Episode Summary:

What do VCs think about your GTM strategy? This week, Gianna and Maria chat with Asad Khaliq and Mark Kraynak, two of the founding members of Acrew Capital, about what it takes to build or break a go-to-market motion at an early-stage cyber startup.

Asad and Mark share how Acrew was founded, why they’re so focused on cyber and data, and what they’ve learned from backing some of the most well-known names in the industry. From hiring your first salesperson to avoiding “we stop threats” messaging, they’ve seen it all and they’re sharing the good, the bad, and the surprisingly funny.

Timestamps: 

01:55 – Founding Acrew: A venture firm built on thesis, collaboration, and trust.

03:59 – The "green light" test: Would founders be happy to hear from us? 04:57 – Mark’s unexpected path: From poetry to product marketing to VC.

06:36 – Storytelling, messaging, and the marketing power of poetry. 07:32 – Product positioning tips for startups: What words mean.

08:59 – Messaging ≠ intent: Why it’s about what the customer hears. 10:01 – Asad’s entry into cyber through the software infrastructure.

12:27 – Cyber + data = one GTM motion.

13:50 – The hidden magic of cybersecurity and the infrastructure we forget.

14:22 – GTM hiring tips: Why founders get the first sales—and what comes next.

15:51 – Why hiring growth too early is a recipe for failure.

16:47 – First marketing hire? Make it product, not growth.

17:53 – How to find your double unicorns: Player-coach profiles & product marketers.

19:50 – The danger of over-automating with AI in outbound.

21:04 – Standing out means going against the volume game.

22:26 – Culture of experimentation: The new GTM advantage.

24:22 – Channel deprecation: Email’s broken, ABM is back.

26:42 – In-person > inbox: Human connection is underrated.

28:49 – Advice for marketers joining early-stage startups.

31:40 – Vision and values: What to align on before joining a startup.

32:44 – Red flags: Fundraising ≠ success

34:52 – Lightning round: Best cyber website you’ve seen?

37:26 – Shout-out to the Vanta marketing team

About the guest: 

Follow Asad on LinkedIn.

Follow Mark on LinkedIn. 

Follow Acrew Capital on LinkedIn or the website. 

💌 Feedback or Wanna Be on the Show?

Email: [email protected] 

Follow your 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!

There’s one part of leadership no one prepares you for: the hard conversations. Whether it’s underperformance or misplaced potential, these conversations are uncomfortable but unavoidable. 

In this episode, Manny Ataebi, Demostack's CMO, gets brutally honest about how to achieve clarity, empathy, and zero regrets. He drops hard truths and heart-forward advice on managing performance, coaching with empathy, and making the tough calls when attitude isn't enough. From skip levels and PIPs to founders hiring out of FOMO, we cover it all with zero sugarcoating.

This one’s for the managers in the trenches. If you’ve ever wondered when to coach, when to cut, or how to protect your culture, Manny’s got answers. And stories. And probably a little tough love.

01:25 – Manny’s framework: When underperformance happens, what's next?

03:19 – Coaching vs. wrong role: The stress factor and impact on team morale.

04:31 – Working with founders: early hiring mistakes, and how to fix them.

06:26 – Hiring smart for startups: work ethic, street smarts, and fire in the belly.

07:05 – The year-one review and spotting growth potential.

09:25 – Transitioning team members across roles: real stories and structure.

11:36 – Difficult conversations: why surprise = manager failure.

14:31 – Role play, real scenarios, and preparing your team for exec-level readiness.

16:42 – QBRs and letting team members lead in front of leadership.

18:36 – Different styles, different focus: how Manny adjusts his management approach.

22:19 – When it’s a motivation issue: Candy Crush and the “Farmville” effect.

24:35 – Self-improvement mindset: what separates strivers from coasters.

26:07 – Managing through pivots: startup vs. scale-up realities.

27:32 – The energy vampires of the team: Eeyores, excuses, and responsibility.

