Breaking Through in Cybersecurity Marketing

What do Taylor Swift and Telegram have in common? Surprisingly, they are both prime targets for today’s most sophisticated scammers. In this episode, we chat with Nati Tal, Head of Guardio Labs and Sharon Blatt Cohen, Head of Marketing Communications from Guardio, who reveal how deep-fake ads featuring Taylor Swift are used to sell fake cookware, and how they went undercover on Telegram to discover just how easy it is to launch a full-scale phishing scam in less than a day. From pop culture to cutting-edge cybersecurity, this episode takes you behind the scenes of the dark world of online threats and shows how Guardio is staying one step ahead of scammers...and marketing that fact! Buckle up—this one’s a wild ride!

[00:04:10] - What is Guardio?

Guardio focuses on protecting consumers and small businesses from online threats. Their browser extension and mobile apps help block scam emails, phishing links, and keep your information safe online.

[00:09:00] - Guardio Labs and Threat Hunting

Nati explains how Guardio Labs's research helps improve Guardio’s tools and keeps users safe from new types of attacks.

[00:15:45] - Marketing Meets Security

Sharon shares how marketing and security teams work together, using trending topics like Taylor Swift scams to create engaging campaigns that showcase Guardio’s ability to block threats.

[00:25:30] - Organic Media Attention 

Their Taylor Swift scam campaign was so timely it got picked up by the media, showing how good content and research can naturally spread and get press attention.

[00:32:45] - Telegram Scams and Fake Campaigns

Nati talks about setting up a fake scam on Telegram to learn how hackers operate. They found out how easy and cheap it is to set up scams, highlighting why cybersecurity is so important.

[00:41:10] - Staying Ahead of Scammers

Sharon explains how fast scammers jump on trends and how Guardio stays one step ahead to protect people before scams can cause harm.

👉Follow:

Sharon on LinkedIn. 

Check out Nati LinkedIn. 

👉Learn more Guardio. 

Guardio - Learn more about Guardio’s cybersecurity solutions for consumers and small businesses, including their web extension and mobile apps. Visit Guardio. 

Guardio Labs - Explore Guardio Labs' security research and threat hunting to stay ahead of emerging online threats. Learn about Guardio Labs. 

Taylor Swift Scam Report - Read more about how deepfake ads featuring celebrities like Taylor Swift were used in online scams, part of Guardio's research. Read more about the research here.

Guardio on TikTok - Follow Guardio’s TikTok for fun, educational videos about online scams and cybersecurity tips. Guardio TikTok. 

Breaking Through in Cybersecurity Marketing Podcast Instagram - We’ve launched an Instagram account, follow the podcast on Instagram for updates and behind-the-scenes content.

Cyber M Society on Instagram. 

 (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!

👉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!

We’ve got one of the coolest marketers in cybersecurity joining us this week—Lauren Koppelman, Senior Global Campaign Manager at Fortinet after a recent acquisition.  Lauren will be taking us behind the scenes of the popular video series CISO on the Street and sharing the creative, data-driven strategies that fuel her success. From how niche Linux security content helped drive high-quality leads to how her cold lead nurture campaign re-engaged enterprise accounts, Lauren breaks down the tactics that work. She also shares how she refined keyword strategies to avoid bad-fit leads and crafted emails that grab the attention of even the most skeptical cybersecurity pros. This episode is packed with practical tips for any marketer looking to stand out in the cybersecurity world!

[01:45] - How CISO on the Street Started

Lauren talks about how she came up with the idea for CISO on the Street at RSA and turned it into a video series. “Why not turn these casual conversations into a video series?” The spur-of-the-moment idea turned into a key piece of content marketing.

[06:40] - Niche Content Drives Leads

Lauren explains how she found that Linux security content was driving great leads and what she did to promote that content. 

[11:50] - Cold Lead Nurture Campaign Success

Lauren shares how a cold lead nurture campaign she developed brought enterprise-level accounts back to life, even while she was on vacation.

[17:00] - Fixing Key-word Issues

Lauren explains how the keyword “HIPAA” ended up attracting the wrong audience—like people who were Googling what HIPAA was while at their doctor’s office. She realized that attracting doctors’ waiting room visitors wasn’t the goal, and had to refine the strategy.

[23:00] - Tips for Writing Effective Emails

Lauren offers advice on writing emails for cybersecurity professionals, keeping them clear, simple, and direct.

👉Follow Lauren on LinkedIn. 

👉Learn more about Fortinet. 

Watch CISO on the Street Video Series here!

 (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!

👉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!

