Breaking Through in Cybersecurity Marketing

What does it take to launch a successful cybersecurity podcast? This week, we’re excited to chat with David Spark, the creative mind behind the CISO Series Podcast and Spark Media. David, who began his career as a stand-up comedian, has significantly impacted the cybersecurity world! He will share his journey, the valuable lessons he has learned along the way, and some excellent tips for marketing teams looking to maximize their podcasts. Podcast production goes beyond simply talking into a microphone; it's also about engaging your audience with high-quality audio and achieving the right balance between content and production value. In this episode, David shares insider tips for working with sponsors and creating quality episodes and reveals his insights on Cyber Marketing Con. Tune in for an inspiring conversation!

[03:10] – David’s Journey into Podcasting: From stand-up comedy and tech journalism to creating the CISO Series Podcast, David discusses how his background in media has shaped his approach to cybersecurity podcasting.

[08:20] – Why Audio Quality Matters: Investing in quality microphones and a proper audio setup is crucial for listener retention and credibility. David shares his favorite affordable microphone options and audio tips.

[12:45] – Sponsorship Success Secrets: Great sponsorships begin with great guests. David emphasizes featuring compelling speakers to maximize podcasts' return on investment (ROI).

[18:05] – The Long Tail of Podcasting: Podcasts offer lasting value, unlike trade shows. David explains how episodes generate engagement and leads long after their initial release.

[23:40] – Editing Magic: David discusses why every podcast’s first episode tends to be less than ideal and advises delaying public announcements until production quality is refined.

[29:55] – Cyber Marketing Con Love: David highlights why the Cyber Marketing Con is his favorite event for connecting with the community, meeting sponsors, and learning new marketing strategies.

[35:15] – New Show Announcement: David teases his latest podcast, "Security You Should Know," and shares exciting updates about hiring at the CISO Series.

CISO Series Podcast: Listen Here

30 Microphone Recommendation: Fifine USB Microphone

CyberMarketingCon25: Learn More

Connect with David Spark: 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!

Please enjoy this encore episode:

It's refreshing to hear, especially in the world of AI, that the human element remains crucial. "There's no such thing as B2B marketing; it's B2H: Business to Human," because ultimately, humans are the ones making the decisions, says our guest, Navneet Singh, Vice President of Marketing for the Network Security Division at Palo Alto Networks. Navneet takes us through his fascinating transition from engineering to marketing, shining a light on the importance of positivity and putting the customer first when marketing in cybersecurity. Join us to find out how Palo Alto Networks is redefining the landscape with its fresh, optimistic approach to cybersecurity marketing.

Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!

For more insights and discussions, connect with Nav on LinkedIn. Engage and share ideas on pushing the boundaries of cybersecurity marketing.

Gianna Whitver

Maria Velasquez 

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.

Thank you for tuning in to another episode of "Breaking Through in Cybersecurity Marketing." Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Please enjoy this encore episode with Mishaal Khan. He's a serial entrepreneur, author, security expert, and VC sharing his journey, from growing up around computers to becoming a cybersecurity expert and author of the book "The Phantom CISO." Listen to hear insights from the security practitioner’s point of view on marketing, brand-building, and book-publishing!

The Phantom CISO

You can catch Mishaal on LinkedIn

Gianna Whitver

Maria Velasquez 

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.

Please enjoy this encore of Breaking Through in Cybersecurity Marketing.

This week, we are talking about all things cybersecurity events with Jasmin Ozeri, Strategic Events Manager at Wiz. While co-host Maria Velasquez couldn't join us, host Gianna Whitver explores how Jasmin brings creativity and strategic thinking to one of the hottest cloud security companies around. With a particular focus on the RSA Conference in this episode, discover how Jasmin's approach to bustling conference floors and strategic booth designs not only enhances Wiz's brand presence but also makes cybersecurity approachable and engaging.

Remember to join the Cybersecurity Marketing Society's party at RSAC 2024 on May 5th, at Novela San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!

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!

Please enjoy this encore of Breaking Through in Cybersecurity Marketing.

