Dina Badran, Marketing Manager at Exabeam, brings over 10 years of experience in IT marketing at Microsoft, Oracle, and IBM. She shares insights on driving pipeline growth through demand generation, ABM, and integrated campaigns, highlighting how strategic marketing creates impact and builds trust in the dynamic cybersecurity landscape across the IMETA region.
Welcome to the interview series, Dina. Could you please tell us about yourself and your marketing journey?
Thank you for having me! My marketing journey spans 10 years in the IT industry, where I have had the privilege of working with leading technology companies like Microsoft, Oracle, IBM, and now Exabeam. My core expertise is in driving growth through demand generation, field marketing, and the strategic planning of integrated campaigns aligned with business objectives, all with the goal of driving high-quality leads, accelerating pipeline growth, and strengthening brand awareness. At Exabeam, I lead marketing efforts across IMETA (India, Middle East, Turkey, and Africa), developing integrated marketing plans that align with sales objectives. I focus on developing high-impact demand generation programs, including events, summits, webinars, and digital campaigns, ensuring they contribute directly to pipeline and revenue growth. I have always been passionate about bridging marketing with sales strategy, ensuring that marketing investments drive measurable business impact.
Currently, I’m also completing my MBA at Edinburgh Business School, Heriot-Watt University, in the UK, further expanding my perspective on leadership, innovation, and global business practices.
As a marketer, what strategies have you found most effective for building product awareness and engagement?
In cybersecurity and IT marketing, the most effective strategies revolve around multi-channel, data-driven engagement.
One of the most effective approaches I’ve leveraged is targeted demand generation campaigns that align closely with business objectives. For example, CXO roundtables and digital campaigns are tailored to specific verticals or high-priority accounts. Account-Based Marketing (ABM), for example, has been especially successful in my previous roles, allowing us to deliver highly personalized experiences that resonated with key decision-makers and drove measurable impact. In parallel were the thought leadership practices, which entail positioning our brand as a trusted industry leader through expert-led webinars, whitepapers, and regional reports.
In addition to all the above, a strong and tight alignment between sales and marketing has been critical to ensure that marketing-driven leads are properly nurtured, resulting in higher conversion rates. By integrating these tactics, I’ve consistently built brand awareness while ensuring marketing efforts contribute directly to pipeline, revenue growth and demand gen.
“A strong and tight alignment between sales and marketing has been critical to ensure that marketing-driven leads are properly nurtured, resulting in higher conversion rates.”
How do you balance longer-term brand-building initiatives with shorter-term lead generation expectations?
It’s essential to align both goals into a cohesive strategy rather than treating them separately. Throughout my 10-year journey in marketing across leading tech companies, I’ve developed a dual-focused approach that ties short-term pipeline goals with long-term brand strength.
On the demand generation side, I’ve built end-to-end integrated campaigns-including digital initiatives, webinars, and targeted field events-that not only drive qualified leads but also elevate brand perception, ensuring that every campaign serves both strategic business objectives and audience engagement goals.
From my point of view, being highly data-driven was essential to demonstrate the full impact of marketing across the funnel, tracking both tactical KPIs like MQLs and conversion rates, alongside more strategic metrics such as influenced pipeline and marketing-sourced revenue.
Localized execution is another key pillar of the cohesive “balanced” strategy, especially in a region like Saudi Arabia, where market maturity and buyer behavior require culturally relevant messaging. Tailoring our approach while maintaining global brand alignment has been critical to success across IMETA.
As for brand building, thought leadership is a key tactic with significant potential. It has shown strong impact in my previous roles through initiatives like analyst partnerships, educational content, and executive visibility. While it has already delivered value, there’s still much more to be done. Increasing focus on thought leadership will help strengthen brand trust and establish long-term credibility, especially in a competitive and rapidly evolving industry like cybersecurity. It remains a strategic priority with more to come.
What has been the most memorable marketing campaign experience that you’ve been a part of?
There have been several standout moments throughout the decade in marketing, each highlighting the impact of integrated, business-aligned campaigns. A particularly meaningful experience was at IBM, where targeted events for the banking sector in Egypt addressed industry-specific challenges using the full IBM portfolio. These campaigns drove strong engagement and positioned the brand as a trusted technology partner in one of the region’s most critical industries.
More recently, a major highlight was a multi-city roadshow in India. The campaign was designed to reintroduce the brand post-merger, and it successfully brought together customers, partners, and key stakeholders. The outcome was a strengthened market presence and deeper relationships with decision-makers—contributing directly to both brand equity and commercial success.
Additionally, the presence of Exabeam at Black Hat MEA 2024 was another pivotal milestone. It was a high-visibility moment that not only elevated the company’s image in the cybersecurity landscape but also had a measurable impact on pipeline growth in the region.
What tied all of these campaigns together was a clear, strategic alignment between field events, digital activation, and sales collaboration, demonstrating the power of a unified approach to delivering both short-term results and long-term brand value.
How do you leverage events as part of your overall marketing strategy?
Events have consistently played a vital role in driving engagement, educating prospects, and accelerating the pipeline across the IT and cybersecurity space.
From industry-specific activations to large-scale regional campaigns, events are carefully selected based on business relevance, whether through major summits like GITEX and Black Hat or high-impact, invite-only CXO roundtables that foster meaningful dialogue with decision-makers. A hybrid model combining in-person and digital experiences ensures broader reach and deeper engagement. This end-to-end strategy ensures that every event not only boosts brand visibility but also delivers a measurable impact on the sales pipeline.
