%), and .NET (39%) to rummage around inside networks. 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Avast One to Extend Home Network Protection and Online Safety Guidance Across Platforms

Avast | August 10, 2022

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Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel

Opera | August 08, 2022

Opera (NASDAQ: OPRA), the company behind the eponymous web browser, recently announced the expansion of its security features with the new VPN Pro subscription service, a premium device-wide VPN that can be used without the installation of a separate app. The VPN Pro service, previously available on Android, is now coming to Opera users on Windows and Mac. Travelling with no limits Opera VPN Pro is now multi-platform Opera VPN Pro is now multi-platform Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel Opera ships its new VPN Pro service to Windows and Mac to give you an extra level of security as you travel The summer is a time of travel, with people once again changing their location: for leisure or to attend industry events. The pleasures of travel, however, also come with the cybersecurity risks of using public Wi-Fi. The Opera browser, which is known for its free browser VPN, which is still available to all of our users, is providing its users with a device-wide solution that protects their laptops no matter where they go and what connections they use – from subway hotspots to hotel Wi-Fi. Opera VPN Pro users can enjoy safe and seamless connections wherever their vacation or business trip takes them. The subscription-based service will cover up to six devices connected to one account. Opera is offering a free month with an unlimited secure VPN connection to those who subscribe to VPN Pro via desktop before August 31st, with an opportunity to cancel the subscription at any time. Working from the beach, airport, or a cafe, as well as just browsing the web for fun, is now safer thanks to the VPN Pro solution. To use the new Opera VPN Pro, users need to install Opera Browser on Windows, or Mac on their computer, then sign into their Opera Account and try it for free. From that point, whenever the VPN is switched on, all the data that users send to the internet will be encrypted and sent to one of thousands of VPN servers around the world. This not only protects them while using unencrypted Wi-Fi at airports, restaurants and city centers, but also makes it harder for advertisers to track them. With a simple click on the Opera VPN Badge in the Opera browser address bar, or via the tray icon, users can enable full protection at any moment. Opera VPN Pro is available in English, German, French, Spanish, Polish, and Brazilian Portuguese. Available on Android, Windows and Mac Back in March, Opera released VPN Pro, a full-featured VPN solution that encrypts all traffic going out of the user's Android device. Today, it's boosting users' privacy on desktop. "VPN services are becoming an essential part of browsing, regardless of the device being used. Therefore, we decided to expand our offering so that users can connect up to six Android and desktop devices to their VPN subscription at once and stay safe online," said Krystian Kolondra, EVP PC & Gaming at Opera. VPN Pro satisfies the needs of those users who are looking for increased protection. It provides security to the entire device and protects up to 6 different Android and Win or Mac devices within one subscription. User data stays safe behind a wall of next-generation encryption, no matter what application is used. Just like Opera's Free VPN, VPN Pro is a no-log service. It offers access to 3,000+ private network servers in over 30 locations around the world, allowing users to download files and browse the web securely with a speedy VPN connection and unlimited bandwidth for all supported devices. There is no need to sacrifice speed for better security since VPN Pro gives access to high-speed servers, so users can browse faster than ever. Additionally, users can run data-saving mode alongside VPN Pro to ensure they never go overboard on their data. How to get started VPN Pro can be used on Windows and Mac by installing Opera Browser for desktop. To enhance device security and safety, users can subscribe to Opera VPN Pro directly inside the Opera Browser by following 5 simple steps: download the latest version of Opera Browser; log into Opera Account and select desired subscription period; follow the payment steps; enjoy a seamless and protected connection to the web! To use the same subscription on your Android device, simply download the Opera Browser for Android from the playstore, sign in to the same Opera account you have on your desktop and start using your VPN Pro on your phone! With Opera VPN Pro, existing Opera users can easily subscribe using their Opera account without the need to download another app or create another account. The pricing options vary from $1.99 to $5.99 per month (depending on the duration of the subscription) of VPN protection, making Opera VPN Pro one of the safest and most economical solutions on the market. If a user ever needs any help with the service, Opera's team of industry-leading experts are always available to assist. Support can be easily reached through the Help Center or by Chat & Email support, both available here. VPN Pro is currently available for users in the majority of markets around the globe. There is a 7-day free trial period and a 30-day money-back guarantee. Before the 31st of August, new users of VPN Pro on desktop can get one month of subscription for free. The release has a pricing offer of $5.99 for one month, $2.99 per month with a 6-month subscription, and $1.99 per month with a 12-month subscription for VPN protection. To discover all the benefits, visit the dedicated VPN Pro page. About Opera Opera is a global web innovator with an active base of hundreds of millions of monthly active users who have sought a better internet experience. Building on over 25 years of innovation that started with browser products, Opera is now leveraging its brand and highly engaged user base in order to expand its business into new segments. Today, Opera offers users around the world a range of products and services that include PC and mobile browsers, the newsreader Opera News, and apps dedicated to gaming, Web3 and e-commerce. Opera is headquartered in Oslo, Norway and listed on the NASDAQ stock exchange (OPRA).

