Breaking Through in Cybersecurity Marketing

Episode Summary: We’re back from RSAC Conference 2025, and what a week it was! Gianna and Maria recap their third RSAC Conference rodeo in style in this live-recorded, post-conference edition of Breaking Through in Cybersecurity Marketing. We break down the boldest, weirdest, and most wonderful marketing moments from the show floor (and the streets of San Francisco), including: CrowdStrike’s genius geo-targeted Uber ads Sweet Security’s literal singing swag truck Wiz’s cloud security toy store (!!) And Rubrik’s nostalgic retro arcade booth We also launched something big: The Cybersecurity Marketing Practice, our brand-new advisory service for cyber founders and venture capitalists (VCs). We threw a sold-out marketer party, handed out coloring books at the Marketer Oasis, and supported early-stage startups through the AWS Cyber Accelerator. Timestamps:00:29 – Live from the floor: our third RSAC, and it’s bigger than ever01:31 – RSAC’s rebrand: the “C” is for Community (and we’re here for it)02:25 – From live events to digital presence: how RSAC is evolving03:35 – Uber ads from CrowdStrike? B2B finally gets playful05:20 – Singing trucks & yellow cups: Sweet Security stands out06:09 – Wiz’s Toy Store & Rubrik’s retro arcade07:06 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine07:50 – We launched something new: The Cybersecurity Marketing Practice09:38 – Talking to founders & VCs: our GTM strategy braintrust10:23 – Our RSAC Party for Marketers: 220+ guests and community magic13:42 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine (deep dive)14:27 – Foundations + Innovations: rebuilding cyber marketing from the ground up15:44 – Speaker preview: Connor from Amnis & Don Jeter from Torq18:23 – Enter the Beautiful Booth Awards (by May 20!) 📢 What’s Next Product Marketing Workshop – Boston | July 2025 Led by Beth Barach, this half-day workshop is in-person and hands-on. Become a product marketing wiz. Reg. page will be live soon! CyberMarketingCon 2025 – Austin, TX December 7–10, 2025 Get your ticket TODAY: cybermarketingconference.com This year’s theme: Marketing Time Machine. Explore both the foundational skills and innovative tactics every cyber marketer needs now. Beautiful Booth Awards – Apply by May 20! Flashy or scrappy, we celebrate smart booths of all sizes. Apply now.  🔗 Links & Resources: Cybersecurity Marketing Society CyberMarketingCon 2025 RSAC 🎧 Follow the Hosts: Gianna Whitver on LinkedIn Maria Velasquez on LinkedIn Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, our Instagram page, or on our podcast LinkedIn page, and keep up with us on X. See you in the next episode!

Episode Summary: From Cisco to chaos (by choice), Marc Blackmer, CMO at Corero Network Security, joins us to unpack the real talk no one warns you about when you take the top marketing job. In this episode, Gianna and Charles sit down with Marc to unpack the real, raw, and hilarious side of marketing leadership. From walking away from Cisco to jumping back into the startup chaos, Marc shares with us why he needs a mess to clean up, how he builds teams that balance his creative chaos, and why telling the truth in interviews matters more than boasting about perks. We discuss impostor syndrome, hiring to your weaknesses, and how ChatGPT became Marc’s idea dumping ground so he doesn’t drive his team crazy. And yes, there’s even a game that ends in a heartfelt tribute to Dave Grohl. If you’ve ever felt like the only marketer in the room, making it up as you go, this episode is your support group. 03:41 – Welcome to Cyber CMO Confidential with Charles and Gianna 04:14 – Meet Marc Blackmer: radio voice, CMO, AI nerd, and ex-Cisco-er 05:38 – From Cisco comfort to startup chaos: Why Marc chooses the hard path 07:33 – How CyberMarketingCon made Marc quit his job (in a good way) 08:59 – The CMO’s lonely seat: finding your “board of directors” 11:28 – Building the right team: vibes, skills, and hiring to your weaknesses 13:52 – Why Marc tells candidates why not to take the job 18:35 – Owning your strengths and learning to recognize them 19:28 – Creative CMO meets operational team: How they balance each other 21:34 – Why ideas ≠ , action items, and how to avoid overwhelming your team 22:56 – Designing psychologically safe environments for input and ownership 26:11 – Creating teams people want to be on—and knowing when they’ll leave 28:33 – “Plagiarism saves time”: Building a culture of shared wisdom 28:49 – Game time! Fictional swaps and Dave Grohl admiration 32:20 – Where to find Marc and final thanks About the guest:  Marc Blackmer, Chief Marketing Officer, Corero Network Security Marc Blackmer is a veteran of the cybersecurity and tech industries, with a career spanning enterprise giants like Cisco and early-stage startups such as ShardSecure. Now serving as CMO at Corero Network Security, Marc brings a unique blend of visionary creativity and operational grounding to his role. With a background in ICS (Industrial Control Systems), AI, and sales engineering, he has been acquired more than once, held a wide array of roles, from partner marketing to channel and IT, and lived to tell the tale. 🖇 Connect with Marc: 🔗 LinkedIn 🏢 Corero Network Security 📬 Get in Touch with us: Want to be on CyberCMO Confidential? Email us at podcast@cybersecuritymarketingsociety.com  🎧 Follow the Hosts: Gianna Whitver on LinkedIn. Charles Gold on LinkedIn. Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Asad Khaliq and Mark Kraynak are founding members of Acrew Capital, focusing on cybersecurity investments. They discuss the complexities of go-to-market strategies in early-stage cyber startups. Asad shares insights on the integration of cybersecurity within software engineering. Mark emphasizes the importance of effective storytelling in marketing, likening it to poetry. They also offer practical tips on hiring, advocating for the need to prioritize sales leadership before growth marketers. Their lighthearted conversation includes humorous takes on personal career paths.