“Great marketing isn’t just about creativity—it’s about driving measurable business growth while fostering a culture of collaboration and innovation.”
What are some of the challenges and opportunities for marketing cybersecurity solutions in the IMETA region?
The IMETA region presents a unique set of challenges for marketing cybersecurity solutions, shaped by its rapidly evolving landscape.
One of the foremost concerns is the surge in cyber threats, fueled by accelerated digital transformation and heightened geopolitical tensions. This environment places cybersecurity high on the agenda but also raises the stakes for marketers. In addition, navigating the region’s complex regulatory environment, from the UAE’s Data Protection Law to Saudi Arabia’s cybersecurity frameworks, demands tailored campaigns for each market. At the same time, building trust remains a key hurdle, as decision-makers are often cautious about adopting new technologies that safeguard sensitive data. Additionally, and unfortunately, there is a shortage of skilled cybersecurity talent in the region, which can make it difficult for organizations to fully grasp the value of advanced solutions. Last but not least, the region’s varying levels of digital maturity—from highly advanced markets to those still building foundational capabilities—require marketing strategies to be both agile and localized, ensuring messaging resonates across diverse audiences.
Opportunities in the IMETA region are abundant as cybersecurity continues to gain strategic importance. The increased frequency and sophistication of cyberattacks have positioned cybersecurity as a business essential rather than a luxury. As organizations accelerate their cloud adoption and digital transformation journeys, the need for robust, advanced security solutions becomes even more critical. This creates fertile ground for account-based marketing (ABM), enabling tailored outreach to high-value accounts. Additionally, strong potential lies in partnerships with MSSPs, resellers, and technology vendors, allowing for co-branded campaigns that enhance credibility and broaden reach. In addition, the region’s growing embrace of automation also opens doors for leveraging AI tools to deliver more personalized, efficient marketing at scale.
In summary, while marketing cybersecurity solutions in IMETA comes with its share of challenges, it also offers immense potential for growth. By focusing on education, partnerships, and localized strategies, marketers can successfully navigate this complex yet rewarding landscape.
Which metrics do you most closely track to evaluate the success of your marketing efforts?
For me, marketing success is all about driving tangible business outcomes. Pipeline and revenue contribution are at the heart of everything I measure. Over the years, I’ve developed a strong focus on metrics that not only demonstrate the effectiveness of campaigns but also ensure alignment with sales and overall business goals. Here are the key metrics I closely track:
- Marketing-Sourced Pipeline & Revenue
This is the top priority. We constantly monitor how much of the pipeline and revenue is directly influenced or sourced by marketing activities. It’s a clear indicator of how marketing contributes to the company’s growth. - MQL-to-SQL Conversion Rates
Lead quality is critical, so I track how effectively Marketing Qualified Leads (MQLs) convert into Sales Qualified Leads (SQLs). This metric ensures that marketing is generating leads that are valuable and aligned with sales priorities. - Campaign ROI & Attribution
Every campaign needs to prove its worth. I evaluate ROI by comparing the revenue generated against the investment made in each campaign. - Engagement & Brand Awareness Metrics
Beyond revenue, we look at how well our campaigns engage audiences and build brand visibility. Metrics like event participation, content downloads, website traffic, and social media interactions give us insights into how our brand resonates with the market.
Ultimately, these metrics help ensure that marketing remains accountable to business goals while continuously optimizing strategies for better results. It’s not just about running campaigns; it’s about making sure those campaigns deliver meaningful value to the business, sales teams, and customers.
What is your advice to up-and-coming marketers and leading high-performing marketing teams?
For aspiring marketers, marketing is an exciting field, but to truly excel, you need to focus on more than just running campaigns. Here’s my advice for those starting out:
- Be Customer-Centric: Always start with understanding your audience. Dive deep into their challenges, pain points, and goals, and tailor your messaging to resonate with them. The more you understand your customer, the better you can connect with them.
- Align with Sales from Day One: Marketing doesn’t work in isolation; it thrives when aligned with sales. Build strong relationships with your sales team early on and ensure your strategies complement their efforts.
- Leverage Data & Analytics: Data is your best friend in marketing. Use it to measure performance, identify trends, and make informed decisions.
- Experiment & Adapt: Marketing is constantly evolving; what worked yesterday might not work today. Be open to testing new approaches, whether it’s a fresh channel or a bold campaign concept. Agility is key to staying ahead in this field!
- Focus on Impact, Not Just Activity: Success isn’t about how many campaigns you run; it’s about the business impact you create. Always ask yourself, How is this contributing to pipeline growth or revenue? Keep your focus on outcomes rather than vanity metrics.
- If You’re Leading a Team, Make Sure to Support Individual Development: by providing training opportunities, mentorship, and exposure to new trends in marketing technology or strategy. When your team grows individually, they perform better collectively.
- Recognize Achievements: Celebrate wins and recognize individual contributions regularly. It boosts morale and motivates the team to continue delivering exceptional results.
Great marketing isn’t just about creativity—it’s about driving measurable business growth while fostering a culture of collaboration and innovation. Whether you’re just starting out or leading a team, always keep impact at the forefront of everything you do!
About Dina Badran
Dina Badran is the Marketing Manager at Exabeam-IMETA, with over 10 years of experience in IT marketing at top companies like Microsoft, Oracle, and IBM. She specializes in field marketing, demand generation, and strategic, integrated campaigns. Currently leading marketing across IMETA, Dina drives pipeline growth and aligns strategies with sales objectives. She is also pursuing an MBA at Edinburgh Business School, further enhancing her leadership and innovation skills.