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VMware Report Warns of Deepfake Attacks and Cyber Extortion

VMware | August 09, 2022

At Black Hat USA 2022, VMware, Inc. released its eighth annual Global Incident Response Threat Report, which takes a deep dive into the challenges faced by security teams amid pandemic disruptions, burnout, and geopolitically motivated cyberattacks. Sixty-five percent of defenders state that cyberattacks have increased since Russia invaded Ukraine, according to report findings. The report also shines a light on emerging threats such as deepfakes, attacks on APIs, and cybercriminals targeting incident responders themselves. “Cybercriminals are now incorporating deepfakes into their attack methods to evade security controls,” said Rick McElroy, principal cybersecurity strategist at VMware. “Two out of three respondents in our report saw malicious deepfakes used as part of an attack, a 13% increase from last year, with email as the top delivery method. Cybercriminals have evolved beyond using synthetic video and audio simply for influence operations or disinformation campaigns. Their new goal is to use deepfake technology to compromise organizations and gain access to their environment.” Additional key findings from the report include: Cyber pro burnout remains a critical issue. Forty-seven percent of incident responders said they experienced burnout or extreme stress in the past 12 months, down slightly from 51% last year. Of this group, 69% (versus 65% in 2021) of respondents have considered leaving their job as a result. Organizations are working to combat this, however, with more than two-thirds of respondents stating their workplaces have implemented wellness programs to address burnout. Ransomware actors incorporate cyber extortion strategies. The predominance of ransomware attacks, often buttressed by e-crime groups’ collaborations on the dark web, has yet to let up. Fifty-seven percent of respondents have encountered such attacks in the past 12 months, and two-thirds (66%) have encountered affiliate programs and/or partnerships between ransomware groups as prominent cyber cartels continue to extort organizations through double extortion techniques, data auctions, and blackmail. APIs are the new endpoint, representing the next frontier for attackers. As workloads and applications proliferate, 23% of attacks now compromise API security. The top types of API attacks include data exposure (encountered by 42% of respondents in the past year), SQL and API injection attacks (37% and 34%, respectively), and distributed Denial-of-Service attacks (33%). Lateral movement is the new battleground. Lateral movement was seen in 25% of all attacks, with cybercriminals leveraging everything from script hosts (49%) and file storage (46%) to PowerShell (45%), business communications platforms (41%), and .NET (39%) to rummage around inside networks. An analysis of the telemetry within VMware Contexa, a full-fidelity threat intelligence cloud that’s built into VMware security products, discovered that in April and May of 2022 alone, nearly half of intrusions contained a lateral movement event. “In order to defend against the broadening attack surface, security teams need an adequate level of visibility across workloads, devices, users and networks to detect, protect, and respond to cyber threats, When security teams are making decisions based on incomplete and inaccurate data, it inhibits their ability to implement a granular security strategy, while their efforts to detect and stop lateral movement of attacks are stymied due to the limited context of their systems.” Chad Skipper, global security technologist at VMware Despite the turbulent threat landscape and rising threats detailed in the report, incident responders are fighting back with 87% saying that they are able to disrupt a cybercriminal’s activities sometimes (50%) or very often (37%). They’re also using new techniques to do so. Three-quarters of respondents (75%) say they are now deploying virtual patching as an emergency mechanism. In every case, the more visibility defenders have across today’s widening attack surface, the better equipped they’ll be to weather the storm. Methodology VMware conducted an online survey about trends in the incident response landscape in June 2022, and 125 cybersecurity and incident response professionals from around the world participated. Percentages in certain questions exceed 100 percent because respondents were asked to check all that apply. Due to rounding, percentages in all questions may not add up to 100 percent. VMware Explore In addition to VMware’s presence at Black Hat USA 2022, there will be more than 100 security talks at VMware Explore, the global multi-cloud industry event taking place August 29 – September 1, 2022 at Moscone Center in San Francisco. Register today to begin building your agenda. About VMware VMware is a leading provider of multi-cloud services for all apps, enabling digital innovation with enterprise control. As a trusted foundation to accelerate innovation, VMware software gives businesses the flexibility and choice they need to build the future. Headquartered in Palo Alto, California, VMware is committed to building a better future through the company’s 2030 Agenda.