Episode Summary:There’s one part of leadership no one prepares you for: the hard conversations. Whether it’s underperformance or misplaced potential, these conversations are uncomfortable but unavoidable. In this episode, Manny Ataebi, Demostack's CMO, gets brutally honest about how to achieve clarity, empathy, and zero regrets. He drops hard truths and heart-forward advice on managing performance, coaching with empathy, and making the tough calls when attitude isn't enough. From skip levels and PIPs to founders hiring out of FOMO, we cover it all with zero sugarcoating.This one’s for the managers in the trenches. If you’ve ever wondered when to coach, when to cut, or how to protect your culture, Manny’s got answers. And stories. And probably a little tough love.Timestamps:01:25 – Manny’s framework: When underperformance happens, what's next?03:19 – Coaching vs. wrong role: The stress factor and impact on team morale.04:31 – Working with founders: early hiring mistakes, and how to fix them.06:26 – Hiring smart for startups: work ethic, street smarts, and fire in the belly.07:05 – The year-one review and spotting growth potential.09:25 – Transitioning team members across roles: real stories and structure.11:36 – Difficult conversations: why surprise = manager failure.14:31 – Role play, real scenarios, and preparing your team for exec-level readiness.16:42 – QBRs and letting team members lead in front of leadership.18:36 – Different styles, different focus: how Manny adjusts his management approach.22:19 – When it’s a motivation issue: Candy Crush and the “Farmville” effect.24:35 – Self-improvement mindset: what separates strivers from coasters.26:07 – Managing through pivots: startup vs. scale-up realities.27:32 – The energy vampires of the team: Eeyores, excuses, and responsibility.29:31 – Let them fail (a little): growth through discomfort.30:25 –  Game Time! If Manny weren’t a CMO, what would he be?32:10 – Life coach dreams, physical therapy passion, and a heart for helping others.35:22 – Acting aspirations, fake film pitches, and final laughs.About the guest: Follow Manny Ataebi on LinkedIn. Links & Resources Mentioned:DemostackCybersecurity Marketing SocietyCyberMarketingConUpcoming Events:RSAC 2025 Marketers PartySunday, April 27 – Vibes, wagyu, and every cybersecurity marketer you love. You know the drill. 👉 RSVP now before it’s too late.Subscribe & Show Some Love: New episodes every Wednesday. Subscribe, leave a five-star review, and send this to a coworker playing Candy Crush during Zoom calls.💌 Feedback or Wanna Be on the Show? Email: podcast@cybersecuritymarketingsociety.com Follow your hosts on LinkedIn:👉Gianna Whitver👉Maria VelasquezThank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.See you in the next episode!