What do breaking up high school brawls, surviving French citizenship tests, and marketing cybersecurity across Europe have in common? They’re all part of the hilarious and unexpected journey of today’s guest, Oscar Burns! Oscar, the Senior Field Marketing Manager at GitGuardian, joins us from France to spill the beans on his unconventional path from teaching in London to navigating the complexities of cybersecurity marketing in Europe.

From dealing with language barriers, cultural differences, and figuring out how to make marketing magic happen at Europe’s biggest cybersecurity events, Oscar brings a fresh perspective—packed with humor. Whether you’re curious about the differences between U.S. and European markets, or you’re just here for the stories about $48 sandwiches in Monaco, this episode has something for you!

[2:00] - Oscar’s Background: From Teaching to Tech

• Oscar shares his early career as a teacher in London and how a funny incident led him to switch careers, eventually moving to France for a business internship.

[6:30] - Moving into Marketing from Sales

• After several years in sales at Powell Software, Oscar became interested in marketing. He recalls creating the company’s origin story as his first marketing task.

[9:30] - Transition to Cybersecurity and Joining GitGuardian

• Oscar discusses his move into cybersecurity marketing at GitGuardian, where he currently works in field marketing, focused on code security solutions.

[13:00] - Working in Cybersecurity in Europe vs. the U.S.

• Gianna and Oscar compare cybersecurity marketing in Europe and the U.S., noting differences in event size, budget, and business opportunities.

[16:45] - Event Marketing in Europe

• Oscar explains how European companies approach events like Infosecurity Europe versus larger U.S. events like RSA Conference, with a focus on return on investment.

[18:30] - Les Assises in Monaco: The Premier European Cyber Event

• Discussion of Les Assises, a high-end, CISO-only cybersecurity event in Monaco. Oscar highlights the exclusivity and success of the event for companies.

[24:00] - Living and Working in Europe as an American

• Oscar shares practical tips on working in Europe, including the reality of lower salaries, cultural differences, and the perks of European work-life balance.

👉Follow Oscar on LinkedIn. 

👉Learn more about GitGuardian. 

Cyber Marketing Con 2024 (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!

Want more laughs and insights? Check out these fan-favorite episodes we mentioned:

👉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!

Thinking about rebranding your company but not sure where to start? Or maybe you’re wondering how to make your brand stand out in a crowded market like cybersecurity? Today’s we’re taking you behind the scenes of a major rebrand with one of the industry’s top players: Varonis!

We’re joined by Courtney Bernard, the Brand and Creative Director at Varonis, who recently led the company through a successful rebranding journey. We’ll be discussing everything from why Varonis knew it was time for a rebrand, to how they tackled common cybersecurity branding tropes, and how they ensured every aspect of their new identity resonates with their mission to protect data. 

If a rebrand is on your horizon, or you’re just curious about what it takes to pull one in cybersecurity, this episode is packed with tips, lessons, and inspiration.

[01:25] - What’s Happening at Varonis?

Get the inside scoop on Varonis’ brand and creative team from Courtney. From the website to videos, the Varonis team touches everything that represents the company visually.

[03:30] - The Varonis Marketing Team: Bigger and Better

Varonis’ marketing team has grown a lot in the past five years—now over 60 strong! The brand and creative crew is right in the mix, working directly with the CMO, showing how important creativity is to the company’s strategy.

[05:00] - Keeping the Varonis Vibe Alive

With all that growth, how does Varonis keep the good vibes going? Courtney shares insights on how open communication, clear goals, and a strong sense of mission keep the team connected and energized.

[07:50] - How Branding Drives Varonis’ Success

The conversation shifts to how Varonis ensures that its brand initiatives align with their overall marketing goals. Courtney explains the challenge of measuring brand impact in cybersecurity and how the team balances qualitative and quantitative goals to ensure their efforts contribute to Varonis' overall business objectives.

[11:10] - The Big Decision: Why Varonis Rebranded

Why did Varonis decide to rebrand? It was driven by the company’s evolution in product offerings and market positioning. Courtney and the hosts talk about the extensive process that went into the rebrand, highlighting the importance of ensuring that the new brand identity accurately reflects Varonis' growth.

[14:30] - Tackling Design Headaches

Before the rebrand, Varonis faced several design challenges, including a limited color palette and inconsistent imagery. Courtney explains how the rebrand addressed these issues to  create a more cohesive and versatile visual identity.

[17:05] - Crafting the New Varonis Identity

Courtney emphasizes the importance of defining a clear brand persona and voice as the foundation for Varonis' rebrand. Using the brand archetype model, Varonis positioned itself as a "Hero" brand with elements of innovation, ensuring that its visual and verbal identity aligns with its mission to protect data.

