Breaking Through in Cybersecurity Marketing

Episode Summary:What happens when two podcasters sit down… on another podcast? We’re so excited to be joined by an amazing duo—Aubrey Byron, Content Marketing Manager, and Shannon Ragan, Director of Content Marketing at Authentic8. They are also co-hosts from the Needlestack Podcast. These two content marketing powerhouses take us behind the scenes of building a successful podcast that uncovers the secrets of open-source intelligence (OSINT), sharing stories of landing big-name guests, and why the world of government marketing is like navigating through an “iron curtain.” And just when you think you’ve heard it all, Shannon drops an unexpected bombshell about her future plans! Tune in for all the tips, creative inspiration, and of course, a dash of the unexpected. Key Highlights:[02:15] - The journey of launching the Needlestack Podcast and how it pivoted from a live show to guest-driven interviews.[03:50] - How cold DMing experts like Jack Rhysider from Darknet Diaries became a winning strategy for landing influential guests.[07:15] - Why balancing tactical content with compelling storytelling keeps their audience engaged.[10:49] - How OSINT’s constant evolution drives both interest and demand for the latest tools.[13:32] - The role short-form video and organic social play in extending podcast reach.[19:39] - Breaking into government and federal sectors through content, despite the iron curtain of limited data.[28:02] - A deep dive into podcast production: sourcing guests, prep interviews, editing, and repurposing content.[42:43] - A surprising twist—Shannon announces her sabbatical to finish her historical fiction book!Links and Resources Mentioned:Needlestack Podcast - Each week, NeedleStack co-hosts interview professional open-source researchers who discuss tips to hone your skills, improve tradecraft and protect yourself as you search the surface, deep and dark web. Subscribe wherever you get your podcasts.Jack Reisider, Darknet Diaries - Your Conversation Studio to record in high quality, edit in a flash, and go live with a bang. Not necessarily in that order.David Oltien (SEO Expert): Join David Oltien, Sr. Web Marketing Manager at Anomali, for Crawl, Walk, Run: leveling up your SEO skill set – an in-depth workshop designed for content and digital marketers who know the basics of SEO and want to master enterprise SEO strategies and technical SEO. 📅 Get your tickets now: www.cybermarketingconference.com!Riverside Recording Platform: Riverside.fmJoin 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 too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!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!

Episode Overview:Let's hear the audience clap for our next guest! Ever wonder how a cybersecurity CMO gets featured on shows like the Today Show? Varun Kohli, CMO of Cequence Security, shares exactly how he did it. But it's not just about the applause. Kohli dives deep into how combining data with storytelling helped him achieve success across nine exits in his career. He also introduces his strategic "IMPP" framework—focusing on Investors, Market Size, People, and Product—which has been key to his impressive track record. This episode is packed with real marketing tips and lessons every cybersecurity marketer can learn from.Episode Highlights/Timestamps:[02:15] - IMPP Framework for SuccessVarun shares his secret to navigating nine successful exits: his IMPP framework, focusing on Investors, Market, People, and Product.[07:30] - AI’s Impact on CybersecurityVarun discusses why AI is shaking up cybersecurity and where the real opportunities lie.[13:05] - How Storytelling Landed Varun on the Today ShowHear how a powerful story and strategic data got Varun’s company on national TV, driving huge results.[19:45] - Combining Data and StorytellingDiscover why Varun believes data and storytelling are inseparable for effective marketing.[22:30] - Focusing on Your Brand, Not the CompetitionVarun explains why chasing competitors is a mistake and how to stay focused on building your own brand.[30:15] - Traditional Ads Still WorkFrom billboards to media ads, Varun talks about why traditional marketing can still be a game-changer in B2B.About our guests:👉Follow Varun on LinkedIn.  👉Learn more about Cequence Security. Links and Resources Mentioned in This Episode👉7 Uses of ChatGPT & Generative AI for Marketing by Varun Kohli 👉Today Show Segment with SkyCure – Watch how Varun got SkyCure onto the Today Show.👉Mastering Marketing Mayhem with Pam Cobb – Get ready for a wild ride through Pam’s journey of managing chaos while growing a brand.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 too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!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!

Nati Tal, Head of Guardio Labs specializing in threat research, and Sharon Blatt Cohen, Head of Marketing Communications at Guardio, dive into the surprising connection between Taylor Swift and cyber scams. They discuss how deep-fake ads featuring Swift are used to sell fake cookware and share their undercover insights from Telegram, revealing the ease of launching phishing scams. The duo highlights the collaboration between marketing and security to tackle emerging threats while navigating the dark side of online culture.

