Breaking Through in Cybersecurity Marketing

Please enjoy this encore of Breaking Through in Cybersecurity Marketing.In today's episode, Gianna and Maria are joined by a seasoned CISO from NetSPI, Joe Evangelisto. Joe shares his insights into the cybersecurity industry's challenges AND his passion for baking! Stay tuned to hear what organizations he recommends for support for CISOs, how to use content switching to your advantage, and how security events can better serve small firms, per his viral post about Black Hat. Episode Highlights: [01:05] Joe expresses excitement and gratitude for joining NetSPI and leading the talented security team. [03:01] Joe’s viral LinkedIn post about his decision not to attend Black Hat, and the unique challenges faced by SMB CISOs compared to those at larger enterprises.  [08:15] Content Switching: Joe shares his experience balancing different responsibilities as a CISO at a smaller organization and balancing all his priorities while wearing different hats.  [13:30] Why it's important to build strong internal relationships across the departments.  [17:38] Joe recommends the supportive community of CISOs in his area with organizations like ISSA, ISC², and more! Reach out to Joe on LinkedIn. Be sure to also follow our hosts on LinkedIn:Gianna WhitverMaria Velasquez 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.

Please enjoy this encore episode of Breaking Through in Cybersecurity Markeing.As the podcast that keeps things fresh, this week our co-hosts Gianna Whitver and Maria Velasquez are handing over the reins to a guest host who is quite well-known: the author of the viral cyber bestseller Cyber for Builders, Ross Haleliuk! Ross is joined by the Chief Security Officer (CSO/CISO) at Scrut Automation, Nicholas Muy. Together they explore the intricacies of building cybersecurity products that truly matter. The episode dives into the challenges and strategies of product development in the cybersecurity industry, emphasizing the importance of genuine user feedback, real-world experience, and building trust within the community.Key Takeaways: [03:30] - Nick shares his background and current role at Scrut Automation [05:15] - Common mistakes founders make in cybersecurity product development [08:45] - The importance of engaging with the cybersecurity community [12:30] - How to balance customer feedback with a founder’s vision [16:00] - Real-world examples from Nick's experience as an investor and advisor [20:15] - Practical advice for startup employees in evaluating early-stage startups Guest hosts are new for us and we would appreciate your feedback, email your thoughts: podcasts@breakingthroughincybersecuritymarketing.com. Get to know our guest host and guest:👉Reach out to Ross on LinkedIn.👉Get your copy of Cyber for Builders on Amazon.👉Connect with Nick Muy: LinkedIn.Be sure to also follow our main show hosts on LinkedIn:👉Gianna Whitver👉Maria Velasquez 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!

Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing."Social media in cybersecurity is like walking a tightrope; you're balancing between being serious and injecting just the right amount of light-heartedness to crack a smile. That's how you get people to listen." - Matt Mullan This week, we're diving deep into the world of social media with none other than Matt Mullan, the Senior Social Media Manager at Illumio, a pioneering zero-trust segmentation company. Matt brings a treasure trove of insights from his journey—from starting in sales to mastering the art of social media in our complicated, technical, and fast-paced industry. Today, he's set to peel back the layers of the unique challenges and opportunities that come with marketing in the cybersecurity industry, drawing contrasts with his diverse experiences in sectors as varied as toy manufacturing and HR/payroll software. Prepare to learn from one of the best in navigating the complex currents of social media in the cybersecurity sector! Highlight Reel: [01:04] - Matt shares his professional background and transition into cybersecurity from sales and social media. [03:56] - Discussing the unique challenges and opportunities in cybersecurity marketing. [04:18] - Insights into engaging cybersecurity communities and leveraging humor in social media strategies. [06:26] - The effectiveness and strategy behind using memes and light-hearted content to drive engagement. [08:11] - The role of influencer marketing in cybersecurity and the potential shift towards micro-influencers. [10:41] - Exploring social media's impact on brand awareness and lead generation within the cybersecurity sector. [12:57] - The importance of diversifying social media strategies and not relying solely on one platform. [17:29] - The concept of 'thought leadership' and its role in successful social media marketing. [20:14] - The future of influencer marketing in cybersecurity and its challenges. Join Us at RSA 2024:Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!Be sure also to follow our hosts on LinkedIn:Gianna WhitverMaria Velasquez 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.Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Episode Summary:What does it mean to be an impactful marketer in cybersecurity? Danny Miller, VP of Marketing at CyberInt, joins us in this CyberCMO Confidential segment episode to share how he drives success at a company redefining external threat intelligence. From strategy meetings with the CEO to packing custom swag kits, Danny takes us through the day-to-day life as the marketing leader at a growing cybersecurity startup.Discover how CyberInt’s unique focus on actionable intelligence influences its culture and customer relationships, the art of balancing strategic priorities with hands-on work, and the challenges of scaling a team while staying involved. Plus, hear Danny’s thoughts on aligning with sales, creating seamless customer journeys, and why sometimes it’s okay to let go—even if you’re a little bit of a control freak.Key Highlights:[02:00] - Making Intelligence: Danny explains how CyberInt goes beyond data to deliver actionable insights that impact cybersecurity teams.[05:15] - Meet the Team: A behind-the-scenes look at CyberInt’s global marketing squad—10 pros balancing demand gen, product marketing, and BDR operations.[08:40] - A CMO’s Day in the Trenches: From boardroom strategy to packing elaborate swag kits, Danny’s day is anything but boring.[15:20] - The Art of Letting Go: Danny shares how he’s learning to delegate while keeping his personal touch on the work that matters most.[20:35] - Keeping Execs in the Loop: Danny uses reports, OKRs, and transparency to align with the CEO and leadership team.[28:00] - From Lead to Loyalty: The challenge of creating a seamless customer experience across marketing, sales, and beyond—and why it’s worth the effort.[35:50] - Lessons in Staying the Course: The best advice Danny ignored and how it shaped his perspective on perseverance and growth.Links and Resources Mentioned:Learn more about CyberInt: cyberint.comSend your comments, questions, or topic suggestions to podcast@cybersecuritymarketingsociety.com Join us at Cyber MarketingCon2024!(December 8-11, 2024) – A Conference for Cybersecurity MarketersIf you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!Be sure also to follow our hosts on LinkedIn:👉Gianna Whitver👉Charles GoldThank 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!

Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing:Ready to shake up your approach to cybersecurity marketing? In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria bring on Rob Young, the amazing VP of Marketing at Cypago. Rob doesn't just talk strategy—he’s lived it, from the fast-paced world of startups to leading massive organizations. Tune in as he shares game-changing insights, the secrets behind his biggest wins, and why your marketing efforts need a serious upgrade. If you’re tired of the same old advice, this episode is your wake-up call.[14:50] - Transition into Cybersecurity MarketingRob's early experience in the startup world began with the AI-platform, Astound, where he focused on building teams, and developing and executing strategies in a fast-paced environment. There are differences between marketing in startups, which requires quick decision-making and hands-on work, versus large companies, where processes are slower and more structured.[20:25] - Advice for Marketing LeadersRob shares insights on staying agile in large organizations by building strong relationships across departments to speed up processes.[25:45] - Setting Up a Marketing Org from ScratchWhen Rob joins a new company, he focuses on messaging, positioning, and product marketing. He stresses the importance of aligning sales and marketing to ensure a clear and compelling value proposition for customers.[30:15] - The Importance of Marketing OpsRob's first hire at Astound was in marketing ops due to its role in tracking data and optimizing strategies. Having a core team that includes marketing ops, digital marketing, and product marketing helps in driving the company's marketing effort. [39:40] - Low-Hanging Fruit in a New Marketing RoleOptimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role. Rob discusses the more challenging wins he focuses on, like managing leads and making sure they align with the ideal customer profile (ICP).  [45:35] - The Changing Landscape of Sales and MarketingRob talks about the shift from high-volume to more targeted marketing, which has led to a reduced role for SDRs. He explores how to balance noise and signal in lead generation and shares his perspective on evolving trends in marketing strategies.About our guests:👉Follow Rob on LinkedIn. 👉Learn more about Cypago.   Be sure to also follow our hosts on LinkedIn:👉Gianna Whitver👉Maria Velasquez 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!

Kevin J. Scott, the unconventional CTO/CIO and AI engineer at the PGA of America, redefines technology in golf. He shares insights on transforming the PGA's IT infrastructure into a cloud-based, passwordless environment, enhancing user access and security. Kevin discusses how a ransomware incident sparked a cybersecurity overhaul, adopting a zero-trust model. He also highlights innovative partnerships with Managed Security Service Providers, allowing them to leverage major PGA events for brand exposure. Discover how the PGA blends tech innovation with the love of golf.

Episode Summary:"It’s not all numbers and dashboards—sometimes, CMO success boils down to building trust and a team that clicks." This week on Cyber CMO Confidential, we’ve got Thomas Bain, the CMO of  VulnCheck, joining us to reveal the keys to leading in cybersecurity marketing. Tom shares how he builds credibility with technical teams, aligns with sales without losing autonomy, and cultivates a company culture that drives actual results. Hosts Gianna Whitver and Charles Gold dig into the art (and science) of connecting across departments, understanding team dynamics, and confidently navigating rapid growth.Tom explains why CMOs should focus on continuous learning and shares what he seeks in a company’s leadership before joining. This is THE episode for anyone hoping to excel in the leadership aspect of marketing.Key Highlights:[02:30] – The importance of company culture: Why communication and transparency are essential for building a productive workplace.[05:15] – Aligning with engineers and technical teams: Building credibility when marketing meets cybersecurity expertise.[10:40] – The impact of culture on recruitment: Finding the suitable hires and aligning them with company goals.[15:25] – Balancing sales and marketing needs: More strategies for smooth collaboration and avoiding the blame game.[20:30] – Building a trusted CMO-Sales relationship: How to stay aligned with sales leadership in a fast-paced environment.[25:10] – The high stakes of hiring in small teams: Tom’s tips for spotting cultural alignment during the interview process.[35:50] – Why continuous learning matters for CMOs: Tom advises staying relevant and growing as a marketing leader.Links and Resources Mentioned:VulnCheck – Learn more about Tom Bain’s work and VolnCheck's cybersecurity solutions.Listeners, please send your questions or thoughts to podcast@cybersecuritymarketingsociety.com — we’d love to hear from you!Join us at Cyber MarketingCon2024!(December 8-11, 2024) – A Conference for Cybersecurity MarketersIf you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!Be sure also to follow our hosts on LinkedIn:👉Gianna Whitver👉Maria Velasquez 👉Charles GoldThank 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!

