Breaking Through in Cybersecurity Marketing (Cybersecurity Marketing Society | N2K Networks)

Please enjoy this encore of Breaking Through in Cybersecurity Marketing. This week, we are talking about all things cybersecurity events with Jasmin Ozeri, Strategic Events Manager at Wiz. While co-host Maria Velasquez couldn't join us, host Gianna Whitver explores how Jasmin brings creativity and strategic thinking to one of the hottest cloud security companies around. With a particular focus on the RSA Conference in this episode, discover how Jasmin's approach to bustling conference floors and strategic booth designs not only enhances Wiz's brand presence but also makes cybersecurity approachable and engaging. Highlights: [00:00:30] Introduction to the episode and today's guest, Jasmin Ozeri. [00:01:50] Jasmin's journey from a wedding venue childhood to a cybersecurity event strategist. [00:06:00] Inside Wiz's innovative event strategies: From Wizard of Oz to interactive booths. [00:11:30] Preview of Wiz's plans for RSA Conference 2024. [00:15:00] The strategic role of events in cybersecurity marketing. [00:20:00] What would Jasmin be doing if not in cybersecurity? A surprising career alternative. Takeaways: Events are more than just logistical exercises; they're pivotal for brand building and creating meaningful customer engagement. Bringing creativity into event planning can significantly enhance the attendee experience, making your booth and brand memorable. Strategic event management involves careful planning and execution, ensuring every aspect aligns with the company’s marketing goals. Join Us at RSAC 2024: Remember to join the Cybersecurity Marketing Society's party at RSAC 2024 on May 5th, at Novela San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! About Our Guest: 👉Follow Jasmin Ozeri on LinkedIn to keep up with her latest event strategies and insights into cybersecurity marketing. 👉Learn more about Wiz on their LinkedIn or website to see how they are revolutionizing cloud security (and RSAC booths!). Connect with 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!

Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing: Ready to shake up your approach to cybersecurity marketing? In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria bring on Rob Young, the amazing VP of Marketing at Cypago. Rob doesn't just talk strategy—he’s lived it, from the fast-paced world of startups to leading massive organizations. Tune in as he shares game-changing insights, the secrets behind his biggest wins, and why your marketing efforts need a serious upgrade. If you’re tired of the same old advice, this episode is your wake-up call. [14:50] - Transition into Cybersecurity Marketing Rob's early experience in the startup world began with the AI-platform, Astound, where he focused on building teams, and developing and executing strategies in a fast-paced environment. There are differences between marketing in startups, which requires quick decision-making and hands-on work, versus large companies, where processes are slower and more structured. [20:25] - Advice for Marketing Leaders Rob shares insights on staying agile in large organizations by building strong relationships across departments to speed up processes. [25:45] - Setting Up a Marketing Org from Scratch When Rob joins a new company, he focuses on messaging, positioning, and product marketing. He stresses the importance of aligning sales and marketing to ensure a clear and compelling value proposition for customers. [30:15] - The Importance of Marketing Ops Rob's first hire at Astound was in marketing ops due to its role in tracking data and optimizing strategies. Having a core team that includes marketing ops, digital marketing, and product marketing helps in driving the company's marketing effort.  [39:40] - Low-Hanging Fruit in a New Marketing Role Optimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role. Rob discusses the more challenging wins he focuses on, like managing leads and making sure they align with the ideal customer profile (ICP).   [45:35] - The Changing Landscape of Sales and Marketing Rob talks about the shift from high-volume to more targeted marketing, which has led to a reduced role for SDRs. He explores how to balance noise and signal in lead generation and shares his perspective on evolving trends in marketing strategies. About our guests: 👉Follow Rob on LinkedIn.  👉Learn more about Cypago.    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!

The author of the viral cyber bestseller Cyber for Builders joins us today! If you ever wanted to write a book, but couldn’t overcome time constraints, procrastination, or even resources, then this episode is tailor-made just for you. Meet Ross Haleliuk, Best Selling Author of Cyber for Builders, Head of Product at LimaCharlie, and Angel/Syndicate Co-Lead plus Blogger at Venture in Security. Ross started to write Cyber for Builders during the weekend and in his free time, inspired by a big gap he noticed in cybersecurity business advice. His story on today’s episode and the book itself aren't just a reflection of the challenges of starting a cybersecurity business, but also how writing can fill gaps and share crucial insights with others. Key Episode Highlights: [01:26] Ross Haleliuk’s Journey and inspiration for Writing his Book:  Ross highlights the lack of resources on the business aspects of cybersecurity and his desire to fill this gap by providing a comprehensive guide to navigating the cybersecurity industry's complexities. [03:38] Challenges Faced by Cybersecurity Founders and Some Advice: Advice for cybersecurity founders and marketers and the importance of understanding the business side, including fundraising, go-to-market strategies, and customer focus, beyond just product development. [06:04] The Importance of Collaboration and Building a Team:  “It's quite rare to see a solo founder succeed,” Ross advises against going solo and shares the challenges/pressures faced by solo founders in the industry. He also shares the benefits of having a partner when you are starting a new company.  *You can join The Society if you are interested in community or finding a partner for your future ventures/career 😉 [08:40] Taking a First Principles Approach to Marketing:  This approach emphasizes starting from the basics: understanding customer needs, behaviors, and preferences to guide marketing and positioning of security solutions. [15:03] Ross's Book Writing Process and Advice for Aspiring Authors: Ross shares how he used his blog posts and dedicated 8 to 12 hours each weekend to write. He advises future writers to grow their audience by regularly blogging, being active on social media, and speaking in public. Reach out to Ross on LinkedIn. Get your copy of Cyber for Builders on Amazon. Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

In today's episode, Gianna and Maria are joined by a seasoned CISO from NetSPI, Joe Evangelisto. Joe shares his insights into the cybersecurity industry's challenges AND his passion for baking! Stay tuned to hear what organizations he recommends for support for CISOs, how to use content switching to your advantage, and how security events can better serve small firms, per his viral post about Black Hat.  Episode Highlights: [01:05] Joe expresses excitement and gratitude for joining NetSPI and leading the talented security team. [03:01] Joe’s viral LinkedIn post about his decision not to attend Black Hat, and the unique challenges faced by SMB CISOs compared to those at larger enterprises.  [08:15] Content Switching: Joe shares his experience balancing different responsibilities as a CISO at a smaller organization and balancing all his priorities while wearing different hats.  [13:30] Why it's important to build strong internal relationships across the departments.  [17:38] Joe recommends the supportive community of CISOs in his area with organizations like ISSA, ISC², and more! Reach out to Joe on LinkedIn.  Be sure to also follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

Enter the Cyber Guardians Galaxy! Yes, you heard that right! A universe where every byte and bit is a star in the digital cosmos, and lurking in the vast expanse are cosmic threats, darker than the void of space itself. But fear not, for we have our very own assembly of Avengers, the valiant warriors of the web, our cybersecurity practitioner superheroes!  Well, at least that is according to Tricia Howard, Senior Technical Writer II at Akamai Technologies, also known across the digital domains as "TriciaKicksSaaS."  Today, she joins Maria and Gianna to share tales of digital daring-do, and insights into how threat research and marketing can work together that sparkle brighter than infinity stones, all while bringing her unique blend of theatrical flair to the show! Episode Takeaways: Humor can be a powerful tool in cybersecurity marketing, helping to engage and connect with the audience. Drawing inspiration from consumer brands can bring a fresh and creative approach to cybersecurity marketing. Building trust and strong relationships with researchers is crucial for effective collaboration in cybersecurity marketing.  Episode Highlights:  [04:11] Using Humor in Cybersecurity Marketing [05:29] Bringing Consumer Brand Inspiration to Cybersecurity Marketing [07:20] Tricia's Role at Akamai and Building Trust with Researchers [09:32] Working Internally with Researchers and Creating Partnerships [11:23] Collaborating with Threat Researchers at Akamai [18:24] Collaboration and Technical Expertise in Research [19:20] Managing the Research Process and Protecting Researchers' Reputations [20:36] The Importance of Researchers' Brand and Corporate Reputation [22:00] The Excitement and Learning Opportunities in the Role [24:26] Integrating Threat Research into Marketing at Startups [26:43] Balancing Time Pressure and Content Creation in Threat Research Links and References: Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! For more insights and discussions from our guest: About Tricia Howard: Tricia Howard, a theatre degree holder, shares her unconventional journey into the cybersecurity world. Starting in inside sales and eventually finding her passion in cybersecurity marketing. Check her out on LinkedIn and YouTube. Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

This week Gianna and Maria are joined by Benjamin Bohman, CTO and Founder of Stratishield AI. Benjamin has a background that includes cybersecurity engineering and evangelism, emphasizing the importance of understanding business outcomes in cybersecurity. Benjamin and the hosts discuss public speaking, the rising adoption of artificial intelligence in cybersecurity, his company Stratishield AI, and more! Episode highlights: [1:28] Benjamin shares Stratishield AI, a consulting firm he founded that demystifies AI for cybersecurity and business enhancement. [7:30] Be a business expert, not a technology expert! Why this is important when selling to IT & security. [9:42] Benjamin shares insights on reaching potential clients by understanding their needs, utilizing predictive analytics, and addressing relevant cybersecurity concerns. [13:47] Maria highlights the challenge many practitioners face in wanting to share their expertise in cybersecurity but feeling unsure how to do so effectively. [18:30] Benjamin talks about why there is a need for technical professionals to learn to communicate effectively with non-technical audiences. He also shares some personal experiences of his public speaking and tips on how to overcome nervousness. [29:30] Meet Atlas, an AI bot Benjamin has been developing to provide interactive product tours while increasing user engagement. You can learn more about Atlas here. Reach out to Benjamin:  You can get ahold of Benjamin on his cell phone: (702) 374-7920  You can also email him at Ben@stratishield.ai  Read Benjamin’s eBook on Leveraging AI in Business Follow Stratishield AI on LinkedIn! Be sure to also follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

How does a TV news anchor end up in cybersecurity? Meet Anne Cutler, former journalist, anchor, ex-DHS and -CISA communications pro, and currently Director of Global Communications at Keeper Security! Anne also shares other parts of her journey, like her early days breaking news in Casper, Wyoming, followed by reporting from a bar in New Orleans, and her deeply moving stories from inside Angola prison. Today, she navigates the world of cybersecurity with the same storytelling flair. Tune in for an episode filled with human stories, showcasing the depth of empathy and dignity Anne brings to her work, and how these experiences shaped her journey into cybersecurity  Episode Highlights: [02:31 - 05:40] Memorable Stories from Journalism Anne shares experiences from her journalism career, including a unique show set in a bar in New Orleans and a powerful series at Angola prison. [05:41 - 09:30] Transition to DHS & CISA Anne’s move to the Department of Homeland Security’s Science and Technology Directorate and then to CISA. [09:31 - 13:45] Role at CISA and Key Incidents Discussing major cybersecurity incidents Anne worked on, including Colonial Pipeline and the Shields Up campaign during the Russia-Ukraine conflict. [17:21 - 21:15] Joining Keeper Security Anne’s transition to the private sector and her role at Keeper Security as Director of Global Communications. [21:16 - 24:00] Building a Communications Team Anne’s efforts in building and expanding the communications team at Keeper Security, including global PR teams and internal staff. [30:01 - 33:00] Social Media and Influencer Strategies Challenges and strategies for managing organic and paid social media content, and the importance of authentic influencer partnerships. [33:01 - 36:45] Sponsorship of Williams Racing Keeper Security’s sponsorship of Williams Racing in Formula One, aligning with the company’s growth and global presence. About our guests: 👉Follow Anne on LinkedIn.  👉Learn more about Keeper Security on LinkedIn and their website.  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!

This week Gianna and Maria are joined by Mitch Mayne, Cybersecurity communicator and incident responder. Mitch talks about his career journey, and his philosophy on storytelling in cybersecurity while weaving in an important conversation about mental health in cybersecurity!    Mitch's Non-Technical Beginnings: Mitch accidentally entered into cybersecurity while working at IBM. His combination of skills like marketing, writing, and incident response have helped him to succeed. In college, Mitch majored in communication, journalism, and political science. He later joined the tech realm, which led him down the path to cybersecurity.   Philosophy on Storytelling in Cybersecurity: “Stop thinking that statistics tell your story,” Storytelling in cybersecurity should go beyond numbers. It's great to have facts but to speak directly to people, you need to tell a story that they understand. This is why Mitch highlights the importance of developing writing skills for cybersecurity professionals.   CyberMindz and Mental Health in Cybersecurity: The conversation shifts some gears as the hosts and Mitch focus on the introduction to CyberMindz.org and its focus on the mental health of cybersecurity workers. CyberMindz identified 15 factors that contribute to stress for those working in cyber. Mitch also discusses coping mechanisms, including journaling, breathwork, and meditation.   Get to know Mitch: Bio: 𝗜’𝗺 𝘁𝗵𝗮𝘁 𝗿𝗮𝗿𝗲 𝗵𝘆𝗯𝗿𝗶𝗱 𝘄𝗵𝗼’𝘀 𝗯𝗼𝘁𝗵 𝗮𝗻 𝗶𝗻𝗰𝗶𝗱𝗲𝗻𝘁 𝗿𝗲𝘀𝗽𝗼𝗻𝗱𝗲𝗿 𝗮𝗻𝗱 𝗮𝗰𝗰𝗼𝗺𝗽𝗹𝗶𝘀𝗵𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿 𝗼𝗳 𝗰𝘆𝗯𝗲𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲𝘀. For the better part of the last decade, I worked directly inside a cyber services organization—not at a distance in a marketing team—alongside hackers, incident responders, and threat intelligence officers. That granted me a level of deep expertise often not accomplished by sitting in a marketing organization alone. I know first-hand what cyber services teams do, how they do it, and why they do it—because I’ve done it, too. That, in turn, allows me to tell their stories in a way clients not only understand but want to hear.    You can catch Mitch on LinkedIn Follow our lovely hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.  

Episode Summary: This week, we’ve got an extra special guest, Joe Aurilia, Jr., SVP of Operations at Cyware. Joining Gianna and Maria to talk more about the art of scaling, automating, and just plain getting stuff done. Joe takes us on a ride from being Cyware’s first U.S. hire (aka "the guinea pig") to building and overseeing every corner of operations from legal and IT to rev ops and marketing ops.  We chat about how to spot and fix the messiest processes, why RevOps is the unsung hero of the GTM engine, and what happens when contracts, people, and data collide. Joe also drops gems on internal sales/marketing for change management, and we close out with his dream career as an ice cream shop owner. Plus: purple dashboards, auctioneer aspirations, and a serious stance on free sprinkles. Timestamps: 03:02 - What even is "Operations"? Joe breaks it down. 07:55 - Being Cyware’s first U.S. hire and building from scratch. 10:10 - Automate and scale: Joe’s operational north star. 13:48 - The birth of RevOps and tackling the mess no one else wants. 18:12 - Walking through change across departments and people. 22:44 - On avoiding fiefdoms and removing blockers. 27:02 - Asana, tears of joy, and operational adoption. 30:50 - Data integrity: The holy grail of RevOps. 36:40 - Working with leadership and enabling decision-making. 41:12 - Tactical wins to streamline GTM and shorten deal cycles. 47:10 - Contracts as living documents and reducing friction.  📢 Upcoming Events: RSAC 2025 Marketers Party Sunday, April 27th — Join the Cybersecurity Marketing Society for the best pre-RSAC bash with drinks, Wagyu, and your GTM friends. Get tickets at https://www.cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024. CyberMarketingCon 2025 – CFP Open! Speak, learn, and network with 700+ marketers and GTM pros in Austin, TX. 🗓️ December 7–10, 2025 📝 CFP closes April 15th! 🔗Links & Resources Mentioned: Cyware Asana Cybersecurity Marketing Society CyberMarketingCon25 🔔 Subscribe & Review: If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests! 📩 Got feedback or want to be on the show? Email us at podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉 Gianna Whitver 👉 Maria Velasquez Thanks for tuning in. Remember, every Wednesday, we drop a new episode guaranteed to knock your SOCs off. 😎

Episode Summary: Today’s episode feels like a stroll through a cute British seaside town—full of charm, surprises, and a little podcast mischief! We’re joined by the voices behind the IT Pro Podcast—Rory Bathgate, Features & Multimedia Editor, and Jane McCallion, Managing Editor, to chat about all things tech, journalism, and podcasting. These two aren’t just tech experts; they have that unique podcaster vibe that makes every story more interesting. Rory and Jane will discuss the intersection of technology and journalism, discussing how tech affects reporting and content creation. They touch on the challenges and benefits of podcasting, including audience engagement and the technical side of producing episodes. The conversation also covers social media’s role in news dissemination and the importance of podcasts in educating listeners on tech advancements. They also share their perspectives on new technologies like AI and cybersecurity, especially the need for ethical journalism in tech.  This episode isn’t just for tech enthusiasts and storytellers—it’s also a great listen for anyone considering starting a podcast. You'll get everything from behind-the-scenes laughs to insights on tech reporting—with that signature British cheekiness and humor.  Episode Highlights:  [03:10] - Kick things off with Rory and Jane as they talk about their roles at IT Pro and spill the beans on crafting a killer B2B tech podcast. [07:30] - Find out how the IT Pro Podcast found its unique voice amidst the whirlwind pace of tech journalism. [12:45] - Join us live from the field! Rory and Jane chat about how recording at live events adds a new flavor to podcasting. [18:15] - Seek behind the curtain with IT Pro Podcast: the laughs, the flubs, and those oh-so-fun tech snafus (yup, including their adventures in a makeshift soundproof studio!). [25:20] - It's all about community: Hear how listeners shape the podcast and snag some tips on keeping everyone hooked. [32:40] - Dive into why deep, rich conversations in tech matter and why some stories hit differently on a podcast than in print. [40:50] - Pro tip alert! Find out what catches our eye when choosing podcast guests and how to pitch a story that'll click with our vibe. Links and Resources Mentioned: IT Pro Podcast Graham Cluley  Connect with Our Guests: Rory Bathgate - LinkedIn Jane McCallion - LinkedIn Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez  Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode! Remember to hit the subscribe button so you never miss an episode! If you enjoyed today’s show, leave us a five-star review and share it with your friends in the cybersecurity world.

We're excited to unveil our new segment, Cyber CMO Confidential, with Charles Gold, Chief Marketing Officer at ThreatConnect. This segment offers an inside look at the world of cybersecurity CMOs, featuring candid interviews with industry leaders who share their unique perspectives and insights. The co hosts and Charles dig into the challenges CMOs face in the fast-paced cybersecurity landscape and dissect the strategic decisions that drive success. Whether you're a new marketer or an aspiring CMO, Cyber CMO Confidential will provide inside knowledge straight from the experts. Tune in and discover what’s really happening in the C-suite! [02:30] Introducing Cyber CMO Confidential: Charles introduces the new segment, which will offer insights into the world of CMOs by interviewing industry leaders. The segment will explore the unique perspectives CMOs bring to the C-suite and the marketing challenges they encounter. [06:00] The Importance of Understanding the CMO Role: Maria and Charles explain how the segment will help marketers better understand and empathize with the CMO role, offering tips for managing and communicating effectively with CMOs. [09:00] ThreatConnect’s Acquisition of Polarity: Charles discusses ThreatConnect's recent acquisition of Polarity, highlighting its strategic value. He provides insights into the integration process and emphasizes the importance of cultural fit between the two companies. [14:30] Managing the Integration as a CMO: Why CMOs often play a key role in company integrations and how it aligns with their responsibilities as executive team members. [18:00] Lessons Learned from Mergers and Acquisitions: Charles discusses the challenges of sustaining momentum and ensuring successful integration post-acquisition. He shares his experiences and offers tips for maintaining team morale and alignment. Key Takeaways New Segment Launch: Cyber CMO Confidential will provide a unique look into the minds of CMOs, offering valuable insights for marketers at all levels. Role of CMOs in Integrations: CMOs often wear multiple hats, contributing to corporate development and integration efforts following a merger. Sustaining Momentum: Keeping excitement and alignment post-acquisition is crucial for realizing the strategic value of mergers. Conference Strategy: Leveraging industry events like Black Hat can help maintain momentum and generate new opportunities. About our guests: 👉Follow Charles on LinkedIn.  👉Learn more about ThreatConnect 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!