29:31 – Let them fail (a little): growth through discomfort.

30:25 –  Game Time! If Manny weren’t a CMO, what would he be?

32:10 – Life coach dreams, physical therapy passion, and a heart for helping others.

35:22 – Acting aspirations, fake film pitches, and final laughs.

Follow Manny Ataebi on LinkedIn. 

Demostack

Cybersecurity Marketing Society

CyberMarketingCon

RSAC 2025 Marketers Party

Sunday, April 27 – Vibes, wagyu, and every cybersecurity marketer you love. You know the drill.

👉 RSVP now before it’s too late.

New episodes every Wednesday. Subscribe, leave a five-star review, and send this to a coworker playing Candy Crush during Zoom calls.

💌 Feedback or Wanna Be on the Show?

Email: [email protected] 

👉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 on our podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!

This week, we’re going full circle with the one and only Chris Cochran, VP of Marketing at AKA Identity and Founder of Audacious GTM. Chris is a former cybersecurity practitioner, Netflix threat intel lead, Marine Corps vet, and one of the original champions behind this very podcast.

Gianna and Maria sit down with Chris to trace his journey from the intelligence trenches to the marketing boardroom, blending creativity, psychology, and strategy. They talk about the unique challenges of marketing to cyber pros, bridging the gap between art and science, and the delicate dance between taste and truth in brand messaging. Chris also drops wisdom on authentic communication, building community with content, and why mutual benefit is the secret sauce of GTM.

03:14 – From Marine Corps to NSA to Netflix: Chris’s practitioner roots

08:10 – Hacker Valley origins: How podcasting sparked a creative empire

12:35 – Joining the Society: The invite that changed everything

15:02 – Building brand and community at aka Identity

18:27 – Art + science: Chris’s marketing philosophy

22:15 – Empathy between marketers and practitioners

26:48 – Campaigns, AB testing, and dopamine hits

31:05 – Leading marketing teams and educating across the org

34:22 – Taste vs. truth: Internal feedback challenges

38:45 – Wins, video campaigns, and building for conversion

43:30 – Escaping cyber (briefly) and coming back home

CyberMarketingCon 2025 – Call for Speakers Open!

🗓️ December 7–10, 2025 – Austin, TX

📝 Submit by April 15th to share your brilliance with 700+ cyber marketing pros.

RSAC 2025 Marketers Party

🎉 Sunday, April 27th – Food, friends, and fun with the Cybersecurity Marketing Society.

🎟️ Tickets: cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024

If this episode inspired you (or made you laugh), hit that subscribe button and leave us a ⭐⭐⭐⭐⭐ review on your favorite podcast app! It helps us bring you even more brilliant guests like Chris.

📩 Got feedback or want to be on the show? Email us at [email protected]

👉 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!

The Cyber CMO Confidential is back, and we are starting with our favourite guest, Jennifer Leggio, Chief Strategy Officer at W2 Communications.

Jen’s back on the mic, taking us on her journey from cyber PR pro to CMO extraordinaire to brief, educational COO life. She understands why the brand isn’t just fluff but your secret growth engine. We break down how to talk about “the B-word” with a CFO who only wants more demo requests and explore why branding might just be your most powerful (and misunderstood) sales tool.

You’ll hear about the empathetic sale, how brand boosts pricing power, and why the buyer’s journey looks more like a bow tie than a funnel these days. If you care about brand, pipeline, or just surviving another board meeting, this one’s a must-listen.

01:04 – Guest intro: Jennifer Leggio, CSO at W2 Communications

02:27 – Jen’s path to W2: From cyber PR to CMO to COO and back

04:17 – “Brand is the new demand gen”: What that means

05:40 – The empathetic sale: Qualify out as much as you qualify in

07:31 – Talking about brand with your CEO and CFO

09:00 – Real-life examples of brand influence (Carvana FTW)

11:15 – Demo requests ≠ demand strategy

13:09 – The bow tie journey: Reimagining the funnel

14:48 – Turning brand wins into sales enablement and retention tools

15:14 – Brand = pricing power: The Excedrin analogy

16:06 – Why does a brand build trust and support for go-to-market

17:14 – Brand’s impact on valuation and M&A (Sourcefire story!)