In this discussion, Steve Piper, CEO of CyberEdge Group, shares his expertise in cybersecurity marketing. He reveals strategies for building a perfect target account list and the magic of message mapping. Steve tackles the challenges of account-based marketing (ABM) and emphasizes the need for tailored content for specific segments. He also highlights the importance of nurturing leads and gives five actionable tips to supercharge your ABM efforts. Plus, he discusses the power of multi-channel engagement, including webinars and content syndication.

Episode Summary:Being a CMO isn't just about crunching numbers or throwing creative campaigns at the wall to see what sticks. It’s more like steering a high-speed ship through uncharted waters—where every turn demands equal parts strategy, innovation, and intuition. In CyberCMO Confidential, hosted by the always-sharp Charles Gold, we dive into the behind-the-scenes world of marketing leadership, where every decision is a mix of art and data.In this month’s episode, Charles chats with Carole Winqwist, GitGuardian's CMO, about growing her team from 3 to 23, balancing the quirks of U.S. and French work cultures, and how AI is transforming the day-to-day. Get ready for an insightful discussion from two marketing pros about strategy, innovation, and 100% real talk.Key Highlights: [01:00] – Carole’s career journey to becoming CMO and her approach to picking her title at GitGuardian. [03:00] – Building a marketing team from 3 to 23 people: addressing the challenges of scaling a team and supporting both the French and U.S. markets .[06:40] – Managing cross-cultural teams and the differences between U.S. and French work environments, especially around job security and loyalty. [04:00] – The most significant challenges of B2B marketing: long sales cycles and measuring marketing impact. [20:00] – How GitGuardian’s marketing team leverages AI tools like ChatGPT to accelerate content creation and maintain high quality. [25:00] – Navigating marketing and sales alignment while maintaining autonomy and avoiding being an "order-taker." [15:10] – The role of BDRs in the marketing team and why having them close to content creation makes all the difference. Links and Resources Mentioned:GitGuardian – Learn more about GitGuardian and their cutting-edge security solutions here.Join us at Cyber MarketingCon2024!(December 8-11, 2024) – A Conference for Cybersecurity MarketersIf you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!Be sure also to follow our hosts on LinkedIn:👉Gianna Whitver👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.See you in the next episode!

Episode Summary:Today’s episode feels like a stroll through a cute British seaside town—full of charm, surprises, and a little podcast mischief! We’re joined by the voices behind the IT Pro Podcast—Rory Bathgate, Features & Multimedia Editor, and Jane McCallion, Managing Editor, to chat about all things tech, journalism, and podcasting. These two aren’t just tech experts; they have that unique podcaster vibe that makes every story more interesting.Rory and Jane will discuss the intersection of technology and journalism, discussing how tech affects reporting and content creation. They touch on the challenges and benefits of podcasting, including audience engagement and the technical side of producing episodes. The conversation also covers social media’s role in news dissemination and the importance of podcasts in educating listeners on tech advancements. They also share their perspectives on new technologies like AI and cybersecurity, especially the need for ethical journalism in tech. This episode isn’t just for tech enthusiasts and storytellers—it’s also a great listen for anyone considering starting a podcast. You'll get everything from behind-the-scenes laughs to insights on tech reporting—with that signature British cheekiness and humor. Episode Highlights:  [03:10] - Kick things off with Rory and Jane as they talk about their roles at IT Pro and spill the beans on crafting a killer B2B tech podcast. [07:30] - Find out how the IT Pro Podcast found its unique voice amidst the whirlwind pace of tech journalism. [12:45] - Join us live from the field! Rory and Jane chat about how recording at live events adds a new flavor to podcasting. [18:15] - Seek behind the curtain with IT Pro Podcast: the laughs, the flubs, and those oh-so-fun tech snafus (yup, including their adventures in a makeshift soundproof studio!). [25:20] - It's all about community: Hear how listeners shape the podcast and snag some tips on keeping everyone hooked. [32:40] - Dive into why deep, rich conversations in tech matter and why some stories hit differently on a podcast than in print. [40:50] - Pro tip alert! Find out what catches our eye when choosing podcast guests and how to pitch a story that'll click with our vibe. Links and Resources Mentioned: IT Pro Podcast Graham Cluley  Connect with Our Guests: Rory Bathgate - LinkedIn Jane McCallion - LinkedIn Join us at Cyber MarketingCon2024!(December 8-11, 2024) – A Conference for Cybersecurity MarketersIf you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!Be sure also to follow our hosts on LinkedIn:👉Gianna Whitver👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can 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!Remember to hit the subscribe button so you never miss an episode! If you enjoyed today’s show, leave us a five-star review and share it with your friends in the cybersecurity world.