Breaking Through in Cybersecurity Marketing

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.

Episode Summary:Most cybersecurity events feel the same: a packed schedule, a few familiar faces, and vendors trying to grab your attention. But does any of it build a lasting community?Parham Eftekhari, EVP of Communities at CyberRisk Alliance (CRA), has spent years figuring out what security professionals want. CRA runs 150+ in-person events annually, but its focus isn’t just filling rooms—it’s creating connections beyond a name badge.What You’ll Learn in This Episode:🔹 The role of community-building in cybersecurity marketing.🔹 Why mid-market cybersecurity teams need more attention.🔹 How CISOs and their teams make buying decisions.🔹 The shift from traditional marketing to community-led initiatives. 🔹 The upcoming expansion of CRA’s membership and what it means for vendors. Timestamps: [02:30] What Does an EVP of Communities Do? Parham explains his role at CyberRisk Alliance and how CRA supports 3.2 million cybersecurity professionals. The three key divisions of CRA are events, Connect (Media), and Communities. [06:15] Scaling Cybersecurity Events & Summits CRA organizes 150+ in-person events annually, plus weekly virtual events. The strategy behind community-driven event planning—members nominate speakers & topics. How CRA balances technical and leadership content for practitioners and executives. [11:50] The Shift Toward Community-Led Marketing More vendors are shifting marketing budgets to community-led initiatives over traditional events. Why peer-driven engagement is more effective than sales-heavy webinars. The importance of vendor partnerships in community-building. [16:30] Why Mid-Market is a Huge Opportunity Many vendors overlook mid-market organizations despite their cybersecurity needs. Mid-market companies lack dedicated security teams and need more support. How CRA is expanding membership to include companies with $50M+ revenue. [21:00] Who Makes Cybersecurity Buying Decisions? Myth: CISOs are the only decision-makers. Reality: CISO direct reports & technical teams drive research, evaluation, and vendor selection. Advice for marketers: Target the security team and the CFO, not just the CISO. [26:40] Expanding CRA’s Membership Model CRA’s next phase: A new membership tier for mid-senior level leaders. The challenge of creating valuable community experiences for different leadership levels. Why vendor-side CISOs will soon have a place in the CRA community. [33:15] Ensuring Vendor Trust in the Community Guardrails to prevent sales-heavy interactions in CRA’s membership model. CRA’s commitment to non-biased content, peer-driven insights, and ethical engagement. How CRA handles bad actors who misuse the community. Links & Resources:🌐 Connect with Parham Eftekari: LinkedIn: Parham Eftekhari Website: CyberRisk Alliance 📢 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.See you in the next episode!

David Moulton, host of the Threat Vector Podcast at Palo Alto Networks, brings his expertise in cybersecurity podcasting to the table. He reveals the Three E’s of Podcasting: Education, Engagement, and Entertainment. David emphasizes the pivot from traditional sales techniques to creating valuable, thought-leadership content. He shares a unique ROI formula to highlight podcasting's worth and playfully imagines alternative careers, all while comparing marketing to savoring chocolate—it's all about enjoying the good stuff!

Episode Summary:This week, we’re pulling back the curtain on one of the most significant shifts in cybersecurity events—RSAC’s bold rebrand and vision for the future. Joining us are two insiders, Ben Waring, Director of Global PR & Communications, and Jessica Porter, Senior Director of Marketing, who will reveal the strategy behind the transformation, the impact on the global security community, and what’s in store for 2025 and beyond. If you want the inside scoop on industry trends, new opportunities, and what’s next for the world’s leading cybersecurity event, this episode is a must-listen!Timestamps:01:26: RSAC’s rebrand: Why and what it means—RSAC is changing things up with a brand refresh that resonates with the cybersecurity community and aligns with its future goals.03:28: Expanding RSAC beyond a conference into a year-round community – A cybersecurity conference is valuable, but what happens when the event ends? 05:29: Behind the scenes of the rebrand: Process and key decisions – A rebrand of this scale takes time, strategic planning, and a deep understanding of the community’s needs. Ben and Jessica take us through the months-long process, their challenges, and the key decisions that shaped RSAC’s new identity.09:07: Upcoming RSAC initiatives and events – What’s next for RSAC? We explore some of the new initiatives, expanded programming, and upcoming events. 12:40: How RSAC engages vendors and cybersecurity professionals –RSAC is a large community that connects vendors, practitioners, and industry leaders. It enables exhibitors and sponsors to engage with attendees while emphasizing education and innovation.20:45: The new “Cybersecurity Together” theme—Community is at the heart of everything RSAC does, and this new theme encapsulates its commitment to inclusivity, collaboration, and collective growth in the cybersecurity space. We discuss how this theme influences programming, partnerships, and plans.25:13: Inspiration from other conferences and industry trends—From South by Southwest to niche industry gatherings, we discuss what RSAC has learned from other successful events and how those insights shape its future.30:33 - Will RSAC move from San Francisco? – RSAC has called the Bay Area home for decades, but will it stay? 34:02—Big announcement: RSAC expands to the Yerba Buena Center for the Arts—Growth is key, and RSAC is physically broadening its footprint by adding space at the Yerba Buena Center for the Arts. What does this mean for attendees, exhibitors, and programming? We break down the impact of this exciting development.34:53 - RSAC introduces its booth (#S-3425) – For the first time, RSAC will have a dedicated booth where attendees can learn more about the brand's evolution, upcoming events, and community initiatives. Be sure to stop by!Resources & Links🔗 Stay updated at OneRSAC.com🔗 Join the RSAC community: OneRSAC.com/joinus 📍 Visit RAC's booth at the concourse between North & South Expo (#S-3425)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.See you in the next episode!

