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BristolCyberCon: Paige’s Key Takeaways

The very first BristolCyberCon catered for cybersecurity professionals, enthusiasts, software engineers, cyber newbies, students, the Bristol and Bath cyber community and anyone who has an interest in security. With its leading lineup of expert speakers, fun workshops and hackathons, we’re hugely proud that we got to be part of such a forward-thinking and brilliant event as sponsors.

I’m Paige, our Cyber Security specialist as part of ADLIB’s Tech Recruitment team. Here, my highlights and key takeaways, for anyone who missed out or who’d like to revisit the event:

1.From a talent attraction perspective – “hiring people with the right mindset is more valuable than knowledge”. A really great quote from Kevin Fielder’s (Chief Information Security Officer at Just Eat) talk and it’s true. The cybersecurity skills gap is real and it’s getting bigger.

Organisations are putting too much emphasis on looking for specific skills and certifications and often disregarding smart people who have security focussed mindsets – businesses need to be realistic in their expectations. A report from (ISC)² on the skills shortage revealed that the global cyber security skills gap is at almost three million and that 63% of businesses are lacking the cybersecurity skills to keep threats at bay!

2.Automation within security is key. Threats are constantly developing and at such a quick pace that the only way to deal with them is through automation. It allows organisations to identify new and existing threats fast and allows them to make quick decisions to mitigate them. A popular tool for security automation is Splunk, it enables you to work faster and smarter and perform actions across security infrastructure in seconds as opposed to hours if you performed this manually.

3.Cybersecurity is everyone’s responsibility so it’s important to create a security culture across the business so that everyone is aware, involved and knowledgeable. You must work with your team and sell them the advantages of working in a secure way especially when this is a new way of thinking for so many of the workforce. Jonathan Kidd (CISO at Hargreaves Lansdown) explained during his talk that they have introduced ‘Cyber Security Champions’ across the business as a way to promote a security culture and help reduce cyber threats.

Immersive Labs are doing incredible things within the cyber industry and are providing a unique approach to cyber skills development. Their platform has hundreds of gamified labs that are based on real-life scenarios and real-time content is rolled out as soon as new threats emerge. It is designed to reduce learning time meaning your security team will be ready to respond to the latest threats quicker.

4.IoT (internet of things) security implications are rising.  Statista predicts that the total number of connected devices will reach nearly 27 billion by the end of this year, and 75 billion by 2025. While this is a great opportunity for organisations to deliver a more relevant experience to customers, it also presents more opportunity for vulnerabilities. It is down to businesses to ensure they have enough talented individuals on board to minimise that risk. (Source)

Overall, I thought it was a great day and a really successful event. An insightful and engaging way to bring cyber community together. Shout out Bristol and Bath Cyber and TechSpark for the amazing event – looking forward to the next one already.

bristolcybercon

SMW Bristol Is Back…

It’s that time again. Social Media Week is returning to Bristol for its 2019 edition (10-14 June) which will explore the global theme of ‘stories’ and the power they have to influence the world and the people who consume them.

Here at ADLIB, we’re super excited to be a part of this for the 3rd year running, as proud sponsors of the interactive, global conference.

As part of this, our expert social media recruiters will be running a hands-on Social Media Career Workshop for up to 15 participants.

Who the workshop is for: Entry-level young people wanting to work in social media as well as those who are interested in transferring their skills and might be considering this as a career path.

What the workshop will be about and include: This sector-specific workshop will include expert advice on career opportunities and avenues within social media – with space to ask all the questions participants have about the sector they are interested in.

We can also offer support and their expertise to adjust and tweak CVs or portfolios if attendees like to bring them in.

When? Monday, 10 June 2019, 4pm – 5.30pm
Where? Access Creative College Bristol, All Saints’ St, Bristol BS1 2LZ

More information and tickets here.

Measuring your Marketing Effectiveness as a Start-Up

As a start-up, how do you decide whether or not your marketing strategy is actually “working”? Reviewing sources of your sales and new business as well as KPIs of your campaigns allows you to see what works and what doesn’t to an extent, but what are the specific metrics that should be consistently reviewed to maximise your marketing success?