18:55 – Personal brand power and founder-led storytelling

20:53 – Budgeting for brand: “Brandman” and the peanut butter cup

23:02 – Using brand for customer retention and advocacy

25:26 – ABX + brand = targeted impact

Jennifer Leggio is the chief strategy officer at W2 Communications and has been a longtime force in cybersecurity marketing and operations. With nearly 25 years in the game, she’s held leadership roles across the spectrum, VP of Comms, CMO, COO, and built a reputation for driving bold, strategic growth. Known for her sharp storytelling, no-fluff approach, and deep operational chops, Jen has helped scale, rebuild, and position companies for high-impact outcomes.

She’s also a frequent speaker at top industry conferences like DEF CON, RSA, and CyberMarketingCon, and pens columns for SecurityWeek that spotlight the human side of cyber business. Whether building revenue engines or challenging the status quo, Jen brings clarity, candor, and an unwavering focus on what works.

RSAC 2025 Marketers Party

On Sunday, April 27th, join the Cybersecurity Marketing Society for the best pre-RSAC bash. Drinks, Wagyu, and all your GTM besties. 🎟 Get tickets here

CyberMarketingCon 2025 – CFP Open!

📝 CFP closes April 15th!

If you loved this episode, hit that subscribe button and leave us a review! It helps us grow and bring even more incredible guests your way.

📩 Got feedback or want to be on the show? Email us: [email protected]

👉 Gianna Whitver

👉 Charles Gold

Thanks for tuning in! We'll catch you next time on Cyber CMO Confidential.

This week, we’ve got an extra special guest, Joe Aurilia, Jr., SVP of Operations at Cyware. Joining Gianna and Maria to talk more about the art of scaling, automating, and just plain getting stuff done. Joe takes us on a ride from being Cyware’s first U.S. hire (aka "the guinea pig") to building and overseeing every corner of operations from legal and IT to rev ops and marketing ops. 

We chat about how to spot and fix the messiest processes, why RevOps is the unsung hero of the GTM engine, and what happens when contracts, people, and data collide. Joe also drops gems on internal sales/marketing for change management, and we close out with his dream career as an ice cream shop owner.

Plus: purple dashboards, auctioneer aspirations, and a serious stance on free sprinkles.

03:02 - What even is "Operations"? Joe breaks it down.

07:55 - Being Cyware’s first U.S. hire and building from scratch.

10:10 - Automate and scale: Joe’s operational north star.

13:48 - The birth of RevOps and tackling the mess no one else wants.

18:12 - Walking through change across departments and people.

22:44 - On avoiding fiefdoms and removing blockers.

27:02 - Asana, tears of joy, and operational adoption.

30:50 - Data integrity: The holy grail of RevOps.

36:40 - Working with leadership and enabling decision-making.

41:12 - Tactical wins to streamline GTM and shorten deal cycles.

47:10 - Contracts as living documents and reducing friction. 

RSAC 2025 Marketers Party

Sunday, April 27th — Join the Cybersecurity Marketing Society for the best pre-RSAC bash with drinks, Wagyu, and your GTM friends. Get tickets at https://www.cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024.

CyberMarketingCon 2025 – CFP Open!

Speak, learn, and network with 700+ marketers and GTM pros in Austin, TX. 🗓️ December 7–10, 2025 📝 CFP closes April 15th!

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 Got feedback or want to be on the show? Email us at [email protected] 

👉 Gianna Whitver

👉 Maria Velasquez

Thanks for tuning in. Remember, every Wednesday, we drop a new episode guaranteed to knock your SOCs off. 😎

Running social media isn’t easy; so many expectations and trade-offs. You need to be informative yet fun, creative yet professional, and engaging yet consistent, all while keeping things fresh. Even worse, when you manage a massive cybersecurity brand, it’s about more than just posting. It’s about making an impact in a sea of corporate noise. No one does that better than Jacqui Morgan, Global Social Lead at Palo Alto Networks.

