Breaking Through in Cybersecurity Marketing

Cybersecurity Marketing Society | N2K Networks
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Breaking Through in Cybersecurity Marketing

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. 8 HR AGO

    Mastering Marketing Ops with Rob Young.

    Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing: Ready to shake up your approach to cybersecurity marketing? In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria bring on Rob Young, the amazing VP of Marketing at Cypago. Rob doesn't just talk strategy—he’s lived it, from the fast-paced world of startups to leading massive organizations. Tune in as he shares game-changing insights, the secrets behind his biggest wins, and why your marketing efforts need a serious upgrade. If you’re tired of the same old advice, this episode is your wake-up call. [14:50] - Transition into Cybersecurity Marketing Rob's early experience in the startup world began with the AI-platform, Astound, where he focused on building teams, and developing and executing strategies in a fast-paced environment. There are differences between marketing in startups, which requires quick decision-making and hands-on work, versus large companies, where processes are slower and more structured. [20:25] - Advice for Marketing Leaders Rob shares insights on staying agile in large organizations by building strong relationships across departments to speed up processes. [25:45] - Setting Up a Marketing Org from Scratch When Rob joins a new company, he focuses on messaging, positioning, and product marketing. He stresses the importance of aligning sales and marketing to ensure a clear and compelling value proposition for customers. [30:15] - The Importance of Marketing Ops Rob's first hire at Astound was in marketing ops due to its role in tracking data and optimizing strategies. Having a core team that includes marketing ops, digital marketing, and product marketing helps in driving the company's marketing effort.  [39:40] - Low-Hanging Fruit in a New Marketing Role Optimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role. Rob discusses the more challenging wins he focuses on, like managing leads and making sure they align with the ideal customer profile (ICP).   [45:35] - The Changing Landscape of Sales and Marketing Rob talks about the shift from high-volume to more targeted marketing, which has led to a reduced role for SDRs. He explores how to balance noise and signal in lead generation and shares his perspective on evolving trends in marketing strategies. About our guests: 👉Follow Rob on LinkedIn.  👉Learn more about Cypago.    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!

    41 min

  2. 20 NOV

    The PGA’s Digital Swing: Passwordless, Cloud-Based, and Ready for Anything with Kevin J. Scott.

    Episode Summary: This week, we sit down with Kevin J. Scott, the unconventional CTO/CIO and AI Engineer of the PGA of America, who brings a fresh perspective to technology in the golf industry. Kevin discusses how he has transformed the PGA's IT infrastructure from traditional methods to an entirely cloud-based, passwordless environment—eliminating the need for Active Directory and VPNs, resulting in smooth and secure user access. Additionally, he is rethinking cybersecurity partnerships, offering Managed Security Service Providers (MSSPs) the opportunity to take on tech roles and gain brand exposure at major PGA events. This episode is where technology, innovation, and the magic of golf come together! Key Highlights: [02:30] – PGA of America: More Than Just Tournaments Kevin talks about the PGA of America’s unique role, which supports 30,000 golf pros and fosters career growth, distinct from the PGA Tour’s event focus. [04:15] – The Tech Trio: Product, Design, and Code Kevin’s team at PGA combines product managers, designers, and software engineers to create tailored tech solutions that fit the organization’s mission. [06:50] – Cybersecurity Reinvented A ransomware incident set off a cybersecurity overhaul, pushing PGA of America to the cloud and adopting a “no corporate network” policy with MFA, SSO, and zero-trust. [10:30] – Goodbye, MFA Fatigue To simplify security, Kevin’s team employs Okta’s Verify app and plans for passwordless login, making access smooth and secure for users without overwhelming them. [15:10] – Future-Proofing Identity Kevin discusses the shift toward biometrics and Face ID, highlighting how these tools simplify secure access for everyone—even non-techies. [21:00] – A Game-Changing RFP In a first for PGA, Kevin reveals an MSSP RFP that mixes security with a brand partnership, offering vendors visibility at PGA events. [33:00] – AI: The RFP Sidekick With 150 RFP responses, Kevin’s team uses AI to quickly sort and answer 900+ questions, proving how AI transforms workflows. [39:50] – Custom Marketing for Tech Partners Kevin’s team is crafting unique marketing packages for RFP finalists, ensuring authentic and mutually beneficial partnerships. Links and Resources Mentioned: 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 Marketers If 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, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

    41 min

  3. 13 NOV

    Culture, Credibility, and Collaboration: Thomas Bain’s Playbook for CMO Success

    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 Marketers If 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 Gold Thank 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!

    27 min

  4. 6 NOV

    From ‘Meh’ to Mastery: Steve Piper on ABM Strategies that Work.

    Episode Summary: Are you looking for an edge in cybersecurity marketing? Steve Piper, CEO of CyberEdge Group, is here to help! As the head of the largest research and marketing firm dedicated to cybersecurity, Steve knows the art and science of turning leads into wins. In this episode, he’s spilling secrets on building the perfect target account list, the magic of message mapping, and what many marketers get wrong about content syndication (spoiler: it’s way easier than you think). Steve shares strategies on target account lists, segmentation, content alignment, and multi-channel engagement. Discover differences between “one-touch” and “nurtured” leads, why content syndication matters, and five ways to supercharge your ABM program. Key Highlights: [02:00] - Intro to CyberEdge Group: How Steve Piper grew CyberEdge into a leader in cybersecurity marketing with 50+ services. [06:50] - Why ABM Is Challenging: Common ABM struggles, from nurturing expectations to the complexity of multi-stakeholder targeting. [10:20] - Five Ways to Supercharge ABM: Steve’s expert tips, starting with target account list optimization. [15:00] - Content Strategy for ABM: Using message maps and segment-specific content to drive engagement. [18:45] - Channel Mix & Experimentation: How CyberEdge uses webinars, content syndication, and multi-touch nurturing in ABM. [22:30] - Nurturing "One-Touch" Leads: The importance of qualifying leads and when to contact sales-ready leads. Links and Resources Mentioned: CyberEdge Group – Learn more about CyberEdge's services for cybersecurity marketers. Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If 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, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

    40 min

  5. 30 OCT

    CMO Carole Winqwist on Growth, AI, and Global Marketing Success

    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 Marketers If 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!

    32 min

  6. 23 OCT

    The Art of Tech Podcasting: Insights from IT Pro’s Podcasters Rory Bathgate and Jane McCallion

    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 Marketers If 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.

    38 min

  7. 16 OCT

    Two Podcasters & Endless OSINT Gold with Aubrey Byron and Shannon Ragan

    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.fm Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If 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!

    45 min

  8. 9 OCT

    9 Exits and Counting: CMO Varun Kohli’s Framework for Success (and for Getting on the Today Show!)

    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 Success Varun shares his secret to navigating nine successful exits: his IMPP framework, focusing on Investors, Market, People, and Product. [07:30] - AI’s Impact on Cybersecurity Varun discusses why AI is shaking up cybersecurity and where the real opportunities lie. [13:05] - How Storytelling Landed Varun on the Today Show Hear how a powerful story and strategic data got Varun’s company on national TV, driving huge results. [19:45] - Combining Data and Storytelling Discover why Varun believes data and storytelling are inseparable for effective marketing. [22:30] - Focusing on Your Brand, Not the Competition Varun explains why chasing competitors is a mistake and how to stay focused on building your own brand. [30:15] - Traditional Ads Still Work From 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 Marketers If 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!

    35 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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