Breaking Through in Cybersecurity Marketing EXCLUSIVE: Monster Trucks, Skeletons & ROI: Torq CMO Don Jeter at RSAC
Episode Summary:
At RSAC 2025, most brands went sleek and high-speed: F1 cars, luxury lounges, big screens.
Torq showed up with a monster truck, a firey skeleton, and a single message: “SOAR is dead.”
It wasn’t a stunt; it was a fully realized creative campaign that stood out for all the right reasons. Thoughtful, bold, and totally out of left field, Torq’s RSAC Conference presence and brand philosophy drew comparisons to Wiz, widely regarded as the benchmark in cyber marketing excellence, from Forbes.
In this episode, Don Jeter, Torq's CMO, joins Gianna and Maria to unpack how a toy in a Costco aisle became the catalyst for a six-city Monster Jam tour, how off-the-cuff ideas turned into strategy, and why his team operates more like a jam band than a traditional marketing organization.
He also shares what it takes to build brands people care about and how that same creative-first mindset helped scale Pax8 from $5M to $1B.
Love this episode? Get more Don Jeter wisdom at CyberMarketingCon 2025, where he will give a keynote: Stop Marketing. Start World-Building.
Links & Resources Mentioned:
About Don:
CMO at Torq, former growth architect at Pax8, and possibly the only marketing leader to launch a six-city Monster Jam tour to prove a point. Don builds brands people don’t just notice, they remember.
He’s a startup native with a strong point of view, a jam-band approach to execution, and a reputation for turning “what if” into actual pipeline. Whether burying SOAR or rethinking the RSAC booth experience, Don leads with story, trusts creative instinct, and always bets on brand.
When he’s not working, he’s probably sketching sneakers, dodging longboards, or figuring out how to sneak a skeleton mascot into the next campaign.
Follow Don on LinkedIn.
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