Greg Fitzgerald, CEO, Cyberforce Security LLC, engaged our students and business community in IncubatorCTX on March 5th with his talk “Let’s Go Fishing.” 

Greg has over 25 years of experience as an entrepreneur. His specialty is in strategic and tactical marketing as well as demand generation for fast-growth organizations. Greg is currently CEO of Cyberforce Security, interim CMO for Gradient Cyber and Praetorian, and is on the advisory boards of many start-ups.

Greg Fitzgerald spoke at IncubatorCTX March 5th, 2020.

In his talk, he discussed why knowing the attributes of the buyer matters. Getting specific on who buyers are, what they like, where they come from, what frustrates frustrations, and so on can help a marketer apply the “who” to the “why”. Getting this information includes:

  • Observation
  • Interviews
  • CRM Systems
  • Customer Service
  • Sales & win/loss data

It also helps to explore things like: goals/problems to be solved, buy cycle journeys, purchase criteria, and implementation barriers.

Adjusting your marketing strategies to cater to these attributes is very important. Just like fishing, you have to know the type of fish, the right water, the best fishing hole locale, and the appropriate bait to real in the fish you want.  

His top tips:

  1. Understand the “Fish” you want to catch,
  2. Find what they like and where they go,
  3. Choose the right bait (interests),
  4. Create the shiny attractant (get attention),
  5. Set the hook,
  6. Reel ’em in!!


Written by Hannah Watson




About IncubatorCTX

IncubatorCTX helps startups and early-stage companies grown and succeed. Our goal is to promote innovation and impact in Northwest Austin along the HWY 620 corridor. We are located on the campus of Concordia University amidst 400 acres of Hill country preserve.

IncubatorCTX members have 24/7 access to vibrant co-working space alongside other entrepreneurs. IncubatorCTX is much more than a co-working space; our members also benefit from a network of mentors, entrepreneurial programming, classes, events, and access to faculty and student workers.

For more information or to become a member, please go to or to learn more about Concordia University Texas go to