Selling cyber to small businesses without leaning on FUD (fear, uncertainty, and doubt) is often a challenge. In this episode, Cary Tiernan, the Director of Product Marketing at At-Bay shares how At-Bay goes to market in a unique industry: cyber insurance! …without leaning on tired FUD tropes. At-Bay is all about proactive risk management, which they do by offering tools and services that help prevent cyber incidents before they happen, and building trust with their customers through personalized customer engagement. Listen to this episode for a goldmine of the value of cyber insurance and how Cary communicates the benefits without fear mongering. Episode highlights:  [02:00] - What’s At-Bay?: Cary breaks down what At-Bay does and how they’re different. [04:00] - Cybersecurity + Insurance: The magic mix and why it matters. [07:00] - Marketing Challenges: The unique hurdles of marketing cyber insurance. [10:00] - Personalized Strategies: How ABM (Account-Based Marketing) is a game changer. [12:30] - PLG Magic: Product-led growth and its impact on At-Bay's success. [15:00] - Intuit Insights: Cary’s past experiences shaping current strategies. [18:00] - Onboarding Essentials: Why the first customer touchpoint is critical. [20:00] - Tool Talk: Utilizing Intercom for customer engagement. [22:30] - Enterprise PLG: Adapting PLG for bigger fish in the sea. [25:00] - Small Biz Focus: The big role small businesses play in cybersecurity. Key Takeaways: At-Bay isn’t just an insurance provider; they're your cyber guardian angels. Personalized marketing and ABM are the secret weapons for reaching SMBs. Product-led growth (PLG) is not just for SaaS—it's a powerhouse in cybersecurity too. Nail that onboarding process—it’s your golden ticket to customer engagement. Small businesses face huge cyber risks, and At-Bay is on a mission to protect them. About our guest: 👉Follow Cary on LinkedIn 👉Find At-Bay on LinkedIn Be sure to also follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez  Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!