Breaking Through in Cybersecurity Marketing

"It’s not all numbers and dashboards—sometimes, CMO success boils down to building trust and a team that clicks." This week on Cyber CMO Confidential, we’ve got Thomas Bain, the CMO of  VulnCheck, joining us to reveal the keys to leading in cybersecurity marketing. Tom shares how he builds credibility with technical teams, aligns with sales without losing autonomy, and cultivates a company culture that drives actual results. Hosts Gianna Whitver and Charles Gold dig into the art (and science) of connecting across departments, understanding team dynamics, and confidently navigating rapid growth.

Tom explains why CMOs should focus on continuous learning and shares what he seeks in a company’s leadership before joining. This is THE episode for anyone hoping to excel in the leadership aspect of marketing.

[02:30] – The importance of company culture: Why communication and transparency are essential for building a productive workplace.

[05:15] – Aligning with engineers and technical teams: Building credibility when marketing meets cybersecurity expertise.

[10:40] – The impact of culture on recruitment: Finding the suitable hires and aligning them with company goals.

[15:25] – Balancing sales and marketing needs: More strategies for smooth collaboration and avoiding the blame game.

[20:30] – Building a trusted CMO-Sales relationship: How to stay aligned with sales leadership in a fast-paced environment.

[25:10] – The high stakes of hiring in small teams: Tom’s tips for spotting cultural alignment during the interview process.

[35:50] – Why continuous learning matters for CMOs: Tom advises staying relevant and growing as a marketing leader.

VulnCheck – Learn more about Tom Bain’s work and VolnCheck's cybersecurity solutions.

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 

👉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!

Are you looking for an edge in cybersecurity marketing? Steve Piper, CEO of CyberEdge Group, is here to help! As the head of the largest research and marketing firm dedicated to cybersecurity, Steve knows the art and science of turning leads into wins. In this episode, he’s spilling secrets on building the perfect target account list, the magic of message mapping, and what many marketers get wrong about content syndication (spoiler: it’s way easier than you think). Steve shares strategies on target account lists, segmentation, content alignment, and multi-channel engagement. Discover differences between “one-touch” and “nurtured” leads, why content syndication matters, and five ways to supercharge your ABM program.

[02:00] - Intro to CyberEdge Group: How Steve Piper grew CyberEdge into a leader in cybersecurity marketing with 50+ services.

[06:50] - Why ABM Is Challenging: Common ABM struggles, from nurturing expectations to the complexity of multi-stakeholder targeting.

[10:20] - Five Ways to Supercharge ABM: Steve’s expert tips, starting with target account list optimization.

[15:00] - Content Strategy for ABM: Using message maps and segment-specific content to drive engagement.

[18:45] - Channel Mix & Experimentation: How CyberEdge uses webinars, content syndication, and multi-touch nurturing in ABM.

[22:30] - Nurturing "One-Touch" Leads: The importance of qualifying leads and when to contact sales-ready leads.

CyberEdge Group – Learn more about CyberEdge's services for cybersecurity marketers.

(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!

Being a CMO isn't just about crunching numbers or throwing creative campaigns at the wall to see what sticks. It’s more like steering a high-speed ship through uncharted waters—where every turn demands equal parts strategy, innovation, and intuition. In CyberCMO Confidential, hosted by the always-sharp Charles Gold, we dive into the behind-the-scenes world of marketing leadership, where every decision is a mix of art and data.

In this month’s episode, Charles chats with Carole Winqwist, GitGuardian's CMO, about growing her team from 3 to 23, balancing the quirks of U.S. and French work cultures, and how AI is transforming the day-to-day. Get ready for an insightful discussion from two marketing pros about strategy, innovation, and 100% real talk.

GitGuardian – Learn more about GitGuardian and their cutting-edge security solutions here.

(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, our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!

Today’s episode feels like a stroll through a cute British seaside town—full of charm, surprises, and a little podcast mischief! We’re joined by the voices behind the IT Pro Podcast—Rory Bathgate, Features & Multimedia Editor, and Jane McCallion, Managing Editor, to chat about all things tech, journalism, and podcasting. These two aren’t just tech experts; they have that unique podcaster vibe that makes every story more interesting.

Rory and Jane will discuss the intersection of technology and journalism, discussing how tech affects reporting and content creation. They touch on the challenges and benefits of podcasting, including audience engagement and the technical side of producing episodes. The conversation also covers social media’s role in news dissemination and the importance of podcasts in educating listeners on tech advancements. They also share their perspectives on new technologies like AI and cybersecurity, especially the need for ethical journalism in tech. 

