Breaking Through in Cybersecurity Marketing

By Cybersecurity Marketing Society | N2K NetworksBusiness Marketing

Breaking Through in Cybersecurity Marketing episodes

June 26, 2024Risky Business: Cary Tiernan's Take on Cyber Insurance and Security
Selling cyber to small businesses without leaning on FUD (fear, uncertainty, and doubt) is often a challenge. In this episode, Cary Tiernan, the Director of Product Marketing at At-Bay shares how At-Bay goes to market in a unique industry: cyber insurance! …without leaning on tired FUD tropes. At-Bay is all about proactive risk management, which they do by offering tools and services that help prevent cyber incidents before they happen, and building trust with their customers through personalized customer engagement. Listen to this episode for a goldmine of the value of cyber insurance and how Cary communicates the benefits without fear mongering.

Episode highlights:
[02:00] - What’s At-Bay?: Cary breaks down what At-Bay does and how they’re different.
[04:00] - Cybersecurity + Insurance: The magic mix and why it matters.
[07:00] - Marketing Challenges: The unique hurdles of marketing cyber insurance.
[10:00] - Personalized Strategies: How ABM (Account-Based Marketing) is a game changer.
[12:30] - PLG Magic: Product-led growth and its impact on At-Bay's success.
[15:00] - Intuit Insights: Cary’s past experiences shaping current strategies.
[18:00] - Onboarding Essentials: Why the first customer touchpoint is critical.
[20:00] - Tool Talk: Utilizing Intercom for customer engagement.
[22:30] - Enterprise PLG: Adapting PLG for bigger fish in the sea.
[25:00] - Small Biz Focus: The big role small businesses play in cybersecurity.
Key Takeaways:
At-Bay isn’t just an insurance provider; they're your cyber guardian angels.
Personalized marketing and ABM are the secret weapons for reaching SMBs.
Product-led growth (PLG) is not just for SaaS—it's a powerhouse in cybersecurity too.
Nail that onboarding process—it’s your golden ticket to customer engagement.
Small businesses face huge cyber risks, and At-Bay is on a mission to protect them.

About our guest:
👉Follow Cary on LinkedIn
👉Find At-Bay on LinkedIn

Be sure to also follow our hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
32 min
June 19, 2024From Biggie vs. Tupac to Cybersecurity GTM Strategies: A Chat with Lord Ian L. Paterson
How many people can say they were joined by a Lord on their podcast? We certainly can! This week, we are joined by Lord Ian L. Paterson, CEO of Plurilock, a global cyber solutions provider and maker of Plurilock AI, a leading platform for SSO, CASB, DLP, AI identity + AI safety. During our discussion, Ian shares how Canadian holidays often turn into "inbox zero days" because of the lack of incoming emails from their American counterparts. And the hosts and Ian talk about a debate as old as time? East Coast vs. West Coast! Ian absolutely refused to pick between Biggie and Tupac but he did offer valuable insights on the difference in go-to-market strategies and cultural nuances between the coasts.

Enjoy this episode to find out how Ian became a lord (it's a beautiful story)!😉
[04:00] - Ian talks about email volumes and meeting habits, comparing Canadian and American practices.
[06:00] - Overview of Plurilock's services and history.
[09:00] - Discussion on the industries Plurilock typically works with, including U.S. and Canadian federal governments.
[13:00] - Ian shares insights on the differences in go-to-market strategies across various regions.
[15:00] - East Coast vs. West Coast approaches in sales and marketing.
[25:00] - Impact of COVID-19 on the public listing timeline.

