Breaking Through in Cybersecurity Marketing

Cybersecurity Marketing Society | N2K Networks
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Cybersecurity marketer, we’ve got your back! Created by the Cybersecurity Marketing Society, the Breaking Through in Cybersecurity Marketing podcast shares the stories, successes, and failures of marketers in this fast-paced and constantly changing industry. Listen to learn, laugh, and improve your cybersecurity marketing game! New episodes every Wednesday. 

  1. 3 days ago

    How to Run a Content Syndication Program That Works with Steve Piper of CyberEdge Group

    Episode Summary: Content syndication has earned a mixed reputation among cybersecurity marketers. Too often, programs generate large volumes of leads but little measurable pipeline. Sales teams question lead quality, marketing teams question whether the right buyers are being reached, and both sides wonder whether the investment was worth it. Steve Piper has been in cybersecurity marketing for over 30 years and has heard every version of "we tried content syndication and it didn't work." His response is always the same: you need to set clear expectations on what content syndication programs do internally, ask content syndication vendors the right questions and build protections into your contract, and build nurture programs for the leads created from content syndication. On this episode, Steve sat down with Gianna to talk about what content syndication is, what a good program looks like, and what to get into your contract before signing to make sure that you have success! New to CyberEdge? They have a summer promotion running through August 31st. First-time customers get 25% off their first campaign with a minimum of 300 leads, and every campaign gets 10% bonus leads. Visit cyberedgegroup.com to get started. About Steve: Steve Piper is the Founder and CEO of CyberEdge Group, the largest marketing and research firm dedicated to serving cybersecurity marketing teams. He is also the Editor-in-Chief of Security Buzz, a leading cybersecurity news website. Steve is a CISSP-certified analyst, author, and speaker with more than 30 years of experience. When he's not helping cybersecurity marketers drive growth, Steve enjoys playing poker and boating along the Intracoastal Waterway in Fort Lauderdale. Links & Resources: Steve Piper on LinkedIn CyberEdge Group Security Buzz CyberEdge Pricing Guide Subscribe & Review:👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    36 min

  2. 17 Jun

    From First Talk to 89 Episodes a Year: The Cyber Creator Journey with Phillip Wylie

    Episode Summary: Phillip Wylie has been in cybersecurity for over 28 years and is now one of the most recognized names in offensive security as a speaker, podcaster, and evangelist. What most people don't know is that he started as a pro wrestler and powerlifter before finding his way into IT and eventually pentesting. How cool is that? This episode is a replay of our Behind the Cyber Creator webinar series, where Gianna sits down with some of cybersecurity's most influential voices to hear how they built their presence, what it looks like behind the scenes, and what brands should know about working with them.  Phillip's path from shy powerlifter to someone who recorded 89 podcast episodes in a single year is worth hearing in full. He gets into the reps it took (heh, see our weightlifting humor?), how he thinks about working with brands, and why learning to say no was one of the hardest lessons. About Phillip: Phillip Wylie is a penetration tester, keynote speaker, podcast host, and cybersecurity evangelist with over 28 years of experience in IT and cybersecurity. He is the founder of The Pwn School Project, a free ethical hacking education initiative, and the co-author of The Pentester Blueprint: Starting a Career as an Ethical Hacker. He hosts the Phillip Wylie Show and is currently Chief Security Evangelist at Suzu Labs. Links & Resources: Phillip Wylie on LinkedIn The Phillip Wylie Show Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    50 min

  3. 10 Jun

    Hiring Hot Takes from a Three-Time Exit CMO, Mary Yang

    Episode Summary: Mary Yang has been a CMO in cybersecurity for 6 years, helped 3 companies exit, and now works on a fractional basis with founders and teams she wants to work with. On this CyberCMO Confidential episode, the three of them get into a discussion on hiring. Mary skips the job description entirely. She puts out feelers, has a dozen conversations, and figures out who she wants before she ever writes the role. What she is really screening for is curiosity and drive, the stuff that is hard to fake and harder to teach.  She also tells the story of the one time she ignored her gut and what it cost her. Chapters: [02:50] Meet Mary Yang: A CMO's Journey [06:05]  Hiring Philosophy: The Importance of Fit [08:34]  Vibe Coding: A Unique Approach to Recruiting [11:13]  Lessons Learned from Hiring Mistakes [13:49]  Interview Techniques: Drawing Out Candidates' Stories [16:35]  Navigating AI in Hiring Practices [19:15]  Curiosity and Continuous Learning in Candidates [21:49]  Fun and Games About Mary: Mary Yang is a fractional CMO with over 20 years of marketing experience, most recently in cybersecurity. She has led marketing at LookingGlass Cyber Solutions, Syxsense, and SquareX, helping each company through strategic exits and acquisitions to ZeroFOX, Absolute Security, and Zscaler, respectively. She now works with high-growth SaaS and cybersecurity startups in a fractional and advisory capacity. Links & Resources: Demon Copperhead by Barbara Kingsolver, recommended by Mary  A Tale of Two Cities by Charles Dickens is mentioned by Mary as a personal favorite Follow Mary Yang on LinkedIn Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    29 min