We’ve got one of the coolest marketers in cybersecurity joining us this week—Lauren Koppelman, Senior Global Campaign Manager at Fortinet after a recent acquisition.  Lauren will be taking us behind the scenes of the popular video series CISO on the Street and sharing the creative, data-driven strategies that fuel her success. From how niche Linux security content helped drive high-quality leads to how her cold lead nurture campaign re-engaged enterprise accounts, Lauren breaks down the tactics that work. She also shares how she refined keyword strategies to avoid bad-fit leads and crafted emails that grab the attention of even the most skeptical cybersecurity pros. This episode is packed with practical tips for any marketer looking to stand out in the cybersecurity world!Episode Highlights:[01:45] - How CISO on the Street StartedLauren talks about how she came up with the idea for CISO on the Street at RSA and turned it into a video series. “Why not turn these casual conversations into a video series?” The spur-of-the-moment idea turned into a key piece of content marketing.[06:40] - Niche Content Drives LeadsLauren explains how she found that Linux security content was driving great leads and what she did to promote that content. [11:50] - Cold Lead Nurture Campaign SuccessLauren shares how a cold lead nurture campaign she developed brought enterprise-level accounts back to life, even while she was on vacation.[17:00] - Fixing Key-word IssuesLauren explains how the keyword “HIPAA” ended up attracting the wrong audience—like people who were Googling what HIPAA was while at their doctor’s office. She realized that attracting doctors’ waiting room visitors wasn’t the goal, and had to refine the strategy.[23:00] - Tips for Writing Effective EmailsLauren offers advice on writing emails for cybersecurity professionals, keeping them clear, simple, and direct.About our guests:👉Follow Lauren on LinkedIn. 👉Learn more about Fortinet. Links and Resources Mentioned in This EpisodeWatch CISO on the Street Video Series 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, 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 too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!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!

What do breaking up high school brawls, surviving French citizenship tests, and marketing cybersecurity across Europe have in common? They’re all part of the hilarious and unexpected journey of today’s guest, Oscar Burns! Oscar, the Senior Field Marketing Manager at GitGuardian, joins us from France to spill the beans on his unconventional path from teaching in London to navigating the complexities of cybersecurity marketing in Europe.From dealing with language barriers, cultural differences, and figuring out how to make marketing magic happen at Europe’s biggest cybersecurity events, Oscar brings a fresh perspective—packed with humor. Whether you’re curious about the differences between U.S. and European markets, or you’re just here for the stories about $48 sandwiches in Monaco, this episode has something for you![2:00] - Oscar’s Background: From Teaching to TechOscar shares his early career as a teacher in London and how a funny incident led him to switch careers, eventually moving to France for a business internship.[6:30] - Moving into Marketing from SalesAfter several years in sales at Powell Software, Oscar became interested in marketing. He recalls creating the company’s origin story as his first marketing task.[9:30] - Transition to Cybersecurity and Joining GitGuardianOscar discusses his move into cybersecurity marketing at GitGuardian, where he currently works in field marketing, focused on code security solutions.[13:00] - Working in Cybersecurity in Europe vs. the U.S.Gianna and Oscar compare cybersecurity marketing in Europe and the U.S., noting differences in event size, budget, and business opportunities.[16:45] - Event Marketing in EuropeOscar explains how European companies approach events like Infosecurity Europe versus larger U.S. events like RSA Conference, with a focus on return on investment.[18:30] - Les Assises in Monaco: The Premier European Cyber EventDiscussion of Les Assises, a high-end, CISO-only cybersecurity event in Monaco. Oscar highlights the exclusivity and success of the event for companies.[24:00] - Living and Working in Europe as an AmericanOscar shares practical tips on working in Europe, including the reality of lower salaries, cultural differences, and the perks of European work-life balance.About our guests:👉Follow Oscar on LinkedIn. 👉Learn more about GitGuardian. Links and Resources Mentioned in This EpisodeCyber Marketing Con 2024 (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 too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Funniest Past Episodes Mentioned:Want more laughs and insights? Check out these fan-favorite episodes we mentioned: Mastering Marketing Mayhem with Pam Cobb – Get ready for a wild ride through Pam’s journey of managing chaos while growing a brand. Art of Cyber Defense: Insights from a Theatrical-Minded CISO with Kayne McGladrey – Dive into the intersection of creativity and cybersecurity with Kayne, and discover how theater and cybersecurity aren’t so different after all. 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!