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Avast One to Extend Home Network Protection and Online Safety Guidance Across Platforms

Avast | August 10, 2022

Avast One, the all-in-one digital protection service from Avast (LSE: AVST), a global leader in digital security and privacy, has extended its cross-platform support by adding its Online Safety Score feature to both the Mac and iOS platforms of Avast One. Previously available on Windows and Android, Online Safety Score helps people take control of their online safety by providing a simple, easy to read score with regular feedback and tips on how to improve it further. Network Inspector, formally known as WiFi Inspector in Avast Free Antivirus, has also been added to the Mac platform so that networks and devices can be scanned for vulnerabilities. The update follows Avast One's recognition by AV-Test as a 'Top Product' in the industry, achieving full points in malware protection, performance and usability. Earlier this year, Avast bolstered the free and premium versions of Avast One with new and innovative privacy and scam prevention features across all major platforms, including Email Guardian, Private Mode, Scam Protection for mobile, and a Smart VPN which launches automatically for activities such as online banking. In this latest update, Avast has strengthened its cross-platform support further with Online Safety Score and Network Inspector which provide more guidance and user control over online safety for greater peace of mind no matter the device used. Premium customers can benefit from Avast One's leading protection and performance capabilities for up to 30 computers and mobile phones across PC, Mac, Android and iOS, ensuring families and their devices stay private and secure. Last year, Avast's Digital Citizenship study of over 16,000 people found that despite the internet's increasing importance day-to-day, heightened online safety and privacy concerns are stopping people from fully engaging in online activities. With this in mind, Avast has enhanced the protection capabilities of Avast One across all platforms, to provide online citizens with greater control and confidence at a time of rising online scams, fraud, and other malicious activity. "Across the world, safe and free access to digital services is increasingly becoming an everyday requirement. Yet our Avast Digital Citizenship Report found that two out of three people decided not to do something online because of security and privacy concerns, It's a wake-up call for us that many people do not feel confident about using critical online services and are abandoning decisions to shop, bank, or register new accounts because of concerns about security, privacy and identity. We understand that effective protection means protection on our customers' terms, and with Avast One we've made sure it's available on every major platform, wherever and whenever it's needed." Vita Santrucek, Chief Product Officer at Avast In addition to Online Safety Score, the features available in the latest update of Avast One include: Network Inspector: automatically scans networks and connected devices for vulnerabilities, and offers recommendations to improve device security when connected to public networks, as well as tips to strengthen the protection of home networks so that intruders are unable to access them and obtain personal data App Lock: locks sensitive apps and photos with a PIN, pattern, or fingerprint that's different to the authentication used to unlock a phone, providing the user with an additional layer of protection. Available on Avast One Individual and Family for Android. For individuals or families with iOS devices, the Photo Vault feature secures photos in an encrypted folder inside the Avast One app, protected by a PIN, Touch ID or Face ID to improve privacy on shared mobile devices. Avast One is available in Australia, Austria, Canada, France, Germany, Switzerland, the United Kingdom, and the United States. It is available for download now at www.avast.com and is compatible with Android, iOS, macOS and Windows. About Avast: Avast a FTSE 100 company, is a global leader in digital security and privacy, headquartered in Prague, Czech Republic. With over 435 million users online, Avast offers products under the Avast and AVG brands that protect people from threats on the internet and the evolving IoT threat landscape. The company's threat detection network is among the most advanced in the world, using machine learning and artificial intelligence technologies to detect and stop threats in real time. Avast digital security products for Mobile, PC or Mac are top-ranked and certified by VB100, AV-Comparatives, AV-Test, SE Labs and others.

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