Breaking Through in Cybersecurity Marketing

By Cybersecurity Marketing Society | N2K NetworksBusiness Marketing

Breaking Through in Cybersecurity Marketing episodes

April 17, 2024Building Island’s Brand with Ari Yablok
What if there was a browser designed as an enterprise workspace from the outset? Imagine integrating all essential tools—spanning security, IT, and productivity—directly into the workspace where people operate. That is exactly what Island does, and when the brand came out of stealth in February 2022 with $100 million in funding, it launched with a new category and a splash (no pun intended)!
Today the Head of Brand at Island, Ari Yablok, joins us to talk more about Island, the intricacies of building a brand from the ground up, the strategic pivot from stealth mode to the public eye, and the art of storytelling in the cybersecurity landscape.
The best way to understand Island's impact is to see how simple yet profound changes in perspective, like the shift from seeing cybersecurity as a series of threats to viewing it as a secured environment, can fundamentally change the game." - Ari Yablok
Episode Highlights:
[02:00] - Ari Yablok's Journey to Island:
[07:47] - Unpacking the Island Brand: Ari discusses the challenges and strategies behind launching Island's brand, emphasizing the importance of category creation and the deliberate avoidance of typical cybersecurity jargon to differentiate Island in the market.
[09:16] - The Launch Strategy: Detailing the preparation and execution of Island's exit from stealth mode, Ari outlines the foundational work that made their launch resonate with the cybersecurity community and the broader market.
[20:00] - Building Trust Through Branding: The conversation delves into the role of brand in building trust, especially in a new category, and how Island's approach to branding and customer experience sets them apart from traditional cybersecurity solutions.

Join Us at RSAC 2024:
Remember to join the Cybersecurity Marketing Society's party at RSAC 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!
36 min
April 10, 2024Cyber Social Media Strategies with Matt Mullan
"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!
Highlight Reel:
[01:04] - Matt shares his professional background and transition into cybersecurity from sales and social media.
[03:56] - Discussing the unique challenges and opportunities in cybersecurity marketing.
[04:18] - Insights into engaging cybersecurity communities and leveraging humor in social media strategies.
[06:26] - The effectiveness and strategy behind using memes and light-hearted content to drive engagement.
[08:11] - The role of influencer marketing in cybersecurity and the potential shift towards micro-influencers.
[10:41] - Exploring social media's impact on brand awareness and lead generation within the cybersecurity sector.
[12:57] - The importance of diversifying social media strategies and not relying solely on one platform.
[17:29] - The concept of 'thought leadership' and its role in successful social media marketing.
[20:14] - The future of influencer marketing in cybersecurity and its challenges.

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!
39 min
April 03, 2024Threat Research and Marketing are Friends! with Tricia Howard
Enter the Cyber Guardians Galaxy! Yes, you heard that right! A universe where every byte and bit is a star in the digital cosmos, and lurking in the vast expanse are cosmic threats, darker than the void of space itself. But fear not, for we have our very own assembly of Avengers, the valiant warriors of the web, our cybersecurity practitioner superheroes! Well, at least that is according to Tricia Howard, Senior Technical Writer II at Akamai Technologies, also known across the digital domains as "TriciaKicksSaaS." Today, she joins Maria and Gianna to share tales of digital daring-do, and insights into how threat research and marketing can work together that sparkle brighter than infinity stones, all while bringing her unique blend of theatrical flair to the show!

Episode Takeaways:
Humor can be a powerful tool in cybersecurity marketing, helping to engage and connect with the audience.
Drawing inspiration from consumer brands can bring a fresh and creative approach to cybersecurity marketing.
Building trust and strong relationships with researchers is crucial for effective collaboration in cybersecurity marketing.
Episode Highlights:
[04:11] Using Humor in Cybersecurity Marketing
[05:29] Bringing Consumer Brand Inspiration to Cybersecurity Marketing
[07:20] Tricia's Role at Akamai and Building Trust with Researchers
[09:32] Working Internally with Researchers and Creating Partnerships
[11:23] Collaborating with Threat Researchers at Akamai
[18:24] Collaboration and Technical Expertise in Research
[19:20] Managing the Research Process and Protecting Researchers' Reputations
[20:36] The Importance of Researchers' Brand and Corporate Reputation
[22:00] The Excitement and Learning Opportunities in the Role
[24:26] Integrating Threat Research into Marketing at Startups
[26:43] Balancing Time Pressure and Content Creation in Threat Research

Links and References:
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!
For more insights and discussions from our guest:
About Tricia Howard:
Tricia Howard, a theatre degree holder, shares her unconventional journey into the cybersecurity world. Starting in inside sales and eventually finding her passion in cybersecurity marketing. Check her out on LinkedIn and YouTube.
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!
35 min
March 27, 2024Art of Cyber Defense: Insights from a Theatrical Minded CISO with Kayne McGladrey
Prepare to laugh until your stomach hurts with our most hilarious episode yet, featuring the one and only theater kid turned cybersecurity guru, Kayne McGladrey, Field CISO at Hyperproof. Join us for a rollercoaster of emotions as we dive into the absurdity of security info in 10K filings, engage in heated debates over the polarizing cinnamon sticky bun ale, and champion the cause for more singing and dancing in cybersecurity. Think of it as the "Cybersecurity's Got Talent" episode you never knew you needed! Kayne's journey is packed with invaluable insights and captivating stories that are as unique as they are engaging.

