In this engaging discussion, Tom Wentworth, the former CMO of Recorded Future and current CMO at Incident.io, shares his insights on building trust in B2B marketing. He recounts the creation of 'The Record', emphasizing the need for executive buy-in and hiring skilled journalists for credibility. Tom explores the vital role of signal-based selling for future success and highlights tools like Clay and Common Room for enhancing engagement. He also shares strategies for aligning marketing and sales for impactful results.
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question_answer ANECDOTE
Early Traction
Early success indicators for The Record included positive customer feedback and increased page views when they hired a reporter with a large following.
Each reporter focused on a specific beat, leading to significant spikes in viewership.
volunteer_activism ADVICE
Editorial Independence
Prioritize editorial independence when building a media brand for credibility.
Allow reporters to choose their stories; this attracts talent and builds trust.
insights INSIGHT
Measuring Success
Track success qualitatively and quantitatively.
Gather anecdotal feedback and track website visits, even if lead generation isn't the primary goal.
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2025 is the year to nail signal-based selling. If you’re sweating about it…don’t. This convo will get your gears turning.
In this engaging episode of The Proof Point, host Mark Huber sits down with Tom Wentworth, former CMO of Recorded Future and current CMO at Incident.io, to explore what it takes to build trust and execute bold marketing strategies in the competitive B2B landscape.
Tom shares how he launched The Record, a trusted cybersecurity news brand at Recorded Future, by aligning leadership on bold ideas and hiring top talent like NPR’s Dina Temple-Raston.
He also breaks down how to sell big ideas to the C-suite, scale media initiatives, and adapt to hands-on marketing in a Series A startup. Plus, Tom highlights tools shaping 2025, including signal-based selling and platforms like Clay and Common Room.
What You’ll Get:
The blueprint for building a media brand that drives trust and engagement
How to align executive leadership and secure buy-in for bold initiatives
The power of hiring experienced journalists for B2B marketing success
Lessons learned from scaling marketing teams and operations
The role of signals and tools like Clay in modern demand generation
Things to listen for:
(00:00) Mark’s intro and why trust is the cornerstone of B2B marketing in 2025
(01:06) Tom’s unforgettable Austin mosh pit story
(03:05) The genesis of The Record and building a media empire
(05:15) How Tom sold the vision of The Record to Recorded Future’s leadership
(07:45) Behind-the-scenes of creating a top-ranked tech podcast
(14:03) Why every company isn’t cut out to be a media company
(18:42) Transitioning to a Series A startup and the challenges of hands-on marketing
(22:09) Tools like Notion, Clay, and Common Room that are shaping Tom’s strategy
(27:10) Why automation and great data are critical for scaling go-to-market efforts
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