Breaking Through in Cybersecurity Marketing

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!

Storytelling in cybersecurity doesn't have to be dry. There are stories of espionage, state-sponsored attacks, and ransom scenarios that are dramatic and engaging when told well. Today's special guest, David J. Ebner, the president and founder of Content Workshop, a content agency specializing in cybersecurity companies, is an expert in taking these technical topics and turning them into compelling narratives. David is no stranger to our podcast and also has graced the stage at last year's CyberMarketingCon!

Today, David shares his findings on the state of cybersecurity content marketing, drawing from a report his team is currently developing. This week’s episode will be focusing on storytelling, why the human element in B2B marketing is so important, and strategies on how to make your content stand out and so much more. Tune in for authentic, story-driven content that can help your cybersecurity marketing.

👉Follow David on LinkedIn. 

👉Find Content Workshop on LinkedIn and their website.

👉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!

How does a TV news anchor end up in cybersecurity? Meet Anne Cutler, former journalist, anchor, ex-DHS and -CISA communications pro, and currently Director of Global Communications at Keeper Security!

Anne also shares other parts of her journey, like her early days breaking news in Casper, Wyoming, followed by reporting from a bar in New Orleans, and her deeply moving stories from inside Angola prison. Today, she navigates the world of cybersecurity with the same storytelling flair. Tune in for an episode filled with human stories, showcasing the depth of empathy and dignity Anne brings to her work, and how these experiences shaped her journey into cybersecurity 

👉Follow Anne on LinkedIn. 

👉Learn more about Keeper Security on LinkedIn and their website. 

👉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!

Class in session! Grab your pens and papers because we have Charlene Ignacio, Channel Chief, CMO, entrepreneur, multi-industry CEO, and Founder of Fornix Marketing. Yes, the list goes on and on—she's practically a one-woman business empire. But today she is here to talk about Fornix Marketing and to share her ultimate playbook on navigating the world of channel marketing leadership. You'll learn how to master the art of communication, set thresholds for change, and hire the right people for your team. Charlene also talks about dealing with imposter syndrome and strategies to overcome it. What's even better, Charlene shares her "Win to the Fourth Power'' strategy. This episode is jam packed - tune in for tips that can help you solve your current marketing alignment problems! 

👉Follow Charlene on LinkedIn.

👉Learn more about Fornix Marketing on their website and 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!

A pair of eyes, a pair of ears, a pair of socks—catching our drift? The best things come in pairs, and today, we have two Tims! Tim Golden, Chief Executive Officer/Founder of Compliance Scorecard & Tim Schnurr, Security Awareness Coach / VCISO at Inquisitive IT. Today’s episode is truly a cyber marketer's (and cyber partner marketer’s!) treasure chest as we talk about the difficulties of selling cybersecurity solutions through Managed Service Providers (MSPs), the misconceptions vendors face in this space, and the Tims also share insights on enablement and empowerment strategies for MSPs. 

👉Follow Tim Golden on LinkedIn. 

👉Find Tim Schnurr on LinkedIn as well.

👉Check both Tims out on their podcast teamTimLive 

👉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!