Understanding Cybersecurity in the Business World | Jeremy Imlach from FEITIAN 

Welcome to Pathmonk Presents, the place where business owners and marketers share their insights on digital growth. In every episode, we discuss real strategies—why they worked and also why they didn’t—get insights from real experience and save yourself a whole lot of time and money. Let’s get to it right now.

Before we get started with today’s episode, let’s have a quick look at what Pathmonk is all about.

If you are winning leads, demos, or sales through your website, then Pathmonk might be interesting for you. Pathmonk is an extension to your website. It watches each visitor as they move through your page and builds up their interest in your product or service in real-time to deliver a great uplift in conversions from your website.

Usually, the buying journey can be divided into three stages: awareness, consideration, and decision-making. Pathmonk figures out in which stage a given visitor is by watching every action they do on the website and provides them with micro-experiences such as notifications, case studies, or introduction videos, helping them move to the next stage in the buying journey toward a conversion.

Welcome to today’s episode. Let’s talk about today’s guest.

Ernesto Quezada: We have Jeremy, Growth Marketing Manager at FEITIAN. How are you doing today, Jeremy?

Jeremy Imlach: Hey, thanks so much. Really glad to be here and appreciate you having me on.

Ernesto: It’s great to have you on. I’m excited, and I’m sure our listeners are tuning in wondering what FEITIAN is all about. So, in your own words, Jeremy, tell us a little bit more.

Jeremy: Yeah, absolutely. FEITIAN essentially offers identity and authentication hardware products for a wide range of enterprises and highly regulated industries. Cybersecurity is a huge issue, and we help strengthen their security posture against authentication-based threats.

Ernesto: Definitely important. So that our listeners can get a good understanding of FEITIAN, if you were to say one key problem you solve, what would that be—or are there various problems?

Jeremy: Absolutely. The primary issue we solve is identity-based authentication. For instance, anytime you use two-factor or multi-factor authentication to log into something, we provide the hardware for that. Essentially, we address identity-based attacks and help prevent cyber hacks.

Ernesto: Got it. Is there a specific vertical or ideal ICP for FEITIAN?

Jeremy: We work with enterprises, but our focus is on high-assurance industries like healthcare, banking, government, and critical infrastructure. These industries have strict regulations tied to their cybersecurity posture, and we provide products that help them meet those standards while strengthening their security.

Ernesto: Awesome to hear that. How would someone typically find out about FEITIAN? Is there a top client acquisition channel?

Jeremy: We have a strong global presence due to our position in the market. We work with key industry players, like the FIDO Alliance, where we’re board members. This helps us tap into partner audiences and generate referrals, creating a robust organic channel for client acquisition.

Ernesto: Great to hear! For our listeners who want to visit, you can check them out at ft.safe.us. What role does the website play in client acquisition?

Jeremy: The website is critical for lead generation. It’s where we funnel all our data and have control over the user flow. By guiding users through a well-structured experience, we gather insights on their engagement, especially with gated content, which helps us understand our audience’s needs.

Ernesto: On that note, are there tools or tips you’d recommend for website lead generation?

Jeremy: It comes down to storytelling. Your website needs to address not just the bottom of the funnel but also the top and middle, helping visitors identify their problems and potential solutions. This approach leads them naturally to where your value proposition fits. If you don’t address their problems upfront, you risk attracting unqualified leads.

Ernesto: Great advice. Let’s switch gears a bit, Jeremy, and talk about you as a leader. As the Growth Marketing Manager at FEITIAN, what are some key tasks you focus on day-to-day?

Jeremy: I focus on growth and funnel analytics, analyzing which parts of the funnel convert and which don’t. I also work on content strategy and its role within the funnel. It’s not just about generating leads but generating good leads.

Ernesto: Definitely important. With so much information out there, how do you stay up to date in marketing?

Jeremy: I’m active on LinkedIn and listen to a lot of podcasts like The Diary of a CEO and Lenny’s Podcast. They’re great for staying informed about leadership, product management, and growth strategies. I probably listen to too many podcasts—I even play them at 2x speed to catch up!

Ernesto: Let’s jump into our rapid-fire round. Are you ready?

Jeremy: Let’s do it.

Ernesto: First, what’s the last book you read?

Jeremy: The Biology of Belief by Bruce Lipton.

Ernesto: What’s one thing your company is focused on at the moment?

Jeremy: Internally, we’re refining our lead processing SOPs. Externally, my focus has been on preparing for a major trade show event at the RSA Conference in San Francisco.

Ernesto: If there were no boundaries in technology, what would you fix for your role as a marketer?

Jeremy: Ethical data tracking and management. If I could have limitless, sandboxed data, it would be game-changing for understanding audience behavior.

Ernesto: If you could automate one repetitive task, what would it be?

Jeremy: Formatting and scheduling content after I’ve written it. I wish it could just magically post itself across platforms.

Ernesto: Lastly, what advice would you give your younger self as a marketer?

Jeremy: Don’t be afraid of failure. Marketing is all about testing and learning. Failure is only failure if you don’t learn from it.

Ernesto: Great advice! Jeremy, we’re coming to the end of the show. If someone forgets everything from today, what’s the one thing they should remember about your company?

Jeremy: FEITIAN helps strengthen your security across all channels, whether it’s your personal Google account or your enterprise Microsoft account. We help protect against cyber hacks.

Ernesto: There you have it! Thank you so much, Jeremy, for being on. Listeners, don’t forget to visit them at ft.safe.us. Looking forward to the next episode of Pathmonk Presents.

Jeremy: Appreciate it. Thanks so much, Ernesto.