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