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in a New Marketing Role Optimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role.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!

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!

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!

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 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

A sneak peek on what to expect from Gianna and Maria on cybersecurity marketing!

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!

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!

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!

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!

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!

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!

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!

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!

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!

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!

"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!

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!

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!

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!

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.

Just like Beyoncé transformed adversity into triumph with her iconic album, Lemonade, our guest this week masterfully turns lemons into the sweetest lemonade. In an economy where the mere thought of a layoff can be scary, thinking about the next steps can be daunting. Yet, Jennifer Leggio returns with unwavering resolve, not only to offer fearless guidance on navigating tough times but also to demonstrate how she's living the very principles she championed at CyberMarketingCon2023. Join us as Jennifer shares her journey from navigating a layoff to launching her startup, embodying effective leadership, and embracing her unique, leather-clad style. Episode highlights: [00:01- 01:50] Jennifer's Layoff Journey and the Power of Resilience Jennifer talks about how she felt when she first lost her job and how she used her contacts to find new opportunities. [01:50 - 03:22] Jennifer’s Keynote from CyberMarketingCon2023 Reflections on Jennifer's Cyber MarketingCon2023 keynote, where she discussed the potential for marketers to move up to executive roles while also challenging conventional career trajectories. [03:22 - 05:08] A New Chapter  Introduction to Moveable Feast, Jennifer’s new company  [10:10 - 12:27] The Keys of Effective Leadership A deep dive into the importance of empathy in leadership and the need for leaders to genuinely understand and support their team members on a personal and professional level. [19:15 - 21:48] Authenticity in Style and SubstanceJennifer discusses the significance of personal style and branding, advocating for authenticity and the courage to express your true self both personally and professionally.  You can follow Jennifer 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.

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.

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.

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.

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.

Mascara and cybersecurity - what do they have in common? They’re both industries that are prime for influencer marketing! Yuliya Gorenko, founder of Mischka, is here to talk us through her journey from leading PR and digital efforts for top beauty brands like L'Oreal to navigating the tech-heavy world of cybersecurity influencer marketing. Both industries rely on creating relatable stories, addressing universal needs, and building trust with their audiences—whether it's striving for flawless skin with a skincare routine or online security against hackers. Both fields face the challenge of standing out in a crowded market and require innovative storytelling to connect with consumers. Join us to talk not only about these fascinating parallels, but to also explore the early stages of influencer marketing in cybersecurity, and to get tips on how you can engage influencers in the B2B space. Prepare your setting sprays and firewalls for an episode filled with the most interesting insights!  Episode highlights: [04:30 - 06:00] Similarities Between Beauty and Cybersecurity Yuliya discusses the universal needs shared by both the beauty and cybersecurity industries which is why it's important to create relatable stories around brands that connect with audiences.  [08:30 - 09:15] Influencer Marketing in Cybersecurity Yulia talks about the early stages of influencer marketing in the cybersecurity industry, noting how it has evolved over time. Platforms are increasingly incorporating consumer elements into the B2B space, making influencer marketing more dynamic and LinkedIn plays a big role in this marketing strategy. [10:00 - 13:25] Successful Influencer Campaigns Yulia’s work with Hotspot Shield VPN and early influencer programs, storytelling through influencers for VPN products, and collaboration with travel YouTubers and Instagrammers [18:09 - 20:30] Creative Campaigns and Measuring Success Example of Delete Me's campaign with a farmer YouTuber expanding influencer marketing beyond typical tech influencers. Also how you can measure success and tracking ROI in B2B influencer campaigns. [22:00 - 25:23] Negotiation Tips for Brands Yulia offers tips for brands on negotiating with influencers, having a budget in mind before approaching them and outlines deliverables and budget proposals clearly to avoid misunderstandings.Transpareny on brands about the FTC endorsement guidelines, especially in influencer partnerships. About our guests: 👉Follow Yuliya on LinkedIn.  👉Learn more Mischka.  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.

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.  

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.  

