Breaking Through in Cybersecurity Marketing

The Hidden Power of Cybersecurity Podcasts (and How to Make Yours Stand Out) with David Moulton

Feb 26, 2025

David Moulton, host of the Threat Vector Podcast at Palo Alto Networks, brings his expertise in cybersecurity podcasting to the table. He reveals the Three E’s of Podcasting: Education, Engagement, and Entertainment. David emphasizes the pivot from traditional sales techniques to creating valuable, thought-leadership content. He shares a unique ROI formula to highlight podcasting's worth and playfully imagines alternative careers, all while comparing marketing to savoring chocolate—it's all about enjoying the good stuff!

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ANECDOTE

David's Podcast Journey

David Moulton previously hosted internal and external podcasts, one with limited reach and another more successful one.
These experiences led to his current role hosting Threat Vector at Palo Alto Networks.

ADVICE

The 3 E's of Podcasting

Focus on education, engagement, and entertainment when creating a podcast.
Avoid overly sales-y content; prioritize valuable insights and entertainment.

INSIGHT

Building Trust

Building trust with listeners is essential, positioning yourself as a reliable source.
Providing quality content establishes your company as a valuable resource.

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Episode Summary:

This week’s episode is about love—the love of great content, storytelling, and marketing.

Gianna and Maria sit down with David Moulton, host of the Threat Vector Podcast at Palo Alto Networks, to discuss the secrets to making a cybersecurity podcast that works. Forget boring, “salesy” content—David shares the Three E’s of Podcasting (Education, Engagement, and Entertainment) and explains why a killer podcast is one of the most powerful (yet underrated) tools in cybersecurity marketing.

But that’s not all—David also reveals his ROI formula for proving a podcast’s value (yes, there’s math, but the fun kind!), his dream career if he wasn’t in cybersecurity, and why marketing is just like chocolate—you have to savor the good stuff. 🍫

If you’re thinking about launching a podcast or proving its value to leadership, this is the episode you cannot afford to miss.

Timestamps:

[01:22] - David’s Journey Into Cybersecurity Podcasting - How David got into his role at Palo Alto Networks and his experience with internal and external podcasts.

[02:56] - The Secret to a Great Podcast: The 3 E’s - Education, Engagement, and Entertainment – A framework for successful content.

[05:35] - Creating Value for Listeners, Not Just Leads - The importance of thought leadership over hard selling.

[06:50] - Doing the Hard Things in Marketing - Why cybersecurity marketing must go beyond Google-able content.

[08:54] - The ROI of Podcasting: How to Prove It Works - Ear-minutes x $1.03 per minute – The formula for podcast attention value.

[12:14] - The Hardest Part of Running a Podcast - Balancing content strategy, editing, and distribution.

[16:01] - The Problem of Podcast “Pod Fade” - Why most podcasts fail by episode six and how to stay consistent and build momentum.

[19:47] - Getting Executive Buy-In for Podcasts - Overcoming objections to attribution challenges and how BP, universities, and Fortune 50 companies validate podcast success.

[24:12] - What You Can Learn About Your Podcast Audience - Using data from Megaphone (geo, devices, listener trends).

[26:42] - The Self-Attribution Hack for Proving Impact - Why add "How did you hear about us?" fields matter, and how does traditional attribution miss the human element?

Resources & Mentions

Threat Vector Podcast – Listen Here
The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson is a seminal book that introduces a new approach to sales, emphasizing the importance of challenging customers' thinking to add value. You can find more details and purchase the book on Amazon or read reviews on Goodreads.

Be sure also to follow our hosts on LinkedIn:

👉Gianna Whitver

👉Maria Velasquez

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!