Breaking Through in Cybersecurity Marketing Different Is Good: Why Standing Out > Being Perfect on Social
Episode Summary:
You can’t copy Maya Doron. Not just because she’ll notice (and yes, she has receipts), but because everything she does on social at Wiz is built on something AI can’t touch: chaos, specificity, and a running list of what we’re calling Maya-isms.
As Growth Marketing Manager at Wiz, Maya helps shape one of the most original brands in cybersecurity — from viral puppies and cloud cornflakes to musicals, memes, and “what’s in your tabs?” CISO interviews. In this episode, she joins Gianna to talk through what makes content real, what makes it work, and why going viral is never the goal.
They get into the problems with AI-generated blandness, the return of photos on LinkedIn, how sensory marketing taps into memory even more deeply than visuals, and what it takes to build a brand people don’t just notice — they respect.
🎧 Hit play to hear how Maya builds scroll-stopping social in the most copy-paste-prone industry online.
🔗 Links & Resources:
Watch the Wiz Puppies Campaign – yes, there are actual puppies!
Watch the Wiz April Fool’s Musical – yes, it’s a full musical!
Learn more about Wiz
Timestamps:
00:00 – Welcome and intro to Maya Deone from Wiz 01:08 – What Maya does as Growth Marketing Manager 02:36 – Social platforms, TikTok strategy, and reaching the next wave 04:06 – Filming CISOs, creating content at events, and AI tools for editing 05:49 – Maya’s favorite brand accounts: Surreal Cornflakes & Duolingo 07:59 – Wiz Easter eggs and sensory marketing tricks 09:32 – How Wiz uses AI tools like ChatGPT and Claude 10:42 – The sameness problem on LinkedIn and keeping your voice 13:27 – Making content digestible for CISOs and why shorter wins 14:33 – What performs best on social: booths, themes, and research 17:17 – The viral puppy campaign and ungated content strategy 19:24 – Creating trailer-style content and staying positive in cyber 22:21 – Social media trends to skip — and what’s working now 24:43 – The rise of raw, behind-the-scenes, and handwritten posts 25:26 – “Don’t optimize for viral, optimize for real” 27:00 – Building brand trust through consistency and giveaways 28:39 – Maya’s mantra: “Don’t post what a competitor could copy” 30:12 – What is sensory marketing? And why it sticks 33:08 – Sound, food, and April Fool’s musicals 34:13 – Where to find Maya and final thoughts 34:54 – Come to CyberMarketingCon 2025 in Austin!
Meet us at CyberMarketingCon 2025!
Want the insider secrets cybersecurity marketers use? Join us December 7–10 in Austin, TX, for four days of zero-fluff workshops, real-deal networking, and maybe the best BBQ meetup you’ll ever have.
See you in Austin, where the insights and vibes are hotter.
About Maya:
Maya Doron joined the Wiz team in September 2023 as the growth marketing manager. In her role, she leads the company’s social and video content strategy across platforms like YouTube, LinkedIn, and X, turning playful and bold ideas (think puppies, booth cornflakes, and musicals) into impactful campaigns that stand out in cybersecurity marketing.
Previously, Maya held digital and influencer marketing roles at companies like Vesttoo and Percepto International and brings a creative, fast-moving mindset to everything she works on.
Follow Maya on LinkedIn.
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