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, Andy Tzortzinis, product positioning and messaging mentor, joins Maria and Gianna to discuss product marketing. Andy’s introduction to cybersecurity was several years ago as the Director of Marketing for a small startup where he wore many hats. From this experience, he gained firsthand knowledge of how everything connected within the startup and was able to transfer that generalist skillset into other roles. He began to notice that product marketers were highly coveted and often retained within organizations despite regular layoffs of other marketing roles. Since he moved into the industry, Andy has become passionate about helping his fellow marketing professionals transition into roles that may be a better fit for their particular skills. Andy also shares about his journey from the roles of communication and director of marketing to becoming a product marketer. He found that the most difficult part of the interview process was convincing the interviewers that he was worth the risk because his experience as a generalist didn’t instantly translate into a product marketing fit (at least, not on paper). Andy unpacks the many different positions within the product marketing field. Recent cutbacks are causing those who remain to take on more responsibilities than ever before, so product marketing is becoming an increasingly more generalized role. Andy also shares a “hot take” that startups don’t need a marketing program, they first need a solid comms program. It takes a good comms program to build trust for your startup. If you can do that successfully, you can then bring a marketing person in to further develop the existing pipeline. Finally, our guest and hosts engage in a fun guessing game to reveal what career Andy would pursue outside of the cybersecurity marketing field.   Andy is open to chatting with people 1:1 about pivoting to PMM roles, you can reach out to him either on LinkedIn.   You can also catch up with our hosts here:  Gianna on LinkedIn. Catch up with Maria on LinkedIn.   Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

After about 90 podcast episodes published on Breaking Through In Cybersecurity Marketing, we are walking down memory lane with our very first episode ever! Gianna and Maria are joined by self-proclaimed “accidental CMO,” Tyler Shields, Vice President of Product Marketing at Traceable. Tyler shares his three-step approach for building marketing programs at startups, establishing company culture remotely, setting realistic expectations with internal stakeholders when building community at companies, and why your company needs a “talking head.” Lastly, Tyler spills the beans on the true mastermind behind his Yeti swag and the 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   Stay in touch with Tyler on Twitter and 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. We are on hiatus after CyberMarketingCon and the holiday season. We will be back with everything fresh in January. Happy holidays everyone!

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. 

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.  

Social media gives us different ways to market, from influencers to gifs, or videos. You can use whatever is at your disposal to boost your company’s social media marketing strategies.  In this replay session from CyberMarketingCon2022 speaker Cait Hassett, Channel Manager at Blackpoint Cyber, will give you all that and more. She discusses various aspects of social media, influencer marketing, and cybersecurity. Cait also shares her journey transitioning from consumer-focused marketing to B2B strategies at Keeper Security. Video is also incredibly significant,  the power of video in marketing and the challenges of brand awareness versus category awareness in promoting a password manager within the broader cybersecurity industry. Benchmarks are important, especially in creating regular content, like as memes, employee recognition, partnerships, and cyber news updates. These benchmarks help establish consistent content themes, making the brand recognizable and reliable. Another big part of the session focuses on the creation of a "Cyber News Update," a video series covering cybersecurity-related topics beyond passwords. Cait shares insights into scripting, utilizing company ambassadors, and maintaining a standardized format to produce these updates efficiently. She also highlights the launch of "Keeper Live" on LinkedIn Live, which aims to bring Keeper Security into broader cybersecurity conversations. From the planning process, and the selection of influential guests, to the efforts made to template scripts for comfort and consistency. By the end of the session, Cait emphasizes finding ambassadors within the organization, creating templates for content creation, and leveraging influential figures to engage audiences effectively. The emphasis is on using different platforms, video formats, and influencer marketing to broaden Keeper Security's reach within the cybersecurity space. CyberMarketingcon2023 countdown is officially starting and we are so excited to see everyone virtually or in person so make sure you get that ticket. More on #CyberMarketingCon2023 here, see you in Texas! 🤠    More about Cait: Cait Hassett is a brand marketing professional with nearly a decade of experience in social media and influencer marketing. She got her start as a radio DJ after winning her job in an “American Idol” type contest and creating her on-air and social media persona to grow a community of engaged listeners in the South Georgia/North Florida Market. Soon, she was running the social media accounts for every major station in the area and consulting with other DJs on social media personal branding. Since then, she has worked on social media and influencer marketing campaigns in-house and in agency settings, most recently creating these programs from the ground up at Keeper Security, a cybersecurity and password management platform with headquarters in Chicago, Illinois. Cait avidly believes that video is the most powerful marketing tool an organization or person can use. Follow Cait Hassett on LinkedIn. Be sure to follow our hosts on LinkedIn: Say hi to Gianna on LinkedIn. Catch up with Maria on LinkedIn. If you are looking for a community of support within cybersecurity, join our private Slack group,  the Cybersecurity Marketing Society on our website, and keep up with us on Twitter as well!