Episode Summary:This week, we’re going full circle with the one and only Chris Cochran, VP of Marketing at AKA Identity and Founder of Audacious GTM. Chris is a former cybersecurity practitioner, Netflix threat intel lead, Marine Corps vet, and one of the original champions behind this very podcast.Gianna and Maria sit down with Chris to trace his journey from the intelligence trenches to the marketing boardroom, blending creativity, psychology, and strategy. They talk about the unique challenges of marketing to cyber pros, bridging the gap between art and science, and the delicate dance between taste and truth in brand messaging. Chris also drops wisdom on authentic communication, building community with content, and why mutual benefit is the secret sauce of GTM.Timestamps:03:14 – From Marine Corps to NSA to Netflix: Chris’s practitioner roots08:10 – Hacker Valley origins: How podcasting sparked a creative empire12:35 – Joining the Society: The invite that changed everything15:02 – Building brand and community at aka Identity18:27 – Art + science: Chris’s marketing philosophy22:15 – Empathy between marketers and practitioners26:48 – Campaigns, AB testing, and dopamine hits31:05 – Leading marketing teams and educating across the org34:22 – Taste vs. truth: Internal feedback challenges38:45 – Wins, video campaigns, and building for conversion43:30 – Escaping cyber (briefly) and coming back home📢 Upcoming Events:CyberMarketingCon 2025 – Call for Speakers Open! 🗓️ December 7–10, 2025 – Austin, TX 📝 Submit by April 15th to share your brilliance with 700+ cyber marketing pros.RSAC 2025 Marketers Party 🎉 Sunday, April 27th – Food, friends, and fun with the Cybersecurity Marketing Society. 🎟️ Tickets: cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024🔗 Links & Resources Mentioned: Audacious GTM Cybersecurity Marketing Society CyberMarketingCon IDPro Hacker Valley Media 🔔 Subscribe & Review:If this episode inspired you (or made you laugh), hit that subscribe button and leave us a ⭐⭐⭐⭐⭐ review on your favorite podcast app! It helps us bring you even more brilliant guests like Chris.📩 Got feedback or want to be on the show? Email us at podcast@cybersecuritymarketingsociety.com Follow our hosts on LinkedIn:👉 Gianna Whitver👉 Maria VelasquezThank 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!

The Cyber CMO Confidential is back, and we are starting with our favourite guest, Jennifer Leggio, Chief Strategy Officer at W2 Communications.Jen’s back on the mic, taking us on her journey from cyber PR pro to CMO extraordinaire to brief, educational COO life. She understands why the brand isn’t just fluff but your secret growth engine. We break down how to talk about “the B-word” with a CFO who only wants more demo requests and explore why branding might just be your most powerful (and misunderstood) sales tool.You’ll hear about the empathetic sale, how brand boosts pricing power, and why the buyer’s journey looks more like a bow tie than a funnel these days. If you care about brand, pipeline, or just surviving another board meeting, this one’s a must-listen.Timestamps: 01:04 – Guest intro: Jennifer Leggio, CSO at W2 Communications 02:27 – Jen’s path to W2: From cyber PR to CMO to COO and back 04:17 – “Brand is the new demand gen”: What that means 05:40 – The empathetic sale: Qualify out as much as you qualify in 07:31 – Talking about brand with your CEO and CFO 09:00 – Real-life examples of brand influence (Carvana FTW) 11:15 – Demo requests ≠ demand strategy 13:09 – The bow tie journey: Reimagining the funnel 14:48 – Turning brand wins into sales enablement and retention tools 15:14 – Brand = pricing power: The Excedrin analogy 16:06 – Why does a brand build trust and support for go-to-market 17:14 – Brand’s impact on valuation and M&A (Sourcefire story!) 18:55 – Personal brand power and founder-led storytelling 20:53 – Budgeting for brand: “Brandman” and the peanut butter cup 23:02 – Using brand for customer retention and advocacy 25:26 – ABX + brand = targeted impactAbout the guest:Jennifer Leggio is the chief strategy officer at W2 Communications and has been a longtime force in cybersecurity marketing and operations. With nearly 25 years in the game, she’s held leadership roles across the spectrum, VP of Comms, CMO, COO, and built a reputation for driving bold, strategic growth. Known for her sharp storytelling, no-fluff approach, and deep operational chops, Jen has helped scale, rebuild, and position companies for high-impact outcomes.She’s also a frequent speaker at top industry conferences like DEF CON, RSA, and CyberMarketingCon, and pens columns for SecurityWeek that spotlight the human side of cyber business. Whether building revenue engines or challenging the status quo, Jen brings clarity, candor, and an unwavering focus on what works.Upcoming Events:RSAC 2025 Marketers PartyOn Sunday, April 27th, join the Cybersecurity Marketing Society for the best pre-RSAC bash. Drinks, Wagyu, and all your GTM besties. 🎟 Get tickets hereCyberMarketingCon 2025 – CFP Open!📝 CFP closes April 15th!🔗 Links & Resources Mentioned: W2 Communications Cybersecurity Marketing Society Subscribe & Review:If you loved this episode, hit that subscribe button and leave us a review! It helps us grow and bring even more incredible guests your way.📩 Got feedback or want to be on the show? Email us: podcast@cybersecuritymarketingsociety.com Follow your hosts on LinkedIn:👉 Gianna Whitver👉 Charles GoldThanks for tuning in! We'll catch you next time on Cyber CMO Confidential.

