Breaking Through in Cybersecurity Marketing

How does a TV news anchor end up in cybersecurity? Meet Anne Cutler, former journalist, anchor, ex-DHS and -CISA communications pro, and currently Director of Global Communications at Keeper Security!Anne also shares other parts of her journey, like her early days breaking news in Casper, Wyoming, followed by reporting from a bar in New Orleans, and her deeply moving stories from inside Angola prison. Today, she navigates the world of cybersecurity with the same storytelling flair. Tune in for an episode filled with human stories, showcasing the depth of empathy and dignity Anne brings to her work, and how these experiences shaped her journey into cybersecurity Episode Highlights: [02:31 - 05:40] Memorable Stories from Journalism Anne shares experiences from her journalism career, including a unique show set in a bar in New Orleans and a powerful series at Angola prison. [05:41 - 09:30] Transition to DHS & CISA Anne’s move to the Department of Homeland Security’s Science and Technology Directorate and then to CISA. [09:31 - 13:45] Role at CISA and Key Incidents Discussing major cybersecurity incidents Anne worked on, including Colonial Pipeline and the Shields Up campaign during the Russia-Ukraine conflict. [17:21 - 21:15] Joining Keeper Security Anne’s transition to the private sector and her role at Keeper Security as Director of Global Communications. [21:16 - 24:00] Building a Communications Team Anne’s efforts in building and expanding the communications team at Keeper Security, including global PR teams and internal staff. [30:01 - 33:00] Social Media and Influencer Strategies Challenges and strategies for managing organic and paid social media content, and the importance of authentic influencer partnerships. [33:01 - 36:45] Sponsorship of Williams Racing Keeper Security’s sponsorship of Williams Racing in Formula One, aligning with the company’s growth and global presence. About our guests:👉Follow Anne on LinkedIn. 👉Learn more about Keeper Security on LinkedIn and their website. 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!

Class in session! Grab your pens and papers because we have Charlene Ignacio, Channel Chief, CMO, entrepreneur, multi-industry CEO, and Founder of Fornix Marketing. Yes, the list goes on and on—she's practically a one-woman business empire. But today she is here to talk about Fornix Marketing and to share her ultimate playbook on navigating the world of channel marketing leadership. You'll learn how to master the art of communication, set thresholds for change, and hire the right people for your team. Charlene also talks about dealing with imposter syndrome and strategies to overcome it. What's even better, Charlene shares her "Win to the Fourth Power'' strategy. This episode is jam packed - tune in for tips that can help you solve your current marketing alignment problems!  [03:30] - Services Provided by Fornix Marketing Fornix Marketing helps companies grow globally by making sure their products solve real problems. They focus on transforming Managed Service Providers (MSPs) into Managed Security Service Providers (MSSPs) - and helping security vendors build effective channel programs to reach these MSPs & MSSPs. Fornix Marketing also provides coaching/training for marketing teams and aspiring channel chiefs. [07:30] - Sharing Strategies and Competition Charlene’s philosophy on sharing strategies and fostering collaboration. [09:00] - Charlene’s Journey Charlene’s upbringing in Hawaii and its influence on her career. [11:00] - Overcoming Imposter Syndrome Discussion on imposter syndrome and personal barriers to success. [13:00] - Role Progression to Channel Chief Charlene’s role as a Chief Marketing Officer before becoming a Channel Chief. Talking more about the "Win to the Fourth Power" formula. [15:00] - Alignment with Organizational Goals The key to success: Aligning your goals with the CEO. Collaboration and teamwork are essential. [17:30] - Communication and Clarification Importance of over-communication and using the right tools.Ensuring there’s clarity in communication to avoid misunderstandings. [19:00] - Collaboration and Asking Better Questions The power of asking the right questions for better alignment and collaboration. [20:30] - Managing Change and Setting Thresholds Establishing a baseline and threshold for managing changes within the team and the importance of adaptability and having a clear threshold for changes. [23:30] - Hiring for Agility and Team Building Tips for hiring the right people who can adapt to change. Realigning team members to ensure they are in the right roles for success. About our guests:👉Follow Charlene on LinkedIn.👉Learn more about Fornix Marketing on their website and LinkedIn.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!