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.  

AJ Nash has 19 years of experience in the intelligence community and 8 years in the private sector. He has successfully transitioned into a thought leader and evangelist in intelligence-driven security, making waves at several top-tier companies. AJ has a knack for turning complex intelligence topics into engaging and accessible content, and he’s also the charismatic host of the “Unspoken Security” podcast, which recently won the Cybersecurity Excellence award for Best Podcast. Beyond the mic, he is known for his candid takes on industry practices, his humorous approach to serious topics, and his dedication to authentic, no-nonsense communication. His journey is packed with intriguing stories—from unsanctioned magazine articles that catapulted his career to his bold stance on the misuse of AI in cybersecurity. Tune into this week’s episode to laugh, gain some knowledge on intelligence, and hear some hot takes! Content Creation and Marketing: [07:46 - 14:20] AJ talks about his love for creating content and how he went from intelligence briefings to public speaking and writing.  AJ’s Hot Takes on the Industry: [14:21 - 23:50] Prioritizing the bottom line over security. The misuse of AI in replacing human intelligence analysts and the potential dangers of misinformation and deepfakes. AJ calls for better accountability and consequences for security breaches. Government vs. Private Sector: [23:51 - 30:00] AJ talks about the strengths and weaknesses of both the government and private sector in cybersecurity. Noting that the government excels in structured intelligence and long-term strategies, but sometimes lacks the agility and creativity found in the private sector.  Career Path and Personal Brand: [30:01 - 37:40] AJ talks about his journey from aspiring lawyer to intelligence professional and public speaker making sure that he was being authentic and that his work reflects his values. Meet us at CyberMaketingCon: [37:41 - 40:00] Save the Date for CyberMarketingCon2024 In Person & Virtual December 8-11, 2024 Philadelphia, PA Get your ticket and meet us in Philadelphia from December 8-11. About our guests: 👉Follow AJ on LinkedIn.  👉More on the Unspoken Security podcast.  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!

When you think humor, comedy, LOL, or even LMFAO if you are fancy, cybersecurity isn't typically the first thing that comes to mind. But who says talking about ROI, demand gen, and marketing has to be boring? Humor exists in everything, and with so much access to ridiculousness (memes, reaction videos, reviews, or TikTok hot takes), anything can be made funny.    Which is why we are replaying: It's Okay to Be Funny - Even in Marketing, from CyberMarketingCon2021. A session by comedic wizard Tricia Howard, a.k.a. Tricia Kicks SaaS, Senior Technical Writer at Akamai Technologies. The session focuses on how to infuse humor into cybersecurity marketing. Tricia uses her background as a theater major and stand-up comedian turned marketer, diving into various joke formats, and emphasizing the importance of understanding the cybersecurity community.   Key points that Trisha discusses:   ➡️ "Pun-liners" – a fusion of puns and one-liners. ➡️ Anatomy of a Joke, and Rule of Three – breaks the joke down into subject, setup, and punchline. ➡️ The popularity of memes in social media marketing and the need for quick turnaround due to meme time sensitivity. ➡️ Creativity and Adaptation – creativity in content creation and the adaptive repurposing of content across different platforms. ➡️ Legal Considerations – the importance of giving credit for borrowed content and being mindful of copyright issues. ➡️ ROI Measurement – Social media metrics, like impressions and engagement rates, are important for measuring the success of humorous content in marketing.   More great sessions at #CyberMarketingCon2023 here, see you in Texas! 🤠 Follow Tricia Kicks SaaS 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.