About our guest:
👉Follow Ian L. Paterson on Linkedin
👉Find Plurilock on Linkedin

Be sure to also follow our hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
37 min
June 12, 2024dope.security Unplugged with CEO and Founder Kunal Agarwal
He’s fashionable, creative, and the dopest CEO/founder…he’s Kunal Agarwal of dope.security, the Fly Direct Secure Web Gateway! The hosts and Kunal unpack his unique journey and unique approach to GTM - from his time at Symantec and Forcepoint, to the inspiration behind the fashion-forward branding of dope.security, to the importance of design and user experience in cybersecurity products. The chat also goes into some seriously cool marketing strategies, the magic of organic growth, and why Kunal's team prefers keeping things flat and friendly. If you're looking for ways to be dope in cybersecurity, well then this episode is made for you!
[03:00] Journey into Cybersecurity
Kunal’s interest in cybersecurity began in childhood, even leading to a near brush with jail.
[05:15] Experiences at Symantec and Forcepoint
From engineer to product manager and leader, he talks about valuable lessons learned at Symantec and Forcepoint.
[07:30] Starting dope.security
He shares his initial reluctance to start a company and how his dream of working at Symantec led to founding dope.security.
[11:00] Global UX and Design
Discussing the universal importance of good UX, he explains how dope.security prioritizes user-friendly designs through collaboration with Erica.
[19:00] CISOs and Cars Getting Coffee
The creative marketing program, inspired by a customer conversation, is explained along with its organic growth and team collaboration.
[21:00] Unique Marketing Strategies
dope.security’s grassroots marketing strategies involve the whole team and avoid traditional executive roles like CMO.
[23:00] The Anti-Executive Philosophy
He talks about the flat hierarchy and the importance of leaders being deeply involved in product details.
[25:00] CEO in a Creative Company

Emphasizing passion and detail-oriented work, he highlights their role in achieving success.

About our guest:
👉Find Kunal on LinkedIn
👉Follow dope.security

Be sure to also follow our hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
29 min
June 05, 2024The Keys to Successful Cybersecurity Products with Nicholas Muy and guest co-host Ross Haleliuk
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.

Key Takeaways:
[03:30] - Nick shares his background and current role at Scrut Automation
[05:15] - Common mistakes founders make in cybersecurity product development
[08:45] - The importance of engaging with the cybersecurity community
[12:30] - How to balance customer feedback with a founder’s vision
[16:00] - Real-world examples from Nick's experience as an investor and advisor
[20:15] - Practical advice for startup employees in evaluating early-stage startups

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

Get to know our guest host and guest:
👉Reach out to Ross on LinkedIn.
👉Get your copy of Cyber for Builders on Amazon.
👉Connect with Nick Muy: LinkedIn.

Be sure to also follow our main show hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!
43 min
May 29, 2024Beekeeper Meets Codekeeper with Cody Browning
Today we are Buzzzzzzing Through in Cybersecurity Marketing, bringing you not just the buzz on cybersecurity but literal buzzing too! Meet Cody Browning, a Territory Account Executive at LogRhythm and an avid beekeeper. Cody shares how his peaceful pastime of beekeeping intersects with the high-stakes world of cybersecurity, drawing unexpected parallels between the two, inspired by none other than Jason Statham in ‘The Beekeeper’. 😉 Join us as we dive into a conversation that’s as intriguing as it is sweet as honey!

Episode Highlights:
[00:05:00] Journey into Cybersecurity: Cody recounts his intriguing start in cybersecurity, from managing live chats during critical ransomware attacks to evolving into a strategic, consultative role at LogRhythm.
[00:10:30] The Beekeeper Movie: Get the buzz on "The Beekeeper," a film starring Jason Statham that mirrors Cody’s own shift from beekeeping to battling cyber threats, illustrating the unexpected ways personal passions can intersect with professional life.
[00:15:00] Cody’s Professional Insights: Explore Cody's current role at LogRhythm, where he offers strategic and consultative support to enterprise customers, and discover why building strong relationships in sales is akin to managing a healthy bee colony.
[00:20:00] Cybersecurity and Channel Sales: Reflect on Cody's past experiences with channel sales at AT&T Cybersecurity, shedding light on the crucial role of partnerships in the cybersecurity ecosystem.

Resources:
The Beekeeper movie starring Jason Statham

About our guest:
👉Follow Cody on LinkedIn.
👉Find LogRhythm on LinkedIn.