Jacqui is the force behind high-impact, creative content that breaks through the typical B2B jargon and excites people about cybersecurity. In this episode, she pulls back the curtain on how her team strikes the perfect balance between strategy and spontaneity, why less can mean more, and how to inject personality into cybersecurity marketing. We also talk about big social media wins, some not-so-great flops, and her dream career outside of tech (hint: it’s delicious). 

If you’re ready to remove the boring in your B2B social strategy, this episode is for you!

[05:15] Running a lean global team without losing creativity: Jacqui breaks down how her small-but-mighty team supports every part of Palo Alto Networks, balancing global regions, creative partners, and agencies while keeping their sanity.

[10:45] Less is more, cutting through the noise: How Jacqui prioritizes quality over quantity, scales back on low-impact requests, and positions the social team as strategic partners—not order takers.

[15:30] Making cybersecurity social fun: Why creativity is crucial, how her team injects personality into LinkedIn content, and their approach to standing out in a traditionally dry space.

[20:20] Agency partnerships done right: Jacqui shares how to transform agency relationships from transactional to true creative partnerships and how trust plays a key role.

[25:15] Campaign wins & lessons from flops: Hear the story of a bold, standout campaign at a significant conference, plus a candid look at a past misstep and the lessons Jacqui walked away with.

[30:40] Getting leadership buy-in: Why building internal trust and strong relationships with executives, marketers, and sales teams is key to social media success.

[35:10] Jacqui’s dream career (hint: it’s delicious): We wrap up with her fun, non-tech dream job—and it’s something you might just want to visit one day.

🚀 Join us at the RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 Got feedback or want to be on the show? Email us at [email protected] 

👉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.

In cybersecurity marketing, messaging is everything, but what happens when your audience doesn’t understand your language?

This week, we sit down with Tatianna Harris, Head of Digital Marketing at EchoMark, to discuss the nuances of building brand awareness in a category that barely exists in the market’s vocabulary. From navigating the complexities of insider risk messaging to executing a founder-led thought leadership strategy, Tatianna shares what it takes to market cybersecurity solutions while wearing every marketing hat as a solo practitioner.

 [03:12] - How Tatianna got her job at EchoMark through networking

[06:40] - The power of word-of-mouth in career growth

[09:55] - What EchoMark does and Tatianna’s role as a solo marketer

[14:30] - Challenges of marketing at a cybersecurity startup

[18:20] - Why EchoMark pivoted its messaging from “Forensic Watermarking” to “Invisible Watermarking”

[22:45] - How Tatianna worked with leadership to change messaging

[27:15] - Thought leadership and CEO-led marketing strategies

[32:05] - How Tatianna prioritizes her time as the only marketer

EchoMark on their Website or LinkedIn.

Follow Tatianna on LinkedIn. 

🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 Got feedback or want to be on the show? Email us at [email protected] 

👉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.

Content isn’t just something you create and forget—it’s an asset, a living, evolving piece of your brand’s identity. According to David J. Ebner, great content isn’t about chasing trends or churning out endless articles; it’s about crafting something that stands the test of time, resonates with the right audience, and drives meaningful business outcomes.

In this episode, David, CEO and Founder of Content Workshop, discusses how companies of all sizes can fine-tune their messaging, build effective content strategies, and avoid the common mistakes that hold marketing teams back. He also discusses why content should be treated as a long-term business investment, how to navigate AI’s role in content creation, and what makes a difference in SEO and backlinking.

We also explore how cybersecurity marketers can make a real impact at RSAC 2025—from standing out in a crowded space to building trust with the right audience. Whether you’re leading a marketing team or running solo, this episode is packed with practical advice you can use immediately.