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, Amy Stokes Waters, Founder and Chief Executive Officer of Esc, joins Maria and Gianna to discuss cybersecurity escape rooms and marketing. Amy starts off today’s episode by explaining how marketing teams use Esc for team building activities and they are given different scenarios with clues where they have to get the data back. They also have some phishing exercises where participants can have a video call with an AI bot. This is not only fun, but also teaches you more about the dangers of cybersecurity mistakes! Right now, Esc is only available for hire in the United Kingdom since this company has been rebranding, but they are discussing the idea of expanding. Amy started in sales and has been in the industry for a long time. She remembers going to a Reframe women’s technology conference in England and in one session, the speaker said, “Don't just do cool stuff, but actually tell people you are doing cool stuff.” This discussion changed her whole outlook and trajected her into the marketing realm. They talk about the importance of investing in yourself to grow professionally. Next, Amy discusses the challenges in marketing including branding. If the branding looks nice, it is so much easier to sell the product, and the company looks more professional and established. The other challenge is how to be different and to not have the same cookie cutter messaging. Amy says if people don't know what service you are selling, then how will they ever buy it? You need to make it as easy as humanly possible to buy from you. Personality is also a critical aspect for being successful, and there needs to be faces associated with the brand as well. Marketing makes the brand, but the sales team has to be the people vocalizing that. Both marketing and sales have to work as one and need to align with each other. They also discuss their favorite words in marketing and how to push the envelope in the field. Finally, our guest and hosts engage in a fun guessing game to reveal what career Amy would pursue outside of the cybersecurity marketing field.   Links: Learn more about Amy Stokes Waters. 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.  

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 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.  

The time for #CyberMarketingCon2023 is fast approaching and we hope to see you in Austin in December. So mark those calendars and get your tickets, the conference will be from December 10th through 13th. It's filled with education, the best speakers, hands-on workshops, networking, networking, AND MORE networking.  Maria and Gianna cannot wait to see you. Enjoy this episode and be sure to get your ticket by clicking ➡️➡️➡️here! In this session, the focus was on understanding the dynamics of channel partner relationships in the cybersecurity industry. The two speakers, Amanda McLaughlin, Director of Mid-Atlantic Marketing at GuidePoint Security (Former Marketing Manager for GuidePoint Security), and David Brown, Head of Global Alliance and Partner Marketing at ReversingLabs (Former Director, Global Partner Marketing at ZEROFOX) are on a mission to educate and dispel misconceptions about VAR (Value-Added Reseller) and vendor relationships while also providing valuable tips and tricks on how to establish and maintain healthy VAR and vendor relationships.    Here are the key points covered: Promoting a better understanding of VAR and vendor relationships. Also highlighting their significance in the context of the cybersecurity industry. An in-depth explanation of what a VAR is: “entities that offer not only products but also their expertise and services in conjunction with solutions provided by solution providers.” The speakers used GuidePoint Security as an example as it is a cybersecurity VAR offering its services and expertise to clients. Addressing Misunderstandings: Amanda and David acknowledged that VAR and reseller relationships can be misunderstood, which is something similar to the classic sales and marketing relationship. But they also highlight how important it is to clear misunderstandings to establish effective partnerships. To close the session the speakers also went into what a successful vendor looks like to a VAR. The key metrics for success and some tips if you feel like your reseller relationship is not working? They also opened the floor for some questions!   More on #CyberMarketingCon2023 here, see you in Texas! 🤠 Be sure to watch a video version of this session here Follow Amanda on LinkedIn. Check out 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, 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! 

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.

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, Terra Cooke, Cybersecurity Governance and Risk Compliance Manager at Boom Supersonic. She is also a huge advocate for black women in tech. To begin, Terra shares that she has been in the cybersecurity field for 15 years. She shares how she got interested in the cybersecurity field as a young person in the dial-up days. From a very early age, she knew she wanted to be in tech. Her background is in network security and she earned a very early cybersecurity degree at college. Her first job out of college was as a Information Systems Security Engineer at the NSA. In 2014, she was offered an auditing position elsewhere, where she stayed for several years. One of her favorite things about auditing is seeing people experience their own “aha moments”. Then, Tara gives listeners an idea of what a typical day for her looks like. As a GRC, she is often wearing many different hats throughout the day. Then, Terra shares that she refers to herself as a “magical girl” because she is always able to execute the tasks she is faced with. Within the boundaries around her, she does whatever it takes to execute a vision. We all have our own strengths and weaknesses and Terra’s happens to be executing. She loves to collect data to assist her in this execution. She is also inspired by the Black Girl Magic movement several years ago. Then, she normalized the idea of setting professional boundaries. One of the most important things for GRC professionals to avoid while evaluating vendors is to buy tools simply for the sake of buying them, and ending up with poor implementations. Next, she shares her own process for looking at new vendors. Before wrapping up, she identifies the needs within the cybersecurity industry. Simply put, we should all be treating each other as humans with mutual respect when speaking with vendors. Finally, our guest and hosts engage in a fun guessing game to reveal what career Terra would pursue outside of the cybersecurity marketing field.     Links:   Follow Terra 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.

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!

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.