Breaking Through in Cybersecurity Marketing Cybersecurity Marketing Society | N2K Networks

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 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!

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 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!