Breaking Through in Cybersecurity Marketing

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!

Mascara and cybersecurity - what do they have in common? They’re both industries that are prime for influencer marketing! Yuliya Gorenko, founder of Mischka, is here to talk us through her journey from leading PR and digital efforts for top beauty brands like L'Oreal to navigating the tech-heavy world of cybersecurity influencer marketing. Both industries rely on creating relatable stories, addressing universal needs, and building trust with their audiences—whether it's striving for flawless skin with a skincare routine or online security against hackers. Both fields face the challenge of standing out in a crowded market and require innovative storytelling to connect with consumers. Join us to talk not only about these fascinating parallels, but to also explore the early stages of influencer marketing in cybersecurity, and to get tips on how you can engage influencers in the B2B space. Prepare your setting sprays and firewalls for an episode filled with the most interesting insights! Episode highlights: [04:30 - 06:00] Similarities Between Beauty and CybersecurityYuliya discusses the universal needs shared by both the beauty and cybersecurity industries which is why it's important to create relatable stories around brands that connect with audiences. [08:30 - 09:15] Influencer Marketing in CybersecurityYulia talks about the early stages of influencer marketing in the cybersecurity industry, noting how it has evolved over time. Platforms are increasingly incorporating consumer elements into the B2B space, making influencer marketing more dynamic and LinkedIn plays a big role in this marketing strategy.[10:00 - 13:25] Successful Influencer CampaignsYulia’s work with Hotspot Shield VPN and early influencer programs, storytelling through influencers for VPN products, and collaboration with travel YouTubers and Instagrammers[18:09 - 20:30] Creative Campaigns and Measuring SuccessExample of Delete Me's campaign with a farmer YouTuber expanding influencer marketing beyond typical tech influencers. Also how you can measure success and tracking ROI in B2B influencer campaigns.[22:00 - 25:23] Negotiation Tips for BrandsYulia offers tips for brands on negotiating with influencers, having a budget in mind before approaching them and outlines deliverables and budget proposals clearly to avoid misunderstandings.Transpareny on brands about the FTC endorsement guidelines, especially in influencer partnerships.About our guests:👉Follow Yuliya on LinkedIn. 👉Learn more Mischka. 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!

AJ Nash has 19 years of experience in the intelligence community and 8 years in the private sector. He has successfully transitioned into a thought leader and evangelist in intelligence-driven security, making waves at several top-tier companies. AJ has a knack for turning complex intelligence topics into engaging and accessible content, and he’s also the charismatic host of the “Unspoken Security” podcast, which recently won the Cybersecurity Excellence award for Best Podcast. Beyond the mic, he is known for his candid takes on industry practices, his humorous approach to serious topics, and his dedication to authentic, no-nonsense communication. His journey is packed with intriguing stories—from unsanctioned magazine articles that catapulted his career to his bold stance on the misuse of AI in cybersecurity. Tune into this week’s episode to laugh, gain some knowledge on intelligence, and hear some hot takes!Content Creation and Marketing: [07:46 - 14:20]AJ talks about his love for creating content and how he went from intelligence briefings to public speaking and writing. AJ’s Hot Takes on the Industry: [14:21 - 23:50] Prioritizing the bottom line over security. The misuse of AI in replacing human intelligence analysts and the potential dangers of misinformation and deepfakes. AJ calls for better accountability and consequences for security breaches. Government vs. Private Sector: [23:51 - 30:00]AJ talks about the strengths and weaknesses of both the government and private sector in cybersecurity. Noting that the government excels in structured intelligence and long-term strategies, but sometimes lacks the agility and creativity found in the private sector. Career Path and Personal Brand: [30:01 - 37:40]AJ talks about his journey from aspiring lawyer to intelligence professional and public speaker making sure that he was being authentic and that his work reflects his values.Meet us at CyberMaketingCon: [37:41 - 40:00] Save the Date for CyberMarketingCon2024 In Person & Virtual December 8-11, 2024 Philadelphia, PA Get your ticket and meet us in Philadelphia from December 8-11. About our guests:👉Follow AJ on LinkedIn. 👉More on the Unspoken Security podcast. 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!

Storytelling in cybersecurity doesn't have to be dry. There are stories of espionage, state-sponsored attacks, and ransom scenarios that are dramatic and engaging when told well. Today's special guest, David J. Ebner, the president and founder of Content Workshop, a content agency specializing in cybersecurity companies, is an expert in taking these technical topics and turning them into compelling narratives. David is no stranger to our podcast and also has graced the stage at last year's CyberMarketingCon!Today, David shares his findings on the state of cybersecurity content marketing, drawing from a report his team is currently developing. This week’s episode will be focusing on storytelling, why the human element in B2B marketing is so important, and strategies on how to make your content stand out and so much more. Tune in for authentic, story-driven content that can help your cybersecurity marketing. [01:46 - 02:30] Introduction to the Cyber Security Content Report that David is developing David talks about the upcoming state of cyber security content report and its expected release around Thanksgiving. [03:31 - 05:00] Interviews and Insights Gathering David explains the process of gathering insights from marketers and content creators in the cybersecurity industry for the report. [06:01 - 07:00] B2B Content Marketing Trends Gianna and David discuss the trend of creating comprehensive reports and then using smaller pieces of that content for extended engagement. [07:01 - 08:30] Social Media Strategy David shares insights about the declining impact of posting for the sake of posting on social media. [10:31 - 12:00] Enterprise vs. Startup Approaches Discussion on the differences between enterprise companies and startups in terms of building trust and presenting themselves. [12:01 - 13:00] Human Element in B2B David emphasizes the importance of the human element in B2B relationships and purchasing decisions. [15:31 - 17:00] Internal AI Models David suggests the future possibility of companies developing their own AI models to produce tailored content. [17:01 - 18:00] Value-First Content David and Gianna discuss the importance of producing content that offers real value and insight, not just answers. [21:01 - 22:30] Applying Storytelling to Content Creation David discusses how to incorporate storytelling techniques into content creation for cybersecurity companies. [23:01 - 24:00] Finding Good Storytellers David shares how Content Workshop looks for good storytellers who can apply these techniques to cybersecurity content. About our guests:👉Follow David on LinkedIn. 👉Find Content Workshop 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!

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!