The Pavilion Podcast
The Pavilion Podcast

Episode · 6 months ago

Ep 154: Cybersecurity w/ Beatriz Datangel

ABOUT THIS EPISODE

Ep 154: Cybersecurity w/ Beatriz Datangel

Part of the "Is This A Good Time?" series hosted by Brandon Barton.

Hello everyone and welcome back to the Pavilion podcast. I am your host, Brandon Barton and you are listening to Is this a good time the show where I ask Pavilion members tons of questions while they have incredible answers and we learn a lot from them. Uh show is released on Tuesdays and Thursdays. Hit subscribe. So you don't miss hearing from our experts. Our guest today is Beatrice to tangle. She is a product marketing for cybersecurity at people. Really interesting role and we talk in general about the cybersecurity industry this month sponsors Sandoz. So Sandoz, the leading sending platform, is the most effective way for revenue generating teams to stand out with new ways to engage at strategic points throughout the customer journey by connecting digital and physical strategies. Companies can engage acquire, retain and love customers easier than before. All right, let's do this episode 74. Alright, super psyched to be here. We have Beatrice detain jail with us. She is the product marketing person for the cyber security team at Paypal. Very interesting role. I can't wait to dive in. It's actually a new discipline for many publicly traded companies features. Thank you for being here. Absolutely, thank you. So look, I'll meet no filler. We like to jump right in start start with this interesting role. Like what do you do? What is the function of what you do with Paypal and then like talk just about how you got here because you've been in sales roles, marketing roles, growth roles and now you're doing this unique thing. Tell us Yeah, so thanks again for having me on, Love the podcast. More importantly, love this opportunity. I'm currently my first few months as a cybersecurity product marketer of Paypal as we might all know one of the first companies to revolutionize digital payments More than 20 years ago previously, I had held product and growth roles at cybersecurity, hospitality and big data startups here in the bay area. And what's most exciting about what I'm doing now is before on the vendor and startup side, you know, we were chasing...

...these big logos, these big whales and hoping, oh I wish I could get in and have Paypal is one of my premier logos on our site, but half of what's happening once you win that logo is well, great. Now I need all of my employees to use it In our case at paypal. We have about 40,000 employees who have to use some of these security products and given the overall trend and evolving threat landscape, we need to know, we need to stay secure at all times and sometimes that causes friction with our day to day employees, let alone customers. So here I am with a lot of cybersecurity knowledge but a lot of storytelling in my background. So how can we tell a story about what is this thing on my menu bar? Are you, are you spying on me employer and and and your your voice, There is an employee right like this isn't, this is an internal potential voice or like how do you roll out a product that make sure that you're secure in an industry of payments. That clearly needs to be right. That's right. And this is a global company. So nearly any global public company needs to take care of the customers but customers zero is our employees. How do we keep them safe, secure and knowledgeable. And I think that's a huge part of most roles now. It's education, it's not just a webcast, it's not just another blog or one pager My customers are, they don't have a choice, they have to use the security products. But why what is this doing? Who do I talk to for help? Normally there's a knowledge base, there's a portal, There's so many other places where you can learn as a customer but as an employee you might not have that. So it's a great opportunity to not talk, not only talk about cybersecurity, it can also be all of our employee tools that help make our lives better easier and safer. So it's a really great time to do it. Love it. And some of your previous roles, I mean you've always, I think it seems like you've always been in the Bay Area and at least from some of the roles and you've been kind of in a marketing sense, product marketing,...

...product manager, you know give us a highlight or two from some former companies that's right. So I am born and raised in san Francisco. I left for a little bit. I had to experience the East coast winters eventually. So I did for school, lived abroad and I thought I need to come back and you know, I think the best part about being the Bay Area also the worst part is that there's so many opportunities you you learn about different verticals, vertical so quickly and so I had the opportunity to go from an analyst to product person, different types of products, platform enterprise or just you know, I can't wait to talk about this hospitality and how do you build a hospitality product? And then most recently and for the bulk of my career cybersecurity and so some of the biggest points of my career in the past 10 plus years has been what is product in general? I'm building this thing for you people, why aren't you using it? And so there's a lot of customer discovery, marketing, understanding the problem and then ultimately building for that person rather than building for partners are building for that logo that you want. It's understanding there's a user, not just a buyer but the user who needs to love what they do and love their product enough to get that renewal. It's so funny because I don't know, I don't know if I ever, I mean obviously if the users do not use a product that that could present itself as like uh increasing likelihood of turn, but in cybersecurity, there's a bigger, it's a bigger threat, which is, it increases the likelihood of a real external threat, never mind churn. But like there's like you might breach data that could ruin, could take down a company. There's a lot of, so I think I like, I think a cybersecurity, it's pretty, it's a, let's just be real, it's pretty invisible. We don't know what it is, but we know it's a threat like, oh no, it could happen any time.