Episode Summary:This week, we’ve got an extra special guest, Joe Aurilia, Jr., SVP of Operations at Cyware. Joining Gianna and Maria to talk more about the art of scaling, automating, and just plain getting stuff done. Joe takes us on a ride from being Cyware’s first U.S. hire (aka "the guinea pig") to building and overseeing every corner of operations from legal and IT to rev ops and marketing ops. We chat about how to spot and fix the messiest processes, why RevOps is the unsung hero of the GTM engine, and what happens when contracts, people, and data collide. Joe also drops gems on internal sales/marketing for change management, and we close out with his dream career as an ice cream shop owner.Plus: purple dashboards, auctioneer aspirations, and a serious stance on free sprinkles.Timestamps: 03:02 - What even is "Operations"? Joe breaks it down. 07:55 - Being Cyware’s first U.S. hire and building from scratch. 10:10 - Automate and scale: Joe’s operational north star. 13:48 - The birth of RevOps and tackling the mess no one else wants. 18:12 - Walking through change across departments and people. 22:44 - On avoiding fiefdoms and removing blockers. 27:02 - Asana, tears of joy, and operational adoption. 30:50 - Data integrity: The holy grail of RevOps. 36:40 - Working with leadership and enabling decision-making. 41:12 - Tactical wins to streamline GTM and shorten deal cycles. 47:10 - Contracts as living documents and reducing friction. 📢 Upcoming Events:RSAC 2025 Marketers PartySunday, April 27th — Join the Cybersecurity Marketing Society for the best pre-RSAC bash with drinks, Wagyu, and your GTM friends. Get tickets at https://www.cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024.CyberMarketingCon 2025 – CFP Open!Speak, learn, and network with 700+ marketers and GTM pros in Austin, TX. 🗓️ December 7–10, 2025 📝 CFP closes April 15th!🔗Links & Resources Mentioned: Cyware Asana Cybersecurity Marketing Society CyberMarketingCon25 🔔 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:👉 Gianna Whitver👉 Maria VelasquezThanks for tuning in. Remember, every Wednesday, we drop a new episode guaranteed to knock your SOCs off. 😎

Episode Summary:Running social media isn’t easy; so many expectations and trade-offs. You need to be informative yet fun, creative yet professional, and engaging yet consistent, all while keeping things fresh. Even worse, when you manage a massive cybersecurity brand, it’s about more than just posting. It’s about making an impact in a sea of corporate noise. No one does that better than Jacqui Morgan, Global Social Lead at Palo Alto Networks.Jacqui is the force behind high-impact, creative content that breaks through the typical B2B jargon and excites people about cybersecurity. In this episode, she pulls back the curtain on how her team strikes the perfect balance between strategy and spontaneity, why less can mean more, and how to inject personality into cybersecurity marketing. We also talk about big social media wins, some not-so-great flops, and her dream career outside of tech (hint: it’s delicious). If you’re ready to remove the boring in your B2B social strategy, this episode is for you!Timestamps:[05:15] Running a lean global team without losing creativity: Jacqui breaks down how her small-but-mighty team supports every part of Palo Alto Networks, balancing global regions, creative partners, and agencies while keeping their sanity.[10:45] Less is more, cutting through the noise: How Jacqui prioritizes quality over quantity, scales back on low-impact requests, and positions the social team as strategic partners—not order takers.[15:30] Making cybersecurity social fun: Why creativity is crucial, how her team injects personality into LinkedIn content, and their approach to standing out in a traditionally dry space.[20:20] Agency partnerships done right: Jacqui shares how to transform agency relationships from transactional to true creative partnerships and how trust plays a key role.[25:15] Campaign wins & lessons from flops: Hear the story of a bold, standout campaign at a significant conference, plus a candid look at a past misstep and the lessons Jacqui walked away with.[30:40] Getting leadership buy-in: Why building internal trust and strong relationships with executives, marketers, and sales teams is key to social media success.[35:10] Jacqui’s dream career (hint: it’s delicious): We wrap up with her fun, non-tech dream job—and it’s something you might just want to visit one day.🔗Links & Resources Mentioned: Palo Alto Networks on LinkedIn. Jacqui Morgan on LinkedIn.  📢 Upcoming Events:🚀 Join us at the 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:👉Gianna Whitver👉Maria VelasquezThank 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.