Thinking about rebranding your company but not sure where to start? Or maybe you’re wondering how to make your brand stand out in a crowded market like cybersecurity? Today’s we’re taking you behind the scenes of a major rebrand with one of the industry’s top players: Varonis!We’re joined by Courtney Bernard, the Brand and Creative Director at Varonis, who recently led the company through a successful rebranding journey. We’ll be discussing everything from why Varonis knew it was time for a rebrand, to how they tackled common cybersecurity branding tropes, and how they ensured every aspect of their new identity resonates with their mission to protect data. If a rebrand is on your horizon, or you’re just curious about what it takes to pull one in cybersecurity, this episode is packed with tips, lessons, and inspiration. [01:25] - What’s Happening at Varonis?Get the inside scoop on Varonis’ brand and creative team from Courtney. From the website to videos, the Varonis team touches everything that represents the company visually.[03:30] - The Varonis Marketing Team: Bigger and BetterVaronis’ marketing team has grown a lot in the past five years—now over 60 strong! The brand and creative crew is right in the mix, working directly with the CMO, showing how important creativity is to the company’s strategy.[05:00] - Keeping the Varonis Vibe AliveWith all that growth, how does Varonis keep the good vibes going? Courtney shares insights on how open communication, clear goals, and a strong sense of mission keep the team connected and energized.[07:50] - How Branding Drives Varonis’ SuccessThe conversation shifts to how Varonis ensures that its brand initiatives align with their overall marketing goals. Courtney explains the challenge of measuring brand impact in cybersecurity and how the team balances qualitative and quantitative goals to ensure their efforts contribute to Varonis' overall business objectives.[11:10] - The Big Decision: Why Varonis RebrandedWhy did Varonis decide to rebrand? It was driven by the company’s evolution in product offerings and market positioning. Courtney and the hosts talk about the extensive process that went into the rebrand, highlighting the importance of ensuring that the new brand identity accurately reflects Varonis' growth.[14:30] - Tackling Design HeadachesBefore the rebrand, Varonis faced several design challenges, including a limited color palette and inconsistent imagery. Courtney explains how the rebrand addressed these issues to  create a more cohesive and versatile visual identity.[17:05] - Crafting the New Varonis IdentityCourtney emphasizes the importance of defining a clear brand persona and voice as the foundation for Varonis' rebrand. Using the brand archetype model, Varonis positioned itself as a "Hero" brand with elements of innovation, ensuring that its visual and verbal identity aligns with its mission to protect data.[21:00] - Rolling Out the Rebrand: Who Was in the Loop?Rebranding isn’t just a one-person job. Varonis started with a small team and then expanded to get feedback from sales, product, and leadership. The goal? To make sure everyone was on board and excited about the new direction.About our guests:👉Follow Courtney on LinkedIn. 👉Learn more about Varonis. 👉Read more about the strategy behind Varonis' rebrand that involved a full transition to a hero archetype and the introduction of Protector 22814 here!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!

Failure is part of being human—it’s what you do next that really matters. Do you give up, feel stagnant, or do you push forward like Al Lakhani, the founder of IDEE? In this episode Al brings a blend of humor and honesty, sharing his self-described "PhD in failure" as he takes us on the rollercoaster ride of building a cybersecurity company from the ground up. With stories of exhilarating highs, unexpected setbacks, and the crucial role of timing, Al’s journey is filled with valuable lessons and lots of laughter. Whether you’re looking for actionable insights to apply to your own startup or just want to hear how someone turned failure into success, this episode has it all![05:00] - Al’s Rollercoaster RideAl shares the ups and downs of starting IDEE. From trying out ideas that flopped to finally finding success with the B2B approach.[12:40] - Timing is EverythingAl explains why hitting the right timing in startups is like catching a wave—it's all about being in the right place at the right time, with a sprinkle of luck.[15:10] - Cracking the Marketing CodeThe hosts and Al get into what’s working (and what’s not) in IDEE’s marketing game. Al reveals that live demos have been successful, but getting people to check them out has been tricky.[20:00] - Picking the Right PartnersAl talks about the importance of choosing the right partners to work with and how giving away free samples (NFR licenses) helps get their buy-in and feedback.[27:45] - The Changing Customer JourneyMaria and Gianna chat about how customers do most of their research before even talking to a vendor, and Al shares his view on how the customer journey has shifted since COVID.About our guests:👉Follow Al on LinkedIn. 👉Learn more about IDEE. 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!

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!