Dr. Andrea Isoni, Chief AI Officer at AI Technologies and contributor to AI standards, dives deep into the ever-evolving world of AI. She discusses the competition between open-source and closed models, weighing the benefits and risks. The conversation takes a turn towards cybersecurity, examining how AI can both threaten and enhance our defenses, including tackling the challenges posed by deepfakes. Dr. Isoni also shares insights on China's aggressive AI strategy and the significance of GPU dominance in shaping the future of technology.

Episode Summary:Marketing and selling cybersecurity to local government isn't like pitching to a Fortune 500 company—it’s an entirely different game. In this episode, Kush Sharma, Director of Municipal Modernization and Partnerships at MISA Ontario, joins Gianna and Maria to pull back the curtain on how cybersecurity budgets are actually won (and lost) in the public sector.Key highlights:[03:45] What is MISA Ontario? – Kush explains how his organization supports municipalities in IT & cybersecurity.[07:30] Advocating for Cybersecurity in Government – Who controls the budget, and how do you convince them?[12:15] Selling Cyber to Mayors & Councils – Why traditional cyber risk talk doesn’t work, and how to translate it into real-world concerns.[17:40] Marketing & Politics in Cybersecurity – Understanding political motivations and tailoring the message to different decision-makers.[23:10] The Budget Battle – How cybersecurity leaders can secure funding (even when compliance isn’t enough).[28:45] Cyber Threats in 2025 – Why Ransomware is still the #1 concern for municipalities.[34:20] Startups & Government Cybersecurity – Why smaller vendors need to rethink how they sell to local government. [40:00] Building Cybersecurity Programs at Scale – From the City of Toronto to all of Ontario, how to scale security efforts. Links and Resources Mentioned: Knight Spectre Website Follow Kush on LinkedIn MISA Ontario Website 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.See you in the next episode!

Episode Summary:It’s the first episode of 2025, and we’re kicking things off with the cybersecurity economy! Gianna and Maria are joined by Mike Privette, CISO and Cybersecurity Economist at Return on Security, to chat about the key funding, acquisition, and industry trends from 2024—and what they mean for marketers and cybersecurity professionals in 2025.From billion-dollar acquisitions to the role of AI in reshaping cybersecurity, Mike gives insights on the state of the market, the rise of resiliency, and what marketers need to know when evaluating companies and trends. Plus, a look at the promise (and pitfalls) of AI-driven security operations and the long road to IPOs in a competitive market.Oh, and don’t miss the debate over Mike’s alternate career paths—sled dogs vs. professor!Key highlights:[03:10] – In 2024, the cybersecurity scene held up well! There were fewer transactions, but funds raised took off with significant acquisitions like MasterCard snagging Recorded Future for $45 billion[07:45] –Why MasterCard decided to buy Recorded Future: This acquisition boosted MasterCard’s fraud prevention efforts and shows just how closely tied cybersecurity is to the world of fintech.[11:22] – Consolidation and Resiliency Trends: In 2024, data protection and disaster recovery became important. With all the ransomware attacks and significant outages, businesses focused on finding solid backup and recovery solutions.AI in Security Operations: AI isn't just trendy—it's making security operations smarter, automating tedious tasks, and training systems to test each other for more vigorous defense.[22:38] – The Future of AI in Cyber:  Mike talks about how new AI tech is helping organizations fight off threats and highlights why marketers should pay attention. From training AI to tackle adversaries to putting privacy first, it’s all about staying one step ahead.[28:12] – Picking Your Next Move: Mike gives some insight into trending topics like data backup and AI tools for marketers when checking out job opportunities, sharing tips on what to keep an eye on in a potential employer.[36:10] – Mike’s Alternate Reality: Would Mike be a professor or a sled dog racer? Hear the hilarious guesses and the surprising answer.Links and Resources Mentioned: Mike Privette on LinkedIn: Connect with Mike Return on Security: Connect on LinkedIn 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.See you in the next episode!

