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!

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.

👉Follow Cary on LinkedIn

👉Find At-Bay 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!

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)!😉

👉Follow Ian L. Paterson on Linkedin

👉Find Plurilock 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!

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!

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

👉Find Kunal on LinkedIn

👉Follow  dope.security

👉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!