A pair of eyes, a pair of ears, a pair of socks—catching our drift? The best things come in pairs, and today, we have two Tims! Tim Golden, Chief Executive Officer/Founder of Compliance Scorecard & Tim Schnurr, Security Awareness Coach / VCISO at Inquisitive IT. Today’s episode is truly a cyber marketer's (and cyber partner marketer’s!) treasure chest as we talk about the difficulties of selling cybersecurity solutions through Managed Service Providers (MSPs), the misconceptions vendors face in this space, and the Tims also share insights on enablement and empowerment strategies for MSPs.  [6:15 ] - Compliance Scorecard Overview Tim Golden describes Compliance Scorecard and its role in helping MSPs with risk conversations and compliance. [8:00] - Cybersecurity in Regulated Industries The impact of cyber liability insurance on compliance and cybersecurity and introducing "Cliff" - Cyber Liability Insurance Framework. [10:00] - Selling Strategies and Go-To-Market Approaches Tim Schnurr on targeting baby boomers and retirees for cybersecurity services. [12:30] - Teaching and Empowering MSPs Tim Golden talks about educating MSPs on packaging, pricing, and selling compliance services. [16:45] - Challenges and Misconceptions in the Channel Misconceptions enterprise cybersecurity vendors have when entering the MSP space. [21:00] - Effective Enablement and Empowerment Examples of successful enablement and empowerment in the channel and the importance of building community and providing hands-on support to MSPs. [25:00] - Blue Ocean Strategy and Ecosystem Building Creating an ecosystem of vendors that meet the needs of MSPs and end customers. About our guests:👉Follow Tim Golden on LinkedIn. 👉Find Tim Schnurr on LinkedIn as well.👉Check both Tims out on their podcast teamTimLive 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!

Selling cyber to small businesses without leaning on FUD (fear, uncertainty, and doubt) is often a challenge. In this episode, Cary Tiernan, the Director of Product Marketing at At-Bay shares how At-Bay goes to market in a unique industry: cyber insurance! …without leaning on tired FUD tropes. At-Bay is all about proactive risk management, which they do by offering tools and services that help prevent cyber incidents before they happen, and building trust with their customers through personalized customer engagement. Listen to this episode for a goldmine of the value of cyber insurance and how Cary communicates the benefits without fear mongering.Episode highlights:  [02:00] - What’s At-Bay?: Cary breaks down what At-Bay does and how they’re different. [04:00] - Cybersecurity + Insurance: The magic mix and why it matters. [07:00] - Marketing Challenges: The unique hurdles of marketing cyber insurance. [10:00] - Personalized Strategies: How ABM (Account-Based Marketing) is a game changer. [12:30] - PLG Magic: Product-led growth and its impact on At-Bay's success. [15:00] - Intuit Insights: Cary’s past experiences shaping current strategies. [18:00] - Onboarding Essentials: Why the first customer touchpoint is critical. [20:00] - Tool Talk: Utilizing Intercom for customer engagement. [22:30] - Enterprise PLG: Adapting PLG for bigger fish in the sea. [25:00] - Small Biz Focus: The big role small businesses play in cybersecurity. Key Takeaways: At-Bay isn’t just an insurance provider; they're your cyber guardian angels. Personalized marketing and ABM are the secret weapons for reaching SMBs. Product-led growth (PLG) is not just for SaaS—it's a powerhouse in cybersecurity too. Nail that onboarding process—it’s your golden ticket to customer engagement. Small businesses face huge cyber risks, and At-Bay is on a mission to protect them. About our guest:👉Follow Cary on LinkedIn👉Find At-Bay on LinkedInBe 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!

How many people can say they were joined by a Lord on their podcast? We certainly can! This week, we are joined by Lord Ian L. Paterson, CEO of Plurilock, a global cyber solutions provider and maker of Plurilock AI, a leading platform for SSO, CASB, DLP, AI identity + AI safety. During our discussion, Ian shares how Canadian holidays often turn into "inbox zero days" because of the lack of incoming emails from their American counterparts. And the hosts and Ian talk about a debate as old as time? East Coast vs. West Coast! Ian absolutely refused to pick between Biggie and Tupac but he did offer valuable insights on the difference in go-to-market strategies and cultural nuances between the coasts. Enjoy this episode to find out how Ian became a lord (it's a beautiful story)!😉 [04:00] - Ian talks about email volumes and meeting habits, comparing Canadian and American practices. [06:00] - Overview of Plurilock's services and history. [09:00] - Discussion on the industries Plurilock typically works with, including U.S. and Canadian federal governments. [13:00] - Ian shares insights on the differences in go-to-market strategies across various regions. [15:00] - East Coast vs. West Coast approaches in sales and marketing. [25:00] - Impact of COVID-19 on the public listing timeline. About our guest:👉Follow Ian L. Paterson on Linkedin👉Find Plurilock on LinkedinBe 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!

He’s fashionable, creative, and the dopest CEO/founder…he’s Kunal Agarwal of dope.security, the Fly Direct Secure Web Gateway! The hosts and Kunal unpack his unique journey and unique approach to GTM - from his time at Symantec and Forcepoint, to the inspiration behind the fashion-forward branding of dope.security, to the importance of design and user experience in cybersecurity products. The chat also goes into some seriously cool marketing strategies, the magic of organic growth, and why Kunal's team prefers keeping things flat and friendly. If you're looking for ways to be dope in cybersecurity, well then this episode is made for you! [03:00] Journey into Cybersecurity Kunal’s interest in cybersecurity began in childhood, even leading to a near brush with jail. [05:15] Experiences at Symantec and Forcepoint From engineer to product manager and leader, he talks about valuable lessons learned at Symantec and Forcepoint. [07:30] Starting dope.security He shares his initial reluctance to start a company and how his dream of working at Symantec led to founding dope.security. [11:00] Global UX and Design Discussing the universal importance of good UX, he explains how dope.security prioritizes user-friendly designs through collaboration with Erica. [19:00] CISOs and Cars Getting Coffee The creative marketing program, inspired by a customer conversation, is explained along with its organic growth and team collaboration. [21:00] Unique Marketing Strategies dope.security’s grassroots marketing strategies involve the whole team and avoid traditional executive roles like CMO. [23:00] The Anti-Executive Philosophy He talks about the flat hierarchy and the importance of leaders being deeply involved in product details. [25:00] CEO in a Creative Company Emphasizing passion and detail-oriented work, he highlights their role in achieving success.About our guest:👉Find Kunal on LinkedIn👉Follow  dope.securityBe 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!