For some practical insights and to assist with your marketing measurements, we caught up with Cheryl Crichton; Strategic Marketing Consultant at Solid Sources. Cheryl has been an independent adviser and marketing delivery expert since 2006.

So Cheryl, are there five key pieces of wisdom that you can share specifically for those looking to effectively measure their marketing strategies?

1.Set realistic metrics

I think it’s best to consider metrics and measurement from the outset. It should be a line on your marketing strategy, activity or project brief.

What does success look like? Think about what a great outcome from undertaking your marketing activity would look like.

Is it actually the number of widgets you sell or hours of your time that gets bought, or can you set some metrics around the number of hits on your website for example? Or, the number of comments on your blog, or the downloads or your case study or subscriptions to your newsletter? It’s not always about sales, but just as importantly, about how all this activity contributes to getting your buyer a step closer to a sale. That’s what you also need to measure.

In addition, measuring the success (or failure) is all good learning. Just because something didn’t work doesn’t mean it doesn’t work – it just might be the wrong kind of marketing at the wrong step of the customer’s buying journey. ‘Test, measure and adjust’ is definitely the order of the day – so don’t necessarily give up on a bum campaign.

Ultimately, you must be realistic about what ‘success’ is achievable with the budget and resources you have… Aim high but not too high – the more resources and budget you have, the more results you can aim for.

Tip: Have a think about what activity you are planning against logical steps in a buyer’s journey, like from Awareness, Interest and Trial through to Loyalty and gauge if the activity you are planning helps a buyer move from one step to the next or not.

2.Metrics are for people too

Your people are also great assets and can all help towards the marketing effort. Have a think about setting them some metrics too – how many handshakes or follow-ups they achieve from a networking event for example. League tables can be fun!

Tip: Review your entire team’s perception of the marketing activity you do and see if they feel they contribute or not, or can contribute in any way (and not just your marketing team – other staff and third parties too). They may be the hidden sales and marketing champion you didn’t know you had.

3.It’s not all about big numbers

When setting metrics, people often think about setting big numbers to demonstrate success – targets, goals and quotas etc. But what if success meant a smaller number of something?

A client of mine was getting so many time-wasting calls it was costing him time, energy and money. So, we devised some online activity that helped reduced those time-wasting calls and the phone simply stopped ringing. A bit of a panic moment, but in fact what we achieved was a reduction in the number of time-wasting calls leaving only better quality calls coming in. Less was more.

Tip: Think small as well as big when setting metrics.

4.Don’t sweat the numbers

Numbers are important and we all want to see big ones when it comes to sales. But it really isn’t always about the numbers or the results/analytics.

Sometimes I don’t even pay any attention to the numbers. For example, if you send out a newsletter and are worried that your open rate was low, fret not. I get lots of email newsletters and read many of them in preview mode without even opening them, so they don’t even show up in the reporting. I’ve still read and digested the content, and it’s gone into my consciousness, so the piece has done its job. I’m just not a line on someone’s stats.

Tip: Interpret certain results with a pinch of salt. Include other factors in your analysis, like the kind of conversations you are getting (on and offline) around the content you’re posting. Does it have a positive reaction, and are people remembering and mentioning it? Then it’s working.

5.The right kind of work

And finally, there’s no point in setting any metrics until you are absolutely sure you have the right kind of marketing in place to attract the customers you want to work with.

When business is slow, it’s tempting to say yes to work you’re not so keen on, but at Watertight Marketing, where I am licenced, we have a framework that explores this notion. It’s called The Purpose Profit Matrix. In turn, it will help you say no to the wrong kind of work. So, no metrics need setting there at all aye?

Tip: Ask yourself ‘Do your customers energise your business?’. If the answer is no, then maybe re-think your marketing strategy because you may be attracting the wrong kind of customers.

Thanks so much for sharing, Cheryl!

© Watertight Marketing Ltd. The key concepts, frameworks, illustrations, and structure of Watertight Marketing as used by Cheryl remain the intellectual property of Watertight Marketing and are used with permission and under license. Cheryl has been a licenced practitioner at Watertight Marketing since 2014.