Episode Summary:

Running marketing as a team of one means you’re responsible for everything, from attribution to brand to pipeline. Sara Ceballos, Director of Marketing, joins the show to talk through her time at Inspectiv, where she was brought in to support two new product launches, rethink the company's positioning, and run marketing as a team of one.

She shares how she moved MQL tracking out of spreadsheets into HubSpot and Salesforce, worked with sales to define what “qualified” actually meant, and how she determined when simplifying data made more sense than tracking everything.

Gianna and Sara also dive into leading a rebrand with a small team, testing messaging with customers before launch, and building an event process that supports sales and ties back to the pipeline.

Chapters:

00:00 Introduction and Guest Introduction

01:19 Sarah's Journey Back to Cybersecurity

03:09 Understanding Inspectiv and Its Market

04:12 Identifying Marketing Challenges

07:21 Collaboration with Sales Team

09:06 The HubSpot and Salesforce Integration Project

10:00 Rebranding and Its Impact on the Company

14:54 The Meaning Behind the Rebrand

16:05 Shifting the Cybersecurity Narrative

17:29 Operational Improvements in Event Management

20:41 Streamlining Sales Support

27:27 Future Vision for Inspectiv

About Sara:

Sara Ceballos is a Director of Marketing at BreachRx, where she leads marketing strategy and programs to drive pipeline and growth.

She previously served as Director of Marketing at Inspectiv, where she ran marketing as a one-person team, leading efforts across attribution, rebranding, website development, and event strategy.

Sara has a background in demand generation and B2B marketing, with experience building and scaling programs that align closely with sales and revenue teams.

Links & Resources:

Sara Ceballos on LinkedIn

Inspectiv

BreachRx

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Gianna Whitver on LinkedIn

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