CyberEdge Group

Most sales enablement content never gets past the shared drive.

Usually because it's built for the wrong moment, buried where reps can't find it, or measured by the wrong number.

Our latest blog breaks down what actually separates content sales reaches for from content that gets ignored: matching format to moment (one-pagers, decks, and battlecards each do a different job), fixing findability before buying another platform, and measuring what moves deals instead of counting downloads.

Practical guidance for marketers tired of building content nobody uses.

Read it here: https://hubs.la/Q04nMvlF0

A majority of B2B buyers now say they'd rather never talk to a sales rep at all.

That's a real shift for anyone building a content calendar. The questions a rep used to handle live, on a call, now have to live in your content instead.

When a buyer can't find that answer on your site, they don't wait around. They find it from a competitor, or they stall out with a doubt that never gets logged anywhere except a drop in your funnel numbers.

We broke down how to build a content calendar around the questions buyers are actually asking, sourced from sales calls, search data, and support tickets, instead of the topics that sound good in a planning meeting.

https://hubs.la/Q04nc5yd0

Your buyers are asking AI before they ask you.

~ 89% of B2B buyers fold AI-generated answers into their research, and an AI engine can only cite what it can read. Gate that content and you go invisible to the tools your buyers reach for first.

Every whitepaper you lock away is one Perplexity, Gemini, and ChatGPT can't surface to a buyer evaluating you right now.

Open your top-of-funnel so the AI answers can find you. Save the form for the assets that earn one.

What actually deserves a gate: https://hubs.la/Q04mhvCN0

Are Cybersecurity Marketers Overusing Gated Content? Stop gating by default. A two-axis model for cybersecurity marketers: gate where buyer intent meets funnel stage, and stop collecting junk leads.

Every security marketing team has run this launch:

Product ships. Campaign goes live. The value prop falls apart somewhere between the messaging doc and the paid social. Demand gen ran with one story. Product marketing wrote another. Sales invented a third on a call.

Nobody decided who owned the message, so everybody owned a piece of it. The buyer got the mess.

The cause is usually simpler than a talent gap: the line between PMM and demand gen was never drawn. In a category as crowded as security, that blurry line shows up fast in your win rates and your MQL quality.

Our new piece maps the split that works:

→ What PMM should lead (the message)
→ What demand gen should lead (the number)
→ The deliverables they share
→ The four fights that keep coming back, and how to end them

No reorg required. Just one page everyone agrees on.

Read it: https://hubs.ly/Q04lFRzf0

Product Marketing vs Demand Gen: Who Owns What in Cybersecurity A practical guide to splitting ownership between product marketing, demand gen, content, and sales enablement on cybersecurity marketing teams.