This week, we announce that the Cybersecurity Marketing Society’s Breaking Through in Cybersecurity Marketing podcast is joining the CyberWire network, powered by N2K. Yes, you heard that right! In this episode, hosts Gianna and Maria are joined by Bennett Moe, Vice President of Content & Strategy at the CyberWire. The group discusses their excitement, the significance of the partnership, and its alignment with education and diversity in the cybersecurity community. Plus, they recap CyberMarketingCon 2023, talk about exciting upcoming announcements from both sides for 2024, and talk about Bennett Moe’s previous career as a cartographer.  Below are some highlights from the conversation. [01:53] - Expanding Audience and Cybersecurity Community [06:30] Cyber Marketing Con 2023 Recap [08:51] What makes CyberMarketingCon unique? Providing a safe space for collaboration and diversity [11:43] Booths and Legos [13:44] Plans for 2024 Connect with Bennett Moe on LinkedIn To learn more about our new podcast partner: the CyberWire network, powered by N2K, visit their website or follow them on LinkedIn.  Be sure to also follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

Episode Summary: Are you looking for an edge in cybersecurity marketing? Steve Piper, CEO of CyberEdge Group, is here to help! As the head of the largest research and marketing firm dedicated to cybersecurity, Steve knows the art and science of turning leads into wins. In this episode, he’s spilling secrets on building the perfect target account list, the magic of message mapping, and what many marketers get wrong about content syndication (spoiler: it’s way easier than you think). Steve shares strategies on target account lists, segmentation, content alignment, and multi-channel engagement. Discover differences between “one-touch” and “nurtured” leads, why content syndication matters, and five ways to supercharge your ABM program. Key Highlights: [02:00] - Intro to CyberEdge Group: How Steve Piper grew CyberEdge into a leader in cybersecurity marketing with 50+ services. [06:50] - Why ABM Is Challenging: Common ABM struggles, from nurturing expectations to the complexity of multi-stakeholder targeting. [10:20] - Five Ways to Supercharge ABM: Steve’s expert tips, starting with target account list optimization. [15:00] - Content Strategy for ABM: Using message maps and segment-specific content to drive engagement. [18:45] - Channel Mix & Experimentation: How CyberEdge uses webinars, content syndication, and multi-touch nurturing in ABM. [22:30] - Nurturing "One-Touch" Leads: The importance of qualifying leads and when to contact sales-ready leads. Links and Resources Mentioned: CyberEdge Group – Learn more about CyberEdge's services for cybersecurity marketers. Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez  Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Episode Summary: This week, we’re pulling back the curtain on one of the most significant shifts in cybersecurity events—RSAC’s bold rebrand and vision for the future. Joining us are two insiders, Ben Waring, Director of Global PR & Communications, and Jessica Porter, Senior Director of Marketing, who will reveal the strategy behind the transformation, the impact on the global security community, and what’s in store for 2025 and beyond. If you want the inside scoop on industry trends, new opportunities, and what’s next for the world’s leading cybersecurity event, this episode is a must-listen! Timestamps: 01:26: RSAC’s rebrand: Why and what it means—RSAC is changing things up with a brand refresh that resonates with the cybersecurity community and aligns with its future goals. 03:28: Expanding RSAC beyond a conference into a year-round community – A cybersecurity conference is valuable, but what happens when the event ends?  05:29: Behind the scenes of the rebrand: Process and key decisions – A rebrand of this scale takes time, strategic planning, and a deep understanding of the community’s needs. Ben and Jessica take us through the months-long process, their challenges, and the key decisions that shaped RSAC’s new identity. 09:07: Upcoming RSAC initiatives and events – What’s next for RSAC? We explore some of the new initiatives, expanded programming, and upcoming events.  12:40: How RSAC engages vendors and cybersecurity professionals –RSAC is a large community that connects vendors, practitioners, and industry leaders. It enables exhibitors and sponsors to engage with attendees while emphasizing education and innovation. 20:45: The new “Cybersecurity Together” theme—Community is at the heart of everything RSAC does, and this new theme encapsulates its commitment to inclusivity, collaboration, and collective growth in the cybersecurity space. We discuss how this theme influences programming, partnerships, and plans. 25:13: Inspiration from other conferences and industry trends—From South by Southwest to niche industry gatherings, we discuss what RSAC has learned from other successful events and how those insights shape its future. 30:33 - Will RSAC move from San Francisco? – RSAC has called the Bay Area home for decades, but will it stay?  34:02—Big announcement: RSAC expands to the Yerba Buena Center for the Arts—Growth is key, and RSAC is physically broadening its footprint by adding space at the Yerba Buena Center for the Arts. What does this mean for attendees, exhibitors, and programming? We break down the impact of this exciting development. 34:53 - RSAC introduces its booth (#S-3425) – For the first time, RSAC will have a dedicated booth where attendees can learn more about the brand's evolution, upcoming events, and community initiatives. Be sure to stop by! Resources & Links 🔗 Stay updated at OneRSAC.com 🔗 Join the RSAC community: OneRSAC.com/joinus 📍 Visit RAC's booth at the concourse between North & South Expo (#S-3425) Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

What do breaking up high school brawls, surviving French citizenship tests, and marketing cybersecurity across Europe have in common? They’re all part of the hilarious and unexpected journey of today’s guest, Oscar Burns! Oscar, the Senior Field Marketing Manager at GitGuardian, joins us from France to spill the beans on his unconventional path from teaching in London to navigating the complexities of cybersecurity marketing in Europe. From dealing with language barriers, cultural differences, and figuring out how to make marketing magic happen at Europe’s biggest cybersecurity events, Oscar brings a fresh perspective—packed with humor. Whether you’re curious about the differences between U.S. and European markets, or you’re just here for the stories about $48 sandwiches in Monaco, this episode has something for you! [2:00] - Oscar’s Background: From Teaching to Tech Oscar shares his early career as a teacher in London and how a funny incident led him to switch careers, eventually moving to France for a business internship. [6:30] - Moving into Marketing from Sales After several years in sales at Powell Software, Oscar became interested in marketing. He recalls creating the company’s origin story as his first marketing task. [9:30] - Transition to Cybersecurity and Joining GitGuardian Oscar discusses his move into cybersecurity marketing at GitGuardian, where he currently works in field marketing, focused on code security solutions. [13:00] - Working in Cybersecurity in Europe vs. the U.S. Gianna and Oscar compare cybersecurity marketing in Europe and the U.S., noting differences in event size, budget, and business opportunities. [16:45] - Event Marketing in Europe Oscar explains how European companies approach events like Infosecurity Europe versus larger U.S. events like RSA Conference, with a focus on return on investment. [18:30] - Les Assises in Monaco: The Premier European Cyber Event Discussion of Les Assises, a high-end, CISO-only cybersecurity event in Monaco. Oscar highlights the exclusivity and success of the event for companies. [24:00] - Living and Working in Europe as an American Oscar shares practical tips on working in Europe, including the reality of lower salaries, cultural differences, and the perks of European work-life balance. About our guests: 👉Follow Oscar on LinkedIn.  👉Learn more about GitGuardian.  Links and Resources Mentioned in This Episode Cyber Marketing Con 2024 (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Funniest Past Episodes Mentioned: Want more laughs and insights? Check out these fan-favorite episodes we mentioned: Mastering Marketing Mayhem with Pam Cobb – Get ready for a wild ride through Pam’s journey of managing chaos while growing a brand. Art of Cyber Defense: Insights from a Theatrical-Minded CISO with Kayne McGladrey – Dive into the intersection of creativity and cybersecurity with Kayne, and discover how theater and cybersecurity aren’t so different after all. 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!

Episode Overview: Let's hear the audience clap for our next guest! Ever wonder how a cybersecurity CMO gets featured on shows like the Today Show? Varun Kohli, CMO of Cequence Security, shares exactly how he did it. But it's not just about the applause. Kohli dives deep into how combining data with storytelling helped him achieve success across nine exits in his career. He also introduces his strategic "IMPP" framework—focusing on Investors, Market Size, People, and Product—which has been key to his impressive track record. This episode is packed with real marketing tips and lessons every cybersecurity marketer can learn from. Episode Highlights/Timestamps: [02:15] - IMPP Framework for Success Varun shares his secret to navigating nine successful exits: his IMPP framework, focusing on Investors, Market, People, and Product. [07:30] - AI’s Impact on Cybersecurity Varun discusses why AI is shaking up cybersecurity and where the real opportunities lie. [13:05] - How Storytelling Landed Varun on the Today Show Hear how a powerful story and strategic data got Varun’s company on national TV, driving huge results. [19:45] - Combining Data and Storytelling Discover why Varun believes data and storytelling are inseparable for effective marketing. [22:30] - Focusing on Your Brand, Not the Competition Varun explains why chasing competitors is a mistake and how to stay focused on building your own brand. [30:15] - Traditional Ads Still Work From billboards to media ads, Varun talks about why traditional marketing can still be a game-changer in B2B. About our guests: 👉Follow Varun on LinkedIn.   👉Learn more about Cequence Security.  Links and Resources Mentioned in This Episode 👉7 Uses of ChatGPT & Generative AI for Marketing by Varun Kohli  👉Today Show Segment with SkyCure – Watch how Varun got SkyCure onto the Today Show. 👉Mastering Marketing Mayhem with Pam Cobb – Get ready for a wild ride through Pam’s journey of managing chaos while growing a brand. Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! 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!

The Cyber CMO Confidential is back, and we are starting with our favourite guest, Jennifer Leggio, Chief Strategy Officer at W2 Communications. Jen’s back on the mic, taking us on her journey from cyber PR pro to CMO extraordinaire to brief, educational COO life. She understands why the brand isn’t just fluff but your secret growth engine. We break down how to talk about “the B-word” with a CFO who only wants more demo requests and explore why branding might just be your most powerful (and misunderstood) sales tool. You’ll hear about the empathetic sale, how brand boosts pricing power, and why the buyer’s journey looks more like a bow tie than a funnel these days. If you care about brand, pipeline, or just surviving another board meeting, this one’s a must-listen. Timestamps: 01:04 – Guest intro: Jennifer Leggio, CSO at W2 Communications 02:27 – Jen’s path to W2: From cyber PR to CMO to COO and back 04:17 – “Brand is the new demand gen”: What that means 05:40 – The empathetic sale: Qualify out as much as you qualify in 07:31 – Talking about brand with your CEO and CFO 09:00 – Real-life examples of brand influence (Carvana FTW) 11:15 – Demo requests ≠ demand strategy 13:09 – The bow tie journey: Reimagining the funnel 14:48 – Turning brand wins into sales enablement and retention tools 15:14 – Brand = pricing power: The Excedrin analogy 16:06 – Why does a brand build trust and support for go-to-market 17:14 – Brand’s impact on valuation and M&A (Sourcefire story!) 18:55 – Personal brand power and founder-led storytelling 20:53 – Budgeting for brand: “Brandman” and the peanut butter cup 23:02 – Using brand for customer retention and advocacy 25:26 – ABX + brand = targeted impact About the guest: Jennifer Leggio is the chief strategy officer at W2 Communications and has been a longtime force in cybersecurity marketing and operations. With nearly 25 years in the game, she’s held leadership roles across the spectrum, VP of Comms, CMO, COO, and built a reputation for driving bold, strategic growth. Known for her sharp storytelling, no-fluff approach, and deep operational chops, Jen has helped scale, rebuild, and position companies for high-impact outcomes. She’s also a frequent speaker at top industry conferences like DEF CON, RSA, and CyberMarketingCon, and pens columns for SecurityWeek that spotlight the human side of cyber business. Whether building revenue engines or challenging the status quo, Jen brings clarity, candor, and an unwavering focus on what works. Upcoming Events: RSAC 2025 Marketers Party On Sunday, April 27th, join the Cybersecurity Marketing Society for the best pre-RSAC bash. Drinks, Wagyu, and all your GTM besties. 🎟 Get tickets here CyberMarketingCon 2025 – CFP Open! 📝 CFP closes April 15th! 🔗 Links & Resources Mentioned: W2 Communications Cybersecurity Marketing Society Subscribe & Review: If you loved this episode, hit that subscribe button and leave us a review! It helps us grow and bring even more incredible guests your way. 📩 Got feedback or want to be on the show? Email us: podcast@cybersecuritymarketingsociety.com   Follow your hosts on LinkedIn: 👉 Gianna Whitver 👉 Charles Gold Thanks for tuning in! We'll catch you next time on Cyber CMO Confidential.

This week, we are talking about all things cybersecurity events with Jasmin Ozeri, Strategic Events Manager at Wiz. While co-host Maria Velasquez couldn't join us, host Gianna Whitver explores how Jasmin brings creativity and strategic thinking to one of the hottest cloud security companies around. With a particular focus on the RSA Conference in this episode, discover how Jasmin's approach to bustling conference floors and strategic booth designs not only enhances Wiz's brand presence but also makes cybersecurity approachable and engaging. Highlights: [00:00:30] Introduction to the episode and today's guest, Jasmin Ozeri. [00:01:50] Jasmin's journey from a wedding venue childhood to a cybersecurity event strategist. [00:06:00] Inside Wiz's innovative event strategies: From Wizard of Oz to interactive booths. [00:11:30] Preview of Wiz's plans for RSA Conference 2024. [00:15:00] The strategic role of events in cybersecurity marketing. [00:20:00] What would Jasmin be doing if not in cybersecurity? A surprising career alternative. Takeaways: Events are more than just logistical exercises; they're pivotal for brand building and creating meaningful customer engagement. Bringing creativity into event planning can significantly enhance the attendee experience, making your booth and brand memorable. Strategic event management involves careful planning and execution, ensuring every aspect aligns with the company’s marketing goals. Join Us at RSAC 2024: Remember to join the Cybersecurity Marketing Society's party at RSAC 2024 on May 5th, at Novela San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! About Our Guest: 👉Follow Jasmin Ozeri on LinkedIn to keep up with her latest event strategies and insights into cybersecurity marketing. 👉Learn more about Wiz on their LinkedIn or website to see how they are revolutionizing cloud security (and RSAC booths!). Connect with 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!

Mishaal Khan, a serial entrepreneur, author, security expert, and VC shares his journey, from growing up around computers to becoming a cybersecurity expert and author of the book "The Phantom CISO." Listen to hear insights from the security practitioner’s point of view on marketing, brand-building, and book-publishing! Episode highlights: [01:07] Mishaal’s early career beginnings and influences. [06:30] The Phantom CISO -  Mishaal's book and his approach to marketing it. [16:40] How Mishaal used malware, phishing, and ransomware to market his company.  [22:07] A look behind the promotion Mishaal used for his book, from the price to self-publishing. [24:15] The evolution of fearmongering in cybersecurity and the need for practical solutions. [28:40] More strategies Mishaal used to promote his book Episode Links: The Phantom CISO You can catch Mishaal on LinkedIn Be sure to also follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

How many people can say they were joined by a Lord on their podcast? We certainly can! This week, we are joined by Lord Ian L. Paterson, CEO of Plurilock, a global cyber solutions provider and maker of Plurilock AI, a leading platform for SSO, CASB, DLP, AI identity + AI safety. During our discussion, Ian shares how Canadian holidays often turn into "inbox zero days" because of the lack of incoming emails from their American counterparts. And the hosts and Ian talk about a debate as old as time? East Coast vs. West Coast! Ian absolutely refused to pick between Biggie and Tupac but he did offer valuable insights on the difference in go-to-market strategies and cultural nuances between the coasts.  Enjoy this episode to find out how Ian became a lord (it's a beautiful story)!😉 [04:00] - Ian talks about email volumes and meeting habits, comparing Canadian and American practices. [06:00] - Overview of Plurilock's services and history. [09:00] - Discussion on the industries Plurilock typically works with, including U.S. and Canadian federal governments. [13:00] - Ian shares insights on the differences in go-to-market strategies across various regions. [15:00] - East Coast vs. West Coast approaches in sales and marketing. [25:00] - Impact of COVID-19 on the public listing timeline. About our guest: 👉Follow Ian L. Paterson on Linkedin 👉Find Plurilock 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!