Episode Summary:In cybersecurity marketing, messaging is everything, but what happens when your audience doesn’t understand your language?This week, we sit down with Tatianna Harris, Head of Digital Marketing at EchoMark, to discuss the nuances of building brand awareness in a category that barely exists in the market’s vocabulary. From navigating the complexities of insider risk messaging to executing a founder-led thought leadership strategy, Tatianna shares what it takes to market cybersecurity solutions while wearing every marketing hat as a solo practitioner.Timestamps: [03:12] - How Tatianna got her job at EchoMark through networking [06:40] - The power of word-of-mouth in career growth [09:55] - What EchoMark does and Tatianna’s role as a solo marketer [14:30] - Challenges of marketing at a cybersecurity startup [18:20] - Why EchoMark pivoted its messaging from “Forensic Watermarking” to “Invisible Watermarking” [22:45] - How Tatianna worked with leadership to change messaging [27:15] - Thought leadership and CEO-led marketing strategies [32:05] - How Tatianna prioritizes her time as the only marketer🔗Links & Resources Mentioned:EchoMark on their Website or LinkedIn.Follow Tatianna on LinkedIn. 📢 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:👉Gianna Whitver👉Maria VelasquezThank 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.

Episode Summary:Content isn’t just something you create and forget—it’s an asset, a living, evolving piece of your brand’s identity. According to David J. Ebner, great content isn’t about chasing trends or churning out endless articles; it’s about crafting something that stands the test of time, resonates with the right audience, and drives meaningful business outcomes.In this episode, David, CEO and Founder of Content Workshop, discusses how companies of all sizes can fine-tune their messaging, build effective content strategies, and avoid the common mistakes that hold marketing teams back. He also discusses why content should be treated as a long-term business investment, how to navigate AI’s role in content creation, and what makes a difference in SEO and backlinking.We also explore how cybersecurity marketers can make a real impact at RSAC 2025—from standing out in a crowded space to building trust with the right audience. Whether you’re leading a marketing team or running solo, this episode is packed with practical advice you can use immediately.Timestamps: 05:30 Content Strategies for Small vs. Large Companies – Adjusting marketing tactics based on team size and resources. 12:45 Persona Building & Message Mapping – Understanding your audience and structuring effective messaging. 18:20 Why Calling Your Product a Solution Matters – How positioning influences buyer perception and engagement. 24:10 Content Production Challenges & Best Practices – Overcoming bottlenecks and keeping content high-quality. 30:50 The Power of Backlinking & SEO in Cybersecurity – Strengthening domain authority and search visibility. 38:15 AI’s Role in Content Marketing: Hype vs. Reality – Where AI adds value and human creativity still leads. 45:00 How to Stand Out at RSAC 2025 – Strategies to make a lasting impact at cybersecurity’s biggest event. 52:35 The Morality of Marketing & Creating Meaningful Content – Ethical considerations and why authenticity matters. Links & Resources Mentioned:🔗 Content Workshop: www.contentworkshop.com🔗 Follow David J. Ebner on LinkedIn: David J. Ebner🔗 Clutch - Professional Services Reviews: www.clutch.co🔗 G2 - Software & Service Reviews: www.g2.com🔗 Capterra - Software Reviews & Comparisons: www.capterra.com🔗 RSAC 2025 Conference Information: www.rsaconference.com🔗 Cybersecurity Marketing Society & Content Workshop Webinar on Backlinks (May 15): Register here📢 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:👉Gianna Whitver👉Maria VelasquezThank 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.