18 episodes

The podcast Marketing In-Security is the world's first podcast dedicated to the ins and outs and do's and don'ts of Cybersecurity Marketing. Hosted by Ken Rutsky, a 20+ year veteran of cybersecurity marketing, the guests are all leading practitioners in the security industry. Ken and his guests discuss what makes for great marketing in this industry, what works and what doesn't, as well as the latest trends and ideas from the cutting edge of Cybersecurity marketing and sales. Cybersecurity is a huge challenge and a huge market. The premise of the show is to highlight unique and challenging aspects of cybersecurity markets and marketing as well as best practices. Guests will be leading practitioners sharing their experiences and insights into the products, markets and customers that make up the cybersecurity industry. We will cover topics across the spectrum of go to market challenges, from branding to demand, from sales and marketing automation to messaging to winning against competition, we will cover both the art and the science cybersecurity marketing by and for the people who live it everyday. check out gotomarketdojo.com

Marketing InSecurity Ken Rutsky

    • Business
    • 5.0 • 2 Ratings

The podcast Marketing In-Security is the world's first podcast dedicated to the ins and outs and do's and don'ts of Cybersecurity Marketing. Hosted by Ken Rutsky, a 20+ year veteran of cybersecurity marketing, the guests are all leading practitioners in the security industry. Ken and his guests discuss what makes for great marketing in this industry, what works and what doesn't, as well as the latest trends and ideas from the cutting edge of Cybersecurity marketing and sales. Cybersecurity is a huge challenge and a huge market. The premise of the show is to highlight unique and challenging aspects of cybersecurity markets and marketing as well as best practices. Guests will be leading practitioners sharing their experiences and insights into the products, markets and customers that make up the cybersecurity industry. We will cover topics across the spectrum of go to market challenges, from branding to demand, from sales and marketing automation to messaging to winning against competition, we will cover both the art and the science cybersecurity marketing by and for the people who live it everyday. check out gotomarketdojo.com

    MiS017: CyberMarketing in Covid Time - Part 3 - Accessing a Changed Future!

    MiS017: CyberMarketing in Covid Time - Part 3 - Accessing a Changed Future!

    In the final part of my three part series on Cybermarketing in Covid time, I catch up with my friend, colleague and client Atri Chattejee of ForgeRock, a late stage start up and leader in Identity and Access Management solution.In part one I talked with Ryan Bunker of pre-revenue Byos.io and in part two with Dean Nicolls of growth company Jumio. 
    ForgeRock hit 2020 on a roll. With new messaging and a new website, they were truly ready to help their customers “Access the Future”. Hear Atri describe how ForgeRock quickly took their slogan to heart, even when the future changed for all of us, by helping their customers evaluate and navigate the changes brought on by Covid19. Atri talks about how this helped ForgeRock not only help their customers, but built goodwill, loyalty and future business opportunities also.
    For Atri, it’s all about engagement, and how to do it in an all digital world, differently, yes, but also successfully.
    For reading, Atri says that the Andy Grove classic, High Output Management, has a lot of relevance especially today! And Atri says that Marc Andreesson and Christopher Lochhead as must follows on Twitter.
    You can follow Atri on Twitter , and keep up with the latest on Identity and Access Management from ForgeRock at ForgeRock.com
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    MiS016: CyberMarketing in Covid Time - Part 2 - While the Goals Remain the Same, The Tactics All Change

    MiS016: CyberMarketing in Covid Time - Part 2 - While the Goals Remain the Same, The Tactics All Change

    In part two of my three part series on Cybermarketing in Covid time, I catch up with growth company Jumio’s CMO Dean Nicolls.In part one I talked with Ryan Bunker of pre-revenue Byos.io and in part three will chat with Atri Chatterjee of late stage company ForgeRock.  
    Jumio is on a roll in the Biometrics and Identity Verification space. But what happens when some of your verticals hit a pandemic hard stop, while others accelerate for the same reasons. And what if shows are a big part of your plan? 
    Dean talks about having to hit the same goals, but having to change how you get there. And why digital marketing has been the key leverage point for Jumio to survive and thrive through these challenges.
    Dean recommended reading includes The Tipping Point and anything by Seth Godin! And Dean also recommends following Jay Baer.
    You can connect with Dean on LinkedIn, and learn more about Jumio at Jumio.com 
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    MiS015: CyberMarketing in Covid Time - Part 1 - Beware the Evil Twin Wifi

