The responsibility of driving revenue by increasing sales through marketing activities is a difficult task, but many marketing geniuses are succeeding through their remarkable strategies. The Chief Marketing Officer handles this sector of a company that mostly involves researching, collecting, comprehending, and later implementing data from KPIs (key performance indicators). CMO is also regarded as the vertebral column on which sales rely. Revital Libfrand, CMO at odix, has made a name for herself in the market for her efforts in the marketing and sales process. She brings 20 years of vast experience in marketing, business development, and go-to-market strategies. She holds expertise in product launch management, product marketing, pricing strategy, positioning, and sales collateral. In addition to being a proficient marketer, she also excels in overall business development and partner enablement.
Business has always enticed Revital, hence she completed her MBA in Business Administration with a major in marketing. Since then, she has worked in various roles within the Israeli high-tech community. She has served in several positions leading product marketing and analytics teams for telecommunications start-ups, mobile apps, data analytics, and cloud-based platforms. “With my professional experience, it seemed like a natural fit for me to join a cyber security start-up just beginning to plan its cloud offerings and engage with SMBs,” mentions Revital. Prior to working at odix, she has served as VP Product Marketing at Mind CTI and as a business & marketing executive consultant helping SaaS companies grow their business.
In-depths of odix
Revital highlights that around 1 million Microsoft365 accounts get compromised every month, making Microsoft one of the most targeted platforms for hackers. “Research shows that 94% of malware attacks are delivered via email and 90% of the files used by hackers as attack vectors are standard daily file types like Office, PDF, and archives,” she adds. odix has developed and precisely implemented disruptive Deep File Inspection solutions to locate malicious activities. Being the marketing head, Revital discusses odix’s revolutionary Software-as-a-Service (SaaS) security product- FileWall™. The product was created with the goal of protecting users of cloud business applications from file-based attacks. “The first FileWall™ service launched a year ago and is targeted for Microsoft 365 email users,” says Revital. She continues that FileWall™ is designed to provide an enhanced security layer to protect companies from file-based attacks, which ensures complete prevention of unknown attacks delivered via files. It is the only Microsoft 365 native Deep File Inspection app available in the Microsoft marketplaces and complements Microsoft EOP and Defender solutions. Especially for Microsoft 365 mail, FileWall™ is a security SaaS product listed in the ‘Integrated Cloud Email Security (ICES)’ category. As FileWall™ was designed to complement Microsoft native security tools (EOP & Defender), the team at odix looked at the ICES landscape as a ‘Coopetition Landscape.’ It utilizes proven preventive technology that effectively eliminates hidden malware in files. It ensures fast and on-click deployment of products that are fully integrated with Microsoft 365. Moreover, it offers a reasonable price point with great value for the money.
Revital and her team faced various challenges amidst building the company’s channel infrastructure for the FileWall™ service. The main challenge, she says, was translating the engagement with the partners into action and revenues. Yet, they have cumulatively achieved many milestones. Their accomplishments have grown from a holistic go-to-market plan that has been translated into a detailed marketing strategy. In the process, she and her team have empowered the company’s channel partners to spread the word of its successes, such as joining MISA, having its product as the top reviewed security app on the Microsoft AppSource, and having FileWall™ listed on CloudBlue, ALSO, and interworks.cloud marketplaces.
The changing marketing landscape
Revital says that the B2B market has shifted from relationship-driven sales to product-driven sales processes. Hence, companies must have a great product that users can engage with. As the market for cyber-security has grown, hackers and attackers have become more aggressive in their attempts to take control of digital systems. In such scenarios, companies are trying to address the issue and eradicate any malicious activity with solutions that are also user-friendly. “As Malware and Ransomware risks are here to stay, so does odix with its patented unique solutions,” she ensures. At odix, she and her team are focused on FileWall™’s growth and plan to launch additional services to support more cloud business applications.
As the CMO of the company, she has effectively built a digital marketing presence and established a marketing communication infrastructure. It will provide her team with the needed tools, processes, and content to streamline the process of onboarding new users for the company’s salespeople as well as channels. In addition to marketing, she has also led processes that are related to the product and legal that should support the life cycle of management channels. She shares that, despite the pandemic, the year 2022 is going to be a significant execution year for the odix. The company is expected to grow its revenues by establishing relationships with global channels with large distribution capabilities.
Empowering women in marketing
“Women can do it in any sector….and cyber security is not different!” asserts Revital. “According to a study, many prospective businesswomen prefer to work in the marketing field. However, the appeal goes much beyond common perceptions. Strong quantitative abilities, a decent education, and a strong role model may all help you turn your passion into professional success. “ Today, women are bringing equal chances for other women highlights Revital. By providing chances, sharing the spotlight, and working as power teams, they boost and empower one another. There are companies with large women-only teams or women who are leading from the front and driving their companies to new heights. “Women that are empowered are incredibly powerful and strong,” says Revital.