Be sure to also follow our hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
35 min
May 22, 2024Inside RSA Conference 2024 with Gianna & Maria
Join us for an live-recorded episode from RSA Conference 2024, where our hosts Gianna and Maria broadcasted directly from Moscone North in San Francisco. Our dynamic duo shares thrilling experiences, spotlights groundbreaking booths, and delivers fresh updates straight from the conference floor. They also unpack major announcements from NetSPI and celebrate the spirited community of cybersecurity marketers. Tune in for an episode packed with energy, innovation, and insider insights!

Episode Highlights:
[04:00] - RSA 2024 Theme: Overview of this year's conference theme, "The Art of Possible."
[08:25] - Notable Booths: Impressions of themed booths by Mend.io and Wiz.
[11:00] - NetSPI Announcements: Announcement of NetSPI’s new platform, brand, and website.
[14:40] - Marketer Party: Recap of the successful marketer party at RSA Conference.
[18:20] - Upcoming CyberMarketingCon24 in Philadelphia.
[21:00] - Acquisition News: News on the acquisition of NoName Security by Akamai.
[23:45] - Support for Startups: Discussion on RSA Innovation Sandbox and its impact on startups.
Quotes from the Episode:
"It's like the Super Bowl of cybersecurity, but it's also a place where we come to support each other, learn, and grow together as marketers." — Gianna
"Every booth tells a story, and it's our job to uncover and share these stories, making the art of possible a reality." — Maria

Resources:
👉Get your EARLY BIRD ticket to CyberMarketingCon24!
👉The call for speakers is also open until June 5th!

Be sure to also follow our hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
21 min
May 15, 2024Creating New Cyber Categories with CMO Michael Yehoshua
From the worlds of fashion photography to heavy metal to cybersecurity today, we sit down with Michael Yehoshua, CMO at Holistic Cyber and SAGE Cyber. Michael not only shares his transition into cyber, but also explains how he created his own playground by establishing a new category within Gartner—proving that the only deep pockets you need are those filled with creativity and grit. Buckle up for an inspiring journey through marketing tactics and the power of thinking outside the box.
[00:02:15] Journey into Cybersecurity: Michael shares his unique path from the world of fashion to cybersecurity.
[00:10:00] Strategic Leadership: Insights into managing dual roles as CMO for two distinct companies.
[00:18:45] Innovative Market Creation: Discussing the creation of the Cyber Defense Planning and Optimization (CDPO) category.
[00:27:30] Marketing Strategies and Insights: Differences in marketing strategies between services and products.
[00:35:20] Creative Marketing Successes: Examples of unconventional marketing tactics that have propelled company growth.