[21:00] - Rolling Out the Rebrand: Who Was in the Loop?

Rebranding isn’t just a one-person job. Varonis started with a small team and then expanded to get feedback from sales, product, and leadership. The goal? To make sure everyone was on board and excited about the new direction.

👉Follow Courtney on LinkedIn. 

👉Learn more about Varonis. 

👉Read more about the strategy behind Varonis' rebrand that involved a full transition to a hero archetype and the introduction of Protector 22814 here!

👉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!

Failure is part of being human—it’s what you do next that really matters. Do you give up, feel stagnant, or do you push forward like Al Lakhani, the founder of IDEE? In this episode Al brings a blend of humor and honesty, sharing his self-described "PhD in failure" as he takes us on the rollercoaster ride of building a cybersecurity company from the ground up. With stories of exhilarating highs, unexpected setbacks, and the crucial role of timing, Al’s journey is filled with valuable lessons and lots of laughter. Whether you’re looking for actionable insights to apply to your own startup or just want to hear how someone turned failure into success, this episode has it all!

[05:00] - Al’s Rollercoaster Ride

• Al shares the ups and downs of starting IDEE. From trying out ideas that flopped to finally finding success with the B2B approach.

[12:40] - Timing is Everything

• Al explains why hitting the right timing in startups is like catching a wave—it's all about being in the right place at the right time, with a sprinkle of luck.

[15:10] - Cracking the Marketing Code

• The hosts and Al get into what’s working (and what’s not) in IDEE’s marketing game. Al reveals that live demos have been successful, but getting people to check them out has been tricky.

[20:00] - Picking the Right Partners

• Al talks about the importance of choosing the right partners to work with and how giving away free samples (NFR licenses) helps get their buy-in and feedback.

[27:45] - The Changing Customer Journey

• Maria and Gianna chat about how customers do most of their research before even talking to a vendor, and Al shares his view on how the customer journey has shifted since COVID.

👉Follow Al on LinkedIn. 

👉Learn more about IDEE. 

👉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!

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.

👉Follow Rob on LinkedIn. 

👉Learn more about Cypago.   

👉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!

We're excited to unveil our new segment, Cyber CMO Confidential, with Charles Gold, Chief Marketing Officer at ThreatConnect. This segment offers an inside look at the world of cybersecurity CMOs, featuring candid interviews with industry leaders who share their unique perspectives and insights. The co hosts and Charles dig into the challenges CMOs face in the fast-paced cybersecurity landscape and dissect the strategic decisions that drive success. Whether you're a new marketer or an aspiring CMO, Cyber CMO Confidential will provide inside knowledge straight from the experts. Tune in and discover what’s really happening in the C-suite!

[02:30] Introducing Cyber CMO Confidential:

Charles introduces the new segment, which will offer insights into the world of CMOs by interviewing industry leaders. The segment will explore the unique perspectives CMOs bring to the C-suite and the marketing challenges they encounter.

[06:00] The Importance of Understanding the CMO Role:

Maria and Charles explain how the segment will help marketers better understand and empathize with the CMO role, offering tips for managing and communicating effectively with CMOs.

[09:00] ThreatConnect’s Acquisition of Polarity:

Charles discusses ThreatConnect's recent acquisition of Polarity, highlighting its strategic value. He provides insights into the integration process and emphasizes the importance of cultural fit between the two companies.

[14:30] Managing the Integration as a CMO:

Why CMOs often play a key role in company integrations and how it aligns with their responsibilities as executive team members.

[18:00] Lessons Learned from Mergers and Acquisitions:

Charles discusses the challenges of sustaining momentum and ensuring successful integration post-acquisition. He shares his experiences and offers tips for maintaining team morale and alignment.

👉Follow Charles on LinkedIn. 

👉Learn more about ThreatConnect

👉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!

We're flipping the script as our amazing co-host, Maria Velasquez, steps into the guest spotlight. She is the co-founder of the Cybersecurity Marketing Society and today she comes as the VP of Growth Marketing at NetSPI, bringing her years of experience from the pentesting world. Enjoy this candid chat as Maria shares her knowledge of marketing operations, revealing what it takes to choose the right platform and build a successful strategy. It's like having a chat with a good friend who just happens to be a MOPSexpert! Settle in and enjoy this informative episode, featuring our beloved co-host turned guest.

[06:00] Marketing Operations Insights:

When choosing a marketing automation platform, it’s crucial to consider factors such as company size, growth potential, and integration capabilities. Platforms like HubSpot, Marketo, and Pardot each offer unique features and benefits.

