Breaking Through in Cybersecurity Marketing

Getting your marketing in front of government customers can be a very difficult endeavor, especially when traditional marketing tactics don’t apply. In this episode, Mary Yang joins Gianna to discuss the strategies she uses to connect her message and product with her FedGov clientele. Mary breaks down the importance of leveraging thought leadership and content marketing and why understanding your audience and their needs is a critical ingredient in your government marketing strategy. Guest Bio: Mary Yang is the Chief Marketing Officer of LookingGlass Cyber Solutions and is an expert in cybersecurity marketing in the federal government industry. She has more than a dozen years of experience doing everything from creating sales collateral to nurturing campaigns and corporate messaging. Links: Download and read the NIST framework that Mary mentioned here: https://www.nist.gov/cyberframework  Stay in touch with Mary on LinkedIn and Twitter Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast  

How do you make your brand stand out in a sea of cybersecurity marketing? Sometimes, all it takes is a fresh idea, a killer pitch, and a wee-bit of luck. In this episode, Samuel Tyler shares the story behind Bugcrowd’s famous out-of-home RSA campaign and his advice on how to make your brand stand out in the crowd.   Guest Bio: Samuel Tyler is the Senior Manager of Corporate Marketing at Bugcrowd. Samuel is a B2B marketer working at the intersection of cybersecurity and data. He has an interdisciplinary background in growth-stage product marketing and brand management, plus a wealth of hands-on skills in creative direction. As a professional by day, and scholar by night, he passionately integrates discipline, intuition, and experience to deliver work that's both effective and evocative.   Links: Read the blog wrap-up and get more resources from this episode here Stay in touch with Samuel Tyler on LinkedIn Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast  

In this episode, Maria takes a turn in the hot seat to talk about her favorite subject: improving sales and marketing alignment. Gianna and Maria explore what a healthy sales and marketing relationship looks like, how a combination of communication and incentives can help educate your sales team on the MQL process, and their tips for rolling out an account based marketing strategy. Lastly, Maria takes a moment to gab about her love of food.    Key Takeaways 00:42  Maria’s bio 01:19  Why Maria loves sales alignment  02:24  The “ideal” sales person 04:15  Goals and KPI alignment 06:31  Mindset and tactical tips  09:25  Being patient and flexible 12:17  Communication, documentation and incentives  18:14  Do BDRs belong in marketing or sales? 23:22  ABM steps and strategy 27:49  Asking the right questions 30:30  Dishing out marketing tips & good food   Links: Check out and download Maria's Pipeline Spreadsheet and SLA Template! Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In this episode of Breaking Through in Cybersecurity Marketing, Gianna is joined by the VP of Marketing at Spyderbat, Seth Goldhammer. Seth shares his perspective on how and how not to be successful in product marketing, why role clarity is essential when establishing your marketing chain of command, and his excitement in building out marketing programs and functions at a virtual startup. Lastly, Seth gives his advice on how to work alongside strong personalities and shares the story behind his favorite film of all time!   Key Takeaways: 01:27  Seth’s bio - from screen writing to marketing  06:25  Why product marketing? 07:59  What’s your motivation?  09:41  Alignment and role clarity 13:21  Decision making  - who’s responsible? 15:30  Communication is key 21:04  Working with strong personalities  22:55 Seth’s favorite film!   Links: Stay in touch with Seth on Twitter and LinkedIn, and check out his favorite film, Apocalypse Now, as well as the RACI matrix Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria are joined by CEO and founder of InterQ Research, Joanna Jones. Joanna does a deep dive into the qualitative market research process, why focused market research can take product and services marketing to the next level, and how to leverage your product team to help drive company support buy-in. Lastly, Joanna gives a crash course on focus groups and what you need to get started.    Key takeaways: 00.34  Bio 03:13  The qualitative research process 05:19  Participant sourcing and engagement 08:00  Will there be food?! - Gianna has to know! 08:48  Remote focus groups  10:03  Qualitative Vs. Quantitative research 12:20  Company support buy-in 15:54  Is there an ideal time? 18:23  Focused driven research 21:15  Focus groups 101 25:21  Stay in touch with Joanna! Read the blog wrap-up and get more resources from this episode here Stay in touch with Joanna Jones on Twitter and LinkedIn, and at InterQ Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In the first episode of Breaking Through In Cybersecurity Marketing, Gianna and Maria are joined by JupiterOne’s self proclaimed “accidental CMO,” Tyler Shields. Tyler shares his three step approach for building out marketing programs at startups, how to establish company culture remotely, setting realistic expectations with internal stakeholders when building community at companies, and why your company is in need of a “talking head.” Lastly, Tyler spills the beans on the true mastermind behind his Yeti swag and the current marketing models and platforms he’s engaging in.     Key takeaways: 00:40  Bio 02:10  Tyler’s 3 step approach for startup marketing 06:39  Remote working - communication is key! 09:54  Trust building and authentic leadership  11:06  Establishing company culture remotely 13:43  Accountability and teamwork  15:35  What’s in store for JupiterOne in 2022?! 18:18  Building community - foundation first   22:54  Setting realistic expectations  24:28  Spokespeople and “talking heads” 27:03  Favorite swag and the true Yeti mastermind 31:35  Product-led growth and establishing value 34:10  Social media, podcasting, and modern marketing models 35:41  Platforms - Youtube, Shopify, Slack, and the whole gambit! 39:01  Stay in touch with Tyler   See photos of Tyler’s favorite swag, a list of the tools mentioned on this episode, and get the episode transcript here    Stay in touch with Tyler on Twitter and LinkedIn, and JupiterOne Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out more from Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

A sneak peek on what to expect from Gianna and Maria on cybersecurity marketing!