Resources:
2024 Cybersecurity Buyers Report: Compiled by Actual Tech Media and the Cybersecurity Marketing Society, providing deep insights into buyer preferences and behaviors within the cybersecurity market.
About guest:
👉Follow Michael on LinkedIn.
👉Find Holistic Cyber (HolistiCyber) on LinkedIn or their website.
👉Follow SAGE Cyber on LinkedIn.
Be sure to also follow our hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
36 min
May 08, 2024Mastering Marketing Mayhem with Pam Cobb
This week, get ready to laugh until it hurts because we might just have our funniest episode ever. Earthquakes and spreadsheets are the names of the game as we welcome Pam Cobb, the hilariously jet-lagged (for this episode, not permanently, folks!) Director of Content Security at Akamai. Join hosts Gianna and Maria as they dive into how Pam not only survives natural disasters but also thrives amid the chaos of cybersecurity marketing. From smart marketing tactics to hilarious earthquake jokes, Pam keeps the tips and laughter rolling. Don’t miss out on this episode’s mix of awesome advice and entertaining stories from the wild world of marketing!
Timestamps:
[01:08] Pam's role at Akamai explained
[02:05] How Pam attributes revenue to security content
[03:36] The humor in marketing data struggles
[07:20] Pam's journey from engineering to marketing
[09:29] Transition to IBM and experiencing corporate acquisitions
[13:36] Creative content strategies and memorable marketing moments
Takeaways:
Content plays a crucial role in driving revenue and should be strategically managed.
Multi-touch attribution is a valuable tool for measuring the impact of content on revenue.
Creating engaging experiences at trade shows and events requires thoughtful planning and alignment with brand messaging.
Collaboration between different teams, such as content strategists and writers, is essential for successful content creation. Event planning is an important aspect of cybersecurity marketing, and creative ideas such as custom-named cocktails can make an event more memorable.
Resources:
Join Us at RSA 2024:
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!
About guest:
👉Link to Pam's blog post featuring the infamous orange kitten story.
👉Follow Pam on LinkedIn.
👉Find Akamai on LinkedIn or their website.
Be sure to also follow our hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
48 min
May 01, 2024Wiz’s Strategic Events with Jasmin Ozeri
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.
Highlights:
[00:00:30] Introduction to the episode and today's guest, Jasmin Ozeri.
[00:01:50] Jasmin's journey from a wedding venue childhood to a cybersecurity event strategist.
[00:06:00] Inside Wiz's innovative event strategies: From Wizard of Oz to interactive booths.
[00:11:30] Preview of Wiz's plans for RSA Conference 2024.
[00:15:00] The strategic role of events in cybersecurity marketing.
[00:20:00] What would Jasmin be doing if not in cybersecurity? A surprising career alternative.
Takeaways:
Events are more than just logistical exercises; they're pivotal for brand building and creating meaningful customer engagement.
Bringing creativity into event planning can significantly enhance the attendee experience, making your booth and brand memorable.
Strategic event management involves careful planning and execution, ensuring every aspect aligns with the company’s marketing goals.
Join Us at RSAC 2024:
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!

About Our Guest:
👉Follow Jasmin Ozeri on LinkedIn to keep up with her latest event strategies and insights into cybersecurity marketing.
👉Learn more about Wiz on their LinkedIn or website to see how they are revolutionizing cloud security (and RSAC booths!).
Connect with Our Hosts on LinkedIn:
👉Gianna Whitver
👉Maria Velasquez

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.
See you in the next episode!
26 min
April 24, 2024Decoding Cyber Marketing with Illumio’s CMO, Gautam Mehandru
Today, the one and only Gautam Mehandru, CMO at Illumio, joins Maria and Gianna! In this episode, we crack open Gautam's playbook as he shares his insights and guides us through the complexities of marketing in cybersecurity. We'll explore everything from Gautam's unique journey from engineering roots to the pinnacle of marketing leadership to the intricate details of cybersecurity purchasing behaviors—including team compositions and vendor selection tactics. So, grab your pens and paper, or your digital notebooks if you fancy, and get ready to take some CMO notes!
Episode Highlights:
[1:20 - 5:30] Gautam's Journey to CMO
[12:30 - 4:55] Strategies for Effective Leadership as a CMO
[17:20 -20:05] Category Creation and Market Positioning
[23:40 - 25:50] Upcoming Plans for RSA Conference 2024
[28:15 - 30:40] Engaging with Analyst Firms and Utilizing Market Data

Join Us at RSA 2024:
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!

Be sure also to follow our hosts 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.
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!
40 min

About Breaking Through in Cybersecurity Marketing

From the publisher's feed

Cybersecurity marketer, we’ve got your back! Created by the Cybersecurity Marketing Society, the Breaking Through in Cybersecurity Marketing podcast shares the stories, successes, and failures of…

Share Breaking Through in Cybersecurity Marketing

Sign up to save your podcasts

Breaking Through in Cybersecurity Marketing

Breaking Through in Cybersecurity Marketing episodes

About Breaking Through in Cybersecurity Marketing

More shows like Breaking Through in Cybersecurity Marketing

Juicy Scoop with Heather McDonald

Cybersecurity Today