Episode Summary: This week, we sit down with Kevin J. Scott, the unconventional CTO/CIO and AI Engineer of the PGA of America, who brings a fresh perspective to technology in the golf industry. Kevin discusses how he has transformed the PGA's IT infrastructure from traditional methods to an entirely cloud-based, passwordless environment—eliminating the need for Active Directory and VPNs, resulting in smooth and secure user access. Additionally, he is rethinking cybersecurity partnerships, offering Managed Security Service Providers (MSSPs) the opportunity to take on tech roles and gain brand exposure at major PGA events. This episode is where technology, innovation, and the magic of golf come together! Key Highlights: [02:30] – PGA of America: More Than Just Tournaments Kevin talks about the PGA of America’s unique role, which supports 30,000 golf pros and fosters career growth, distinct from the PGA Tour’s event focus. [04:15] – The Tech Trio: Product, Design, and Code Kevin’s team at PGA combines product managers, designers, and software engineers to create tailored tech solutions that fit the organization’s mission. [06:50] – Cybersecurity Reinvented A ransomware incident set off a cybersecurity overhaul, pushing PGA of America to the cloud and adopting a “no corporate network” policy with MFA, SSO, and zero-trust. [10:30] – Goodbye, MFA Fatigue To simplify security, Kevin’s team employs Okta’s Verify app and plans for passwordless login, making access smooth and secure for users without overwhelming them. [15:10] – Future-Proofing Identity Kevin discusses the shift toward biometrics and Face ID, highlighting how these tools simplify secure access for everyone—even non-techies. [21:00] – A Game-Changing RFP In a first for PGA, Kevin reveals an MSSP RFP that mixes security with a brand partnership, offering vendors visibility at PGA events. [33:00] – AI: The RFP Sidekick With 150 RFP responses, Kevin’s team uses AI to quickly sort and answer 900+ questions, proving how AI transforms workflows. [39:50] – Custom Marketing for Tech Partners Kevin’s team is crafting unique marketing packages for RFP finalists, ensuring authentic and mutually beneficial partnerships. Links and Resources Mentioned: Listeners, please send your questions or thoughts to podcast@cybersecuritymarketingsociety.com — we’d love to hear from you! Join us at Cyber MarketingCon2024!  (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez  Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Join us for an live-recorded episode from RSA Conference 2024, where our hosts Gianna and Maria broadcasted directly from Moscone North in San Francisco. Our dynamic duo shares thrilling experiences, spotlights groundbreaking booths, and delivers fresh updates straight from the conference floor. They also unpack major announcements from NetSPI and celebrate the spirited community of cybersecurity marketers. Tune in for an episode packed with energy, innovation, and insider insights! Episode Highlights: [04:00] - RSA 2024 Theme: Overview of this year's conference theme, "The Art of Possible." [08:25] - Notable Booths: Impressions of themed booths by Mend.io and Wiz. [11:00] - NetSPI Announcements: Announcement of NetSPI’s new platform, brand, and website. [14:40] - Marketer Party: Recap of the successful marketer party at RSA Conference. [18:20] - Upcoming CyberMarketingCon24 in Philadelphia. [21:00] - Acquisition News: News on the acquisition of NoName Security by Akamai. [23:45] - Support for Startups: Discussion on RSA Innovation Sandbox and its impact on startups. Quotes from the Episode: "It's like the Super Bowl of cybersecurity, but it's also a place where we come to support each other, learn, and grow together as marketers." — Gianna "Every booth tells a story, and it's our job to uncover and share these stories, making the art of possible a reality." — Maria Resources: 👉Get your EARLY BIRD ticket to CyberMarketingCon24! 👉The call for speakers is also open until June 5th! 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 on our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Storytelling in cybersecurity doesn't have to be dry. There are stories of espionage, state-sponsored attacks, and ransom scenarios that are dramatic and engaging when told well. Today's special guest, David J. Ebner, the president and founder of Content Workshop, a content agency specializing in cybersecurity companies, is an expert in taking these technical topics and turning them into compelling narratives. David is no stranger to our podcast and also has graced the stage at last year's CyberMarketingCon! Today, David shares his findings on the state of cybersecurity content marketing, drawing from a report his team is currently developing. This week’s episode will be focusing on storytelling, why the human element in B2B marketing is so important, and strategies on how to make your content stand out and so much more. Tune in for authentic, story-driven content that can help your cybersecurity marketing. [01:46 - 02:30] Introduction to the Cyber Security Content Report that David is developing David talks about the upcoming state of cyber security content report and its expected release around Thanksgiving. [03:31 - 05:00] Interviews and Insights Gathering David explains the process of gathering insights from marketers and content creators in the cybersecurity industry for the report. [06:01 - 07:00] B2B Content Marketing Trends Gianna and David discuss the trend of creating comprehensive reports and then using smaller pieces of that content for extended engagement. [07:01 - 08:30] Social Media Strategy David shares insights about the declining impact of posting for the sake of posting on social media. [10:31 - 12:00] Enterprise vs. Startup Approaches Discussion on the differences between enterprise companies and startups in terms of building trust and presenting themselves. [12:01 - 13:00] Human Element in B2B David emphasizes the importance of the human element in B2B relationships and purchasing decisions. [15:31 - 17:00] Internal AI Models David suggests the future possibility of companies developing their own AI models to produce tailored content. [17:01 - 18:00] Value-First Content David and Gianna discuss the importance of producing content that offers real value and insight, not just answers. [21:01 - 22:30] Applying Storytelling to Content Creation David discusses how to incorporate storytelling techniques into content creation for cybersecurity companies. [23:01 - 24:00] Finding Good Storytellers David shares how Content Workshop looks for good storytellers who can apply these techniques to cybersecurity content. About our guests: 👉Follow David on LinkedIn.  👉Find Content Workshop on LinkedIn and their website. 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!

Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing. "Social media in cybersecurity is like walking a tightrope; you're balancing between being serious and injecting just the right amount of light-heartedness to crack a smile. That's how you get people to listen." - Matt Mullan  This week, we're diving deep into the world of social media with none other than Matt Mullan, the Senior Social Media Manager at Illumio, a pioneering zero-trust segmentation company. Matt brings a treasure trove of insights from his journey—from starting in sales to mastering the art of social media in our complicated, technical, and fast-paced industry. Today, he's set to peel back the layers of the unique challenges and opportunities that come with marketing in the cybersecurity industry, drawing contrasts with his diverse experiences in sectors as varied as toy manufacturing and HR/payroll software. Prepare to learn from one of the best in navigating the complex currents of social media in the cybersecurity sector! Highlight Reel: [01:04] - Matt shares his professional background and transition into cybersecurity from sales and social media. [03:56] - Discussing the unique challenges and opportunities in cybersecurity marketing. [04:18] - Insights into engaging cybersecurity communities and leveraging humor in social media strategies. [06:26] - The effectiveness and strategy behind using memes and light-hearted content to drive engagement. [08:11] - The role of influencer marketing in cybersecurity and the potential shift towards micro-influencers. [10:41] - Exploring social media's impact on brand awareness and lead generation within the cybersecurity sector. [12:57] - The importance of diversifying social media strategies and not relying solely on one platform. [17:29] - The concept of 'thought leadership' and its role in successful social media marketing. [20:14] - The future of influencer marketing in cybersecurity and its challenges. Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

"Social media in cybersecurity is like walking a tightrope; you're balancing between being serious and injecting just the right amount of light-heartedness to crack a smile. That's how you get people to listen." - Matt Mullan  This week, we're diving deep into the world of social media with none other than Matt Mullan, the Senior Social Media Manager at Illumio, a pioneering zero-trust segmentation company. Matt brings a treasure trove of insights from his journey—from starting in sales to mastering the art of social media in our complicated, technical, and fast-paced industry. Today, he's set to peel back the layers of the unique challenges and opportunities that come with marketing in the cybersecurity industry, drawing contrasts with his diverse experiences in sectors as varied as toy manufacturing and HR/payroll software. Prepare to learn from one of the best in navigating the complex currents of social media in the cybersecurity sector! Highlight Reel: [01:04] - Matt shares his professional background and transition into cybersecurity from sales and social media. [03:56] - Discussing the unique challenges and opportunities in cybersecurity marketing. [04:18] - Insights into engaging cybersecurity communities and leveraging humor in social media strategies. [06:26] - The effectiveness and strategy behind using memes and light-hearted content to drive engagement. [08:11] - The role of influencer marketing in cybersecurity and the potential shift towards micro-influencers. [10:41] - Exploring social media's impact on brand awareness and lead generation within the cybersecurity sector. [12:57] - The importance of diversifying social media strategies and not relying solely on one platform. [17:29] - The concept of 'thought leadership' and its role in successful social media marketing. [20:14] - The future of influencer marketing in cybersecurity and its challenges. Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Episode Summary: Marketing and selling cybersecurity to local government isn't like pitching to a Fortune 500 company—it’s an entirely different game. In this episode, Kush Sharma, Director of Municipal Modernization and Partnerships at MISA Ontario, joins Gianna and Maria to pull back the curtain on how cybersecurity budgets are actually won (and lost) in the public sector. Key highlights: [03:45] What is MISA Ontario? – Kush explains how his organization supports municipalities in IT & cybersecurity. [07:30] Advocating for Cybersecurity in Government – Who controls the budget, and how do you convince them? [12:15] Selling Cyber to Mayors & Councils – Why traditional cyber risk talk doesn’t work, and how to translate it into real-world concerns. [17:40] Marketing & Politics in Cybersecurity – Understanding political motivations and tailoring the message to different decision-makers. [23:10] The Budget Battle – How cybersecurity leaders can secure funding (even when compliance isn’t enough). [28:45] Cyber Threats in 2025 – Why Ransomware is still the #1 concern for municipalities. [34:20] Startups & Government Cybersecurity – Why smaller vendors need to rethink how they sell to local government.  [40:00] Building Cybersecurity Programs at Scale – From the City of Toronto to all of Ontario, how to scale security efforts.  Links and Resources Mentioned: Knight Spectre Website Follow Kush on LinkedIn MISA Ontario Website Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Episode Summary: What does it take to launch a successful cybersecurity podcast? This week, we’re excited to chat with David Spark, the creative mind behind the CISO Series Podcast and Spark Media. David, who began his career as a stand-up comedian, has significantly impacted the cybersecurity world! He will share his journey, the valuable lessons he has learned along the way, and some excellent tips for marketing teams looking to maximize their podcasts. Podcast production goes beyond simply talking into a microphone; it's also about engaging your audience with high-quality audio and achieving the right balance between content and production value. In this episode, David shares insider tips for working with sponsors and creating quality episodes and reveals his insights on Cyber Marketing Con. Tune in for an inspiring conversation! Key Highlights: [03:10] – David’s Journey into Podcasting: From stand-up comedy and tech journalism to creating the CISO Series Podcast, David discusses how his background in media has shaped his approach to cybersecurity podcasting. [08:20] – Why Audio Quality Matters: Investing in quality microphones and a proper audio setup is crucial for listener retention and credibility. David shares his favorite affordable microphone options and audio tips. [12:45] – Sponsorship Success Secrets: Great sponsorships begin with great guests. David emphasizes featuring compelling speakers to maximize podcasts' return on investment (ROI). [18:05] – The Long Tail of Podcasting: Podcasts offer lasting value, unlike trade shows. David explains how episodes generate engagement and leads long after their initial release. [23:40] – Editing Magic: David discusses why every podcast’s first episode tends to be less than ideal and advises delaying public announcements until production quality is refined. [29:55] – Cyber Marketing Con Love: David highlights why the Cyber Marketing Con is his favorite event for connecting with the community, meeting sponsors, and learning new marketing strategies. [35:15] – New Show Announcement: David teases his latest podcast, "Security You Should Know," and shares exciting updates about hiring at the CISO Series. Links and Resources Mentioned: CISO Series Podcast: Listen Here 30 Microphone Recommendation: Fifine USB Microphone CyberMarketingCon25: Learn More Connect with David Spark: LinkedIn Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

What if there was a browser designed as an enterprise workspace from the outset? Imagine integrating all essential tools—spanning security, IT, and productivity—directly into the workspace where people operate. That is exactly what Island does, and when the brand came out of stealth in February 2022 with $100 million in funding, it launched with a new category and a splash (no pun intended)! Today the Head of Brand at Island, Ari Yablok, joins us to talk more about Island, the intricacies of building a brand from the ground up, the strategic pivot from stealth mode to the public eye, and the art of storytelling in the cybersecurity landscape. The best way to understand Island's impact is to see how simple yet profound changes in perspective, like the shift from seeing cybersecurity as a series of threats to viewing it as a secured environment, can fundamentally change the game." - Ari Yablok  Episode Highlights: [02:00] - Ari Yablok's Journey to Island: [07:47] - Unpacking the Island Brand: Ari discusses the challenges and strategies behind launching Island's brand, emphasizing the importance of category creation and the deliberate avoidance of typical cybersecurity jargon to differentiate Island in the market. [09:16] - The Launch Strategy: Detailing the preparation and execution of Island's exit from stealth mode, Ari outlines the foundational work that made their launch resonate with the cybersecurity community and the broader market. [20:00] - Building Trust Through Branding: The conversation delves into the role of brand in building trust, especially in a new category, and how Island's approach to branding and customer experience sets them apart from traditional cybersecurity solutions. Join Us at RSAC 2024: Remember to join the Cybersecurity Marketing Society's party at RSAC 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Please enjoy this encore episode with Mishaal Khan. He's a serial entrepreneur, author, security expert, and VC sharing his journey, from growing up around computers to becoming a cybersecurity expert and author of the book "The Phantom CISO." Listen to hear insights from the security practitioner’s point of view on marketing, brand-building, and book-publishing! Episode highlights: [01:07] Mishaal’s early career beginnings and influences. [06:30] The Phantom CISO -  Mishaal's book and his approach to marketing it. [16:40] How Mishaal used malware, phishing, and ransomware to market his company.  [22:07] A look behind the promotion Mishaal used for his book, from the price to self-publishing. [24:15] The evolution of fearmongering in cybersecurity and the need for practical solutions. [28:40] More strategies Mishaal used to promote his book Episode Links: The Phantom CISO You can catch Mishaal on LinkedIn Be sure to also follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

Episode Summary: Most cybersecurity events feel the same: a packed schedule, a few familiar faces, and vendors trying to grab your attention. But does any of it build a lasting community? Parham Eftekhari, EVP of Communities at CyberRisk Alliance (CRA), has spent years figuring out what security professionals want. CRA runs 150+ in-person events annually, but its focus isn’t just filling rooms—it’s creating connections beyond a name badge. What You’ll Learn in This Episode: 🔹 The role of community-building in cybersecurity marketing. 🔹 Why mid-market cybersecurity teams need more attention. 🔹 How CISOs and their teams make buying decisions. 🔹 The shift from traditional marketing to community-led initiatives. 🔹 The upcoming expansion of CRA’s membership and what it means for vendors.  Timestamps:  [02:30] What Does an EVP of Communities Do? Parham explains his role at CyberRisk Alliance and how CRA supports 3.2 million cybersecurity professionals. The three key divisions of CRA are events, Connect (Media), and Communities. [06:15] Scaling Cybersecurity Events & Summits CRA organizes 150+ in-person events annually, plus weekly virtual events. The strategy behind community-driven event planning—members nominate speakers & topics. How CRA balances technical and leadership content for practitioners and executives. [11:50] The Shift Toward Community-Led Marketing More vendors are shifting marketing budgets to community-led initiatives over traditional events. Why peer-driven engagement is more effective than sales-heavy webinars. The importance of vendor partnerships in community-building. [16:30] Why Mid-Market is a Huge Opportunity Many vendors overlook mid-market organizations despite their cybersecurity needs. Mid-market companies lack dedicated security teams and need more support. How CRA is expanding membership to include companies with $50M+ revenue. [21:00] Who Makes Cybersecurity Buying Decisions? Myth: CISOs are the only decision-makers. Reality: CISO direct reports & technical teams drive research, evaluation, and vendor selection. Advice for marketers: Target the security team and the CFO, not just the CISO. [26:40] Expanding CRA’s Membership Model CRA’s next phase: A new membership tier for mid-senior level leaders. The challenge of creating valuable community experiences for different leadership levels. Why vendor-side CISOs will soon have a place in the CRA community. [33:15] Ensuring Vendor Trust in the Community Guardrails to prevent sales-heavy interactions in CRA’s membership model. CRA’s commitment to non-biased content, peer-driven insights, and ethical engagement. How CRA handles bad actors who misuse the community. Links & Resources: 🌐 Connect with Parham Eftekari: LinkedIn: Parham Eftekhari Website: CyberRisk Alliance 📢 Upcoming Events: 🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here. 🔔 Subscribe & Review: If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests! 📩 Got feedback or want to be on the show? Email us at podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

From the worlds of fashion photography to heavy metal to cybersecurity today, we sit down with Michael Yehoshua, CMO at Holistic Cyber and SAGE Cyber. Michael not only shares his transition into cyber, but also explains how he created his own playground by establishing a new category within Gartner—proving that the only deep pockets you need are those filled with creativity and grit. Buckle up for an inspiring journey through marketing tactics and the power of thinking outside the box.  [00:02:15] Journey into Cybersecurity: Michael shares his unique path from the world of fashion to cybersecurity. [00:10:00] Strategic Leadership: Insights into managing dual roles as CMO for two distinct companies. [00:18:45] Innovative Market Creation: Discussing the creation of the Cyber Defense Planning and Optimization (CDPO) category. [00:27:30] Marketing Strategies and Insights: Differences in marketing strategies between services and products. [00:35:20] Creative Marketing Successes: Examples of unconventional marketing tactics that have propelled company growth. Resources: 2024 Cybersecurity Buyers Report: Compiled by Actual Tech Media and the Cybersecurity Marketing Society, providing deep insights into buyer preferences and behaviors within the cybersecurity market.  About  guest: 👉Follow Michael on LinkedIn.  👉Find Holistic Cyber (HolistiCyber) on LinkedIn or their website.   👉Follow SAGE Cyber 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!

Episode Summary: It’s the first episode of 2025, and we’re kicking things off with the cybersecurity economy! Gianna and Maria are joined by Mike Privette, CISO and Cybersecurity Economist at Return on Security, to chat about the key funding, acquisition, and industry trends from 2024—and what they mean for marketers and cybersecurity professionals in 2025. From billion-dollar acquisitions to the role of AI in reshaping cybersecurity, Mike gives insights on the state of the market, the rise of resiliency, and what marketers need to know when evaluating companies and trends. Plus, a look at the promise (and pitfalls) of AI-driven security operations and the long road to IPOs in a competitive market. Oh, and don’t miss the debate over Mike’s alternate career paths—sled dogs vs. professor! Key highlights: [03:10] – In 2024, the cybersecurity scene held up well! There were fewer transactions, but funds raised took off with significant acquisitions like MasterCard snagging Recorded Future for $45 billion [07:45] –Why MasterCard decided to buy Recorded Future: This acquisition boosted MasterCard’s fraud prevention efforts and shows just how closely tied cybersecurity is to the world of fintech. [11:22] – Consolidation and Resiliency Trends: In 2024, data protection and disaster recovery became important. With all the ransomware attacks and significant outages, businesses focused on finding solid backup and recovery solutions. AI in Security Operations: AI isn't just trendy—it's making security operations smarter, automating tedious tasks, and training systems to test each other for more vigorous defense. [22:38] – The Future of AI in Cyber:  Mike talks about how new AI tech is helping organizations fight off threats and highlights why marketers should pay attention. From training AI to tackle adversaries to putting privacy first, it’s all about staying one step ahead. [28:12] – Picking Your Next Move: Mike gives some insight into trending topics like data backup and AI tools for marketers when checking out job opportunities, sharing tips on what to keep an eye on in a potential employer. [36:10] – Mike’s Alternate Reality: Would Mike be a professor or a sled dog racer? Hear the hilarious guesses and the surprising answer. Links and Resources Mentioned: Mike Privette on LinkedIn: Connect with Mike Return on Security: Connect on LinkedIn Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Ready to shake up your approach to cybersecurity marketing? In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria bring on Rob Young, the amazing VP of Marketing at Cypago. Rob doesn't just talk strategy—he’s lived it, from the fast-paced world of startups to leading massive organizations. Tune in as he shares game-changing insights, the secrets behind his biggest wins, and why your marketing efforts need a serious upgrade. If you’re tired of the same old advice, this episode is your wake-up call. [14:50] - Transition into Cybersecurity Marketing Rob's early experience in the startup world began with the AI-platform, Astound, where he focused on building teams, and developing and executing strategies in a fast-paced environment. There are differences between marketing in startups, which requires quick decision-making and hands-on work, versus large companies, where processes are slower and more structured. [20:25] - Advice for Marketing Leaders Rob shares insights on staying agile in large organizations by building strong relationships across departments to speed up processes. [25:45] - Setting Up a Marketing Org from Scratch When Rob joins a new company, he focuses on messaging, positioning, and product marketing. He stresses the importance of aligning sales and marketing to ensure a clear and compelling value proposition for customers. [30:15] - The Importance of Marketing Ops Rob's first hire at Astound was in marketing ops due to its role in tracking data and optimizing strategies. Having a core team that includes marketing ops, digital marketing, and product marketing helps in driving the company's marketing effort.  [39:40] - Low-Hanging Fruit in a New Marketing Role Optimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role. Rob discusses the more challenging wins he focuses on, like managing leads and making sure they align with the ideal customer profile (ICP).   [45:35] - The Changing Landscape of Sales and Marketing Rob talks about the shift from high-volume to more targeted marketing, which has led to a reduced role for SDRs. He explores how to balance noise and signal in lead generation and shares his perspective on evolving trends in marketing strategies. About our guests: 👉Follow Rob on LinkedIn.  👉Learn more about Cypago.    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!