Episode Summary:What does it take to launch a successful cybersecurity podcast? This week, we’re excited to chat with David Spark, the creative mind behind the CISO Series Podcast and Spark Media. David, who began his career as a stand-up comedian, has significantly impacted the cybersecurity world! He will share his journey, the valuable lessons he has learned along the way, and some excellent tips for marketing teams looking to maximize their podcasts. Podcast production goes beyond simply talking into a microphone; it's also about engaging your audience with high-quality audio and achieving the right balance between content and production value. In this episode, David shares insider tips for working with sponsors and creating quality episodes and reveals his insights on Cyber Marketing Con. Tune in for an inspiring conversation!Key Highlights:[03:10] – David’s Journey into Podcasting: From stand-up comedy and tech journalism to creating the CISO Series Podcast, David discusses how his background in media has shaped his approach to cybersecurity podcasting.[08:20] – Why Audio Quality Matters: Investing in quality microphones and a proper audio setup is crucial for listener retention and credibility. David shares his favorite affordable microphone options and audio tips.[12:45] – Sponsorship Success Secrets: Great sponsorships begin with great guests. David emphasizes featuring compelling speakers to maximize podcasts' return on investment (ROI).[18:05] – The Long Tail of Podcasting: Podcasts offer lasting value, unlike trade shows. David explains how episodes generate engagement and leads long after their initial release.[23:40] – Editing Magic: David discusses why every podcast’s first episode tends to be less than ideal and advises delaying public announcements until production quality is refined.[29:55] – Cyber Marketing Con Love: David highlights why the Cyber Marketing Con is his favorite event for connecting with the community, meeting sponsors, and learning new marketing strategies.[35:15] – New Show Announcement: David teases his latest podcast, "Security You Should Know," and shares exciting updates about hiring at the CISO Series.Links and Resources Mentioned:CISO Series Podcast: Listen Here30 Microphone Recommendation: Fifine USB MicrophoneCyberMarketingCon25: Learn MoreConnect with David Spark: LinkedInBe 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.See you in the next episode!

Please enjoy this encore episode:It's refreshing to hear, especially in the world of AI, that the human element remains crucial. "There's no such thing as B2B marketing; it's B2H: Business to Human," because ultimately, humans are the ones making the decisions, says our guest, Navneet Singh, Vice President of Marketing for the Network Security Division at Palo Alto Networks. Navneet takes us through his fascinating transition from engineering to marketing, shining a light on the importance of positivity and putting the customer first when marketing in cybersecurity. Join us to find out how Palo Alto Networks is redefining the landscape with its fresh, optimistic approach to cybersecurity marketing.Takeaways: Focus on the customer and their needs in cybersecurity marketing. Convey optimism and positivity in marketing to inspire confidence in customers. Differentiate your company by being opposite to industry norms. Avoid using fear as a marketing tactic in cybersecurity. Create a culture of optimism and accountability within the marketing team. Key Episode Highlights: [00:06 - 01:20] Announcement of Cybersecurity Marketing Society's 2024 RSAC Party for Cyber Marketers!  [01:32 - 04:23] Navneet Singh shares his career transition from engineering to marketing, emphasizing his passion for product management and marketing. [04:27 - 07:42] The philosophical shift in cybersecurity marketing towards optimism and confidence, moving away from fear-based tactics. [08:31 - 11:54] How Palo Alto Networks' marketing strategy is distinct, focusing on enabling businesses securely rather than instilling fear. [12:21 - 17:39] The importance of focusing on the customer, humanizing B2B marketing, and the creative process behind the "We've Got Next" campaign. [18:35 - 24:59] The significance of hope and education in cybersecurity, and the strategy behind avoiding fear-based marketing. [25:29 - 31:09] How internal optimism and a positive company culture influence marketing strategies and customer interactions. [31:14 - 35:21] Game Time: Guessing Nav's alternate career path, followed by Nav's revelation of his potential career in the armed forces if not in marketing. 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!Connect with Navneet Singh:For more insights and discussions, connect with Nav on LinkedIn. Engage and share ideas on pushing the boundaries of cybersecurity marketing.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!