Henry Kogan

If you're struggling with B2B lead generation, here's what's working right now and it's not what most cybersecurity marketing agencies will tell you to do. The core idea is simple: validate demand before you ever hit record Step 1: Build a Dummy Webinar Landing Page Start with the simplest possible landing page — a thumbnail image, a webinar title, and a working opt-in form. Collect multiple data points: company name, job title, company size. Add a reCAPTCHA solution to keep your data clean. After a successful opt-in, show a screen that reads something like: "The webinar has ended — we'll send you the replay when it's available." That's it. No recording needed. No production. Just a signal. Step 2: Create 15–50 Variations and Test Everything Build 15 to 50 variations across different webinar topics and titles. You never actually know what resonates with your specific audience until the market tells you — and the difference between ...

I never can understand why founders don't want to invest in their personal brand, especially the ones who have battle scars and interesting things to say. They think that it might be inappropriate for B2B, that being “too personal” somehow makes them look less serious or less professional. And yes, that may have been the case before the influencer generation, when brands were expected to sound polished, distant, and corporate. But right now everything has shifted, because creating good enough content is really quick with artificial intelligence.   That’s exactly the problem: AI can generate content that looks and sounds decent, but so can everyone else. It sounds pretty good, but it's missing perspective and something unique that people can relate to. If your content feels interchangeable with what any other founder or any AI could write, it won’t stand out.   The content that gets the most attention right now is deeply personal stories, and most founders have them. Building a...

I never thought I'd go viral last week when I posted about Volkswagen's decision to reinstate buttons in all their vehicles. It was old news by then, and multiple car bloggers had already exhausted the topic. In reality it was a subtle nod to a company I won't publicly name that refuses to modernize. They're pulling in hundreds of millions and refuse to copy other brands that have a better look and feel.  Lucky for them, their target customer demographic doesn't care and will buy the product regardless.  But the bigger picture is that you should never modernize for vanity's sake or to copy trends.  That thesis was lost in the comments. Most people began debating buttons vs. screen. Some even posted photos of their favorite car interiors, which I loved. I have a soft spot for French design from the 1980s.   Here's the exact post verbatim:  Volkswagen is bringing back physical buttons in all their veh...

The job market in cybersecurity marketing is brutal right now. I get 10-20 DMS every week asking for work. If you're relying solely on cold applications through job boards or company portals, good luck standing out—it's extremely difficult to get noticed, let alone land an interview. North Korea Has Marketing Experts Your'e not just competing with qualified domestic applicants but from sophisticated threats like North Korean cybercriminals. These operatives use stolen or synthetic identities, AI-generated photos, and elaborate setups (including VPNs and proxy laptop farms) to impersonate legitimate candidates and secure remote roles. High-profile cases, such as the one where cybersecurit...