Key Episode Highlights:
[07:41] The Disclosure Rule and Made-up Cybersecurity Frameworks
[11:34] Kane's Podcasts and Discussion on FedRAMP
[12:36] Theater and its Influence on Cybersecurity and Marketing
[15:58] Engaging with CISOs in the Sales Process
[20:48] Balancing Technical and Business Perspectives as a CISO
[21:15] Challenges of Communication Between Business and Technical Teams
[21:58] Concerns of Technical CISOs and Board Alignment
[22:22] Tighter Integration of CISOs with the Board
[23:48] The Changing Role of CISOs and Personal Liability
[25:26] The Impact of Personal Liability on the Security Industry
[27:15] The Role of a Field CISO
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!
For more insights and discussions from our guest:
Connect with Kayne on LinkedIn.
Listen to Kayne's podcasts, "Kayne's Five Under Five" and "Drafting Compliance," if you are interested in deep dives into specific cybersecurity topics.
Check out Kayne's analysis of 10K disclosures for understanding the landscape of cybersecurity reporting.

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!
35 min
March 20, 2024How Palo Alto Networks is Leading with Optimism in Cybersecurity Marketing with Navneet Singh
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.

Takeaways:
Focus on the customer and their needs in cybersecurity marketing.
Convey optimism and positivity in marketing to inspire confidence in customers.
Differentiate your company by being opposite to industry norms.
Avoid using fear as a marketing tactic in cybersecurity.
Create a culture of optimism and accountability within the marketing team.
Key Episode Highlights:
[00:06 - 01:20] Announcement of Cybersecurity Marketing Society's 2024 RSAC Party for Cyber Marketers!
[01:32 - 04:23] Navneet Singh shares his career transition from engineering to marketing, emphasizing his passion for product management and marketing.
[04:27 - 07:42] The philosophical shift in cybersecurity marketing towards optimism and confidence, moving away from fear-based tactics.
[08:31 - 11:54] How Palo Alto Networks' marketing strategy is distinct, focusing on enabling businesses securely rather than instilling fear.
[12:21 - 17:39] The importance of focusing on the customer, humanizing B2B marketing, and the creative process behind the "We've Got Next" campaign.
[18:35 - 24:59] The significance of hope and education in cybersecurity, and the strategy behind avoiding fear-based marketing.
[25:29 - 31:09] How internal optimism and a positive company culture influence marketing strategies and customer interactions.
[31:14 - 35:21] Game Time: Guessing Nav's alternate career path, followed by Nav's revelation of his potential career in the armed forces if not in marketing.

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!
Connect with Navneet Singh:
For more insights and discussions, connect with Nav on LinkedIn. Engage and share ideas on pushing the boundaries of cybersecurity marketing.
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!
35 min
March 13, 2024The Journey of 'Cyber for Builders' with Ross Haleliuk.
The author of the viral cyber bestseller Cyber for Builders joins us today! If you ever wanted to write a book, but couldn’t overcome time constraints, procrastination, or even resources, then this episode is tailor-made just for you. Meet Ross Haleliuk, Best Selling Author of Cyber for Builders, Head of Product at LimaCharlie, and Angel/Syndicate Co-Lead plus Blogger at Venture in Security. Ross started to write Cyber for Builders during the weekend and in his free time, inspired by a big gap he noticed in cybersecurity business advice. His story on today’s episode and the book itself aren't just a reflection of the challenges of starting a cybersecurity business, but also how writing can fill gaps and share crucial insights with others.

Key Episode Highlights:
[01:26] Ross Haleliuk’s Journey and inspiration for Writing his Book:
Ross highlights the lack of resources on the business aspects of cybersecurity and his desire to fill this gap by providing a comprehensive guide to navigating the cybersecurity industry's complexities.
[03:38] Challenges Faced by Cybersecurity Founders and Some Advice:
Advice for cybersecurity founders and marketers and the importance of understanding the business side, including fundraising, go-to-market strategies, and customer focus, beyond just product development.
[06:04] The Importance of Collaboration and Building a Team:
“It's quite rare to see a solo founder succeed,”
Ross advises against going solo and shares the challenges/pressures faced by solo founders in the industry. He also shares the benefits of having a partner when you are starting a new company.
*You can join The Society if you are interested in community or finding a partner for your future ventures/career 😉
[08:40] Taking a First Principles Approach to Marketing:
This approach emphasizes starting from the basics: understanding customer needs, behaviors, and preferences to guide marketing and positioning of security solutions.
[15:03] Ross's Book Writing Process and Advice for Aspiring Authors:
Ross shares how he used his blog posts and dedicated 8 to 12 hours each weekend to write. He advises future writers to grow their audience by regularly blogging, being active on social media, and speaking in public.