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!

Today we are Buzzzzzzing Through in Cybersecurity Marketing, bringing you not just the buzz on cybersecurity but literal buzzing too! Meet Cody Browning, a Territory Account Executive at LogRhythm and an avid beekeeper. Cody shares how his peaceful pastime of beekeeping intersects with the high-stakes world of cybersecurity, drawing unexpected parallels between the two, inspired by none other than Jason Statham in ‘The Beekeeper’. 😉 Join us as we dive into a conversation that’s as intriguing as it is sweet as honey!Episode Highlights: [00:05:00] Journey into Cybersecurity: Cody recounts his intriguing start in cybersecurity, from managing live chats during critical ransomware attacks to evolving into a strategic, consultative role at LogRhythm. [00:10:30] The Beekeeper Movie: Get the buzz on "The Beekeeper," a film starring Jason Statham that mirrors Cody’s own shift from beekeeping to battling cyber threats, illustrating the unexpected ways personal passions can intersect with professional life. [00:15:00] Cody’s Professional Insights: Explore Cody's current role at LogRhythm, where he offers strategic and consultative support to enterprise customers, and discover why building strong relationships in sales is akin to managing a healthy bee colony. [00:20:00] Cybersecurity and Channel Sales: Reflect on Cody's past experiences with channel sales at AT&T Cybersecurity, shedding light on the crucial role of partnerships in the cybersecurity ecosystem. Resources:The Beekeeper movie starring Jason Statham About our guest:👉Follow Cody on LinkedIn. 👉Find LogRhythm on LinkedIn.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!

Join us for an live-recorded episode from RSA Conference 2024, where our hosts Gianna and Maria broadcasted directly from Moscone North in San Francisco. Our dynamic duo shares thrilling experiences, spotlights groundbreaking booths, and delivers fresh updates straight from the conference floor. They also unpack major announcements from NetSPI and celebrate the spirited community of cybersecurity marketers. Tune in for an episode packed with energy, innovation, and insider insights!Episode Highlights: [04:00] - RSA 2024 Theme: Overview of this year's conference theme, "The Art of Possible." [08:25] - Notable Booths: Impressions of themed booths by Mend.io and Wiz. [11:00] - NetSPI Announcements: Announcement of NetSPI’s new platform, brand, and website. [14:40] - Marketer Party: Recap of the successful marketer party at RSA Conference. [18:20] - Upcoming CyberMarketingCon24 in Philadelphia. [21:00] - Acquisition News: News on the acquisition of NoName Security by Akamai. [23:45] - Support for Startups: Discussion on RSA Innovation Sandbox and its impact on startups. Quotes from the Episode: "It's like the Super Bowl of cybersecurity, but it's also a place where we come to support each other, learn, and grow together as marketers." — Gianna "Every booth tells a story, and it's our job to uncover and share these stories, making the art of possible a reality." — Maria Resources:👉Get your EARLY BIRD ticket to CyberMarketingCon24!👉The call for speakers is also open until June 5th!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 on our podcast LinkedIn page, and keep up with us on Twitter.See you in the next episode!

From the worlds of fashion photography to heavy metal to cybersecurity today, we sit down with Michael Yehoshua, CMO at Holistic Cyber and SAGE Cyber. Michael not only shares his transition into cyber, but also explains how he created his own playground by establishing a new category within Gartner—proving that the only deep pockets you need are those filled with creativity and grit. Buckle up for an inspiring journey through marketing tactics and the power of thinking outside the box.  [00:02:15] Journey into Cybersecurity: Michael shares his unique path from the world of fashion to cybersecurity. [00:10:00] Strategic Leadership: Insights into managing dual roles as CMO for two distinct companies. [00:18:45] Innovative Market Creation: Discussing the creation of the Cyber Defense Planning and Optimization (CDPO) category. [00:27:30] Marketing Strategies and Insights: Differences in marketing strategies between services and products. [00:35:20] Creative Marketing Successes: Examples of unconventional marketing tactics that have propelled company growth. Resources:2024 Cybersecurity Buyers Report: Compiled by Actual Tech Media and the Cybersecurity Marketing Society, providing deep insights into buyer preferences and behaviors within the cybersecurity market. About  guest:👉Follow Michael on LinkedIn. 👉Find Holistic Cyber (HolistiCyber) on LinkedIn or their website.  👉Follow SAGE Cyber on LinkedIn.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!