Breaking Through in Cybersecurity Marketing From Hype to Human: Live from RSAC Conference with Alexandra Charikova
Episode Summary:
We’re back with a special episode recorded at RSAC 2025. The booths are packed up, and the leftover swag is gathering dust, but the real conversations are just getting started.
Gianna and Maria sat down with Alexandra Charikova, Growth Marketing Manager at Escape and host of The Elephant in AppSec, to talk more about what marketing feels like right now with shifting teams, budget curveballs, and more noise than ever.
We got into the messy middle: navigating layoffs, budget cuts, and leadership turnover, all while still trying to show up, stand out, and connect with buyers. Alexandra shares why she’s officially anti-swag (and what’s in her expo survival kit instead), and we talk through what still works in 2025: human stories, smart content, and follow-up that doesn’t feel like a chore.
Also on the table are burnout, booth chaos, and how to make it through a conference without losing your mind. If you’ve ever been asked to “do more with less” or pitch a rebrand while the leadership team is changing around you… This one’s for you
Links & Resources Mentioned:
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Cybersecurity Marketing Society - Home of this podcast, and the community where cybersecurity marketers share ideas, swap stories, and figure things out together.
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Escape - Alexandra’s day job. They help folks secure modern apps, and they’re hiring smart marketers too (probably).
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The Elephant in AppSec - Alexandra’s podcast. Honest convos, strong opinions, and the kind of AppSec talk you want to hear.
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CyberMarketingCon - The Society’s yearly in-person event, where the vibes are strong, the talks are real, and the hallway convos might just change your career.
About Alexandra:
Alexandra isn’t just curious, she’s driven by it. That curiosity has taken her across disciplines, from marketing and sales ops to engineering, data, and project management. What ties it all together? A love of solving complex problems, especially alongside smart, collaborative people.
Outside of her day-to-day work, Alexandra is all in on making application security more accessible and honest. She’s the host of The Elephant in AppSec, a podcast that asks tough questions and challenges how the industry talks about security.
She thrives on connection and is always up for a thoughtful chat or fresh perspective, so don’t be shy about reaching out.
Follow her on LinkedIn.
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📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com
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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, Instagram page, or podcast LinkedIn page.
See you in the next episode!