Technically Speaking Segment: A brief interview with Nick Santora of Curricula about challenges tech companies face trying to reach their target clients.
“Simply providing an answer to a problem, doesn’t mean it is the right answer or the best answer. Our team focuses on providing a complete culture shifting effort in all of our marketing materials ”
Moira Alexander is a contributor and co-host of the “technically speaking” segment on the Price of Business Talk Radio (on the BizTalkRadio Network), whom you can learn more about at www.leadhershipgroup.com. She recently interviewed Nick Santora Curricula (as part of a series of interviews) to find out about some of the marketing challenges tech companies face when trying to reach their target markets.
Curricula provides software that delivers short, relatable stories that visualize what an actual cyber attack looks and feels like. Employees learn from Curricula’s security awareness training program how to defend their organizations.
About the interviewee:
Nick Santora is the CEO of Curricula, a cyber security awareness training company. Curricula helps train organizations how to not get hacked by delivering short, relatable stories that explain security breaches. Nick is internationally recognized as a cyber security expert and speaker on the subject of cyber security education.
What are the struggles your company has experienced when trying to get your product or service to market?
Nick: The top three struggles our company has experienced when trying to get our services to market are:
- Lack of Understanding – As a new innovative technology company, one of the most difficult challenges is to educate your potential customers. Instead of focusing on product features, bells, and whistles, you need to focus on identifying a problem your potential customers may not even know they have. Education along this path is a way to build expertise, communicate the problem, and be the trusted source for an answer. That brings me to my next challenge.
- Trust – As a new technology company, potential customers must trust the team, the brand, and the technology being delivered. They cannot worry about your company going under, or risk the chance of the technology not working. You need to establish a circle of trust which is best communicated by your early customers and can also be displayed in website testimonials and customer logo splashes.
- Current Contracts – Getting a customer to switch from a currently trusted and well-understood vendor is a major challenge. Not only do you have to be well convincing to educating them, gain their trust, and be competitive with price. You must also provide and influence something that is much better in all aspects to make them switch. Companies and people are creatures of habit. Stimulating a switch from a current vendor or solution to yours is always an uphill battle. Communicating value is the best way to get past all of these hurdles and providing a product that truly is going to help.
What is your tech company doing that is different from competitors?
Nick: As far as marketing differently than our competitors. A lot of our competitors focus on compliance and checking the box when it comes to training. Simply providing an answer to a problem, doesn’t mean it is the right answer or the best answer.
Our team focuses on providing a complete culture shifting effort in all of our marketing materials. We understand the challenges of creating a security awareness program from scratch without the support of a design, creative team, and cyber security experts. Our software resonates with organizations that are looking to go above and beyond compliance and focus on building a culture of security.
Our software resonates with organizations that are looking to go above and beyond compliance and focus on building a culture of security.
To find out more about Curricula contact Nick below.
Email: firstname.lastname@example.org Phone: 1.800.690.2280
More about the “Technically Speaking” segment co-host:
Moira Alexander is the founder & president of Lead-Her-Ship Group, a content strategy & creation company, and author of “LEAD or LAG.” Moira is a media recognized expert with 20+ years in business, IT, project management, content strategy and content creation. She is a project management and IT columnist for CIO and TechRepublic and creates high-value content for digital media companies, small to large businesses, and thought leaders around the world. Her company has also just launched a new PR service for small to mid-sized tech companies. To find out more about Moira or her company’s services, go to www.leadhershipgroup.com.