Today, the one and only Gautam Mehandru, CMO at Illumio, joins Maria and Gianna! In this episode, we crack open Gautam's playbook as he shares his insights and guides us through the complexities of marketing in cybersecurity. We'll explore everything from Gautam's unique journey from engineering roots to the pinnacle of marketing leadership to the intricate details of cybersecurity purchasing behaviors—including team compositions and vendor selection tactics. So, grab your pens and paper, or your digital notebooks if you fancy, and get ready to take some CMO notes! Episode Highlights: [1:20 - 5:30] Gautam's Journey to CMO [12:30 - 4:55] Strategies for Effective Leadership as a CMO [17:20 -20:05] Category Creation and Market Positioning [23:40 - 25:50] Upcoming Plans for RSA Conference 2024 [28:15 - 30:40] Engaging with Analyst Firms and Utilizing Market Data Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Prepare to laugh until your stomach hurts with our most hilarious episode yet, featuring the one and only theater kid turned cybersecurity guru, Kayne McGladrey, Field CISO at Hyperproof. Join us for a rollercoaster of emotions as we dive into the absurdity of security info in 10K filings, engage in heated debates over the polarizing cinnamon sticky bun ale, and champion the cause for more singing and dancing in cybersecurity. Think of it as the "Cybersecurity's Got Talent" episode you never knew you needed! Kayne's journey is packed with invaluable insights and captivating stories that are as unique as they are engaging. Key Episode Highlights: [07:41] The Disclosure Rule and Made-up Cybersecurity Frameworks [11:34] Kane's Podcasts and Discussion on FedRAMP [12:36] Theater and its Influence on Cybersecurity and Marketing [15:58] Engaging with CISOs in the Sales Process [20:48] Balancing Technical and Business Perspectives as a CISO [21:15] Challenges of Communication Between Business and Technical Teams [21:58] Concerns of Technical CISOs and Board Alignment [22:22] Tighter Integration of CISOs with the Board [23:48] The Changing Role of CISOs and Personal Liability [25:26] The Impact of Personal Liability on the Security Industry [27:15] The Role of a Field CISO Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! For more insights and discussions from our guest: Connect with Kayne on LinkedIn.  Listen to Kayne's podcasts, "Kayne's Five Under Five" and "Drafting Compliance," if you are interested in deep dives into specific cybersecurity topics. Check out Kayne's analysis of 10K disclosures for understanding the landscape of cybersecurity reporting. Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

This week, get ready to laugh until it hurts because we might just have our funniest episode ever. Earthquakes and spreadsheets are the names of the game as we welcome Pam Cobb, the hilariously jet-lagged (for this episode, not permanently, folks!) Director of Content Security at Akamai. Join hosts Gianna and Maria as they dive into how Pam not only survives natural disasters but also thrives amid the chaos of cybersecurity marketing. From smart marketing tactics to hilarious earthquake jokes, Pam keeps the tips and laughter rolling. Don’t miss out on this episode’s mix of awesome advice and entertaining stories from the wild world of marketing! Timestamps: [01:08] Pam's role at Akamai explained [02:05] How Pam attributes revenue to security content [03:36] The humor in marketing data struggles [07:20] Pam's journey from engineering to marketing [09:29] Transition to IBM and experiencing corporate acquisitions [13:36] Creative content strategies and memorable marketing moments Takeaways: Content plays a crucial role in driving revenue and should be strategically managed. Multi-touch attribution is a valuable tool for measuring the impact of content on revenue. Creating engaging experiences at trade shows and events requires thoughtful planning and alignment with brand messaging. Collaboration between different teams, such as content strategists and writers, is essential for successful content creation. Event planning is an important aspect of cybersecurity marketing, and creative ideas such as custom-named cocktails can make an event more memorable. Resources: Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! About  guest: 👉Link to Pam's blog post featuring the infamous orange kitten story. 👉Follow Pam on LinkedIn.  👉Find Akamai on LinkedIn or their website.   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!

Episode Summary: What happens when two podcasters sit down… on another podcast? We’re so excited to be joined by an amazing duo—Aubrey Byron, Content Marketing Manager, and Shannon Ragan, Director of Content Marketing at Authentic8. They are also co-hosts from the Needlestack Podcast. These two content marketing powerhouses take us behind the scenes of building a successful podcast that uncovers the secrets of open-source intelligence (OSINT), sharing stories of landing big-name guests, and why the world of government marketing is like navigating through an “iron curtain.” And just when you think you’ve heard it all, Shannon drops an unexpected bombshell about her future plans! Tune in for all the tips, creative inspiration, and of course, a dash of the unexpected.  Key Highlights: [02:15] - The journey of launching the Needlestack Podcast and how it pivoted from a live show to guest-driven interviews. [03:50] - How cold DMing experts like Jack Rhysider from Darknet Diaries became a winning strategy for landing influential guests. [07:15] - Why balancing tactical content with compelling storytelling keeps their audience engaged. [10:49] - How OSINT’s constant evolution drives both interest and demand for the latest tools. [13:32] - The role short-form video and organic social play in extending podcast reach. [19:39] - Breaking into government and federal sectors through content, despite the iron curtain of limited data. [28:02] - A deep dive into podcast production: sourcing guests, prep interviews, editing, and repurposing content. [42:43] - A surprising twist—Shannon announces her sabbatical to finish her historical fiction book! Links and Resources Mentioned: Needlestack Podcast - Each week, NeedleStack co-hosts interview professional open-source researchers who discuss tips to hone your skills, improve tradecraft and protect yourself as you search the surface, deep and dark web. Subscribe wherever you get your podcasts. Jack Reisider, Darknet Diaries - Your Conversation Studio to record in high quality, edit in a flash, and go live with a bang. Not necessarily in that order. David Oltien (SEO Expert): Join David Oltien, Sr. Web Marketing Manager at Anomali, for Crawl, Walk, Run: leveling up your SEO skill set – an in-depth workshop designed for content and digital marketers who know the basics of SEO and want to master enterprise SEO strategies and technical SEO. 📅 Get your tickets now: www.cybermarketingconference.com! Riverside Recording Platform: Riverside.fm Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! 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!

Episode Summary: This week’s episode is about love—the love of great content, storytelling, and marketing. Gianna and Maria sit down with David Moulton, host of the Threat Vector Podcast at Palo Alto Networks, to discuss the secrets to making a cybersecurity podcast that works. Forget boring, “salesy” content—David shares the Three E’s of Podcasting (Education, Engagement, and Entertainment) and explains why a killer podcast is one of the most powerful (yet underrated) tools in cybersecurity marketing. But that’s not all—David also reveals his ROI formula for proving a podcast’s value (yes, there’s math, but the fun kind!), his dream career if he wasn’t in cybersecurity, and why marketing is just like chocolate—you have to savor the good stuff. 🍫 If you’re thinking about launching a podcast or proving its value to leadership, this is the episode you cannot afford to miss. Timestamps:   [01:22] - David’s Journey Into Cybersecurity Podcasting - How David got into his role at Palo Alto Networks and his experience with internal and external podcasts.  [02:56] - The Secret to a Great Podcast: The 3 E’s - Education, Engagement, and Entertainment – A framework for successful content. [05:35] - Creating Value for Listeners, Not Just Leads - The importance of thought leadership over hard selling. [06:50] - Doing the Hard Things in Marketing - Why cybersecurity marketing must go beyond Google-able content. [08:54] - The ROI of Podcasting: How to Prove It Works - Ear-minutes x $1.03 per minute – The formula for podcast attention value. [12:14] - The Hardest Part of Running a Podcast - Balancing content strategy, editing, and distribution. [16:01] - The Problem of Podcast “Pod Fade” - Why most podcasts fail by episode six and how to stay consistent and build momentum.  [19:47] - Getting Executive Buy-In for Podcasts - Overcoming objections to attribution challenges and how BP, universities, and Fortune 50 companies validate podcast success. [24:12] - What You Can Learn About Your Podcast Audience - Using data from Megaphone (geo, devices, listener trends). [26:42] - The Self-Attribution Hack for Proving Impact - Why add "How did you hear about us?" fields matter, and how does traditional attribution miss the human element? Resources & Mentions Threat Vector Podcast – Listen Here The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson is a seminal book that introduces a new approach to sales, emphasizing the importance of challenging customers' thinking to add value.​ You can find more details and purchase the book on Amazon or read reviews on Goodreads. Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Please enjoy this encore episode: It's refreshing to hear, especially in the world of AI, that the human element remains crucial. "There's no such thing as B2B marketing; it's B2H: Business to Human," because ultimately, humans are the ones making the decisions, says our guest, Navneet Singh, Vice President of Marketing for the Network Security Division at Palo Alto Networks. Navneet takes us through his fascinating transition from engineering to marketing, shining a light on the importance of positivity and putting the customer first when marketing in cybersecurity. Join us to find out how Palo Alto Networks is redefining the landscape with its fresh, optimistic approach to cybersecurity marketing. Takeaways: Focus on the customer and their needs in cybersecurity marketing. Convey optimism and positivity in marketing to inspire confidence in customers. Differentiate your company by being opposite to industry norms. Avoid using fear as a marketing tactic in cybersecurity. Create a culture of optimism and accountability within the marketing team. Key Episode Highlights: [00:06 - 01:20] Announcement of Cybersecurity Marketing Society's 2024 RSAC Party for Cyber Marketers!  [01:32 - 04:23] Navneet Singh shares his career transition from engineering to marketing, emphasizing his passion for product management and marketing. [04:27 - 07:42] The philosophical shift in cybersecurity marketing towards optimism and confidence, moving away from fear-based tactics. [08:31 - 11:54] How Palo Alto Networks' marketing strategy is distinct, focusing on enabling businesses securely rather than instilling fear. [12:21 - 17:39] The importance of focusing on the customer, humanizing B2B marketing, and the creative process behind the "We've Got Next" campaign. [18:35 - 24:59] The significance of hope and education in cybersecurity, and the strategy behind avoiding fear-based marketing. [25:29 - 31:09] How internal optimism and a positive company culture influence marketing strategies and customer interactions. [31:14 - 35:21] Game Time: Guessing Nav's alternate career path, followed by Nav's revelation of his potential career in the armed forces if not in marketing. Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! Connect with Navneet Singh: For more insights and discussions, connect with Nav on LinkedIn. Engage and share ideas on pushing the boundaries of cybersecurity marketing. Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of "Breaking Through in Cybersecurity Marketing." Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Nearly 1.2% of all emails sent are malicious, which translates to 3.4 billion phishing emails daily. For every 4,200 emails sent, 1 would be a phishing scam. Dennis Legori, the Associate Director of Security Awareness and Digital Communications at Carrier, is working to make malicious phishing campaigns less effective! Dennis shares his insights into his role, which involves developing security awareness programs and managing cybersecurity-related digital communications. He explains how he transitioned into security awareness when initially he was focused on project management. Legori also does a deep dive into how he was able to build a community during phishing simulations and security awareness training. Today’s Episode Highlights: [01:21] Role of Associate Director of Security Awareness and Digital Communications.  [06:55] Building a Security Awareness Program from Scratch. [07:28] Collaboration with Marketing and Internal Communications.   [08:41] Phishing Awareness Campaign and Enterprise Defenders.  [12:42] Crowdsourcing Cybersecurity.  [14:53] Tools and Teams for Managing Phishing Awareness Program.  [19:00] Considerations for Cultural Differences.   [21:50] How to Create an Engaging and Fun Program. [27:10] Tools to Use for Phishing.  Reach out to Dennis on LinkedIn Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

Failure is part of being human—it’s what you do next that really matters. Do you give up, feel stagnant, or do you push forward like Al Lakhani, the founder of IDEE? In this episode Al brings a blend of humor and honesty, sharing his self-described "PhD in failure" as he takes us on the rollercoaster ride of building a cybersecurity company from the ground up. With stories of exhilarating highs, unexpected setbacks, and the crucial role of timing, Al’s journey is filled with valuable lessons and lots of laughter. Whether you’re looking for actionable insights to apply to your own startup or just want to hear how someone turned failure into success, this episode has it all! [05:00] - Al’s Rollercoaster Ride Al shares the ups and downs of starting IDEE. From trying out ideas that flopped to finally finding success with the B2B approach. [12:40] - Timing is Everything Al explains why hitting the right timing in startups is like catching a wave—it's all about being in the right place at the right time, with a sprinkle of luck. [15:10] - Cracking the Marketing Code The hosts and Al get into what’s working (and what’s not) in IDEE’s marketing game. Al reveals that live demos have been successful, but getting people to check them out has been tricky. [20:00] - Picking the Right Partners Al talks about the importance of choosing the right partners to work with and how giving away free samples (NFR licenses) helps get their buy-in and feedback. [27:45] - The Changing Customer Journey Maria and Gianna chat about how customers do most of their research before even talking to a vendor, and Al shares his view on how the customer journey has shifted since COVID. About our guests: 👉Follow Al on LinkedIn.  👉Learn more about IDEE.  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!

Episode Overview: What do Taylor Swift and Telegram have in common? Surprisingly, they are both prime targets for today’s most sophisticated scammers. In this episode, we chat with Nati Tal, Head of Guardio Labs and Sharon Blatt Cohen, Head of Marketing Communications from Guardio, who reveal how deep-fake ads featuring Taylor Swift are used to sell fake cookware, and how they went undercover on Telegram to discover just how easy it is to launch a full-scale phishing scam in less than a day. From pop culture to cutting-edge cybersecurity, this episode takes you behind the scenes of the dark world of online threats and shows how Guardio is staying one step ahead of scammers...and marketing that fact! Buckle up—this one’s a wild ride! Episode Highlights: [00:04:10] - What is Guardio? Guardio focuses on protecting consumers and small businesses from online threats. Their browser extension and mobile apps help block scam emails, phishing links, and keep your information safe online. [00:09:00] - Guardio Labs and Threat Hunting Nati explains how Guardio Labs's research helps improve Guardio’s tools and keeps users safe from new types of attacks. [00:15:45] - Marketing Meets Security Sharon shares how marketing and security teams work together, using trending topics like Taylor Swift scams to create engaging campaigns that showcase Guardio’s ability to block threats. [00:25:30] - Organic Media Attention  Their Taylor Swift scam campaign was so timely it got picked up by the media, showing how good content and research can naturally spread and get press attention. [00:32:45] - Telegram Scams and Fake Campaigns Nati talks about setting up a fake scam on Telegram to learn how hackers operate. They found out how easy and cheap it is to set up scams, highlighting why cybersecurity is so important. [00:41:10] - Staying Ahead of Scammers Sharon explains how fast scammers jump on trends and how Guardio stays one step ahead to protect people before scams can cause harm. About our guests: 👉Follow: Sharon on LinkedIn.  Check out Nati LinkedIn.  👉Learn more Guardio.  Links and Resources Mentioned in This Episode Guardio - Learn more about Guardio’s cybersecurity solutions for consumers and small businesses, including their web extension and mobile apps. Visit Guardio.  Guardio Labs - Explore Guardio Labs' security research and threat hunting to stay ahead of emerging online threats. Learn about Guardio Labs.  Taylor Swift Scam Report - Read more about how deepfake ads featuring celebrities like Taylor Swift were used in online scams, part of Guardio's research. Read more about the research here. Guardio on TikTok - Follow Guardio’s TikTok for fun, educational videos about online scams and cybersecurity tips. Guardio TikTok.  Breaking Through in Cybersecurity Marketing Podcast Instagram - We’ve launched an Instagram account, follow the podcast on Instagram for updates and behind-the-scenes content. Cyber M Society on Instagram.  Join us at Cyber MarketingCon2024!  (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! 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!

We're flipping the script as our amazing co-host, Maria Velasquez, steps into the guest spotlight. She is the co-founder of the Cybersecurity Marketing Society and today she comes as the VP of Growth Marketing at NetSPI, bringing her years of experience from the pentesting world. Enjoy this candid chat as Maria shares her knowledge of marketing operations, revealing what it takes to choose the right platform and build a successful strategy. It's like having a chat with a good friend who just happens to be a MOPSexpert! Settle in and enjoy this informative episode, featuring our beloved co-host turned guest. [06:00] Marketing Operations Insights: When choosing a marketing automation platform, it’s crucial to consider factors such as company size, growth potential, and integration capabilities. Platforms like HubSpot, Marketo, and Pardot each offer unique features and benefits. [12:30] Choosing the Right Marketing Automation Tool: When choosing a marketing automation platform, prioritize: Data Hygiene: Opt for platforms that facilitate effective data management to keep your information accurate. CRM Integration: Ensure seamless integration with your current CRM system for consistent data flow and improved customer interactions. [18:45] High-Level Strategy for Mops: Implement lead scoring based on engagement and demographics to prioritize prospects, and design an ideal customer journey with defined lifecycle stages to guide leads from initial interest to conversion effectively. [25:00] Best Practices for Marketing Automation: Consult with experts during platform transitions to ensure a smooth process, focusing on the technical aspects of CRM and marketing tool integration for seamless data flow and functionality. [31:15] Data Management and Reporting:  Implement strategies to maintain data integrity and enhance reporting accuracy. Utilize UTM parameters to effectively track and measure campaign success. [38:00] Future-Proofing Marketing Operations: Plan for future reporting needs by identifying key metrics and setting up systems accordingly. Evaluate new tools for compatibility and seamless integration with existing systems. Key Takeaways Understand Your Needs: Evaluate your company's current and future growth needs when selecting marketing automation tools. Data is Critical: Prioritize data integrity and set up workflows that ensure seamless integration with your CRM. Lead Scoring & Lifecycle Management: Establish clear criteria for lead scoring and understand the journey from MQL to SQL. Consult Experts: Consider hiring a consultant to assist with technical integrations and strategic planning. Stay Informed on Compliance: Be aware of recent changes in data privacy laws and cookie consent requirements to maintain compliance. About our guests: 👉Follow Maria on LinkedIn.  👉Learn more about NetSPI.   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!

We’ve got one of the coolest marketers in cybersecurity joining us this week—Lauren Koppelman, Senior Global Campaign Manager at Fortinet after a recent acquisition.  Lauren will be taking us behind the scenes of the popular video series CISO on the Street and sharing the creative, data-driven strategies that fuel her success. From how niche Linux security content helped drive high-quality leads to how her cold lead nurture campaign re-engaged enterprise accounts, Lauren breaks down the tactics that work. She also shares how she refined keyword strategies to avoid bad-fit leads and crafted emails that grab the attention of even the most skeptical cybersecurity pros. This episode is packed with practical tips for any marketer looking to stand out in the cybersecurity world! Episode Highlights: [01:45] - How CISO on the Street Started Lauren talks about how she came up with the idea for CISO on the Street at RSA and turned it into a video series. “Why not turn these casual conversations into a video series?” The spur-of-the-moment idea turned into a key piece of content marketing. [06:40] - Niche Content Drives Leads Lauren explains how she found that Linux security content was driving great leads and what she did to promote that content.  [11:50] - Cold Lead Nurture Campaign Success Lauren shares how a cold lead nurture campaign she developed brought enterprise-level accounts back to life, even while she was on vacation. [17:00] - Fixing Key-word Issues Lauren explains how the keyword “HIPAA” ended up attracting the wrong audience—like people who were Googling what HIPAA was while at their doctor’s office. She realized that attracting doctors’ waiting room visitors wasn’t the goal, and had to refine the strategy. [23:00] - Tips for Writing Effective Emails Lauren offers advice on writing emails for cybersecurity professionals, keeping them clear, simple, and direct. About our guests: 👉Follow Lauren on LinkedIn.  👉Learn more about Fortinet.  Links and Resources Mentioned in This Episode Watch CISO on the Street Video Series here! Join us at Cyber MarketingCon2024!  (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! 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!