In today's episode, Gianna and Maria are joined by a seasoned CISO from NetSPI, Joe Evangelisto. Joe shares his insights into the cybersecurity industry's challenges AND his passion for baking! Stay tuned to hear what organizations he recommends for support for CISOs, how to use content switching to your advantage, and how security events can better serve small firms, per his viral post about Black Hat. 

Reach out to Joe on LinkedIn. 

Gianna Whitver

Maria Velasquez 

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.

Please enjoy this encore episode of Breaking Through in Cybersecurity Markeing.

As the podcast that keeps things fresh, this week our co-hosts Gianna Whitver and Maria Velasquez are handing over the reins to a guest host who is quite well-known: the author of the viral cyber bestseller Cyber for Builders, Ross Haleliuk! Ross is joined by the Chief Security Officer (CSO/CISO) at Scrut Automation, Nicholas Muy. Together they explore the intricacies of building cybersecurity products that truly matter. The episode dives into the challenges and strategies of product development in the cybersecurity industry, emphasizing the importance of genuine user feedback, real-world experience, and building trust within the community.

Guest hosts are new for us and we would appreciate your feedback, email your thoughts: [email protected]. 

👉Reach out to Ross on LinkedIn.

👉Get your copy of Cyber for Builders on Amazon.

👉Connect with Nick Muy: 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!

Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing.

"Social media in cybersecurity is like walking a tightrope; you're balancing between being serious and injecting just the right amount of light-heartedness to crack a smile. That's how you get people to listen." - Matt Mullan 

This week, we're diving deep into the world of social media with none other than Matt Mullan, the Senior Social Media Manager at Illumio, a pioneering zero-trust segmentation company. Matt brings a treasure trove of insights from his journey—from starting in sales to mastering the art of social media in our complicated, technical, and fast-paced industry. Today, he's set to peel back the layers of the unique challenges and opportunities that come with marketing in the cybersecurity industry, drawing contrasts with his diverse experiences in sectors as varied as toy manufacturing and HR/payroll software. Prepare to learn from one of the best in navigating the complex currents of social media in the cybersecurity sector!

Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!

Gianna Whitver

Maria Velasquez 

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.

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

What does it mean to be an impactful marketer in cybersecurity? Danny Miller, VP of Marketing at CyberInt, joins us in this CyberCMO Confidential segment episode to share how he drives success at a company redefining external threat intelligence. From strategy meetings with the CEO to packing custom swag kits, Danny takes us through the day-to-day life as the marketing leader at a growing cybersecurity startup.

Discover how CyberInt’s unique focus on actionable intelligence influences its culture and customer relationships, the art of balancing strategic priorities with hands-on work, and the challenges of scaling a team while staying involved. Plus, hear Danny’s thoughts on aligning with sales, creating seamless customer journeys, and why sometimes it’s okay to let go—even if you’re a little bit of a control freak.

[02:00] - Making Intelligence: Danny explains how CyberInt goes beyond data to deliver actionable insights that impact cybersecurity teams.

[05:15] - Meet the Team: A behind-the-scenes look at CyberInt’s global marketing squad—10 pros balancing demand gen, product marketing, and BDR operations.

[08:40] - A CMO’s Day in the Trenches: From boardroom strategy to packing elaborate swag kits, Danny’s day is anything but boring.

[15:20] - The Art of Letting Go: Danny shares how he’s learning to delegate while keeping his personal touch on the work that matters most.

[20:35] - Keeping Execs in the Loop: Danny uses reports, OKRs, and transparency to align with the CEO and leadership team.

[28:00] - From Lead to Loyalty: The challenge of creating a seamless customer experience across marketing, sales, and beyond—and why it’s worth the effort.

[35:50] - Lessons in Staying the Course: The best advice Danny ignored and how it shaped his perspective on perseverance and growth.

Learn more about CyberInt: cyberint.com

Send your comments, questions, or topic suggestions to [email protected] 

(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!

👉Gianna Whitver

👉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!

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.

👉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!

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!

[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.

Listeners, please send your questions or thoughts to [email protected] — we’d love to hear from you!

 (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!

👉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!