We're excited to unveil our new segment, Cyber CMO Confidential, with Charles Gold, Chief Marketing Officer at ThreatConnect. This segment offers an inside look at the world of cybersecurity CMOs, featuring candid interviews with industry leaders who share their unique perspectives and insights. The co hosts and Charles dig into the challenges CMOs face in the fast-paced cybersecurity landscape and dissect the strategic decisions that drive success. Whether you're a new marketer or an aspiring CMO, Cyber CMO Confidential will provide inside knowledge straight from the experts. Tune in and discover what’s really happening in the C-suite![02:30] Introducing Cyber CMO Confidential:Charles introduces the new segment, which will offer insights into the world of CMOs by interviewing industry leaders. The segment will explore the unique perspectives CMOs bring to the C-suite and the marketing challenges they encounter.[06:00] The Importance of Understanding the CMO Role:Maria and Charles explain how the segment will help marketers better understand and empathize with the CMO role, offering tips for managing and communicating effectively with CMOs.[09:00] ThreatConnect’s Acquisition of Polarity:Charles discusses ThreatConnect's recent acquisition of Polarity, highlighting its strategic value. He provides insights into the integration process and emphasizes the importance of cultural fit between the two companies.[14:30] Managing the Integration as a CMO:Why CMOs often play a key role in company integrations and how it aligns with their responsibilities as executive team members.[18:00] Lessons Learned from Mergers and Acquisitions:Charles discusses the challenges of sustaining momentum and ensuring successful integration post-acquisition. He shares his experiences and offers tips for maintaining team morale and alignment.Key Takeaways New Segment Launch: Cyber CMO Confidential will provide a unique look into the minds of CMOs, offering valuable insights for marketers at all levels. Role of CMOs in Integrations: CMOs often wear multiple hats, contributing to corporate development and integration efforts following a merger. Sustaining Momentum: Keeping excitement and alignment post-acquisition is crucial for realizing the strategic value of mergers. Conference Strategy: Leveraging industry events like Black Hat can help maintain momentum and generate new opportunities. About our guests:👉Follow Charles on LinkedIn. 👉Learn more about ThreatConnectBe 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!

We're flipping the script as our amazing co-host, Maria Velasquez, steps into the guest spotlight. She is the co-founder of the Cybersecurity Marketing Society and today she comes as the VP of Growth Marketing at NetSPI, bringing her years of experience from the pentesting world. Enjoy this candid chat as Maria shares her knowledge of marketing operations, revealing what it takes to choose the right platform and build a successful strategy. It's like having a chat with a good friend who just happens to be a MOPSexpert! Settle in and enjoy this informative episode, featuring our beloved co-host turned guest.[06:00] Marketing Operations Insights:When choosing a marketing automation platform, it’s crucial to consider factors such as company size, growth potential, and integration capabilities. Platforms like HubSpot, Marketo, and Pardot each offer unique features and benefits.[12:30] Choosing the Right Marketing Automation Tool:When choosing a marketing automation platform, prioritize: Data Hygiene: Opt for platforms that facilitate effective data management to keep your information accurate. CRM Integration: Ensure seamless integration with your current CRM system for consistent data flow and improved customer interactions. [18:45] High-Level Strategy for Mops:Implement lead scoring based on engagement and demographics to prioritize prospects, and design an ideal customer journey with defined lifecycle stages to guide leads from initial interest to conversion effectively.[25:00] Best Practices for Marketing Automation:Consult with experts during platform transitions to ensure a smooth process, focusing on the technical aspects of CRM and marketing tool integration for seamless data flow and functionality.[31:15] Data Management and Reporting: Implement strategies to maintain data integrity and enhance reporting accuracy. Utilize UTM parameters to effectively track and measure campaign success.[38:00] Future-Proofing Marketing Operations:Plan for future reporting needs by identifying key metrics and setting up systems accordingly. Evaluate new tools for compatibility and seamless integration with existing systems.Key Takeaways Understand Your Needs: Evaluate your company's current and future growth needs when selecting marketing automation tools. Data is Critical: Prioritize data integrity and set up workflows that ensure seamless integration with your CRM. Lead Scoring & Lifecycle Management: Establish clear criteria for lead scoring and understand the journey from MQL to SQL. Consult Experts: Consider hiring a consultant to assist with technical integrations and strategic planning. Stay Informed on Compliance: Be aware of recent changes in data privacy laws and cookie consent requirements to maintain compliance. About our guests:👉Follow Maria on LinkedIn. 👉Learn more about NetSPI.  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!