    MiS015: CyberMarketing in Covid Time - Part 1 - Beware the Evil Twin Wifi

    In part one of my three part series on Cybermarketing in Covid time, I chat with Ryan Bunker, Business Development executive at pre-revenue start up Byos.io In parts two and three we will chat with Dean Nicolls of growth company Jumio and Atri Chatterjee of late stage company ForgeRock.  
    Leaving RSA Byos.io was on a roll. Pre-revenue with a unique hardware solution to remote Wifi security, interest was high. Learn how Ryan Bunker has had to embrace the change brought by Covid and navigate changing user behavior, ITSec priorities, ZeroTrust clutter and more.
    Ryan discusses some of the unique challenges of having a hardware solution with no physical meetings to have!
    Ryan recommends you follow Kelly Shortridge , Paul Salamanca and the ever present Wendy Nather.
    You can follow Ryan at all the usual places, Linked In, Twitter and learn more about Byos.io’s unique solution here.
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    MiS014: Rising Above Fear and Buzzwords

    MiS014: Rising Above Fear and Buzzwords

    “We ‘just’ put together a little blog post about the problem, and it went viral…”  that’s how Tarun Desikan and his co-founders incubated Banyan Security. Now four years later, Banyan is a well founded A-round start up with real products, real customers and reaching real scale.
    Tarun, who comes from the networking space, talks about selling fear, whether that’s a good thing or now, and how to get past the buzzword buzz.  
    “Zero Trust is a buzzword, but finding a marketing strategy that rises above fear and buzzword is a real problem all onto itself.”
    Tarun talks about coming at it as a startup, what it’s like to compete with big guys like Palo Alto and others who have more marketers in their organization than you have in your whole organization.
    Tarun talks about using the Zero Trust buzzword to both elevate their message and to level the playing field, getting ahead of problems, and timing the problem right.  Tarun asks, “What’s the difference between a good product and one that is too early in the market? - Nothing!”
    Tarun has a lot to say about ramping up marketing after early product market fit segmenting, reaching and targeting 3-types of CISOs, segmenting early customers, targeting and the like, and when to attack the install base category or focus more on a niche and leverage the buzz and how recommends “strong beliefs held lightly”.
    Tarun recommends you check out Steven Denning’s The Leaders’s Guide to Storytelling as well as the Lost History of Byzantine and that you follow @SwiftOnSecurity and @RickRubin on Twitter
    You can follow Tarun at all the usual places, on Twitter at @tdesikan as well as on LinkedIn and you can learn more about Banyan at https://www.banyansecurity.io.
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    MiS013: High Quality Deals, Why Should I Care...and Alignment Isn't Just Having a Meeting - with Gartner's Hank Barnes

    MiS013: High Quality Deals, Why Should I Care...and Alignment Isn't Just Having a Meeting - with Gartner's Hank Barnes

    Part of sales and marketing alignment is having the same goals. Should “High Quality Deals” be one of yours? Hank Barne’s of Gartner certainly thinks so.  
    Hank and I chat about everything from educating buyers, to why the 50K deal is no easier than the million dollar one, and how to align and run your sales and marketing.  
    Low quality deals lead to longer sales cycles, disappointment in deployment and churn. And while many of the issues have to do with buyers and their process, as Hank says, 
    “if it’s a buyers problem it’s sales and marketing’s problem too.”
    And what we really learn is it all comes down to confidence, communications and empathy, both between sales and marketing, and between us and our customers. 
    This is research driven heady stuff, but can really change the way you think about pipeline, revenue and lifetime value. The last take away, “get the buyers confident in their ability to buy!” 
    I’m guessing many of you will hear this podcast and want to see Hank’s full webinar on High Quality Deals. Watch and Enjoy. Hank recommends getting smart about Behavioral Economics. Books like Decisive from the Heath Brothers and the Challenger Customer by the CBO folks.
    You can follow Hank at all the usual places, Linked In, Twitter and at Gartner.com
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    MiS012: It Must Work if Everyone Does It - Market the Breach or Market Your Value

    MiS012: It Must Work if Everyone Does It - Market the Breach or Market Your Value

    In this episode, Axonius CMO Nathan Burke and I revisit his quote, “the next time there is a breach, open your window and you’ll hear the sound of 1 million PowerPoints updating” from our podcast of season 1. 
    After the Capital One breach, instead of updating his deck, Nathan asked this question on LinkedIn - “Calling all CISOs and cyber security pros: just for fun, I’d love to know the first time you spot a slide that references the CapitalOne hack”
    Well, the post went viral and the comments came in hot and heavy. Not surprising, Nathan is NOT a big fan of this kind of marketing, though he does recognize it’s allure to vendors, it’s pretty clear from the comments that this is a big turn-off for buyers. Instead, Nathan advocates a (return to?) a philosophy of “Value”, and I could not agree more.
    I think you’ll find this podcast and interesting counterpoint to the prevailing assumptions around marketing the next breach.
    You can find and follow Nathan at LinkedIn.
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