Demand Gen vs. Lead Gen: Truth About Being "Visible" in Cybersecurity Marketing

Описание: What's the difference between Demand Generation and Lead Generation? According to Sarah Breathnach, VP of Demand Gen, it's the difference between throwing contact info over a fence and building a sustainable engine for qualified inbound interest .

In this episode of *The Visible*, we sit down with Sarah to explore her journey from a small town in Ireland to becoming a marketing leader in cybersecurity. Sarah breaks down her "SPEED" framework for demand gen (Storytelling, Personalities, Essential channels, Effective conversion, Desired outcome) and explains why storytelling is the missing link in B2B marketing .

Sarah opens up about the struggle of being "invisible" early in her career and the critical importance of building a personal brand even when you're busy building a company's brand. She shares candid advice on overcoming imposter syndrome, why we need to "brag" more about our work, and how to balance professional visibility with personal authenticity .

Questions asked:
00:00 Introduction: The Visible Podcast
02:00 Who is Sarah Breathnach? From Ireland to London
04:15 The Difference Between Demand Gen and Lead Gen
05:20 The SPEED Framework for Demand Generation
08:50 The Fear of Being Invisible: Why Personal Branding Matters
13:50 Sarah's First Job: From Toy Procurement to Tech Intern
16:50 How to Find Your Online Voice (Ask a Third Party)
21:20 Finding Time to Create: Inspiration vs. Schedules
25:50 The "Hail Mary" Q4 Request: A Common Marketing Struggle
30:40 Overcoming the Fear of "Self-Promotion"
32:50 The Loneliness of Moving to a New City (and Posting About It)
35:00 Why We Need More Female Voices on LinkedIn
38:15 Advice for Starting Your Personal Brand Today
41:50 Advice to Younger Self: "Believe in Yourself More"
43:40 The Future of B2B Marketing: Docu-Series and Real Stories