# Evan Goldberg

Evan Goldberg writes about cybersecurity markets and go-to-market strategy, including category building, buyer messaging, and pitch decks.

- Profile: https://b2binfluencer.marketing/creators/evan-goldberg/
- LinkedIn: https://www.linkedin.com/in/evanrgoldberg
- LinkedIn followers: 3,964
- Topics: cybersecurity
- Based on 9 dated posts, latest 2026-09-23

## Summary

Most useful for cybersecurity go-to-market messaging and pitch-deck reframes for informed buyers.

- Best for: Cybersecurity brands needing structural messaging help for pitch decks aimed at go-to-market peers.
- Not for: Detection-and-response vendors seeking technical tutorials, benchmarks, implementation playbooks, or threat research for security operations.
- Check first: Confirm paid collaboration is available and ask for audience composition data.

### Takeaways

- Pitch decks should reframe the problem, show the moat, arm champions, and cite external forces.
- Separate whether a category is early from whether fear is holding you back.
- Digital Executive Protection and Digital Risk Protection may see consolidation, new investment, expansion beyond enterprise buyers.

## Main ideas

- **Cybersecurity pitch decks are still written for a 2018 buyer**: Goldberg argues that the standard security deck assumes the prospect still needs convincing they have a problem. They describe today's buyer as someone who has already researched the issue, talked to peers, consumed a lot of content and often evaluated two competitors before accepting a call. Because that buyer arrives informed, the long-running Sales-versus-Marketing disagreement over what a deck is for—a story or a tool to move a deal—may narrow: the narrative has moved further down the funnel, and one artifact can now do both jobs.
- **Separate “is the category early?” from “am I holding back?”**: Goldberg describes turning down a role because the category felt early and the market might not be ready, while staying in what looked like a safe job. The company later raised a Series B and was named a category leader by Gartner; the job they stayed in was caught in a reduction in force. The lesson, they say, is not about the outcome but the reasoning: comfort made the decision while it was labeled market analysis and bad timing. Their correction is to ask two questions instead of one: whether the category is early, which is about the market, and whether they are the one holding back, which they say is usually fear talking.
- **Watch where a security category is being primed to go**: Goldberg reports a recent run of advisory firms asking about Digital Executive Protection and Digital Risk Protection—market trends, growth, penetration and convergence with consumer offerings—and reads the pattern as a possible sign of consolidation, significant startup investment or both. They find the framing that takes these capabilities beyond the traditional enterprise buyer into consumer and small-to-medium-business segments most interesting, saying it could materially expand the market. The post ends on curiosity, not a prediction.
- **Reframe the claim instead of asserting it**: The same method runs through all three posts: rather than telling readers something matters, Goldberg redirects the argument to a sharper version of it. The posts are short, first-person and each built around one reframe, with no step-by-step how-to material, data or frameworks beyond paired contrasts.

## Work to read

- [Most cybersecurity pitch decks are still built for buyers from 2018](https://www.linkedin.com/posts/evanrgoldberg_most-cybersecurity-pitch-decks-are-still-activity-7506361718923599872-cv4l)
- [A year ago I turned down a role I've been thinking a lot about](https://www.linkedin.com/posts/evanrgoldberg_a-year-ago-i-turned-down-a-role-ive-been-activity-7508544618125250561-WREA)
- [Recently I've had a surprising number of advisory firms reach out to talk about Digital Executive Protection](https://www.linkedin.com/posts/evanrgoldberg_recently-ive-had-a-surprising-number-of-activity-7505645969405976576-QCjH)

## Partnerships

Evan Goldberg's posts do not offer partnerships or sponsorships. The three available posts cover market and career commentary: turning down a job and the reasoning behind it; how cybersecurity pitch decks need to change now that buyers arrive already educated; and advisory interest in digital executive protection and digital risk protection markets. None describes sponsored content, brand collaborations, rates, formats, deliverables, or how a brand could approach them about paid work. The posts do not establish whether they accept sponsorships or confirm an official inquiry route. Before budgeting, ask directly whether they accept partnerships and how to approach them.

## Alternatives

- Andrew Wright: Choose Andrew Wright when the real bottleneck is not the deck but the sales conversations it is meant to support. If a cybersecurity sponsor's deals stall because reps present too early, miss the buyer's actual problem or follow up without giving the buyer a reason to continue, Wright's posts speak directly to that task. Their work offers a listen-first diagnosis: inspect actual conversations, watch where buyer interest drops, treat repeated objections as information rather than something to overcome, and only then decide whether the team needs coaching, a different sales approach or more activity. That makes Wright a better fit for a campaign aimed at sales leadership and frontline sales behaviour than for one whose deliverable is a revised pitch deck or category narrative.
- Sayanta Goswami: Choose Sayanta Goswami when a campaign needs to change how enterprise buyers categorise the company before any sales conversation, and the go-to-market narrative needs to shift that perception. Goswami's posts argue that firms lose deals to inferior competitors because a senior buyer researches the company, forms a view during that silent research and places the firm in a cheaper or wrong category. Once that placement happens, the comparison set changes and the sales team walks into a conversation that was already decided. One post applies this to LinkedIn ads that produced strong click and engagement numbers but attracted people who admired the firm and could not buy; after rebuilding the language, proof assets and positioning, the post claims $5.5M in qualified pipeline in 14 weeks, sales cycles compressed from six months to eight weeks, and a Fortune 500 referral partnership. For a cybersecurity company whose enterprise narrative is being misread before the first meeting, this is a more direct alternative than Goldberg's deck-structure argument: it targets buyer perception rather than slide purpose.
- Zach Murphy: Choose Zach Murphy when the sponsor wants a broader go-to-market argument about why marketing content and funnels fail to help buyers decide, aimed at marketing and sales leadership rather than deck craft. Murphy's posts say most marketing teams are good at generating interest and bad at helping people make a decision; funnels map content to stages and give buyers more homework, while real buyers face internal pressure from CFO justification, legal review, prior failed attempts, complexity concerns and existing contracts. Murphy reframes the task as selling to situations rather than stages and names internal friction as the biggest threat to pipeline. A second post uses a Gartner statistic that most business leaders do not see marketing as instrumental to business evolution, then argues marketing must translate into business outcomes, show up as a strategist, own customer intelligence, lead cross-functional enablement and tell a story a CFO would fund. That is useful for a cybersecurity company trying to settle the Sales-versus-Marketing disagreement that Goldberg's post also addresses: Murphy makes the marketing-side case for why the old funnel logic no longer helps the buyer.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/