Reach out to Ross on LinkedIn.
Get your copy of Cyber for Builders on Amazon.
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.
35 min
March 05, 2024Lemons into Lemonade: Life After Layoff with Jennifer Leggio.
Just like Beyoncé transformed adversity into triumph with her iconic album, Lemonade, our guest this week masterfully turns lemons into the sweetest lemonade. In an economy where the mere thought of a layoff can be scary, thinking about the next steps can be daunting. Yet, Jennifer Leggio returns with unwavering resolve, not only to offer fearless guidance on navigating tough times but also to demonstrate how she's living the very principles she championed at CyberMarketingCon2023. Join us as Jennifer shares her journey from navigating a layoff to launching her startup, embodying effective leadership, and embracing her unique, leather-clad style.

Episode highlights:
[00:01- 01:50] Jennifer's Layoff Journey and the Power of Resilience
Jennifer talks about how she felt when she first lost her job and how she used her contacts to find new opportunities.
[01:50 - 03:22] Jennifer’s Keynote from CyberMarketingCon2023
Reflections on Jennifer's Cyber MarketingCon2023 keynote, where she discussed the potential for marketers to move up to executive roles while also challenging conventional career trajectories.
[03:22 - 05:08] A New Chapter
Introduction to Moveable Feast, Jennifer’s new company
[10:10 - 12:27] The Keys of Effective Leadership
A deep dive into the importance of empathy in leadership and the need for leaders to genuinely understand and support their team members on a personal and professional level.
[19:15 - 21:48] Authenticity in Style and SubstanceJennifer discusses the significance of personal style and branding, advocating for authenticity and the courage to express your true self both personally and professionally.

You can follow Jennifer on LinkedIn
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.
29 min
February 28, 2024How to Build Community Around Phishing with Dennis Legori.
Nearly 1.2% of all emails sent are malicious, which translates to 3.4 billion phishing emails daily. For every 4,200 emails sent, 1 would be a phishing scam. Dennis Legori, the Associate Director of Security Awareness and Digital Communications at Carrier, is working to make malicious phishing campaigns less effective! Dennis shares his insights into his role, which involves developing security awareness programs and managing cybersecurity-related digital communications. He explains how he transitioned into security awareness when initially he was focused on project management. Legori also does a deep dive into how he was able to build a community during phishing simulations and security awareness training.

Today’s Episode Highlights:
[01:21] Role of Associate Director of Security Awareness and Digital Communications.
[06:55] Building a Security Awareness Program from Scratch.
[07:28] Collaboration with Marketing and Internal Communications.
[08:41] Phishing Awareness Campaign and Enterprise Defenders.
[12:42] Crowdsourcing Cybersecurity.
[14:53] Tools and Teams for Managing Phishing Awareness Program.
[19:00] Considerations for Cultural Differences.
[21:50] How to Create an Engaging and Fun Program.
[27:10] Tools to Use for Phishing.

Reach out to Dennis on LinkedIn
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.
37 min
February 21, 2024Inside the Mind of a CISO with Joe Evangelisto.
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.

Episode Highlights:
[01:05] Joe expresses excitement and gratitude for joining NetSPI and leading the talented security team.
[03:01] Joe’s viral LinkedIn post about his decision not to attend Black Hat, and the unique challenges faced by SMB CISOs compared to those at larger enterprises.
[08:15] Content Switching: Joe shares his experience balancing different responsibilities as a CISO at a smaller organization and balancing all his priorities while wearing different hats.
[13:30] Why it's important to build strong internal relationships across the departments.
[17:38] Joe recommends the supportive community of CISOs in his area with organizations like ISSA, ISC², and more!

Reach out to Joe on LinkedIn.
Be sure to also 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.
32 min
February 14, 2024The Cyber Evangelist Turned Cyber Founder, with Benjamin Bohman.
This week Gianna and Maria are joined by Benjamin Bohman, CTO and Founder of Stratishield AI. Benjamin has a background that includes cybersecurity engineering and evangelism, emphasizing the importance of understanding business outcomes in cybersecurity. Benjamin and the hosts discuss public speaking, the rising adoption of artificial intelligence in cybersecurity, his company Stratishield AI, and more!

Episode highlights:
[1:28] Benjamin shares Stratishield AI, a consulting firm he founded that demystifies AI for cybersecurity and business enhancement.
[7:30] Be a business expert, not a technology expert! Why this is important when selling to IT & security.
[9:42] Benjamin shares insights on reaching potential clients by understanding their needs, utilizing predictive analytics, and addressing relevant cybersecurity concerns.
[13:47] Maria highlights the challenge many practitioners face in wanting to share their expertise in cybersecurity but feeling unsure how to do so effectively.
[18:30] Benjamin talks about why there is a need for technical professionals to learn to communicate effectively with non-technical audiences. He also shares some personal experiences of his public speaking and tips on how to overcome nervousness.
[29:30] Meet Atlas, an AI bot Benjamin has been developing to provide interactive product tours while increasing user engagement. You can learn more about Atlas here.

Reach out to Benjamin:
You can get ahold of Benjamin on his cell phone: (702) 374-7920
You can also email him at [email protected]
Read Benjamin’s eBook on Leveraging AI in Business
Follow Stratishield AI on LinkedIn!
Be sure to also 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.
34 min

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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…

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