But what is it? It's all of our data is pretty invisible unless you download everything in the CSP. I think of this as you know, it's like a utility company. We only get upset when something happens because hey, Power's out. My, my dad is out there and even though we see it every day, we don't realize how much empowers us. So yeah, it's a lot of, you know, no news is good news. And when there is news, we should really shoot what's going to happen? How do, what happens next? So it's a really great opportunity to learn, how do we speak to people and how do we learn learn ourselves from our customers so we can speak to them in a way that is trustworthy and you can build trust and ultimately build respect of what we're doing for you not to, you love it. And and okay, so give me just like 30 seconds on what are the, what are like the crazy threats that are maybe not even out there just yet, but like what's to come. I mean we hear about breaches and things like this all the time and the first thing that goes through my mind is like, like how did somebody screwed up so bad. Right? But it's true or maybe, or maybe I should be thinking, oh like hackers are that advanced at this point? Like what are the threats to come scare us a little bit. It's going to be Halloween time. That's right. Um let's think about it though. Like we grew up thinking or not even growing up, we just knew there's scammers who call us like oh we don't want to or you know, they don't live here by. But it's more now it's, we've thought about email fraud. Like hey there's a prince who's telling me they have money for me. That's not gonna happen anymore. It's people still do, but now more than ever it's making sure your phone is secure. We live on our phone. Uh and now it's, hey, text me a code to make sure it's me that's all we have and most of the world only has a text, like a text SmS messenger to help you because we might not have a multi factor authentication and so forth. So...

I think if anything look at your phone, look at the apps that you have and what type of permissions you're giving it because that's if that apps, that company got hacked, they could easily see what's happening regardless of your android or Apple. You're you need to secure whatever is on your phone. If you don't need it, go go online on a browser instead or or or delete old stuff. I I've definitely been a part of like the email from something I haven't used in 10 years and been like shoot, I should have just deleted that in the first place. All right, well look, I you know, luck and hard work gets you to where you are and you certainly aren't a very interesting role. Any any specific instances of like luck or hard work that you want to talk about your career. Yeah, I'm going to start off with just hard work is really growing up. I grew up with a stutter and a lisp and I had to really practice and most of this practice is invisible to most people. You're hearing me right now chit chatting galore. This took a lot. And so I took any opportunity to practice and speak office hours with teachers and professors. That awkward silence when someone asked for a volunteer that was me, I needed to take to make the mistake because if it wasn't then it would be really hard when I was forced to make a public speaking engagement and I was scared I didn't want I didn't really want the fear there. That's incredible. Congratulations. I mean, my gosh, that you would never know that speaking to you now. Yeah, I mean these are all small wins. So even though you might think it's like, oh, I have a public speaking engagement, practice practice with anything practice in the mirror because really that helps you out and then luck. I love, I love the saying, shoot your shot. My first job in tech was a cold outrage to the, to the founder of a startup. After watching his ted talk, I reached out to him on twitter that I mean that's how like what are the odds? Hey loved your ted talk. Would love to learn more. I'm also in the bay area. That's how it started. My current role. Yeah. Oh yeah,...

...it was, it was pure bliss. That's so cool. And then my current role at Paypal shot my shot. It was a blind apply on the career side. I looked at it as these are, this is a company I use pretty often I have a security background. What are the odds that they might need me and it happened. I have tons of tons of other luck stories. But those are the ones where just shoot your shot folks. Who knows, I love it. I like to say I'm a basketball player. So I love to say shooter shoot and you know, just like it's always fun. You miss 100% of the shots you don't take as they say. Uh, well look along along the way from a marketing standpoint. You know, you've obviously crossed some difficult turtles and explaining why people should be interested in things like cybersecurity, right? Like what are some of the tactics that, that you've used, that people might be able to learn from, you know, marketing sales. It's all about just knowing your customer, knowing the person on the other side of the phone call screen. What have you were all anthropologists in the end, we need to learn who, who, what are you doing? Who are you speaking to? What do you do when you need help? All of these different ceremonies that some of your customers in these industries may know about insecurity. Everyone knows about these big conferences in Vegas or in san Francisco. What happens at these events? These are things that understanding what happens, Who are they how really help. And it doesn't matter what industry you're in what vertical direct to consumer, What have you? It's, it's all about learning more about who these customers are or your, you know, as you're prospecting, looking to open up a new market, What are they doing? Just get curious, learn and then I don't have that bias. Just say, I want to, yeah, let's read this blog. Why not? Because that can help you in the end. Love it. And um, anything you're hiring foreign in a paypal, wow, none at this moment. Not on my team directly, but I always, as I said, shoot your shot and if anything reach out to me. I'm happy to always...