It's refreshing to hear, especially in the world of AI, that the human element remains crucial. "There's no such thing as B2B marketing; it's B2H: Business to Human," because ultimately, humans are the ones making the decisions, says our guest, Navneet Singh, Vice President of Marketing for the Network Security Division at Palo Alto Networks. Navneet takes us through his fascinating transition from engineering to marketing, shining a light on the importance of positivity and putting the customer first when marketing in cybersecurity. Join us to find out how Palo Alto Networks is redefining the landscape with its fresh, optimistic approach to cybersecurity marketing. Takeaways: Focus on the customer and their needs in cybersecurity marketing. Convey optimism and positivity in marketing to inspire confidence in customers. Differentiate your company by being opposite to industry norms. Avoid using fear as a marketing tactic in cybersecurity. Create a culture of optimism and accountability within the marketing team. Key Episode Highlights: [00:06 - 01:20] Announcement of Cybersecurity Marketing Society's 2024 RSAC Party for Cyber Marketers!  [01:32 - 04:23] Navneet Singh shares his career transition from engineering to marketing, emphasizing his passion for product management and marketing. [04:27 - 07:42] The philosophical shift in cybersecurity marketing towards optimism and confidence, moving away from fear-based tactics. [08:31 - 11:54] How Palo Alto Networks' marketing strategy is distinct, focusing on enabling businesses securely rather than instilling fear. [12:21 - 17:39] The importance of focusing on the customer, humanizing B2B marketing, and the creative process behind the "We've Got Next" campaign. [18:35 - 24:59] The significance of hope and education in cybersecurity, and the strategy behind avoiding fear-based marketing. [25:29 - 31:09] How internal optimism and a positive company culture influence marketing strategies and customer interactions. [31:14 - 35:21] Game Time: Guessing Nav's alternate career path, followed by Nav's revelation of his potential career in the armed forces if not in marketing. Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! Connect with Navneet Singh: For more insights and discussions, connect with Nav on LinkedIn. Engage and share ideas on pushing the boundaries of cybersecurity marketing. Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. Thank you for tuning in to another episode of "Breaking Through in Cybersecurity Marketing." Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Episode Summary: The race to be the best in artificial intelligence (AI) is getting stronger. Open-source models are now competing with closed systems, which affects how we create new technology and keep it safe. Will open AI help us make significant discoveries quickly, or could it be too risky? How will governments, businesses, and hackers use this new technology? In this episode, Dr. Andrea Isoni, the Chief AI Officer at AI Technologies, discusses the latest advances in AI, from computer chips and deepfakes to cybersecurity threats Timestamps: [02:30] - The cost and performance of new AI models vs. OpenAI [06:45] - The LLM arms race: Open vs. Closed AI models [12:10] - The importance of optimization in pre-training and post-training AI models [18:00] - China's AI strategy and global AI adoption challenges [22:40] - The battle for GPU dominance: NVIDIA, AMD, and upcoming players [29:15] - Cybersecurity and AI: Threats and solutions [35:20] - The impact of the EU AI Act and global AI regulations [42:00] - Deepfakes and how AI can protect against AI-powered attacks [48:50] - The future of AI security: Blockchain, cryptographic verification, and watermarking Key Takeaways: AI Optimization is Important: The next wave of large language models (LLMs) will focus on improving optimization, using synthetic data to boost efficiency.   China’s AI Game Plan: Even with all the geopolitical bumps, China is making serious strides in AI and chip manufacturing.  Cybersecurity & AI: AI-driven cyber threats like deepfakes, phishing, and AI poisoning are becoming more sophisticated, so developing AI defenses is essential now.   Regulation is Key: The EU AI Act and other global regulations will play a significant role in adopting AI and developing security measures.   The GPU Race: While NVIDIA is still the top dog, AMD and some newer brands are catching up, prioritizing cost efficiency and innovation. Resources & Links: State of Artificial Intelligence Report: stateofartificialintelligence.com  AI Research & Insights: AI Technologies - Click on the "AI Insights" section for more reports and analysis. EU AI Act Overview: European Commission AI Regulations OECD AI Incident Index: OECD AI Policy Observatory Reality Defender (Deepfake Detection Startup): Reality Defender Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Class in session! Grab your pens and papers because we have Charlene Ignacio, Channel Chief, CMO, entrepreneur, multi-industry CEO, and Founder of Fornix Marketing. Yes, the list goes on and on—she's practically a one-woman business empire. But today she is here to talk about Fornix Marketing and to share her ultimate playbook on navigating the world of channel marketing leadership. You'll learn how to master the art of communication, set thresholds for change, and hire the right people for your team. Charlene also talks about dealing with imposter syndrome and strategies to overcome it. What's even better, Charlene shares her "Win to the Fourth Power'' strategy. This episode is jam packed - tune in for tips that can help you solve your current marketing alignment problems!  [03:30] - Services Provided by Fornix Marketing Fornix Marketing helps companies grow globally by making sure their products solve real problems. They focus on transforming Managed Service Providers (MSPs) into Managed Security Service Providers (MSSPs) - and helping security vendors build effective channel programs to reach these MSPs & MSSPs. Fornix Marketing also provides coaching/training for marketing teams and aspiring channel chiefs. [07:30] - Sharing Strategies and Competition Charlene’s philosophy on sharing strategies and fostering collaboration. [09:00] - Charlene’s Journey Charlene’s upbringing in Hawaii and its influence on her career. [11:00] - Overcoming Imposter Syndrome Discussion on imposter syndrome and personal barriers to success. [13:00] - Role Progression to Channel Chief Charlene’s role as a Chief Marketing Officer before becoming a Channel Chief. Talking more about the "Win to the Fourth Power" formula. [15:00] - Alignment with Organizational Goals The key to success: Aligning your goals with the CEO. Collaboration and teamwork are essential. [17:30] - Communication and Clarification Importance of over-communication and using the right tools.Ensuring there’s clarity in communication to avoid misunderstandings. [19:00] - Collaboration and Asking Better Questions The power of asking the right questions for better alignment and collaboration. [20:30] - Managing Change and Setting Thresholds Establishing a baseline and threshold for managing changes within the team and the importance of adaptability and having a clear threshold for changes. [23:30] - Hiring for Agility and Team Building Tips for hiring the right people who can adapt to change. Realigning team members to ensure they are in the right roles for success. About our guests: 👉Follow Charlene on LinkedIn. 👉Learn more about Fornix Marketing on their website and 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!

Episode Summary: In cybersecurity marketing, messaging is everything, but what happens when your audience doesn’t understand your language? This week, we sit down with Tatianna Harris, Head of Digital Marketing at EchoMark, to discuss the nuances of building brand awareness in a category that barely exists in the market’s vocabulary. From navigating the complexities of insider risk messaging to executing a founder-led thought leadership strategy, Tatianna shares what it takes to market cybersecurity solutions while wearing every marketing hat as a solo practitioner. Timestamps:  [03:12] - How Tatianna got her job at EchoMark through networking [06:40] - The power of word-of-mouth in career growth [09:55] - What EchoMark does and Tatianna’s role as a solo marketer [14:30] - Challenges of marketing at a cybersecurity startup [18:20] - Why EchoMark pivoted its messaging from “Forensic Watermarking” to “Invisible Watermarking” [22:45] - How Tatianna worked with leadership to change messaging [27:15] - Thought leadership and CEO-led marketing strategies [32:05] - How Tatianna prioritizes her time as the only marketer 🔗Links & Resources Mentioned: EchoMark on their Website or LinkedIn. Follow Tatianna on LinkedIn.  📢 Upcoming Events: 🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here. 🔔 Subscribe & Review: If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests! 📩 Got feedback or want to be on the show? Email us at podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter.

Episode Summary: Running social media isn’t easy; so many expectations and trade-offs. You need to be informative yet fun, creative yet professional, and engaging yet consistent, all while keeping things fresh. Even worse, when you manage a massive cybersecurity brand, it’s about more than just posting. It’s about making an impact in a sea of corporate noise. No one does that better than Jacqui Morgan, Global Social Lead at Palo Alto Networks. Jacqui is the force behind high-impact, creative content that breaks through the typical B2B jargon and excites people about cybersecurity. In this episode, she pulls back the curtain on how her team strikes the perfect balance between strategy and spontaneity, why less can mean more, and how to inject personality into cybersecurity marketing. We also talk about big social media wins, some not-so-great flops, and her dream career outside of tech (hint: it’s delicious).  If you’re ready to remove the boring in your B2B social strategy, this episode is for you! Timestamps: [05:15] Running a lean global team without losing creativity: Jacqui breaks down how her small-but-mighty team supports every part of Palo Alto Networks, balancing global regions, creative partners, and agencies while keeping their sanity. [10:45] Less is more, cutting through the noise: How Jacqui prioritizes quality over quantity, scales back on low-impact requests, and positions the social team as strategic partners—not order takers. [15:30] Making cybersecurity social fun: Why creativity is crucial, how her team injects personality into LinkedIn content, and their approach to standing out in a traditionally dry space. [20:20] Agency partnerships done right: Jacqui shares how to transform agency relationships from transactional to true creative partnerships and how trust plays a key role. [25:15] Campaign wins & lessons from flops: Hear the story of a bold, standout campaign at a significant conference, plus a candid look at a past misstep and the lessons Jacqui walked away with. [30:40] Getting leadership buy-in: Why building internal trust and strong relationships with executives, marketers, and sales teams is key to social media success. [35:10] Jacqui’s dream career (hint: it’s delicious): We wrap up with her fun, non-tech dream job—and it’s something you might just want to visit one day. 🔗Links & Resources Mentioned: Palo Alto Networks on LinkedIn. Jacqui Morgan on LinkedIn.  📢 Upcoming Events: 🚀 Join us at the RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here. 🔔 Subscribe & Review: If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests! 📩 Got feedback or want to be on the show? Email us at podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter.

Along with your hosts Gianna and Maria, this week we have Joshua Gonzalez joining us from Beyond Identity to talk shop in creativity. Joshua comes from years of experience as an actor on broadway and on screens—you may have even seen him on the Travel Channel! As the Media Producer, Joshua and his team put a twist on marketing at Beyond Identity and he shares some tips that you won’t want to miss. This is also the record number of times the word “corn” has appeared in an episode here: tune in to find out why! Hint: it has to do with creative marketing.   Timecoded Guide: [04:21] Applying an acting background to marketing  [06:59] How to sell a product with a story [11:05] Tips on pitching story ideas [14:29] Things learned while catering to a cybersecurity audience [25:47] Advice for companies taking on creatives ---------- Links: Spend some time with Joshua on Twitter. Check out Joshua’s memoir!  Tune in to Joshua’s podcast. Pictures of Joshua performing Midsummer Night’s Dream on broadway. Joshua and his team’s latest cyber ad music video. Visit Beyond Identity on LinkedIn and Twitter and on their website. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

In this episode, Gianna and Maria are joined by the Vice President of Demand Generation at Tessian, Ronen Shetelboim, to explore his philosophies on company culture and relationship building in the workplace. Ronen shares his tips on remote hiring, how personality tests have helped him become a better, more empathetic leader, and the key to building strategic relationships. Lastly, Ronen reveals why helping others achieve success can greatly impact yours as well.    Guest Bio: Ronen Shetelboim is a marketing leader and avid learner that is passionate about helping companies scale through developing data-driven, revenue focused marketing. He currently serves as the Vice President of Demand Generation at Tessian   Links Learn more about the Johari window, as mentioned in this episode, here Stay in touch with Ronen on LinkedIn and subscribe to his newsletter here. Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and the Breaking Through in Cybersecurity Marketing Podcast.

In this episode of Breaking Through in Cybersecurity Marketing, Gianna is joined by the VP of Marketing at Spyderbat, Seth Goldhammer. Seth shares his perspective on how and how not to be successful in product marketing, why role clarity is essential when establishing your marketing chain of command, and his excitement in building out marketing programs and functions at a virtual startup. Lastly, Seth gives his advice on how to work alongside strong personalities and shares the story behind his favorite film of all time!   Key Takeaways: 01:27  Seth’s bio - from screen writing to marketing  06:25  Why product marketing? 07:59  What’s your motivation?  09:41  Alignment and role clarity 13:21  Decision making  - who’s responsible? 15:30  Communication is key 21:04  Working with strong personalities  22:55 Seth’s favorite film!   Links: Stay in touch with Seth on Twitter and LinkedIn, and check out his favorite film, Apocalypse Now, as well as the RACI matrix Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

Chris Cochran and Ron Eddings are two very special guests on this episode of Breaking Through in Cybersecurity Marketing. Chris and Ron are from Hacker Valley Media, the producers and sponsors of this podcast. Gianna and Maria chat with them about successful content strategy and marketing in cybersecurity, digital marketing successes and failures, and they drop hints about what to expect in their workshop at Cyber Marketing Con 2022. Timecoded Guide: [01:51] Successful content marketing strategy in cybersecurity [05:32] Successes and failures in cybersecurity marketing strategy [15:01] Cyber Marketing Con workshop hints and teasers   What does a successful content marketing strategy look like in cybersecurity? Putting out content, including audio files, is just the beginning. You have to put out valuable content that’s not always looking to make the sale or fill the sales funnel. It’s also important to know that content strategy and successful marketing campaigns will change over time. You might be completely sold on your cybersecurity marketing strategy only to realize a few months later that you need to pivot. So putting out valuable content but staying flexible is key. “Everyone should have a content strategy. If you're in business, you have to do content. That's just the name of the game these days.” –Chris Cochran What are some successes and failures in cybersecurity marketing strategy? One of the biggest failures in content marketing strategy is when you’re trying to entice someone to come to an event but don’t give them any more information. The company tells the audience when and where but leaves out exactly what the event is about. That’s not enticing, that feels like the company is simply trying to fill out their sales funnel. They're not addressing pain points. One of the biggest content marketing strategy successes is giving value to your community. Yes, you need to think about business objectives. But if all you’re doing is selling, it’s not a two-way conversation with your audience. It’s an inauthentic ad campaign when it's not offering value. “So you have, whether it's a lead, whether it's me signing up for a demo, but I don't necessarily feel invited to this event, I feel invited to your funnel.” –Ron Eddings “We can also serve people instead of sell to them in order to really build that community, build that engagement with everyone that you're trying to speak to.” –Chris Cochran   What kinds of things can Cyber Marketing Con attendees expect from Chris and Ron’s workshop? Everyone wants to start a podcast, but not everyone will be successful at it. There are so many details to figure out, from platform to people to solutions to problems. Chris and Ron are going to help people learn how to start and submit your podcast effectively. And even more importantly, how to record and edit a popular podcast that actually has meaning and value to podcast listeners. You’ll learn the tips and tricks Chris and Ron didn’t know when they launched their first podcast. “I would say the thing that we're going to talk about the most, some might say that it's harder than it looks: making a podcast that has impact. I would say podcasting is more nuanced than it looks.” –Chris Cochran ----------  Links:  Get tickets for our upcoming Cyber Marketing Con 2022.  Spend some time with our guests Chris and Ron on their website. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. 

In this episode, Gianna and Maria interview Michelle Radlowski, Sr. Director, AMS & EMEA Regional Marketing and ABM at DigiCert, Inc. (former Director of Regional Marketing at Zscaler). Michelle shares her experience of working in the IT tech space for over 15 years, starting in a small startup that got acquired twice and ultimately became part of Dell Software Group, before joining Zscaler as employee 240, and now the company has almost 6,000 employees globally. She explains that field marketing, which she started doing at Zscaler, is not just about planning events but driving campaign execution in-region, focusing on account engagement, and landing campaigns from corporate marketing. Michelle discusses the misconception about field marketing being solely administrative and event planning, and how her role has evolved to encompass much more.    Michelle talks about the importance of aligning with the sales team and building relationships with them to drive business value. She explains that it is essential to understand the sales team's objectives, pain points, accounts, and personas to align marketing plans with them. She also emphasizes the significance of tracking data to measure the success of field marketing programs. Michelle shares her journey of transitioning from being a marketer who focused on lead generation to a marketer who aligned with the sales team's goals of revenue and pipeline creation. Michelle also highlights the significance of partner ecosystems, and she talks about how Zscaler has a large partner ecosystem, including strategic alliance partners, service providers, and system integrators. She emphasizes the need for a strategic approach to partner marketing that involves sales leadership alignment, account mapping, messaging, and training. Michelle concludes that a better-together story with partners that focuses on bettering the customer experience is a powerful message. Follow Michelle on LinkedIn The Concert in the Clouds Michelle’s Non-profit Experience Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts and help you become a better cybersecurity marketer! In this episode, Steve LaChance, Founder and CEO of discernr, joins Maria and Gianna to discuss how to foster positive engagement.   Discernr is a consultancy centered around product market fit for product led growth. They are currently building out some digital tools to make the process even more accessible. The company helps organizations at all stages of their PLG journey. Engagement, Steve explains, is a conversation that organizations of all sizes should be having. He also shares how he deals with burnout in the workplace. All leaders should be aware of the importance of maintaining a positive team dynamic in order to steer their staff away from burnout themselves. To do this, leaders and employees alike should each share their own expectations for their role and projected growth. While burnout typically means the employee is gone for good, disengagement is when an employee tends to stick with the bare minimum.   Then, Steve shares his best tactics to inspire change within his team. Step one is around daily communication of both expectations and outcomes. Listeners are reminded that when employees feel they are just doing tedious work, they tend to build up resentment for the work. Leaders should ensure their employees feel like they matter and that their work is appreciated and useful for someone. Sometimes, an employee’s lack of engagement can also be a result of a lack of career advancement opportunities. If a leader is not providing a path towards learning and knowing how to level up their skillset, the employee will end up providing those things for themselves and will ultimately leave your team. Steve explains that career advancement does not always mean a succession of higher job titles. Many people are much happier as senior analysts or marketers than they would be in a C-suite position. Before wrapping up, our hosts and guest reiterate the necessity of career advancement for employee retention. Finally, they engage in a fun guessing game to reveal what career Steve would pursue outside of the cybersecurity marketing field.   Links:   Follow Steve LaChance on LinkedIn. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

In this episode, Nimmy Reichenbery joins Maria and Gianna to discuss the highs and lows of building a marketing program from the ground up at Siemplify. Nimmy explores the building blocks of successful marketing teams, his first few essential hires, and why branding is a crucial element in the early stages. Lastly, Nimmy shares his biggest wins and takeaways from his journey at Siemplify. See the famous SOCStock conference here. Fingers crossed for future SOCStocks!  Guest Bio: Nimmy Reichenberg is a four-time CMO and cybersecurity industry veteran with 20+ years of experience growing B2B technology companies. He is passionate about building, leading and mentoring world-class marketing teams and working with companies to solve their security challenges. He currently heads security operations marketing at Google following the acquisition of Siemplify, where he served as CMO. Links Stay in touch with Nimmy Reichenberg on LinkedIn Connect with Gianna on LinkedIn Connect with Maria on LinkedIn Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast  

“If you want to do something that no one has ever done before, you have to be different.” Nathan Burke In this episode, Gianna and Maria are joined by Nathan Burke, Chief Marketing Officer at Axonius, to talk about how Axonius approaches innovation and creativity – from company culture to marketing practices. Nathan explores his desire to shake things up in cybersecurity marketing and ways to position both your brand and message in a way that is both unique and effective. He announces his biggest project yet!! – working with CrossFit champion and kickboxer, Amy Bream and US Olympic gold medalist, Simone Biles. He shares how the campaign emerged, from ideation to conception, and his intentions for the future.  Stop by the Axonius booth, #943, during RSA Conference in San Francisco from June 6-9, 2022, where both Biles and Bream will be making an appearance!   Guest Bio: Nathan Burke is the Chief Marketing Officer at Axonius. Passionate about bringing new technologies to market to solve real problems, he has held marketing leadership roles at Hexadite (acquired by Microsoft), Intralinks, MineralTree, CloudLock (acquired by Cisco), and is a frequent speaker and contributing author on topics related to the intersection of collaboration and security.    Links: Check out Amy Bream’s promo video, Axonius’s video submission to Simone Biles, Simone Biles’s promo video, and Dinner With The Biles Follow Amy Bream and Simone Biles on Instagram Stay in touch with Nathan Burke on LinkedIn and Twitter, and read more about this campaign on the Axonius blog. Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Hear more episodes from Hacker Valley Media and the Breaking Through in Cybersecurity Marketing Podcast  

In this episode, Geordie Carswell, CMO at ActualTech Media joins Maria and Gianna to talk about the stuff no marketer wants to talk about right now: lead generation and content syndication! Can lead generation be a successful part of a demand generation strategy? Is there a right way to use content syndication for a cybersecurity audience? What are the strategies - and company qualities - needed to make these successful? Listen to find out! The guest and hosts use their demand gen backgrounds to jam on webinars, content, and other forms of creating engagement with cybersecurity audiences:  The relevance of different webinar topics  Considering whether to go broad or niche based on specific goals.  The importance of personalization and alignment in lead-generation efforts  Plus…learn a little something about grocery store marketing 🤭 Listen for shop talk and laughs on today’s episode, and make sure to check out ActualTech Media!  About ActualTech Media: Lead generation in cybersecurity can be costly and finding an affordable webinar provider who can cover all your needs like one-of-a-kind post-event reporting, recordings, and analytics can be difficult. This is why our friends, one of our sponsors for #CyberMarketingCon2023, ActualTech Media might just be a perfect fit for your webinar needs! ActualTech has low CPL costs that will help you generate QUALITY cybersecurity buyer leads and sales opportunity pipeline😁!  Links: Learn more about ActualTech Media here: https://www.actualtechmedia.com/cms/  Follow Geordie on LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter. Hope to see you at CyberMarketingCon this year! 