  4. 3 Jun

    What AI Security Research Actually Looks Like with John Zenick of Harmonic Security

    Episode Summary: John Zenick started his cybersecurity journey modding a Nintendo Wii in middle school. He is now an AI Security Researcher at Harmonic Security and a Teaching Fellow at Harvard, and joins our show to discuss everything AI! Even though we're a marketing podcast, of course we love to talk to the people doing the work in AI security today. John explains what shadow AI looks like inside organizations, why blocking it rarely works, and where the real data risk sits. He also brings out a pocket-sized device he built that runs a local LLM with no internet connection, and makes a case for why your process may be just as worth protecting as your data. Chapters: [00:00] Introduction to Cybersecurity Marketing and AI Research [01:10] John Zenick's Journey into Cybersecurity [02:57] From Hacking to Home Networking [04:15] Academic Pursuits and Teaching Cybersecurity [07:09] Current Role at Harmonic Security [09:52] AI Security Research and Its Challenges [11:49] Understanding Shadow AI and Its Implications [13:41] The Future of AI Tools and Data Privacy [15:40] Exploring Open Source AI Models [18:12] Building Private AI Models for Enhanced Privacy [24:50] Innovative AI Devices and Their Applications [31:19] Resources for Building Your Own AI Models [32:46] Personal Insights and Future Aspirations About John: John Zenick is an AI Security Researcher at Harmonic Security and a Teaching Fellow at Harvard University, where he has taught Software Engineering with Generative AI and supports applied computation capstone projects. His background spans incident response, security research, and detection engineering. He has also built local AI infrastructure from scratch, including private LLM systems designed to run fully offline. Links & Resources: John Zenick on LinkedIn Harmonic Security Ollama - for getting started with local open source models Hugging Face - open source models and datasets John's Hugging Face profile - quantization scripts and models for edge devices Andrej Karpathy on YouTube - recommended for learning how LLMs work Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    38 min

  5. 27 May

    The Case for Internal Comms with Thereasa Roy

    Episode Summary: Internal comms is one of those marketing functions that doesn't always get its own seat at the table, but probably should. Thereasa Roy, formerly Director of Technical Solutions Marketing at Trail of Bits, now Director of Product Marketing at Oversight joins Gianna to talk through what it looks like in practice.  Trail of Bits is a fully remote cybersecurity services company of about 130 people, and when this episode was recorded, they were in the middle of a brand refresh. Thereasa talks about how to get alignment across leadership before anything gets deployed, why repeating yourself is the job, and how sales and dev teams need to hear very different things. There's also a practical thread on how to track whether any of it is landing. Chapters: [04:18]  Understanding Internal Communications [09:16]  Aligning Marketing with Strategic Goals [12:02]  Enabling Other Teams for Effective Communication [16:22]  Communicating Brand Refresh Across Teams [21:46]  Measuring Success in Internal Communications About Thereasa: Thereasa Roy is the Director of Product Marketing at Oversight and formerly Director of Technical Solutions Marketing at Trail of Bits, a cybersecurity services firm specializing in security audits, blockchain, cryptography, and application security. She has a background in product marketing and has held senior marketing roles at companies including OffSec. Her work focuses on brand, messaging, positioning, and the cross-functional coordination that makes it all stick internally. Links & Resources: Turn the Ship Around by David Marquet: recommended by Gianna during the episode Thereasa Roy on LinkedIn Trail of Bits Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    28 min

  6. 20 May

    Building AI Content Systems That Actually Work with David Ebner of Content Workshop

