Cybersecurity marketer, we’ve got your back! Created by the Cybersecurity Marketing Society, the Breaking Through in Cybersecurity Marketing podcast shares the stories, successes, and failures of marketers in this fast-paced and constantly changing industry. Listen to learn, laugh, and improve your cybersecurity marketing game! New episodes every Wednesday.
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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Optimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role.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!
Cyber CMO Confidential
Season 1 · Episode 131
Wednesday, August 21, 2024 • Duration 14:51
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!
From Biggie vs. Tupac to Cybersecurity GTM Strategies: A Chat with Lord Ian L. Paterson
Season 1 · Episode 122
Wednesday, June 19, 2024 • Duration 36:55
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!
How To Kickoff Research Programs with Joanna Jones
Episode 3
Monday, February 14, 2022 • Duration 28:12
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
Building Trust, Culture, and Communities with Tyler Shields
Episode 2
Monday, February 14, 2022 • Duration 42:31
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
Trailer: Breaking Through in Cybersecurity Marketing
Episode 1
Saturday, February 12, 2022 • Duration 02:40
A sneak peek on what to expect from Gianna and Maria on cybersecurity marketing!
dope.security Unplugged with CEO and Founder Kunal Agarwal
Season 1 · Episode 121
Wednesday, June 12, 2024 • Duration 28:01
He’s fashionable, creative, and the dopest CEO/founder…he’s Kunal Agarwal of dope.security, the Fly Direct Secure Web Gateway! The hosts and Kunal unpack his unique journey and unique approach to GTM - from his time at Symantec and Forcepoint, to the inspiration behind the fashion-forward branding of dope.security, to the importance of design and user experience in cybersecurity products. The chat also goes into some seriously cool marketing strategies, the magic of organic growth, and why Kunal's team prefers keeping things flat and friendly. If you're looking for ways to be dope in cybersecurity, well then this episode is made for you!
[03:00] Journey into Cybersecurity
Kunal’s interest in cybersecurity began in childhood, even leading to a near brush with jail.
[05:15] Experiences at Symantec and Forcepoint
From engineer to product manager and leader, he talks about valuable lessons learned at Symantec and Forcepoint.
[07:30] Starting dope.security
He shares his initial reluctance to start a company and how his dream of working at Symantec led to founding dope.security.
[11:00] Global UX and Design
Discussing the universal importance of good UX, he explains how dope.security prioritizes user-friendly designs through collaboration with Erica.
[19:00] CISOs and Cars Getting Coffee
The creative marketing program, inspired by a customer conversation, is explained along with its organic growth and team collaboration.
[21:00] Unique Marketing Strategies
dope.security’s grassroots marketing strategies involve the whole team and avoid traditional executive roles like CMO.
[23:00] The Anti-Executive Philosophy
He talks about the flat hierarchy and the importance of leaders being deeply involved in product details.
[25:00] CEO in a Creative Company
Emphasizing passion and detail-oriented work, he highlights their role in achieving success.
About our guest:
👉Find Kunal on LinkedIn
👉Follow dope.security
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 Keys to Successful Cybersecurity Products with Nicholas Muy and guest co-host Ross Haleliuk
Season 1 · Episode 120
Wednesday, June 5, 2024 • Duration 42:17
As the podcast that keeps things fresh, this week our co-hosts Gianna Whitver and Maria Velasquez are handing over the reins to a guest host who is quite well-known: the author of the viral cyber bestseller Cyber for Builders, Ross Haleliuk! Ross is joined by the Chief Security Officer (CSO/CISO) at Scrut Automation, Nicholas Muy. Together they explore the intricacies of building cybersecurity products that truly matter. The episode dives into the challenges and strategies of product development in the cybersecurity industry, emphasizing the importance of genuine user feedback, real-world experience, and building trust within the community.
Key Takeaways:
[03:30] - Nick shares his background and current role at Scrut Automation
[05:15] - Common mistakes founders make in cybersecurity product development
[08:45] - The importance of engaging with the cybersecurity community
[12:30] - How to balance customer feedback with a founder’s vision
[16:00] - Real-world examples from Nick's experience as an investor and advisor
[20:15] - Practical advice for startup employees in evaluating early-stage startups
Guest hosts are new for us and we would appreciate your feedback, email your thoughts: podcasts@breakingthroughincybersecuritymarketing.com.
Get to know our guest host and guest:
👉Reach out to Ross on LinkedIn.
👉Get your copy of Cyber for Builders on Amazon.
👉Connect with Nick Muy: LinkedIn.
Be sure to also follow our main show 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!
Beekeeper Meets Codekeeper with Cody Browning
Season 1 · Episode 119
Wednesday, May 29, 2024 • Duration 34:21
Today we are Buzzzzzzing Through in Cybersecurity Marketing, bringing you not just the buzz on cybersecurity but literal buzzing too! Meet Cody Browning, a Territory Account Executive at LogRhythm and an avid beekeeper. Cody shares how his peaceful pastime of beekeeping intersects with the high-stakes world of cybersecurity, drawing unexpected parallels between the two, inspired by none other than Jason Statham in ‘The Beekeeper’. 😉 Join us as we dive into a conversation that’s as intriguing as it is sweet as honey!
Episode Highlights:
[00:05:00] Journey into Cybersecurity: Cody recounts his intriguing start in cybersecurity, from managing live chats during critical ransomware attacks to evolving into a strategic, consultative role at LogRhythm.
[00:10:30] The Beekeeper Movie: Get the buzz on "The Beekeeper," a film starring Jason Statham that mirrors Cody’s own shift from beekeeping to battling cyber threats, illustrating the unexpected ways personal passions can intersect with professional life.
[00:15:00] Cody’s Professional Insights: Explore Cody's current role at LogRhythm, where he offers strategic and consultative support to enterprise customers, and discover why building strong relationships in sales is akin to managing a healthy bee colony.
[00:20:00] Cybersecurity and Channel Sales: Reflect on Cody's past experiences with channel sales at AT&T Cybersecurity, shedding light on the crucial role of partnerships in the cybersecurity ecosystem.
Resources:
The Beekeeper movie starring Jason Statham
About our guest:
👉Follow Cody on LinkedIn.
👉Find LogRhythm 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!
Inside RSA Conference 2024 with Gianna & Maria
Season 1 · Episode 118
Wednesday, May 22, 2024 • Duration 20:58
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!
Apple Podcasts
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