This week, Hushly CMO James Kessinger joins hosts Gianna and Maria to talk about the "bowtie" funnel and marketing's new(er) role in creating upsell and cross-sell opportunities. They discuss ABM, the unique buyer in cybersecurity, and tying experiences across the digital journey. James also gives them a peek under the hood into how Hushly uses their integrated experience cloud to market to marketers like us, and shares the data that Hushly has aggregated from their platform on ABM for cybersecurity buying. About James: James Kessinger has been the CMO at Hushly over the past 5 years.  He’s expanded his responsibilities and taken on the title of COO with overarching responsibilities for Marketing, Customer Success, Sales, Partnerships, and Revenue Operations. James has built a 20+ year career working at global enterprise technology companies in hardware, software, security, virtualization, SaaS and Cloud. He has held leadership and executive roles across marketing functions such as brand, demand generation, corporate marketing, digital marketing, segment marketing, product marketing, services marketing, along with field and partner marketing where he has led both large marketing organizations and smaller teams.   Connect with James on LinkedIn: https://www.linkedin.com/in/jamesbkessinger/ Reach out at james [at] hushly.com  Grab the Hushly cybersecurity marketing report, and learn more about how Hushly helps marketers improve demand generation and ABM results: https://www.hushly.com/solution-cybersecurity-marketing/ Learn about the Cybersecurity Marketing Society Party for Marketers at RSAC2023 here: https://cybersecuritymarketingsociety.com/event/party-rsa-2023/ Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

Since #CyberMarketingCon2023 is coming on December 10th through 13th. We can’t help but replay some of our sessions from previous conferences. This week’s episode is from CyberMarketingCon2022. If you enjoy this session, you will enjoy this year’s lineup filled with education, the best speakers, hands-on workshops, networking, networking, AND MORE networking! We cannot wait to see you. Enjoy this episode and be sure to get your ticket by clicking ➡️➡️➡️here! The From the Horse's Mouth: CISO Q&A session is an in-depth conversation about reaching the unreachable buyer. Join us to hear security executives share their insights on why they buy, how they buy, and where they buy.    The speakers are: Michele Perry, Operating Partner at Elsewhere Partners  Rick Howard, Chief Security Officer, Chief Analyst, and Senior Fellow at N2K Networks   Jaclyn Miller,  Co-Founder and Chief Operations Officer(COO) at Stealth Startup Ted Wagner, VP and CISO at SAP National Security Services   In this session you will find:  1️⃣ What works and doesn’t work in getting a security executive’s attention?  2️⃣ Message trust, message fatigue, and what you can do about it.  3️⃣ Trusted information sources and how security executives use them.  4️⃣ Positioning and messaging that is meaningful to decision-makers.  5️⃣ The security executive’s purchasing behavior and why skepticism is the driving force.    The speakers will talk more in-depth about the day in the life of a CISO, and how you can balance innovation and platform suites when considering products/services. From how do you develop trust with your vendors or potential vendors, the boundaries around when to how to contact a vendor and what is the acceptable amount of time for a call back from a potential vendor. The panelists also dive into who are the evangelists that people listen to and how a company can create their own evangelists.    By the end, the host opened the floor for audience questions:     How big is it a disadvantage to require an email/gate to download content?  Any advice you have for vendor websites? How involved would you be in a customer advisory board or executive retreat? Why do you not give survey data much merit (to Rick)?  Do you have a preference for virtual or live events?   More on #CyberMarketingCon2023 here, see you in Texas! 🤠 Be sure to watch a video version of this session here. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

In the first episode of Breaking Through In Cybersecurity Marketing, Gianna and Maria are joined by JupiterOne’s self proclaimed “accidental CMO,” Tyler Shields. Tyler shares his three step approach for building out marketing programs at startups, how to establish company culture remotely, setting realistic expectations with internal stakeholders when building community at companies, and why your company is in need of a “talking head.” Lastly, Tyler spills the beans on the true mastermind behind his Yeti swag and the current marketing models and platforms he’s engaging in.     Key takeaways: 00:40  Bio 02:10  Tyler’s 3 step approach for startup marketing 06:39  Remote working - communication is key! 09:54  Trust building and authentic leadership  11:06  Establishing company culture remotely 13:43  Accountability and teamwork  15:35  What’s in store for JupiterOne in 2022?! 18:18  Building community - foundation first   22:54  Setting realistic expectations  24:28  Spokespeople and “talking heads” 27:03  Favorite swag and the true Yeti mastermind 31:35  Product-led growth and establishing value 34:10  Social media, podcasting, and modern marketing models 35:41  Platforms - Youtube, Shopify, Slack, and the whole gambit! 39:01  Stay in touch with Tyler   See photos of Tyler’s favorite swag, a list of the tools mentioned on this episode, and get the episode transcript here    Stay in touch with Tyler on Twitter and LinkedIn, and JupiterOne Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out more from Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In this episode, Jake Milstein, CRO, and CMO at Critical Insight, joins Maria and Gianna to discuss his unique perspective on serving underrepresented cybersecurity markets, the importance of establishing trust and personal connection with clients, and more. To begin, Jake shares what makes his job different now that he has the additional role of CRO. One of his favorite parts about his unique perspective is that he can see operations through every step of the way, from the funnel and down the line to customer experience. His responsibilities include marketing, sales, and customer success. He finds that the best CMOs he knows are those who get involved in customer conversations and have a clear understanding of their product market fit. Jake spent 20 years in the journalism field of TV news broadcasting. He believes that where journalism and cybersecurity overlap is in their efforts to give people the facts to help them make educated decisions. Next, Jake shares how Critical Insight came to focus specifically on the underserved cyber markets thanks to the experience of the company’s co-founders. They provide consulting services to help clients prepare for an attack, soft services to help detect an attack quickly, and the tools to respond decisively when an attack does happen. Hospitals in rural areas, for example, want a provider whom they can trust and have a personal relationship with. A major part of Critical Insight’s marketing strategy is showing up to conferences and events in these rural areas and following up with the people they meet there. Then, Jake sheds light on how the company was able to scale at the rate it did by establishing personal connections and authenticity with the people it serves. He has found that showing up automatically makes you memorable by default. Any time a major national event occurs, Critical Insight hosts an urgent panel webinar in which they present the facts and then have a panel of experts discuss the topic. Before wrapping up, Jake and our hosts discuss the challenge of incorporating humor into cybersecurity. Finally, they engage in a fun guessing game to reveal what career Jake would pursue outside of the cybersecurity marketing field.   Links: Follow Jake on LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

Joining us this week is Chris Spellman, Senior Demand Generation Manager at SCYTHE. Chris has been in cybersecurity marketing for over six years and has also worked in marketing operations and analytics. Gianna and Maria ask Chris about his marketing expertise as they cover gated vs ungated content, demand gen, analytics, and much more. Also, listen in to hear about Chris’s fantasy novel trilogy that he authors with his wife!   Timecoded Guide: [06:49] Creative ways to generate demand [09:58] Gated or ungated content? [11:51] Big failure or success in cyber marketing [16:26] Where Chris does analytics [18:32] How Chris does attribution ---------- Links: Follow Chris on LinkedIn. Check out the Spellman Books website, LinkedIn, and Facebook. Keep up with SCYTHE on LinkedIn and Twitter. Visit the SCYTHE website. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

CyberMarketingCon2023 has wrapped, and we are so grateful for the support we received from our speakers, sponsors, volunteers, and attendees. The week was jam-packed with networking and education, from demand gen and AI to CISO perspectives and vendor solutions. Stay tuned for more conference content from our podcast, website, and social media channels.  In this episode replay, we are joined by the Founder and CEO of Audience 1st, Dani Woolf, who was also a speaker at CyberMarketingCon this year.  In this episode, Dani discusses her core marketing values:  Empathy  Trust  Loyalty  Creating meaningful, customer-centric experiences and identifying customer challenges and buying motivations while also being able to ask the right questions can transform your marketing efforts. Dani also shares the story behind the uncomfortable encounter that sparked a great friendship with a cybersecurity practitioner.     More on our guest, Dani:  Dani Woolf is a swimmer turned marketer. She has been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. Dani's core specialty is in digital marketing, focusing on net new customer acquisition via digital channels - website optimization, SEO, SEM, social media, conversion rate optimization, and marketing automation. Dani currently serves as the Founder and CEO of Audience 1st. Get the book Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business by Adele Revella at Amazon or the bookstore of your choice! Stay in touch with Dani Woolf on LinkedIn and Twitter   Keep up with our hosts on their social media channels: Connect with Gianna on LinkedIn  Chat with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or LinkedIn, and learn more at the Cybersecurity Marketing Society website. 

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer! In this episode, Jennifer Leggio, CMO at Netography, joins Maria and Gianna to discuss the changes she has seen in marketing throughout her career.   To begin, Jennifer shares that she began her career in journalism. In 2000, she decided to make a change and moved to Silicon Valley. She first worked for a small PR agency specializing in cybersecurity for clients. Here, she was able to spin her journalism background into PR. She fell in love with working at startups. Then, Jennifer shares her perspective that comm is separate from marketing before unpacking her perspective of the current market shift. Marketing and the economy come and go in cycles. Throughout her career so far, Jennifer has found that security is very resilient and an always-needed market.    After unpacking how the journey of buyers and marketers has changed, hear what marketers can do to make sure our heads are above water with these changes. Jennifer shares that, sadly, many companies have had to make major cutbacks for their marketing teams, and there will likely be even more to come. Some leaders are making these decisions based on 2008 principles of how marketing is done. Jennifer talks a lot about the importance of doing “outside-in” programs, meaning going where the buyers are. While a sales force is important to build a business, it can’t be the only area companies rely on for growth and scale. Cutting off the resources which are more difficult to track right away will nearly always backfire.     The best communications, Jennifer explains, include industry analysts. This all comes back to go where your buyers are rather than waiting for them to come to you. Getting the right type of content that ties into your values and will move a buyer persona in the right direction requires a strong communication team. Before wrapping up, Jennifer shares her best advice for sales and marketing alignment and tips for marketers who want to become CMOs one day. Finally, they engage in a fun guessing game to reveal what career Jennifer would pursue outside of the cybersecurity marketing field.    Links:   Follow Jennifer Leggio on LinkedIn. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Gianna and Maria are joined by Liam Barnes, Head of Demand Generation & Programs at Bionic, to talk about his transition from SEO to Demand Gen and why he thinks SEO is a ‘confused industry.’ Liam explores the need for more intentional and strategic SEO practices, shares his tips for capturing buyers that are lower in the funnel, and why he chooses not to invest in paid search/PPC. Lastly, he shares his key marketing tools as well as his favorite BBQ restaurants in Texas…plus much more!   Guest Bio: Liam Barnes is the Head of Demand Generation and Programs at Bionic, an Application Security startup. He has previously worked at Harness and consulted for companies like Sumo Logic.   Links: Check out Liam’s key tools Metadata and Clearbit, as well as Canva, LinkedIn, Zapier, and Slack Get your ‘Liam approved’ Texas BBQ fix at Terry Black’s, Roady’s truck stops, and Snow’s  Stay in touch with Liam Barnes on LinkedIn and Twitter, and listen to his podcast Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Hear more episodes from Hacker Valley Media and the Breaking Through in Cybersecurity Marketing Podcast

In this episode, Sean Mattson, Head of Digital Strategy and Operations at Checkpoint Technologies, joins Maria and Gianna to discuss conversion rates and personalization.   To begin, Sean discusses his role at Checkpoint as the management of all digital channels including websites, outbound, marketing automation, digital intelligence, globalization, and SEOs. He has been doing marketing for 20+ years and has 15 people on his current team. Since the team is so small, they use tools like Marketo to help automate tasks. Sean built everything from the ground up in this company and Checkpoint was known as the firewall creator. They needed to work on SEOs and after two years of brand awareness, the traffic on their website went up by 700%. They cross linked all the pages on their own website. They also talk about how the quality over the quantity matters, and how to create leads that can be marketed. Checkpoint does progressive profiling and uses third party data services to do backend form enrichment. This created a 60% lift for Marketo landing page, but Sean asked, “why wait till I’m walking away before you show me any content?”   Then, Sean discusses how Checkpoint uses Hushly for self-nurturing landing pages that has been a game-changer for the company. Hushly sets a preview of the content as the landing page itself, so they are presented with content and value first. Then, the audience can decide whether you like it first. It is in a single field form, and you can set as many pages as you want. There is also a column on the side with alternate content if you don’t like the first page. Hushly provides the service, but Checkpoint also uses clear bit forms and zoom info forms. This is enriched in real time and there is a 25% conversion rate across the whole library. In addition, Checkpoint Technologies is rolling out resource hubs for geo sites in 11 languages and this will expand their reach. They are also using Smartling AI. Translating a website is easy, but the whole cycle is difficult to keep consistent and managed. Hushly will help translate all the PDFs and assets as well. There is a fine line between personalization and stock authorization; you need to personalize it without making it extremely obvious. Finally, our guest and hosts engage in a fun guessing game to reveal what career Sean would pursue outside of the cybersecurity marketing field.   Links: Follow Sean on LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

David Brown is the Director of Global Partner Marketing for ZeroFox, a computer and network security company based out of Baltimore, MD. David has over fifteen years of experience in the international B2B marketing field. He joins us as we discuss partnership channel marketing. David believes it's a positive direction for businesses to go in the future of marketing. Timecoded Guide:  In this podcast, David covers:  [1:06] The breakdown and variables of channel partner marketing [13:36] Where your program partners are and what they need from you [21:24] Tactics to enlist new partners for small companies [35:19] How David’s early career prepared him for cybersecurity marketing   What is channel partner marketing? This fresh approach to marketing allows for a broader market and network, while also increasing revenue for the companies involved. When partnering with another company through channel partnership, both remain independent. They share the benefits of re-selling and distributing each other’s products. Not only that, the partners act as influencers for each other’s brands.   “Really, what we're looking at with partner marketing is working with another organization in order to amplify your sales and marketing capabilities.”   Why is channel partnership the future of marketing?  David thinks everyone can benefit from a channel marketing partnership, especially when it comes to inbound marketing. This may be his hot-take in the industry, but he has seen the growth and advantage of inviting other companies to endorse your products. With these channels comes influence, and David believes that influence is the new currency of business.   “And when the channel team in the partnership team is more integrated into sales, marketing, and product, it seems to be a lot more successful.”   How does this fit into sales? Your channels are out there building brand awareness, relationships, and networking. As they drive engagement up, leads will follow suit. It also gives the sales team more resources to get the job done. By creating a partnership program that works alongside your sales team, hitting target goals becomes much easier.   “My job, and people that I work with on the marketing team, is to take our limited resources and direct them at those partners that are starting to build that momentum and go out there.”  ______ Links:  If you have questions or want to chat, email David at dabrown@zerofox.com or message him on the Cybersecurity Marketing Society Slack! Find David Brown on LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Grab your ticket to the Cyber Marketing Con 2022. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter.  Additional resources: ZeroFox, Crossbeam, Cybersecurity Marketing Con, Forrester, Menlo Security, Tierra Security  

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer! In this episode, Emily Cadwallader, Partner Marketing Manager at Binary Defense, shares her expertise with Gianna and Maria.   Emily first joined Binary Defense as a marketing specialist wearing lots of hats. Once the company found its footing in channel strategy, Emily was able to focus all her efforts on that specific area. Channel marketing differs slightly from more traditional marketing, she explains, because it requires a more strategy-focused approach. When it comes to making things exciting, Emily believes that consistent contact with partners is super important. In terms of being there for marketing and collaboration, your partners can almost serve as an extension of your sales team.  Emily and her team at Binary Defense work closely with their partners to ensure they are involved in quarterly training and staying up to date with the latest offerings.    Among Binary Defense’s partners include one tenure, several who are currently onboarding, and both regional and national partners. The first step of their most recent portal revamps was understanding what their ideal partner profile looked like. Next, Emily shares some of the company’s most successful field events. If a partner already has their year of marketing strategy planned out for the year, it can be a great opportunity to tie in with them. Many partners have a cyber-specific day in which they come to evaluate their clients and prospects. Then, she elaborated on centralizing communications and activities and why it is so important for a successful partner program. These come in two forms: centralizing your communications internally and keeping consistent, open communication with your partners.     Emily received the Star Performer Award at Binary for her work as a partner marketer. She unpacks some of the qualities of someone who excels in partner marketing. First and foremost, you need to be a good communicator and have prior experience in the different avenues of marketing. This role can’t be done alone, so the ability to collaborate with others is key. Finally, they engage in a fun guessing game to reveal what career Jennifer would pursue outside of the cybersecurity marketing field.   Links:   Follow Emily Cadwallader on LinkedIn. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