    Episode Summary: David Ebner has been building content for security and tech brands for 13 years, and the work has changed significantly with the dawn of the AI content era. He comes back on the show to talk about what AI systems look like inside a marketing team, how they get built, and what steps you can’t skip in the process. A lot of it starts before AI even enters the picture! That said, on this episode, we’ll still talk about: agents, knowledge bases, where automation ends and AI begins, how to decide which content still needs a person, and how to track where your brand shows up in AI search. Chapters: 00:00 Introduction and Background 01:03 The Evolution of AI in Content Creation 04:08 Building AI Systems and Processes 06:59 Real-World Applications of AI in Marketing 11:27 Streamlining Client Processes with Automation 12:17 Integrating AI Agents and Knowledge Bases 18:03 Optimizing Agent Efficiency and Task Management 22:49 Quality Assurance in AI Outputs 25:28 Content Strategy and Human Involvement 26:49 Long-Form Content and Data Reports 29:26 Workflow Platforms and Client Collaboration 34:52 Working with Content Workshop About David: David Ebner is the Founder and President of Content Workshop, a content and AI systems agency for security and technology brands, and the Founder of Chatter, a content intelligence platform. He has been building brand stories for over 13 years and speaks regularly on content, AI, and ethical marketing. Links & Resources: David J. Ebner on LinkedIn Content Workshop Chatter n8n Looker Studio Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    43 min

  7. 13 May

    Cyber Creator Tyler Ramsbey Shares How to Grow an Audience & Community in Cyber

    Episode Summary: This episode is a little different. We're sharing a session from Behind the Cyber Creator, a live AMA series we run at the Cybersecurity Marketing Society, and Tyler Ramsbey was our first guest. Tyler went from pastor to pentester, built a study group into a community of 15,000 people, and walked away from a six-figure job to run his own businesses. He's been doing it all in the open, which makes the conversation worth having. We talk about building an audience without a big budget or a polished setup, why he says no to most brand deals, what it's like to be the bottleneck in your own business, and how he thinks about family alongside all of it. There's also a good thread on AI and pentesting that doesn't require a technical background to follow. About Tyler: Tyler Ramsbey is the founder of Kairos Sec, a boutique pen testing firm, and Hack Smarter, a training platform for people learning ethical hacking. Before cybersecurity, he spent 10 years as a pastor. He has over 66,000 followers on LinkedIn and a Discord community of 15,000 people, and he shares everything publicly, including revenue numbers. Links & Resources: Follow Tyler Ramsbey on LinkedIn Kairos Sec Hack Smarter Hack Smarter Discord Team OSH In partnership with: Mischka Agency Simply Cyber - Gerald Auger, Director of Strategy at Kairos Sec CourseStack -  where Tyler published his community-building blog Recommended book: Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    55 min

  8. 6 May

    What It Takes to Sell Cybersecurity Services to SMBs with Ranbir Bhutani, CEO & Founder of CyberCulture

    Episode Summary: Most cybersecurity marketing advice doesn’t apply when you’re selling to small businesses, and Ranbir Bhutani, CEO and vCISO of Cyber Culture, learned that the hard way. After spending on ads that didn’t lead to results, he shifted his approach toward LinkedIn, referrals, and in-person relationships. Instead of leading with solutions, he focuses on helping buyers understand the problem first, especially when they don’t come from a security background. Ranbir also talks about common marketing approaches that don’t land the same with smaller organizations, how trust and word of mouth drive most of his deals, and what it looks like to build a cybersecurity business without a large budget. Chapters: 00:00 Introduction to Cyber Culture LLC 01:44 Ranbir's Journey into Cybersecurity 04:57 Transitioning from Technical to Sales and Marketing 07:33 Marketing Strategies for Small Businesses 10:04 Building Relationships and Networking 12:49 Quality Assurance in Customer Experience 15:31 The Importance of Community in Cybersecurity 18:23 Advice for Selling to SMBs 21:06 Future Aspirations and Personal Insights About Ranbir: Ranbir Bhutani is the CEO and Founder of CyberCulture, LLC, where he provides vCISO and cybersecurity advisory services to small and mid-sized organizations. His work focuses on helping non-technical leaders understand security risks and make practical decisions, particularly in government contracting, finance, and healthcare. Links & Resources: Ranbir Bhutani on LinkedInCyberCulture, LLC Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Host: Gianna Whitver on LinkedIn 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, our Instagram page, or our podcast LinkedIn page.  See you on the next episode!

    37 min
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Cybersecurity marketer, we’ve got your back! Created by the Cybersecurity Marketing Society, the Breaking Through in Cybersecurity Marketing podcast shares the stories, successes, and failures of marketers in this fast-paced and constantly changing industry. Listen to learn, laugh, and improve your cybersecurity marketing game! New episodes every Wednesday. 

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  • Creator
    Cybersecurity Marketing Society | N2K Networks
  • Years Active
    2022 - 2026
  • Episodes
    198
  • Rating
    Clean
  • Copyright
    ©2024 Cybersecurity Marketing Society 706761
  • Show Website
    Breaking Through in Cybersecurity Marketing
  • Provider

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