Breaking Through in Cybersecurity Marketing

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.

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!