Competitive intelligence programs can be reactionary and one-dimensional due to squeaky-wheel syndrome and we-just-lost-a-deal-to-so-and-so-itis.    Learn from Alex Babar, Vice President of Solutions at Brinqa about 3 categories of competitive intel every marketer in cybersecurity should know about: Marketing, Business, and Technical. Additionally, learn which categories marketers are particularly well-suited to leading and which ones make better sense to collaborate on with other teams like product, customer success, or sales engineers.   In this session:   Cut through the competitive noise in cyber security! Learn the right teams for the proper competitive responsibilities! 3 simple but powerful competitive analysis frameworks!   We have approximately 33 days until #CyberMarketingCon2023, held December 10-13! We can’t help but reminisce and replay some of the amazing sessions from previous conferences. This week’s episode is from CyberMarketingCon2022, with a session by Alex Babar, Vice President of Solutions at Brinqa. If you enjoy this session, you will enjoy this year’s lineup filled with education, the best speakers, hands-on workshops, and networking, networking, AND MORE networking!   More on #CyberMarketingCon2023 here, see you in Texas! 🤠   Be sure to watch a video version of this session here.  Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts and help you become a better cybersecurity marketer! In this episode, Shlomi Ashkenazy, Head of Brand at Cybellum, joins Maria and Gianna to discuss how to maximize your branding potential.   To begin, Shlomi defines branding as the core narrative and story your organization wants to tell. This narrative can be uncovered by asking customers key driving questions to determine how their perception grows over time. These questions may include things like How well do you know our company? Who do you see us as? and What do we do? Brand momentum is typically generated from a combination of what you do as a founder and the work of the sales team. Next, Shlomi shares his story of tying brand into a venture capital investment. It all comes down to convincing investors that something big is in store for your idea. Shlomi sees branding as an engineering discipline as if you are building out a product scientifically. It requires less intuition and more customer feedback.   Next, Shlomi speaks to how companies can stand out in such a crowded market like cybersecurity. The first thing to do is try to simplify things as much as possible to help people better understand what you do. Then, try to find a niche and really stick with it. He also shares about the efforts he has made which didn’t work out as planned. As long as you remain agile and can afford to make mistakes, there is always something to be learned when things don’t work out. He also shares his discovery that a CEO is not important for a brand, but rather the CEO is the brand. The best way to know when your company’s story is not working is when the sales team is unhappy. If, after trying it out and it still isn’t sticking, it’s time to change direction. In the first few years of operations, around 30-40% of a brand’s budget should go to marketing. Finally, they engage in a fun guessing game to reveal what career Shlomi would pursue outside of the cybersecurity marketing field.   Links:   Follow Shlomi Ashkenazy on LinkedIn. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

This week, Kelsey LaBelle joins hosts Gianna and Maria to talk about marketing soft skills and returning to empathy in the workplace. Kelsey, who is the VP of Marketing at DomainTools, also shares how she works soft skills in her role at the company. Along with the emotional skills, Kelsey goes into creative ways to generate lead pipelines, why you should build trust with an audience, and shares the nuts and bolts of podcast production. Listen in for some deep talk on marketing—and lots of puns!   Timecoded Guide: [07:28] Wrapping uniqueness and empathy into marketing [15:26] Building lead pipelines with domain blooms  [32:00] Podcast workflow and process of production  [34:45] Can you be happy at work?   [36:04] Closing with the guessing game   ---------- Definitions:  DDoS: DDoS or DDoS’ing stands for ‘denial of service attack.” This is a cyberattack in which the perpetrator attempts to render a network resource unavailable to its users by disrupting the services of a host connected to the network.  SANS: SANS stands for SysAdmin, Audit, Network, and Security and is the world’s largest cybersecurity research and training organization. DNS: DNS stands for Domain Name System which makes the internet accessible by allowing the use of domain names. ----------- Links: Spend some time with Kelsey on Mastodon and Twitter @punsandrosess Follow Kelsey on LinkedIn. Visit DomainTools on LinkedIn and Twitter. Check out the DomainTools website. Tune into the Breaking Badness podcast. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Maria takes a turn in the hot seat to talk about her favorite subject: improving sales and marketing alignment. Gianna and Maria explore what a healthy sales and marketing relationship looks like, how a combination of communication and incentives can help educate your sales team on the MQL process, and their tips for rolling out an account based marketing strategy. Lastly, Maria takes a moment to gab about her love of food.    Key Takeaways 00:42  Maria’s bio 01:19  Why Maria loves sales alignment  02:24  The “ideal” sales person 04:15  Goals and KPI alignment 06:31  Mindset and tactical tips  09:25  Being patient and flexible 12:17  Communication, documentation and incentives  18:14  Do BDRs belong in marketing or sales? 23:22  ABM steps and strategy 27:49  Asking the right questions 30:30  Dishing out marketing tips & good food   Links: Check out and download Maria's Pipeline Spreadsheet and SLA Template! Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In this episode, Joseph Barringhaus, Director of Demand Generation at Sonrai Security, joins Maria and Gianna to discuss all things demand gen. Sonrai Security is a cloud security startup that focuses on identity, access, and permission in the cloud. To begin, Joseph shares that he has been in the world of cybersecurity and cloud for some time. The ability to build things from the ground up is what he has loved most about working at startups. Then, he explains his current role as Director of Demand Gen at Sonrai. He is responsible for creating awareness for the company’s products first and foremost, while also making sure that awareness is brought into the pipeline. Thanks to Sonrai’s close relationship with their sales team, Joseph is able to work closely with the entire funnel all the way through the customer journey. His strategy focuses on content syndication and later-stage funnel indicators. He clarifies that he is not in favor of un-gating everything. On the flip side, when things do come out that promote the company, like an e-book, Sonrai will typically un-gate the content to encourage more people to read it. More often than not, Joseph is an advocate for un-gating the things that he and his team put lots of time and effort into. Then, Joseph unpacks MQL and demand gen. Sharing his perspective on brand awareness, Joseph stresses the importance of finding your market audience and the appropriate balance for your specific company. There is real value in knowing where someone remembers you from, which of your marketing strategies did and didn’t work, and how many touches it took for a customer to recognize the brand. Before wrapping up, Joseph shares his best advice for making time in the week for product knowledge and learning. In addition to keeping a detailed calendar, Joseph maintains a close relationship with the sales team to hear about what the market is saying through the team. Finally, our guest and hosts engage in a fun guessing game to reveal what career Joseph would pursue outside of the cybersecurity marketing field.   Links: Learn more about Joseph Barringhaus. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

In this episode, Mandeep Khera, CMO of SecureAuth, joins Maria and Gianna to discuss the market and economy, changing responsibilities for CMOs, and the role of brand awareness from his perspective.   To begin, Mandeep shares the story of his role as CMO. His career began in finance before shifting to marketing and then cybersecurity. He recognized that the cybersecurity industry was here to stay and decided to devote his career to the field. His security work in the areas of email, application, network, and cloud led him to the authentication space where he is today. He highlights that we are going through a period of headwinds in the industry, but that it isn’t all doom and gloom. It is a matter of being patient, sticking with it, and continuing to do the right things. He predicts that in 6-9 months, the economy will start bouncing back. With that, he shares the pivots that he believes cybersecurity professionals should be taking to accommodate these budget changes while keeping their team focused and happy. This means eliminating things that don’t matter and increasing focus on the most critical areas.   Next, he offers his perspective on brand awareness, which is best done by thought leadership. He believes that brand awareness should be tied into different campaigns to be the most effective. On the other hand, the role of the CMO has become more challenging than ever. Most important, Mandeep reveals, is making sure you as the CMO are in tune with your CEO, CRO, CCO, and CFO. Another important mindset for CMOs right now is to be more quality and quantity-driven, focusing on ROI and thinking and acting out of the box to stand out. One of his main focuses right now is how to improve the website conversion rate. On the subject of edgy campaigns, Mandeep shares a few of his favorite campaigns he has worked on in his career. As a CMO, one of your responsibilities is to encourage your team to be bold in their risk-taking. All ideas are good ideas until ideas start to be filtered, and everyone can come up with a clever idea. Finally, our guest and hosts engage in a fun guessing game to reveal what career Mandeep would pursue outside of the cybersecurity marketing field.   Links:   Follow Mandeep on LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, David Ebner, Founder of Content Workshop, joins Maria and Gianna to discuss the future of writing.   To begin, David offers his own thoughts on ChatGPT. Like any new form of technology, it is understandable that the initial launch of ChatGPT was met with hesitation. Simply put, ChatGPT is a language processing tool that works on probability. Davis sees it more as a muse than a replacement for genuine writing. Content Workshop, he explains, is a storytelling agency helping brands tell their stories to drive new business and leverage their goals. It has not been possible for them to leverage AI to help with their writing simply because AI is not able to convey empathy. Next, hear what storytelling means to David. What really makes storytelling a work of art is its ability to inspire connection and bring an audience to a place they were not at prior to reading the content. Every piece of content should entertain, elevate, and engage their audience in this exact order.   Shifting gears, David explains how engaging people makes for a loyal audience, and loyal audiences will think about your brand and look towards you for answers in times of need. It is so crucial to make content entertaining so that it doesn’t feel like a chore for audiences to read. Content workshop takes a unique approach in which they aim to embody the life of the individual, rather than the brand. What problem led them to the brand initially? How is the person's life better now that they have discovered the brand? A brand is not a color or logo, but rather what lives in the hearts and minds of the viewer. From a tone point of view, it’s important to have a brand identity and voice first. Finally, our guest and hosts engage in a fun guessing game to reveal what career David would pursue outside of the cybersecurity marketing field.   Links:   Follow David on LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

! In this episode, Ashish Malpani, the head of global product marketing for DX, joins Maria and Gianna to discuss the journey into cyber security and digital experience for AR programs.   Ashish shares his thoughts on digital experience, how they provide the right tools to maintain good cyber hygiene, and how to improve the cyber security program. They also try to see what the customer experience is like. He goes on and explains how DX team is spread out in different parts, the types of content Ashish sees resonating so well with developers and technical customers. There are things you can do to reach out to the practitioner developer audience but still reach a high level of management in the IT space. Ashish explains that in the space of cyber security, we are either victims of it or itself serving the narrative.   Ashish further explains how he dealt with analyst relation programs in the past, He explains the different analyst firms and their categorization. Foresters spend a lot of the time in research doing analyst experience, which is the experience of your product to cybersecurity analyst within the company. He shares the tips to get the most out of your product analyst. Ashish shares his opinion on the employee-to-analyst ratio and why marketers need to know employee to analyst ratio. Ashish also tells us how many people are at his firm vs. employees. Market studies can be future looking, but it’s a challenge for product marketers to talk about the future and address today's reality. People need to evolve their cyber security programs to address the needs of tomorrow.   Before wrapping up, Ashish is engaged by our hosts in a fun guessing game to reveal what career he would pursue outside of the cybersecurity marketing field.   Follow Ashish Malponi on LinkedIn, Twitter, and  Website Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Luke Tucker, VP of Marketing at Lightspin, joins Maria and Gianna to discuss building cyber community.   To begin, Luke unpacks his cautious optimism for the current market and shares why startups need to celebrate even the smallest wins. Prior to his current position, Luke held leadership roles in marketing at HackerOne as well as an executive role in the community side. As his very first VP marketing role, he is focused on making the lives of end users and cloud engineers better. Lightspin understands that the most efficient way to secure a cloud is to think like an attacker, then build like a graph. This is how they make their mission, to best support cloud engineers along every stage of their journey, possible.   Community is a popular topic within cybersecurity lately. Luke explains Hackerone’s flywheel model. It is the outliers on the fringes of communities that need to be focused on at all times. Having moderation, best practices, and onboarding experiences early on will help to instill company culture. Luke defines community as people who consistently show up to collaborate together on a common cause. It took a physical location to really collaborate on the platform. Luke recounts what it was like seeing the security team face-to-face with the hacker community. It all began with allowing collaboration as bounty sharing and reward sharing within the platform itself. Thankfully due to some of the early adopters, Hackerone was able to build some momentum As the business began to scale, it became necessary to stay up to date with the CFO. The next step was asking users what they wanted to see next on the platform. The majority of users were there to further their careers, so they were given Hacker 101 and CTF. Luke shares that the majority of these hackers just want to have a safe space to share their discoveries with other people. Another key component of community, and where a mission really accelerates, is to give your community members the stage.   Before wrapping up, Luke encourages listeners to join the Cybersecurity Marketing Society.  Finally, he engages in a fun guessing game and reveals what career he would pursue outside of the cybersecurity field.   Links:   Follow Luke on LinkedIn. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn.

How do you make your brand stand out in a sea of cybersecurity marketing? Sometimes, all it takes is a fresh idea, a killer pitch, and a wee-bit of luck. In this episode, Samuel Tyler shares the story behind Bugcrowd’s famous out-of-home RSA campaign and his advice on how to make your brand stand out in the crowd.   Guest Bio: Samuel Tyler is the Senior Manager of Corporate Marketing at Bugcrowd. Samuel is a B2B marketer working at the intersection of cybersecurity and data. He has an interdisciplinary background in growth-stage product marketing and brand management, plus a wealth of hands-on skills in creative direction. As a professional by day, and scholar by night, he passionately integrates discipline, intuition, and experience to deliver work that's both effective and evocative.   Links: Read the blog wrap-up and get more resources from this episode here Stay in touch with Samuel Tyler on LinkedIn Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast  

In this episode, Daniella Alpher, VP of Marketing at RevealSecurity joins Maria and Gianna to discuss Israeli vs American cyber marketing.   To begin, Daniella shares that she began her career in film and television as a producer for ABC News. In the early 2000s, tech began threatening the television industry. This inspired her to get a degree in business administration and enter the tech sector, specifically focusing on marketing. Next, Daniella highlights the differences she has noticed working as a marketer in Israel vs. America. 10% of attacks at a national level are directed at Israel, 40% of investments in cybersecurity go to Israeli companies and 16% of  cybersecurity vendors are Israeli. Compared to the size and population of Israel tech (specifically cybersecurity) is a huge income-driving sector for the country.  In the last 20-30 years, Israel also built a large strength in product and development of cybersecurity products. In more recent years, it has naturally become a hub for cybersecurity marketing.   For most Israeli startups, the sales portion is often based in the U.S. Marketing, however, is often a mix between the two companies. In Daniela’s experience, American marketing tends to have a more long-term philosophy, while Israelis often have a much shorter-term strategy for survival. Israeli marketers are still learning the importance of branding over performance. Most Israeli marketers are focused on selling in the U.S., but it is rare for a U.S.-based company to consider marketing in other countries. Stereotypically, Daniela shares, Israelis tend to come off rude, aggressive, and emotional to American analysts, whereas Americans are the opposite. Then, there are those smaller, technical differences like the use of WhatsApp vs. Slack for digital communication and group messages.   Before wrapping up, Daniela engages alongside our hosts in a fun guessing game to reveal what career she would pursue outside of the cybersecurity marketing field.   Links:   Follow Daniella on Linkedin. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Samara Williams, Senior Manager of Security Engineering at New Relic, joins Maria and Gianna to share her insights on building relationships and making strategic partnerships in the cybersecurity industry. She talks about the importance of trust and transparency in building successful partnerships, and how working with vendors and other industry players can help organizations make informed decisions and stay ahead of emerging threats. Samara also shares her perspective on the role of VARs and how they can serve as an extension of a security team, providing valuable feedback on tools and partnerships. She emphasizes the need for VARs to understand an organization's goals and pain points in order to provide the best possible solutions, and stresses the importance of transparency in the VAR-buyer relationship. This episode provides valuable insights and practical advice on building successful partnerships and collaborations in the cybersecurity industry. Whether you're a security practitioner, vendor, or partner, Samara's experiences and perspectives can help guide you towards more effective and mutually beneficial relationships   Follow Samara on LinkedIn Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

As cybersecurity marketers, we are always in search of ways to get our content in front of the community and stand out from the noise. This, at times, seems like an impossible endeavor – but what if we told you your CISO network could be your missing link? In this episode, Gianna and Maria are joined by the Vice President of Marketing at Continuity, Doron Youngerwood, to share his experience in establishing successful influencer marketing strategies. Doron dives into the key elements when building an influencer program, how he leverages his network of CISOs to build trust within the cybersecurity community, and the positive impacts the program has delivered both in business and the cyber community at large.   Guest Bio: With a successful track record in B2B tech marketing, Doron has driven significant growth for both early-stage startups and well-established enterprises for 17 years.   Links Stay in touch with Doron Youngerwood on LinkedIn  Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and the Breaking Through in Cybersecurity Marketing Podcast.

In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria are joined by CEO and founder of InterQ Research, Joanna Jones. Joanna does a deep dive into the qualitative market research process, why focused market research can take product and services marketing to the next level, and how to leverage your product team to help drive company support buy-in. Lastly, Joanna gives a crash course on focus groups and what you need to get started.    Key takeaways: 00.34  Bio 03:13  The qualitative research process 05:19  Participant sourcing and engagement 08:00  Will there be food?! - Gianna has to know! 08:48  Remote focus groups  10:03  Qualitative Vs. Quantitative research 12:20  Company support buy-in 15:54  Is there an ideal time? 18:23  Focused driven research 21:15  Focus groups 101 25:21  Stay in touch with Joanna! Read the blog wrap-up and get more resources from this episode here Stay in touch with Joanna Jones on Twitter and LinkedIn, and at InterQ Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In this episode, the hosts are joined by Deidre Frith, the Director of Marketing at Real Time IT. With over 15 years of experience in marketing, Deidre is a one-stop shop for all things creative, social media, graphic design, and PR. She is known for her innovative and humorous marketing campaigns that have garnered attention and success for her company.   The episode opens with a discussion of the success of the funny commercial campaign that Deidre created for her company, as well as her approach to cybersecurity marketing. Deidre also shares insights into the idea and execution behind the campaign, and the results it has achieved, and emphasizes why word-of-mouth marketing is still so important. She also talks about her team and the challenges of tracking ROI for traditional media.    Lastly, Deidre dives into her cybersecurity awareness initiatives that include a quarterly poster campaign and a dedicated cybersecurity website.    The hosts close this episode with our favorite game where Gianna and Maria guess what Deidre would be doing if she wasn't in marketing. Who wins this time? All bets are on the table! Links: Follow Deidre on LinkedIn Check out Hey Y’all Wraps on LinkedIn Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

This week, Wade Wells joins us to talk about being on the board of BSides San Diego, being a brand ambassador, and being on a podcast—all while also being a mentor and working his day job. Gianna and Maria ask Wade about his research workflow and why marketing to CISOs isn’t always the best route for leads. Tune in for a mini-lesson on what the “pyramid of pain” is in cybersecurity and to hear how Wade picked up some valuable cybersecurity marketing tips from working at In-N’-Out.    Timecoded Guide: [11:19] Searching for new products and evaluating them  [13:06] The significance of POV (Point of Value) [16:24] Marketing to the CISO’s team [17:36] Integration and why it’s important  [23:36] Wade’s favorite part about his job    Researching new products With the market being saturated with products, it can get tedious, sifting through everything online. Wade has spent a lot of time researching products and Maria asks him about his workflow. First, he says that he lists what they’re good and not so good at and evaluates from there. He goes through Google, Twitter, and LinkedIn and pings people about the product, seeking more information. Wade also evaluates through POV for every product and his company tests each one before they put it to use.   “So the first thing we'll do is we'll talk to them, we'll go through and understand: what does it do? How does it do it? ”   Why marketing to the CISO isn’t always the best route Maria stresses to Wade that marketers are taught to seek out the CISO. Wade offers some insight into more effective marketing routes. In practice, Wade says that it’s often a team that will decide whether or not a particular product would be worth it in their company—and that the CISO just signs it off. So, often, targeting an audience made up of team members rather than only the CISO is a much more effective method of marketing. “It may come down to they just do the check mark to okay, but if we're the ones in the trenches using the product every day, it better be us who really like it.” ---------- Links: Follow Wade on LinkedIn. Reach out to Wade at wade@bsidessd.org Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

