American View: Hidden Gems in the Best Unsolicited Mailing List I’ve Ever Been Added To
If someone asked you “what percent of C-level executives only discuss cybersecurity with their board of directors when a breach occurs?” would you have an answer ready? Or would you know where to go to find out the correct answer? In my case, I hadn’t the foggiest when asked because that subject is well outside my professional focus. I’m more interested in human risk management. I do, however, know where to get the answer to that question thanks to fortuitous random happenstance and a useful hyperlink.
I don’t know how it happened, but someone added my personal information to a database of UK-based journalists a few months back. I haven’t the faintest idea what mailing list this is or who manages it; I was never asked to “opt in” to it and I can’t be sure that any of the information in it about me is correct (aside from my personal email address). I know that’s correct because of the wild and weird new content I’m receiving.
This might sound like something to be upset (or even angry!) about. You could argue that this is only one step above spam. I get that; I just don’t agree. I was confused at first but have come to enjoy it. The time difference between London and Dallas means that I wake up to an inbox full of unexpected delights in my inbox every weekday like a gift box of marketing chocolates. After I delete my usual slop bucket of phish, I get to browse wacky outreach pieces like these:
“Press Invite: Managing the transformation of/at work - London” [1]
“New Book: Push limits, explore your potential” [2]
“Why companies need a menopause coach” [3]
I read all these alerts, found something interesting in them and reached out to their senders to start a conversation. I was delighted to discover that all three of these PR folks are friendly, funny, and interesting.
They cheerfully answered my questions, apologized for inviting me to “local” events in London, and were happy to indulge my proposed unconventional takes on their promoted subjects. I wouldn’t call any of us “mates” as we’ve only just met, but I will cheerfully continue to chat with them.
That’s the best part of this serendipitous marketing sleight of hand: these folks had been just as hornswoggled as I was. They all thought their target list had been populated exclusively with journos living or working in the London area. Not one of them intended to ping a Texan (let alone an American). But hey … no harm, no foul. Once we cleared up the initial confusion, everything went fine. As an example of this, my new … acquaintance? collaborator? confrère? … Tilly from Element Communication appeared in my inbox this week with the question that I borrowed to start this column. Tilly offered to share an article summarizing some expert research. That’s better than offering me branded swag or an open bar.
The headline of her piece – “54% of CISOs are ‘fighting an uphill battle’ for board-level cybersecurity support” – sounded like it was outside my usual remit because of what I perceived as its focus on executive perspectives. [4] Still, I’d never met a “Tilly” before and struck up a conversation with her just to learn more about her name. Tilly turned out to be charming, helpful, and encouraging. She offered to arrange an interview with executives from the company that had performed the research just in case that discussion might help me find a better angle for my by-line (instead of being expected to publish their press release as-written).
I found that beyond friendly; it was darned helpful since I don’t publish other people’s stuff. Did Tilly’s offer convince me to hear out her client? Yeah. It was. I don’t mind getting up early to take a call with the UK if there’s a chance I might learn something interesting or, better, meet someone interesting.
Tilly has access to people that I don’t. That’s makes her a great contact. Ninety percent of the industry thought leaders I’ve met in the InfoSec community during my ten years writing this column came from my contacts in the UK … in fact, most of the American thought leaders and corporate leaders I’ve met were introduced to me by my British pals. Seriously!
I likely never would’ve met such esteemed luminaries as Lisa Forte, Jenny Radcliffe, Ray Redacted, Ian Murphy, Stu Hirst, or a platoon of other awesome industry celebrities if it hadn’t been for my contacts over yonder who arranged the introductions. My life is far richer for strangers inviting me into professional and social circles that I couldn’t crack on my own.
All the best job hunting books – mine included! – champion the value of “networking” in finding out about new opportunities. This is what I’m on about here. Sure, most business books consider “networking” to involve schmoozing at swanky cocktail parties. I’m sure that works well for the sort of people who get invited to soirées (I’m not one of them). Most of my networking comes through funny banter on social media. That’s fine – it counts. Building networks of interesting people is what matters; not how you went about it.
That’s why I’m enjoying being part of this new Mystery Marketing Machine™ … I didn’t ask for it, but what the hell? It’s become a great way to meet new people with shared interests in solving business problems. Or, at least, sharing research, books, and press releases from third parties that might potentially address business problems. Close enough.
If I were local, I’d offer to take Tilly to lunch to learn all about the other neat ideas she’s come across. I’d wager she’s sitting on a gold mine of interesting column topic ideas. I have no idea how practical it might be to set up a meeting if I was local; her company’s website says they’re located in someplace called “Guildford” that Google maps is south of “Woking” … yeah, I have no idea. Still, I think it’d be worth the drive. It’s got to be easier to get around someplace small like England than it is to get around the enormous blast furnace that is Texas.
More importantly, I’d wager it would be worth the effort. American marketing, from what I’ve experienced, might as well be AI-managed content farms. I get about 500 emails a week urging me to read new articles, attend webinars, come to conventions, or just pay attention to some brand. It’s completely impersonal; there’s no human on the other end to converse with. That’s why 99% of American marketing emails I receive go straight in the bin.
UK marketing, on the other hand, seems to still value interpersonal communications. You can gripe about it being “old fashioned” or “inefficient” if you like; I appreciate it. Every interesting new person I’ve meet has had a neat story to tell. More importantly, they’ve been willing to share their insight and introduce me to other interesting people. Some folks have also given me access to research papers and newly-published books. It’s great!
So, yeah. If you’re curious about the research that Tilly offered me, here’s the direct link to Encore’s The State of Cybersecurity 2022: A CISO’s Perspective ebook. To be honest, I’ve downloaded it, but I haven’t read it yet. I can’t tell you yet if it’s the best thing since. I’ll try to read this weekend, if only out of respect for my new bud Tilly. After all, I want her to reach out to me in the future with more interesting story fodder.
Your mileage may vary, of course. I appreciate that not everyone enjoys random conversations with strangers. Do what works best for you. That said, I suggest that it just might be fun to occasionally convert a stranger into a friendly and helpful contact. Most people are remarkable, each in their own way. Give’em a chance.
Same goes for your spam folder. Sure, most of the unsolicited message you get are going to be useless garbage, cheap phishing attacks, or boring automated ads. Sometimes, though, just sometimes you’ll find a curious gem in the dung pile that leads you to a useful new idea. Lately (for me), those gems have almost always shown up coming from a .co.uk address.
[1] Hi, Jay! Sorry I couldn’t make it to your mixer. Bit of a drive …
[2] Hi, Durga! I’m halfway through the book. I promise. My review is coming.
[3] Hi, Lula! Yes, I still want to know more about this topic. Sounds interesting.
[4] I have, begrudgingly, come to accept that I will never be an executive which probably makes me a bit bitter. C’est la vie.
Keil Hubert
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