🔗 Content Workshop: www.contentworkshop.com

🔗 Follow David J. Ebner on LinkedIn: David J. Ebner

🔗 Clutch - Professional Services Reviews: www.clutch.co

🔗 G2 - Software & Service Reviews: www.g2.com

🔗 Capterra - Software Reviews & Comparisons: www.capterra.com

🔗 RSAC 2025 Conference Information: www.rsaconference.com

🔗 Cybersecurity Marketing Society & Content Workshop Webinar on Backlinks (May 15): Register here

🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 Got feedback or want to be on the show? Email us at [email protected] 

👉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.

Most cybersecurity events feel the same: a packed schedule, a few familiar faces, and vendors trying to grab your attention. But does any of it build a lasting community?

Parham Eftekhari, EVP of Communities at CyberRisk Alliance (CRA), has spent years figuring out what security professionals want. CRA runs 150+ in-person events annually, but its focus isn’t just filling rooms—it’s creating connections beyond a name badge.

🔹 The role of community-building in cybersecurity marketing.

🔹 Why mid-market cybersecurity teams need more attention.

🔹 How CISOs and their teams make buying decisions.

🔹 The shift from traditional marketing to community-led initiatives.

🔹 The upcoming expansion of CRA’s membership and what it means for vendors. 

[02:30] What Does an EVP of Communities Do?

[06:15] Scaling Cybersecurity Events & Summits

[11:50] The Shift Toward Community-Led Marketing

[16:30] Why Mid-Market is a Huge Opportunity

[21:00] Who Makes Cybersecurity Buying Decisions?

[26:40] Expanding CRA’s Membership Model

[33:15] Ensuring Vendor Trust in the Community

🌐 Connect with Parham Eftekari:

🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

🔔 Subscribe & Review:

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 Got feedback or want to be on the show? Email us at [email protected] 

👉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!

This week’s episode is about love—the love of great content, storytelling, and marketing.

Gianna and Maria sit down with David Moulton, host of the Threat Vector Podcast at Palo Alto Networks, to discuss the secrets to making a cybersecurity podcast that works. Forget boring, “salesy” content—David shares the Three E’s of Podcasting (Education, Engagement, and Entertainment) and explains why a killer podcast is one of the most powerful (yet underrated) tools in cybersecurity marketing.

But that’s not all—David also reveals his ROI formula for proving a podcast’s value (yes, there’s math, but the fun kind!), his dream career if he wasn’t in cybersecurity, and why marketing is just like chocolate—you have to savor the good stuff. 🍫

If you’re thinking about launching a podcast or proving its value to leadership, this is the episode you cannot afford to miss.

 [01:22] - David’s Journey Into Cybersecurity Podcasting - How David got into his role at Palo Alto Networks and his experience with internal and external podcasts.

 [02:56] - The Secret to a Great Podcast: The 3 E’s - Education, Engagement, and Entertainment – A framework for successful content.

[05:35] - Creating Value for Listeners, Not Just Leads - The importance of thought leadership over hard selling.

[06:50] - Doing the Hard Things in Marketing - Why cybersecurity marketing must go beyond Google-able content.

[08:54] - The ROI of Podcasting: How to Prove It Works - Ear-minutes x $1.03 per minute – The formula for podcast attention value.

[12:14] - The Hardest Part of Running a Podcast - Balancing content strategy, editing, and distribution.

[16:01] - The Problem of Podcast “Pod Fade” - Why most podcasts fail by episode six and how to stay consistent and build momentum.

 [19:47] - Getting Executive Buy-In for Podcasts - Overcoming objections to attribution challenges and how BP, universities, and Fortune 50 companies validate podcast success.

[24:12] - What You Can Learn About Your Podcast Audience - Using data from Megaphone (geo, devices, listener trends).

[26:42] - The Self-Attribution Hack for Proving Impact - Why add "How did you hear about us?" fields matter, and how does traditional attribution miss the human element?

👉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!