...either lend a hand in my network or on my team. If there is any, I don't think you realize how many people listen to podcasts you're gonna get thousands of emails, watch this. I'm the only Beatrice that angel out there. Come on in uh, by the way, very good certain, you know, search ability for that name. It's wonderful. Well and then give some shout out some people along the way that you love their content. You know, uh you know shout out some folks that are up and comers in your space. Sure. For one career building content has always been hard for me because there's a lot of medium blogs out there. There's a lot of places to find content especially on linkedin. I found the best help from Jacob Warwick and his platform. Think Warwick really safe space to learn and advance your career without feeling like does anyone else. I don't want to, I don't want to see or show anything that doesn't seem like me. So authenticity is big. Their second one is back to that marketing content. Look for anything that expands the definition of your user audience. What have you. I'm a big believer that we're all intersectional in terms of how we identify. Think about the different levels of physical abilities. If you're even if your customer might not be a queer trans bipod, which means black indigenous or people of color. Check it out the way we speak as intersectional folks as people who belong to multiple communities. That's one way of just saying this company is called, they get me, they know me and then that's going to build trust way faster than another type of marketing asset that we might be seeing. How do you, what's the best way to do that like diamond? Just pull on that for just one second. As a marketer. What is the best way to make sure that something sounds like it's representing perhaps the, the diversity and inclusion um goals and, and, and values that your company has, you know, diverse ng an inclusion doesn't start and stop in terms of building your...

...workforce or retaining your workforce. It's all about, you know, what do we have in the pictures that we have? Are we only putting these pictures and logo and rainbow logos up for pride or for any other event? It's, it's more about what is authentic and part of that is also being vulnerable. Being able to say, hey, I don't know this and I want to learn rather than, hey, how does this sound? That that change alone helps you understand this? Could I, I don't want this to be seeming to look like it's self serving. How can I sound authentic as I'm entering and approaching this community and I'm guarantee a lot of people will be helpful because we haven't been addressed and so long. I I love that. Thank thank you. That's a it's a great answer and I think a lot of people can, can certainly learn from that. All right, last but not least, all the other stuff is fluff compared to this. The real hardball question is, where should give me, give me, give me my restaurant recommendation. Doesn't have to be necessarily in this in the bay area, but it can be um I have to give a shout out to san Francisco. Of course, I'm a big fan right now of palette, It's in the south of Market Soma District. Um it's right next to the conference convention centers. If anyone who is coming back, check out the event space. But you know, you're a hospitality guy, I'm going to nerd out a little bit, three unique concepts in one building and like that alone, you're like, wait, I need to know more great spot for anyone who's just looking for a great wine or spirits program who just wants to learn more great, some who's pretty much on staff all the time. There's a prix fixe chef's tasting menu. Um and then it's just an amazing art gallery next next to it. So if you don't want any of that, I just want to hang out, have a drink and look at some cool art, you have that too and it's, I think it's opened fairly recently about it in the past year or so and you're just talking about an amazing staff ready to not...

...just survive but provide an experience that you're just not going to get anywhere else. And that's hard. That's, that's high praise. I'm sure you've been to a lot of great restaurants that sounds like incredible praise. Alright, We're checking it out. Go to Soma just so awesome to learn more about you, get to know you and hear your story excited to just keep up and catch up with you when I'm out in the bay area. Likewise and folks, thanks so much for listening in. Feel free to reach out. All right, that's our show. Thank you so much for listening. If you love the show, please rate and review in the Apple podcast or Spotify app, send it to some friends or just hit the subscribe button to tell me. You love me reminder. This episode is brought to you by Sandoz. So they deliver modern direct mail, personalized gifts and other physical impressions that make your outreach more personal. I had so much fun today. Hope you did too. Now go crush your numbers, say something. Mhm.

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