This episode isn’t just for tech enthusiasts and storytellers—it’s also a great listen for anyone considering starting a podcast. You'll get everything from behind-the-scenes laughs to insights on tech reporting—with that signature British cheekiness and humor. 

(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. 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, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!

Remember to hit the subscribe button so you never miss an episode! If you enjoyed today’s show, leave us a five-star review and share it with your friends in the cybersecurity world.

What happens when two podcasters sit down… on another podcast? We’re so excited to be joined by an amazing duo—Aubrey Byron, Content Marketing Manager, and Shannon Ragan, Director of Content Marketing at Authentic8. They are also co-hosts from the Needlestack Podcast. These two content marketing powerhouses take us behind the scenes of building a successful podcast that uncovers the secrets of open-source intelligence (OSINT), sharing stories of landing big-name guests, and why the world of government marketing is like navigating through an “iron curtain.” And just when you think you’ve heard it all, Shannon drops an unexpected bombshell about her future plans! Tune in for all the tips, creative inspiration, and of course, a dash of the unexpected. 

[02:15] - The journey of launching the Needlestack Podcast and how it pivoted from a live show to guest-driven interviews.

[03:50] - How cold DMing experts like Jack Rhysider from Darknet Diaries became a winning strategy for landing influential guests.

[07:15] - Why balancing tactical content with compelling storytelling keeps their audience engaged.

[10:49] - How OSINT’s constant evolution drives both interest and demand for the latest tools.

[13:32] - The role short-form video and organic social play in extending podcast reach.

[19:39] - Breaking into government and federal sectors through content, despite the iron curtain of limited data.

[28:02] - A deep dive into podcast production: sourcing guests, prep interviews, editing, and repurposing content.

[42:43] - A surprising twist—Shannon announces her sabbatical to finish her historical fiction book!

Needlestack Podcast - Each week, NeedleStack co-hosts interview professional open-source researchers who discuss tips to hone your skills, improve tradecraft and protect yourself as you search the surface, deep and dark web. Subscribe wherever you get your podcasts.

Jack Reisider, Darknet Diaries - Your Conversation Studio to record in high quality, edit in a flash, and go live with a bang. Not necessarily in that order.

David Oltien (SEO Expert): Join David Oltien, Sr. Web Marketing Manager at Anomali, for Crawl, Walk, Run: leveling up your SEO skill set – an in-depth workshop designed for content and digital marketers who know the basics of SEO and want to master enterprise SEO strategies and technical SEO. 📅 Get your tickets now: www.cybermarketingconference.com!

Riverside Recording Platform: Riverside.fm

(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!

Let's hear the audience clap for our next guest! Ever wonder how a cybersecurity CMO gets featured on shows like the Today Show? Varun Kohli, CMO of Cequence Security, shares exactly how he did it. But it's not just about the applause. Kohli dives deep into how combining data with storytelling helped him achieve success across nine exits in his career. He also introduces his strategic "IMPP" framework—focusing on Investors, Market Size, People, and Product—which has been key to his impressive track record. This episode is packed with real marketing tips and lessons every cybersecurity marketer can learn from.

[02:15] - IMPP Framework for Success

Varun shares his secret to navigating nine successful exits: his IMPP framework, focusing on Investors, Market, People, and Product.

[07:30] - AI’s Impact on Cybersecurity

Varun discusses why AI is shaking up cybersecurity and where the real opportunities lie.

[13:05] - How Storytelling Landed Varun on the Today Show

Hear how a powerful story and strategic data got Varun’s company on national TV, driving huge results.

[19:45] - Combining Data and Storytelling

Discover why Varun believes data and storytelling are inseparable for effective marketing.

[22:30] - Focusing on Your Brand, Not the Competition

Varun explains why chasing competitors is a mistake and how to stay focused on building your own brand.

[30:15] - Traditional Ads Still Work

From billboards to media ads, Varun talks about why traditional marketing can still be a game-changer in B2B.

👉Follow Varun on LinkedIn.  

👉Learn more about Cequence Security. 

👉7 Uses of ChatGPT & Generative AI for Marketing by Varun Kohli 

👉Today Show Segment with SkyCure – Watch how Varun got SkyCure onto the Today Show.

👉Mastering Marketing Mayhem with Pam Cobb – Get ready for a wild ride through Pam’s journey of managing chaos while growing a brand.

(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 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!