[12:30] Choosing the Right Marketing Automation Tool:

When choosing a marketing automation platform, prioritize:

[18:45] High-Level Strategy for Mops:

Implement lead scoring based on engagement and demographics to prioritize prospects, and design an ideal customer journey with defined lifecycle stages to guide leads from initial interest to conversion effectively.

[25:00] Best Practices for Marketing Automation:

Consult with experts during platform transitions to ensure a smooth process, focusing on the technical aspects of CRM and marketing tool integration for seamless data flow and functionality.

[31:15] Data Management and Reporting: 

Implement strategies to maintain data integrity and enhance reporting accuracy. Utilize UTM parameters to effectively track and measure campaign success.

[38:00] Future-Proofing Marketing Operations:

Plan for future reporting needs by identifying key metrics and setting up systems accordingly. Evaluate new tools for compatibility and seamless integration with existing systems.

👉Follow Maria on LinkedIn. 

👉Learn more about NetSPI.  

👉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!

Mascara and cybersecurity - what do they have in common? They’re both industries that are prime for influencer marketing! Yuliya Gorenko, founder of Mischka, is here to talk us through her journey from leading PR and digital efforts for top beauty brands like L'Oreal to navigating the tech-heavy world of cybersecurity influencer marketing. Both industries rely on creating relatable stories, addressing universal needs, and building trust with their audiences—whether it's striving for flawless skin with a skincare routine or online security against hackers. Both fields face the challenge of standing out in a crowded market and require innovative storytelling to connect with consumers. Join us to talk not only about these fascinating parallels, but to also explore the early stages of influencer marketing in cybersecurity, and to get tips on how you can engage influencers in the B2B space. Prepare your setting sprays and firewalls for an episode filled with the most interesting insights! 

[04:30 - 06:00] Similarities Between Beauty and Cybersecurity

Yuliya discusses the universal needs shared by both the beauty and cybersecurity industries which is why it's important to create relatable stories around brands that connect with audiences. 

[08:30 - 09:15] Influencer Marketing in Cybersecurity

Yulia talks about the early stages of influencer marketing in the cybersecurity industry, noting how it has evolved over time. Platforms are increasingly incorporating consumer elements into the B2B space, making influencer marketing more dynamic and LinkedIn plays a big role in this marketing strategy.

[10:00 - 13:25] Successful Influencer Campaigns

Yulia’s work with Hotspot Shield VPN and early influencer programs, storytelling through influencers for VPN products, and collaboration with travel YouTubers and Instagrammers

[18:09 - 20:30] Creative Campaigns and Measuring Success

Example of Delete Me's campaign with a farmer YouTuber expanding influencer marketing beyond typical tech influencers. Also how you can measure success and tracking ROI in B2B influencer campaigns.

[22:00 - 25:23] Negotiation Tips for Brands

Yulia offers tips for brands on negotiating with influencers, having a budget in mind before approaching them and outlines deliverables and budget proposals clearly to avoid misunderstandings.Transpareny on brands about the FTC endorsement guidelines, especially in influencer partnerships.

👉Follow Yuliya on LinkedIn. 

👉Learn more Mischka. 

👉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!

AJ Nash has 19 years of experience in the intelligence community and 8 years in the private sector. He has successfully transitioned into a thought leader and evangelist in intelligence-driven security, making waves at several top-tier companies. AJ has a knack for turning complex intelligence topics into engaging and accessible content, and he’s also the charismatic host of the “Unspoken Security” podcast, which recently won the Cybersecurity Excellence award for Best Podcast. Beyond the mic, he is known for his candid takes on industry practices, his humorous approach to serious topics, and his dedication to authentic, no-nonsense communication. His journey is packed with intriguing stories—from unsanctioned magazine articles that catapulted his career to his bold stance on the misuse of AI in cybersecurity. Tune into this week’s episode to laugh, gain some knowledge on intelligence, and hear some hot takes!

Content Creation and Marketing: [07:46 - 14:20]

• AJ talks about his love for creating content and how he went from intelligence briefings to public speaking and writing. 

AJ’s Hot Takes on the Industry: [14:21 - 23:50]

Government vs. Private Sector: [23:51 - 30:00]

• AJ talks about the strengths and weaknesses of both the government and private sector in cybersecurity. Noting that the government excels in structured intelligence and long-term strategies, but sometimes lacks the agility and creativity found in the private sector. 

Career Path and Personal Brand: [30:01 - 37:40]

• AJ talks about his journey from aspiring lawyer to intelligence professional and public speaker making sure that he was being authentic and that his work reflects his values.

Meet us at CyberMaketingCon: [37:41 - 40:00]

👉Follow AJ on LinkedIn. 

👉More on the Unspoken Security podcast. 

👉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!