This week, we interview David Leichner, the CMO of Cybellum, currently residing in Tel Aviv, Israel. We talk to David about his move from America to Israel, his admiration for Israel’s focus on cyber startups, his decades of experience in sales and marketing, and his dedication to relationship building -- no matter what he’s marketing! Timecoded Guide: [01:17] David’s personal and professional journey to Cybellum [05:03] Israel’s transformation into a cybersecurity startup mecca [08:44] Creation and mission of the Cyber Elite [18:32] Tying together marketing and sales in the cyber world [31:27] Passions David has outside of being a CMO   How did you get to where you are today to be the CMO of Cybellum? From his start on Wall Street to his current position in Tel Aviv, David has worn many hats. After taking advice from a VP of Engineering in Israel who advised him that marketing may be a better place for him, he realized his unique perspective and experience working hands-on in cybersecurity and software gave him a leg up and made him a very well-rounded marketer. “One of the things I realized was that most marketeers at the time didn't really understand technology. I had an advantage that I understood technology on one side, and then I also understood marketing and then, later on, sales.”   How has Israel evolved into a place known for very successful cybersecurity vendors? As a kid, David dreamed of living in a country like Israel, and his dream became a reality when he moved to Tel Aviv to work for the Bezeq. He quickly learned about how much energy Israel focuses on hands-on cybersecurity and tech training, especially in the army. With many resources available for this education, it's clear how Israel has risen to the top of this industry. “Israel is cultivating, not just in cyber, also in data analytics, also in a lot of biomed technology. There are all kinds of technologies that have come from military bases, and then are commercialized for use in industry.”   Can you give us some of your secrets to making a relationship between marketing and sales successful? With experience in marketing and sales, David is our expert in where those roles need to intersect to be successful. Throughout our discussion, David explains that marketing is a creative role, but the credit to closing deals and making profits can be equally divided between sales and marketing for them to thrive together. “I mean, we have a fun profession here in marketing, we get to try new things, we get to innovate, we get to be creative, we get to go out to conferences, and to meet people all over the world. It's a great profession.”   What are some other things that marketing can learn from sales? David’s tips and tricks don’t stop with sales and marketing collaboration, they extend also to the relationships cultivated between you and your clients. David has realized that through being genuinely interested in learning about his clients and their problems, he forms an authentic connection and a real sales relationship beyond a quick pitch. “I think, whether you're doing email sequences, or you're doing events, or you're doing podcasts, whatever it is, you should always have in mind that you have to build the relationship. You're not selling features, you're selling benefits, you're selling value.” --------- Spend some time with our guest David Leichner on LinkedIn and on the Cybellum website Follow Gianna on LinkedIn Catch up with Maria on LinkedIn Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter

This week, Beth Barach, the Director of Product Marketing at Onapsis, joins the hosts to discuss the intersection of product marketing with product launches, Cabs, and eCabs. With over 20 years of experience in tech, Beth began her career working with channel and technology partner programs, which ultimately led to her pivot into product marketing. Beth also shares that to execute a successful product launch, it's important to create a plan and synchronize the different teams and departments involved, such as sales, marketing, customer success, and product. getting into the idea of using product launch as an opportunity to educate customers and partners on the value and benefits of the product. Lastly, Beth stressed the importance of using marketing channels to create a buzz and engage the target audience. The conversation also touches on the importance of getting executive buy-in for a product launch. Beth gave an example of someone on the team who is often overlooked but should be included, the support team. While Maria highlighted that product marketers should aim to think beyond their usual suspects when planning a launch. Finally, Beth provided a story about a manager who was great at recognizing the importance of executive support. Timecoded guide: 0:02:44 Product Launch at a Billion Dollar Company: People, Process, and Performance 0:04:43 Conversation on Securing Executive Buy-In for Product Launches 0:07:42 Presenting to the Executive Team: A Successful Product Launch Story 0:09:43 Conversation on Applying the RACI Model to Product Launches 0:11:51 Discussion on Detailed Content Planning for Product Launch 0:13:39 Conversation on Adapting to Delays and Roadblocks in Product Launches 0:16:05 Conversation on Empathy, Cabs, and Testimonials in the Cybersecurity Industry 0:18:04 Exploring the Benefits of Customer Advisory Boards for Product Marketers 0:25:21 Conversation Summary: Potential Career Paths for Product Marketer Beth 0:27:38 Interview with Beth Barach: Exploring the Intersection of Coaching and Entrepreneurship Links: Check out Beth on LinkedIn Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

This week, Cami Ragano, VP of Marketing at SightGain, joins Maria and Gianna to share her expertise as a marketing leader managing SDRs so that SDRs over-achieve their goals!  In fact, Cami’s SDR program has helped SightGain achieve significant increases in:    Demos Booked: ⬆ Demos Complete: ⬆ Pipeline Growth: ⬆    From Washington DC to Australia to London, Cami has led digital demand generation and brand campaigns that touch nearly every corner of the globe. With a focus on start-up cybersecurity SaaS enterprise software, she has built a career around innovative digital marketing campaigns and customer-focused events that drive revenue. Prior to joining SightGain, Cami was a marketing and business development leader at Cybrary, Endgame, Invincea (acquired by Sophos), and Risk Analytics—where she developed go-to-market strategies that disrupted and dominated the cybersecurity industry. Cami graduated from Radford University with a B.S. in Communications specializing in Public Relations and a minor in Marketing. In her free time she enjoys spending time with her wife and three golden doodles in Richmond, VA hiking, exploring, and brewery hopping.   Connect with Cami on LinkedIn. Visit the SightGain website or the company LinkedIn page.  Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Dean Pe'er, Head of Product Marketing at Entitle, joins Maria and Gianna to discuss his viral meme. Several months ago, Dean posted a meme on LinkedIn about admin privileges, which promptly went viral. Within four days of the meme being posted, it had acquired over 130,000 reactions, 4,000 LinkedIn page visitors, and two demo requests. The meme was created around the time that King Charles was coronated, so the content was timely. It contains a picture of King Charles in full coronation regalia, and the text reads, “When IT finally approved the admin privileges you asked for 30 years ago.” [view the posted meme here] During the podcast, Dean shares how he arrived at the idea for the meme. He realized how big of a deal the coronation was for so many people and decided it was an opportunity to do something that might resonate with people in the security industry. It took him about 25 minutes to find the picture, write the copy, and publish the post on social media. Dean discussed the fact that many companies may not allow an employee to post something so impulsively because they feel it is not brand-safe or consistent with their corporate voice. This, Dean identifies, is the largest gap between small startups and large enterprises. At Entitle, he did not encounter any hurdles, politics, opinions, or red tape regarding social media posts, and has been fully supported by the executive team at the early-stage startup. Dean shares advice for podcast listeners looking to get into the meme game. To make impactful memes, you should first find a topic that many people can relate to. If it’s too “salesy” or overtly focused on your own product or brand, it will likely not resonate with people outside of your organization. Timeliness is also important, as exemplified by Dean taking advantage of the major event of the coronation in his own work. Marketers won’t want to miss this episode, as Dean also sheds light on the best platforms for posting memes if you’re part of a small-scale startup like Entitle. Shifting gears, Dean explains his role of solo-marketer at the company. He finds that not having a team is challenging, but can also be rewarding. His challenges have been lessened by finding the best independent contractors within Israel’s small network. Finally, our guest and hosts engage in a fun guessing game to reveal what career Dean would pursue outside of the cybersecurity marketing field.    Learn more about Dean Pe'er. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Marc Blackmer, VP of Marketing at Corero Network Security, joins Maria and Gianna to discuss breaking through into marketing, green and red flags in companies and so much more.   Corero Network Security is a leader in real-time with high-performance DDoS defense solutions. Service providers, hosting providers, and digital enterprises rely on Corero’s award-winning technology to eliminate the DDoS threat to their environment through automatic attack detection and mitigation. This industry-leading technology delivers flexible protection that scales to tens of terabits, on-premises and in the cloud, with a dramatically lower cost of ownership than previously possible.   Marc takes us on his journey of how he moved to California after deciding to take a year off from college to pursue music. He was involved in marketing for 10-12 years,  Marc said getting the job was easy however, but the actual job wasn’t easy. He wanted to be perfect from the beginning, but you can’t be when you are starting out and still learning.   Marc also tells Maria and Gianna about some red and green flags to look out for when doing interviews with companies. He states that alignment between marketing, sales, and the product team is extremely important in a company.   The leaders in each of these areas need to: Communicate, Agree on messaging and where the product is going. While working together. He also motivates people to listen to themselves more, when things don’t feel right, they likely aren’t. If companies ask people to do things that are not okay in interviews, then imagine what would it be like working for them. When looking for green flags in leaders, he advises looking for leaders who are focused, friendly, energetic, and know what they want. Leaders who have a clear and realistic vision. While his advice to marketers is to get to know people, network, and be open to the idea that things that will change. There will be positives that come from change, and you will learn from it.   Links: Follow Marc Blackmer on LinkedIn. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Cybersecurity Marketing Leader and Former Security Researcher, Corin Imai, joins Maria and Gianna to discuss the individual contributor vs. head of marketing and influencer marketing relationships. Corin has been both head of marketing and an individual contributor (IC) throughout her career thus far. She initially joined Tromzo as an IC when the company was very young. From the time Corin joined, she was wearing lots of hats and constantly learning about different facets of marketing. She has found that being head of marketing usually does mean wearing a lot of hats, and that being an IC is her true passion. The pandemic showcased that the traditional marketing methods were just not working as well as they could be. Corin believes we need to get away from the coldness we treat relationships with if we want an organization to be a true partner to us. Her passion is aligned with how to influence that decision from top to bottom. Corin shares the successful approaches she has seen recently by organizations taking a softer approach to cybersecurity influencing. She believes that the fundamental shift in how we function as vendors will change how we are thinking about content as an industry. Organizations like the Information Security Content Creators Guild, Cybersecurity Marketing Society, and Indoor Labs are at the forefront of implementing fundamental changes. Building these influencer relationships takes time, advocacy, patience, and faith. Corin shares that it would be wildly beneficial for marketing teams to allow for times of reflection in the midst of our busy schedules and long to-do lists. She also shares tips for finding successful influencer partnerships. Finally, our guest and hosts engage in a fun guessing game to reveal what career Corin would pursue outside of the cybersecurity marketing field.   Links: Learn more about Corin Imai. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

Layoffs are always stressful. You can never truly be ready for it, but you have to pick up the pieces after it happens. During our podcast hiatus for CyberMarketingCon2023, we are replaying the “Life After Layoff With Amy Fair”  episode. Our hosts Gianna and Maria sit down with guest Amy Fair, Content Marketing Manager to discuss being laid off and how to navigate it in stride.  Gianna and Maria ask Amy about her own experiences being laid off as they approach the rarely-discussed but important topic. Amy dives into what it means to be laid off in the cybersecurity content marketing industry and how she has turned layoffs into new opportunities within weeks. In their conversation, Maria, Gianna, and Amy highlight the importance of networking and community, and how crucial it is to maintain lasting relationships in the content marketing industry. Amy shares how these connections can lead to amazing opportunities.  Timecoded Guide: [8:50] The value of building a network and maintaining a community [17:29] Using Slack in job hunting and making connections [23:21] The value of mentors and keeping people in your corner [25:48] Advice for those anticipating a layoff  Links: Spend some time with our guest Amy Fair on LinkedIn and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

In this episode, Charles Gold, Chief Marketing Officer at ThreatConnect, joins Maria and Gianna to discuss why CMOs fail or succeed.  To begin, Charles shares his background in running global marketing organizations. He even started a technology company during the dot-com boom time period.  Then the group discusses a ton of CMO topics, including how CMOs fail and succeed at the role, and how Charles conducted 30 interviews (!!!) to land the company a superstar employee.  Charles' best advice for marketers in security? "If you can understand what the product does and how people use it, that will help you communicate with engineers and have credibility with customers. If you don't have this understanding, it’s really limiting."   Links:   Learn more about Charles Gold.  More on Gold's Rules Check out the Washington Post that Charles mentions here.   Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer! In this episode, Derek Weeks, author and CEO of Unfair Mindshare, joins Maria and Gianna to discuss community.   To begin, Derek shares that he has been working in community marketing for many years. He found that many people did not understand what community marketing is or how to succeed. Unfair Mindshare is all about showing CMOs and marketing leaders how to integrate community marketing as part of an overall integrated marketing program in order to elevate their brands and increase customer retention. This is what Derek unpacks in his book, Unfair Mindshare. He describes marketing in 3 orbits: product-led, brand-led, and community-led. While the first two orbits are transactional,  the latter is really about collaboration and working together. The biggest red flag that you might be doing the community orbit wrong is if you find yourself talking about yourself often. As a CMO, your primary goal is to promote your company and products, build pipelines and drive revenue. However, Derek explains how CMOs can attract an even larger audience by not talking about themselves but being helpful from the beginning.   Next, Derek outlines how to build the best team for a successful community-building operation. He sees community marketing as another functional area within marketing that is equipped with dedicated staff. This function can be 5-10% of the total marketing budget. However, it requires at least 1,000 hours of work per year in order to make a large enough impact. This means that one person on your team should spend at least 50% of their time focusing on this one area. Your team is responsible for creating either a new community or leading within an existing community. Before wrapping up, Derek offers his best advice to listeners. Finally, our guest and hosts engage in a fun guessing game to reveal what career Derek would pursue outside of the cybersecurity marketing field.   Links: Follow Derek on LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

In this episode, Gianna and Maria are joined by the Senior Public Relations Specialist at Sotero, Sonia Awan, to talk about all things PR in cybersecurity. Sonia explores the challenges of standing out in cybersecurity public relations, her tips for crafting a newsworthy story, and ways to improve your relationship with reporters and news outlets. Lastly, Sonia shares her thoughts on HARO’s usefulness and her philosophy on getting the most out of your content.    Guest Bio: Sonia Awan is a seasoned Public Relations professional with over 19 years of experience in technology PR specializing in cyber security. With a degree in Journalism, Sonia has been working with companies in the US and abroad, bringing focus into branding and visibility. She is the principal at Outbloom PR.   Links Check out Sonia’s fireside chat here and visit the Haro website Stay in touch with Sonia Awan on LinkedIn Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and the Breaking Through in Cybersecurity Marketing Podcast.  

Join Gianna and Maria for a crazy live episode with their very own audience at Cyber Marketing Con! Hear your hosts discuss the cybermarketing industry as they also try to say a few nice things about sales. Also, listen in to hear a few audience members talk about their roles in the industry.    Timecoded Guide: [00:00] Start of episode [01:52] Welcome to Cyber Marketing Con [07:59] Building rapport with sales [11:47] Cyber marketing industry, hearing from the audience [14:46] Interviewing CSO’s [15:30] Closing out Building a solid relationship with sales While Maria was setting up for Cyber Marketing Con, she overheard conversations about marketers and salespeople working together. She found that trying to work out communication between the two roles is a pretty common theme everywhere and that many people are facing the same challenges in building solid relationships with sales. She emphasizes that, aside from bribing salespeople with cookies, automating as much of the process as possible between marketers and salespeople is important.  “Automate as much as possible. I think I heard one time someone made a joke that salespeople would rather clean toilets than enter data into Salesforce.” Onward and Upward Maria discusses the theme of the first Cyber Marketing Con. “We've seen some of the crazy ups and downs in our industry lately, lots of layoffs, lots of really weird signals, confusing signals on what's happening in the market. And so we're hoping that these two days that on the marketing team, we can come together and take a little glimpse of hope that it's probably going to be okay and we'll keep going together.” ---------- Links: Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts and help you become a better cybersecurity marketer! In this episode, Tom Kish, Director of Growth Marketing at CardinalOps, joins Maria and Gianna to discuss demand gen and more!   To begin, Tom unpacks the difference between the titles demand gen and growth, both of which he has held at various points in his career. Demand gen is a time-consuming role and requires balancing quick wins with long term strategies. Typically, a marketing team will come in to build some foundational elements before demand gen enters the scene to scale up. Since demand gen is so closely tied to pipeline, it is also easily and quickly measured. Tom shares the benefits of working for organizations who were operating with a tight budget and how he has carried that mindset with him to larger organizations. While the goal of demand gen is to create opportunities and revenue, the process of getting there is still part of demand gen, too. There is no one size fits all when it comes to demand gen. Marketers should be constantly adding new things to their toolbox and know when (and when to!) not apply them.   Next, Tom shares the strategies which he has found most successful in his demand gen roles. They all come back to finding the proper balance among the fundamentals goals of creating demand, identifying demand and capturing demand. A successful framework not only finds the proper balance of these things, but ensures that they all flow together seamlessly while covering all of their bases. Checking your social engagement is also really important. Tom’s team has designated people who manually identify the individuals who regularly interact with their posts. Building off this, he elaborates on the lack of innovation and creativity he often sees in marketing as a result of the rise of automation and data. His most successful marketing campaigns have been those that were totally creative and were not based on previous engagement.   Before wrapping up, Tom reveals his favorite thing about being a member of the Cybersecurity Marketing Society now that he has been a member for two years. Finally, he engages in a fun guessing game and reveals what career he would pursue outside of the cybersecurity field.   Links:   Follow Tom on LinkedIn. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

In this episode, Brian Whipple, a longtime member of the Cybersecurity Marketing Society, joins Maria and Gianna to share his impressive knowledge on how to create successful, record-breaking webinars in the cybersecurity industry.   Brian Whipple is a Marketing Manager at Conetrix and Tandem. He highlights how important it is to treat webinars as a valuable product that provides value to the audience - not as simply something you “do” because you have to do it as part of the marketing mix.   Brian talks about the key factors that contribute to the success of their webinars, including:   Carefully selecting topics  Having knowledgeable and engaging speakers  Practice, practice, practice! (Yes, even for webinars) And to constantly refine the content   According to Whipple, it's important to focus on positive signals and feedback rather than hard KPIs, while also looking at how making small tweaks to webinar formats can help improve lead generation from these activities. Brian and his team’s approach to webinars has led to significant growth in attendance and positive feedback from their audience. ​ The episode closes with the ladies going head to head on their favorite game of guessing what the guest might be if they didn't choose their current career path. Someone’s guilty conscience leads them to confess to cheating in the game. Brian also promises to write down what the hosts might say when they first meet him at the CyberMarketingCon2023 in Austin. Also to find Brian online, DO NOT google him as there’s another Brian who is more “Successful and slightly better looking,” Check out our guest Brian Whipple in our links below!    Links: Follow Brian Whipple on LinkedIn.Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.  

In this episode Gianna is joined by Richard Melick, Director of Product Strategy at Zimperium, to have an honest conversation on why cybersecurity marketing sucks and how we can do it better. Richard takes a deep dive into his thoughts on product misrepresentation in cyber, ways in which marketing leadership can better support their teams, and how 'The Great Resignation' in cyber and burnout culture are creating unforeseen problems in the community. The two share their stance on white papers and how to make swag that is both useful and memorable. Lastly, Richard explores his philosophy that all good marketing starts with sharing stories people can relate to.   Guest Bio: Richard Melick has spent over a decade advancing through the security industry with his considerable experience and focus on the stories surrounding enterprise attack surfaces, hacking, and cyber attacks. He has presented various thought leadership to global audiences, including RSA, GISEC, Infosec London, and more.   Links Stay in touch with Richard Melick on LinkedIn and Twitter Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

Getting your marketing in front of government customers can be a very difficult endeavor, especially when traditional marketing tactics don’t apply. In this episode, Mary Yang joins Gianna to discuss the strategies she uses to connect her message and product with her FedGov clientele. Mary breaks down the importance of leveraging thought leadership and content marketing and why understanding your audience and their needs is a critical ingredient in your government marketing strategy. Guest Bio: Mary Yang is the Chief Marketing Officer of LookingGlass Cyber Solutions and is an expert in cybersecurity marketing in the federal government industry. She has more than a dozen years of experience doing everything from creating sales collateral to nurturing campaigns and corporate messaging. Links: Download and read the NIST framework that Mary mentioned here: https://www.nist.gov/cyberframework  Stay in touch with Mary on LinkedIn and Twitter Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast