Breaking Through in Cybersecurity Marketing

Episode Summary:

We’re back with a special episode recorded at RSAC 2025. The booths are packed up, and the leftover swag is gathering dust, but the real conversations are just getting started. 

Gianna and Maria sat down with Alexandra Charikova, Growth Marketing Manager at Escape and host of The Elephant in AppSec, to talk more about what marketing feels like right now with shifting teams, budget curveballs, and more noise than ever.

We got into the messy middle: navigating layoffs, budget cuts, and leadership turnover, all while still trying to show up, stand out, and connect with buyers. Alexandra shares why she’s officially anti-swag (and what’s in her expo survival kit instead), and we talk through what still works in 2025: human stories, smart content, and follow-up that doesn’t feel like a chore.

Also on the table are burnout, booth chaos, and how to make it through a conference without losing your mind. If you’ve ever been asked to “do more with less” or pitch a rebrand while the leadership team is changing around you… This one’s for you

Links & Resources Mentioned:

Cybersecurity Marketing Society - Home of this podcast, and the community where cybersecurity marketers share ideas, swap stories, and figure things out together.

Escape - Alexandra’s day job. They help folks secure modern apps, and they’re hiring smart marketers too (probably).

The Elephant in AppSec - Alexandra’s podcast. Honest convos, strong opinions, and the kind of AppSec talk you want to hear.

CyberMarketingCon - The Society’s yearly in-person event, where the vibes are strong, the talks are real, and the hallway convos might just change your career.

About Alexandra:

Alexandra isn’t just curious, she’s driven by it. That curiosity has taken her across disciplines, from marketing and sales ops to engineering, data, and project management. What ties it all together? A love of solving complex problems, especially alongside smart, collaborative people.

Outside of her day-to-day work, Alexandra is all in on making application security more accessible and honest. She’s the host of The Elephant in AppSec, a podcast that asks tough questions and challenges how the industry talks about security.

She thrives on connection and is always up for a thoughtful chat or fresh perspective, so don’t be shy about reaching out.

Follow her on LinkedIn. 
Subscribe & Review:

Enjoyed this episode? Leave us a ⭐ rating or review, it helps more marketers find the show.

📩 Questions, feedback, or want to be a guest? Email: [email protected] 

Follow the Hosts:

Gianna Whitver on LinkedIn

Maria Velasquez on LinkedIn

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, Instagram page, or podcast LinkedIn page. 

See you in the next episode!

Episode Summary:

At RSAC 2025, most brands went sleek and high-speed: F1 cars, luxury lounges, big screens.

Torq showed up with a monster truck, a firey skeleton, and a single message: “SOAR is dead.”

It wasn’t a stunt; it was a fully realized creative campaign that stood out for all the right reasons. Thoughtful, bold, and totally out of left field, Torq’s RSAC Conference presence and brand philosophy drew comparisons to Wiz, widely regarded as the benchmark in cyber marketing excellence, from Forbes.

In this episode, Don Jeter, Torq's CMO, joins Gianna and Maria to unpack how a toy in a Costco aisle became the catalyst for a six-city Monster Jam tour, how off-the-cuff ideas turned into strategy, and why his team operates more like a jam band than a traditional marketing organization.

He also shares what it takes to build brands people care about and how that same creative-first mindset helped scale Pax8 from $5M to $1B.

Love this episode? Get more Don Jeter wisdom at CyberMarketingCon 2025, where he will give a keynote: Stop Marketing. Start World-Building.

Links & Resources Mentioned:

Torq.io

Pax8

About Don:

CMO at Torq, former growth architect at Pax8, and possibly the only marketing leader to launch a six-city Monster Jam tour to prove a point. Don builds brands people don’t just notice, they remember.

He’s a startup native with a strong point of view, a jam-band approach to execution, and a reputation for turning “what if” into actual pipeline. Whether burying SOAR or rethinking the RSAC booth experience, Don leads with story, trusts creative instinct, and always bets on brand.

When he’s not working, he’s probably sketching sneakers, dodging longboards, or figuring out how to sneak a skeleton mascot into the next campaign.

Follow Don on LinkedIn. 

Subscribe & Review:

Enjoyed this episode? Leave us a ⭐ rating and review on your favorite podcast platform. It helps us grow the show and reach more cyber marketers like you!

📩 Got feedback or want to be a guest? Email us: [email protected] 

Follow the Hosts:

Gianna Whitver on LinkedIn

Maria Velasquez on LinkedIn

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, Instagram page, or podcast LinkedIn page. 

See you in the next episode!

Episode Summary:

At RSAC 2025, most brands went sleek and high-speed: F1 cars, luxury lounges, big screens.

Torq showed up with a monster truck, a firey skeleton, and a single message: “SOAR is dead.”

It wasn’t a stunt; it was a fully realized creative campaign that stood out for all the right reasons. Thoughtful, bold, and totally out of left field, Torq’s RSAC Conference presence and brand philosophy drew comparisons to Wiz, widely regarded as the benchmark in cyber marketing excellence, from Forbes.

In this episode, Don Jeter, Torq's CMO, joins Gianna and Maria to unpack how a toy in a Costco aisle became the catalyst for a six-city Monster Jam tour, how off-the-cuff ideas turned into strategy, and why his team operates more like a jam band than a traditional marketing organization.

He also shares what it takes to build brands people care about and how that same creative-first mindset helped scale Pax8 from $5M to $1B.

Love this episode? Get more Don Jeter wisdom at CyberMarketingCon 2025, where he will give a keynote: Stop Marketing. Start World-Building.

Torq.io

Pax8

About Don:

He’s a startup native with a strong point of view, a jam-band approach to execution, and a reputation for turning “what if” into actual pipeline. Whether burying SOAR or rethinking the RSAC booth experience, Don leads with story, trusts creative instinct, and always bets on brand.

When he’s not working, he’s probably sketching sneakers, dodging longboards, or figuring out how to sneak a skeleton mascot into the next campaign.

Follow Don on LinkedIn. 

Enjoyed this episode? Leave us a ⭐ rating and review on your favorite podcast platform. It helps us grow the show and reach more cyber marketers like you!

📩 Got feedback or want to be a guest? Email us: [email protected] 

Gianna Whitver on LinkedIn

Maria Velasquez on LinkedIn

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, Instagram page, or podcast LinkedIn page. 

See you in the next episode!

Episode Summary:

This week, Gianna and Maria are joined by Brian Goldfarb, CMO at SolarWinds and a veteran of some of the biggest names in tech, including Google, Tenable, and Salesforce. But this isn’t your typical “lessons from the top” chat.

Brian gets real about what it takes to lead modern marketing orgs: how to decide what’s worth fixing, why marketers need to think more like operators, and what it’s like steering GTM at a legacy brand undergoing massive transformation.

We talk trust, storytelling, and the fine art of not panicking even when you lose your job and voice in the same week.

About Guest:

A full-stack marketing executive with deep experience across the GTM spectrum from product marketing and demand gen to PR/AR, digital, and strategy. Known for translating complex technical products into powerful, scalable marketing programs that drive real pipeline.

Brian has led marketing for developer tools, cloud platforms (Azure, AWS, Google Cloud), and high-growth cybersecurity and infrastructure companies. His portfolio spans web technologies, mobility, media (codecs, DRM), and ad platforms, focusing on developer and technical audiences.

He’s built and scaled global marketing engines, aligned field and digital efforts, and helped take emerging tech from concept to category leader. Whether launching a new cloud product or rebuilding a GTM motion from scratch, Brian brings sharp execution, clear narrative, and a deep understanding of what makes modern B2B marketing work.

Follow him on LinkedIn. 

Subscribe & Review:

Got feedback or want to join the pod? Email us: [email protected] 

Follow the Hosts:

Gianna Whitver on LinkedIn

Maria Velasquez on LinkedIn

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, main LinkedIn page, Instagram page, or podcast LinkedIn page, and keep up with us on X.

See you in the next episode!

Episode Summary:

We’re back from RSAC Conference 2025, and what a week it was! Gianna and Maria recap their third RSAC Conference rodeo in style in this live-recorded, post-conference edition of Breaking Through in Cybersecurity Marketing.

We break down the boldest, weirdest, and most wonderful marketing moments from the show floor (and the streets of San Francisco), including:

CrowdStrike’s genius geo-targeted Uber ads

Sweet Security’s literal singing swag truck

Wiz’s cloud security toy store (!!)

And Rubrik’s nostalgic retro arcade booth

We also launched something big: The Cybersecurity Marketing Practice, our brand-new advisory service for cyber founders and venture capitalists (VCs). We threw a sold-out marketer party, handed out coloring books at the Marketer Oasis, and supported early-stage startups through the AWS Cyber Accelerator.

Timestamps:
00:29 – Live from the floor: our third RSAC, and it’s bigger than ever
01:31 – RSAC’s rebrand: the “C” is for Community (and we’re here for it)
02:25 – From live events to digital presence: how RSAC is evolving
03:35 – Uber ads from CrowdStrike? B2B finally gets playful
05:20 – Singing trucks & yellow cups: Sweet Security stands out
06:09 – Wiz’s Toy Store & Rubrik’s retro arcade
07:06 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine
07:50 – We launched something new: The Cybersecurity Marketing Practice
09:38 – Talking to founders & VCs: our GTM strategy braintrust
10:23 – Our RSAC Party for Marketers: 220+ guests and community magic
13:42 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine (deep dive)
14:27 – Foundations + Innovations: rebuilding cyber marketing from the ground up
15:44 – Speaker preview: Connor from Amnis & Don Jeter from Torq
18:23 – Enter the Beautiful Booth Awards (by May 20!)

📢 What’s Next

Led by Beth Barach, this half-day workshop is in-person and hands-on. Become a product marketing wiz. Reg. page will be live soon!

December 7–10, 2025 Get your ticket TODAY: cybermarketingconference.com

This year’s theme: Marketing Time Machine. Explore both the foundational skills and innovative tactics every cyber marketer needs now.

Flashy or scrappy, we celebrate smart booths of all sizes. Apply now. 

🔗 Links & Resources:

Cybersecurity Marketing Society

CyberMarketingCon 2025

RSAC

🎧 Follow the Hosts:

Gianna Whitver on LinkedIn

Maria Velasquez on LinkedIn

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, our Instagram page, or on our podcast LinkedIn page, and keep up with us on X.

See you in the next episode!

Episode Summary:

From Cisco to chaos (by choice), Marc Blackmer, CMO at Corero Network Security, joins us to unpack the real talk no one warns you about when you take the top marketing job.

In this episode, Gianna and Charles sit down with Marc to unpack the real, raw, and hilarious side of marketing leadership. From walking away from Cisco to jumping back into the startup chaos, Marc shares with us why he needs a mess to clean up, how he builds teams that balance his creative chaos, and why telling the truth in interviews matters more than boasting about perks.

We discuss impostor syndrome, hiring to your weaknesses, and how ChatGPT became Marc’s idea dumping ground so he doesn’t drive his team crazy. And yes, there’s even a game that ends in a heartfelt tribute to Dave Grohl.

If you’ve ever felt like the only marketer in the room, making it up as you go, this episode is your support group.

03:41 – Welcome to Cyber CMO Confidential with Charles and Gianna

04:14 – Meet Marc Blackmer: radio voice, CMO, AI nerd, and ex-Cisco-er

05:38 – From Cisco comfort to startup chaos: Why Marc chooses the hard path

07:33 – How CyberMarketingCon made Marc quit his job (in a good way)

08:59 – The CMO’s lonely seat: finding your “board of directors”

11:28 – Building the right team: vibes, skills, and hiring to your weaknesses

13:52 – Why Marc tells candidates why not to take the job

18:35 – Owning your strengths and learning to recognize them

19:28 – Creative CMO meets operational team: How they balance each other

21:34 – Why ideas ≠ , action items, and how to avoid overwhelming your team

22:56 – Designing psychologically safe environments for input and ownership

26:11 – Creating teams people want to be on—and knowing when they’ll leave

28:33 – “Plagiarism saves time”: Building a culture of shared wisdom

28:49 – Game time! Fictional swaps and Dave Grohl admiration

32:20 – Where to find Marc and final thanks

About the guest: 

Marc Blackmer, Chief Marketing Officer, Corero Network Security

Marc Blackmer is a veteran of the cybersecurity and tech industries, with a career spanning enterprise giants like Cisco and early-stage startups such as ShardSecure. Now serving as CMO at Corero Network Security, Marc brings a unique blend of visionary creativity and operational grounding to his role. With a background in ICS (Industrial Control Systems), AI, and sales engineering, he has been acquired more than once, held a wide array of roles, from partner marketing to channel and IT, and lived to tell the tale.

🖇 Connect with Marc:

🔗 LinkedIn

🏢 Corero Network Security

📬 Get in Touch with us:

Want to be on CyberCMO Confidential? Email us at [email protected] 

🎧 Follow the Hosts:

Gianna Whitver on LinkedIn.

Charles Gold on LinkedIn.

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!

Episode Summary:

What do VCs think about your GTM strategy? This week, Gianna and Maria chat with Asad Khaliq and Mark Kraynak, two of the founding members of Acrew Capital, about what it takes to build or break a go-to-market motion at an early-stage cyber startup.

Asad and Mark share how Acrew was founded, why they’re so focused on cyber and data, and what they’ve learned from backing some of the most well-known names in the industry. From hiring your first salesperson to avoiding “we stop threats” messaging, they’ve seen it all and they’re sharing the good, the bad, and the surprisingly funny.

Timestamps: 

01:55 – Founding Acrew: A venture firm built on thesis, collaboration, and trust.

03:59 – The "green light" test: Would founders be happy to hear from us? 04:57 – Mark’s unexpected path: From poetry to product marketing to VC.

06:36 – Storytelling, messaging, and the marketing power of poetry. 07:32 – Product positioning tips for startups: What words mean.

08:59 – Messaging ≠ intent: Why it’s about what the customer hears. 10:01 – Asad’s entry into cyber through the software infrastructure.

12:27 – Cyber + data = one GTM motion.

13:50 – The hidden magic of cybersecurity and the infrastructure we forget.

14:22 – GTM hiring tips: Why founders get the first sales—and what comes next.

15:51 – Why hiring growth too early is a recipe for failure.

16:47 – First marketing hire? Make it product, not growth.

17:53 – How to find your double unicorns: Player-coach profiles & product marketers.

19:50 – The danger of over-automating with AI in outbound.

21:04 – Standing out means going against the volume game.

22:26 – Culture of experimentation: The new GTM advantage.

24:22 – Channel deprecation: Email’s broken, ABM is back.

26:42 – In-person > inbox: Human connection is underrated.

28:49 – Advice for marketers joining early-stage startups.

31:40 – Vision and values: What to align on before joining a startup.

32:44 – Red flags: Fundraising ≠ success

34:52 – Lightning round: Best cyber website you’ve seen?

37:26 – Shout-out to the Vanta marketing team

About the guest: 

Follow Asad on LinkedIn.

Follow Mark on LinkedIn. 

Follow Acrew Capital on LinkedIn or the website. 

💌 Feedback or Wanna Be on the Show?

Email: [email protected] 

Follow your 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!

There’s one part of leadership no one prepares you for: the hard conversations. Whether it’s underperformance or misplaced potential, these conversations are uncomfortable but unavoidable. 

In this episode, Manny Ataebi, Demostack's CMO, gets brutally honest about how to achieve clarity, empathy, and zero regrets. He drops hard truths and heart-forward advice on managing performance, coaching with empathy, and making the tough calls when attitude isn't enough. From skip levels and PIPs to founders hiring out of FOMO, we cover it all with zero sugarcoating.

This one’s for the managers in the trenches. If you’ve ever wondered when to coach, when to cut, or how to protect your culture, Manny’s got answers. And stories. And probably a little tough love.

01:25 – Manny’s framework: When underperformance happens, what's next?

03:19 – Coaching vs. wrong role: The stress factor and impact on team morale.

04:31 – Working with founders: early hiring mistakes, and how to fix them.

06:26 – Hiring smart for startups: work ethic, street smarts, and fire in the belly.

07:05 – The year-one review and spotting growth potential.

09:25 – Transitioning team members across roles: real stories and structure.

11:36 – Difficult conversations: why surprise = manager failure.

14:31 – Role play, real scenarios, and preparing your team for exec-level readiness.

16:42 – QBRs and letting team members lead in front of leadership.

18:36 – Different styles, different focus: how Manny adjusts his management approach.

22:19 – When it’s a motivation issue: Candy Crush and the “Farmville” effect.

24:35 – Self-improvement mindset: what separates strivers from coasters.

26:07 – Managing through pivots: startup vs. scale-up realities.

27:32 – The energy vampires of the team: Eeyores, excuses, and responsibility.

29:31 – Let them fail (a little): growth through discomfort.

30:25 –  Game Time! If Manny weren’t a CMO, what would he be?

32:10 – Life coach dreams, physical therapy passion, and a heart for helping others.

35:22 – Acting aspirations, fake film pitches, and final laughs.

Follow Manny Ataebi on LinkedIn. 

Demostack

Cybersecurity Marketing Society

CyberMarketingCon

RSAC 2025 Marketers Party

Sunday, April 27 – Vibes, wagyu, and every cybersecurity marketer you love. You know the drill.

👉 RSVP now before it’s too late.

New episodes every Wednesday. Subscribe, leave a five-star review, and send this to a coworker playing Candy Crush during Zoom calls.

💌 Feedback or Wanna Be on the Show?

Email: [email protected] 

👉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!

This week, we’re going full circle with the one and only Chris Cochran, VP of Marketing at AKA Identity and Founder of Audacious GTM. Chris is a former cybersecurity practitioner, Netflix threat intel lead, Marine Corps vet, and one of the original champions behind this very podcast.

Gianna and Maria sit down with Chris to trace his journey from the intelligence trenches to the marketing boardroom, blending creativity, psychology, and strategy. They talk about the unique challenges of marketing to cyber pros, bridging the gap between art and science, and the delicate dance between taste and truth in brand messaging. Chris also drops wisdom on authentic communication, building community with content, and why mutual benefit is the secret sauce of GTM.

03:14 – From Marine Corps to NSA to Netflix: Chris’s practitioner roots

08:10 – Hacker Valley origins: How podcasting sparked a creative empire

12:35 – Joining the Society: The invite that changed everything

15:02 – Building brand and community at aka Identity

18:27 – Art + science: Chris’s marketing philosophy

22:15 – Empathy between marketers and practitioners

26:48 – Campaigns, AB testing, and dopamine hits

31:05 – Leading marketing teams and educating across the org

34:22 – Taste vs. truth: Internal feedback challenges

38:45 – Wins, video campaigns, and building for conversion

43:30 – Escaping cyber (briefly) and coming back home

CyberMarketingCon 2025 – Call for Speakers Open!

🗓️ December 7–10, 2025 – Austin, TX

📝 Submit by April 15th to share your brilliance with 700+ cyber marketing pros.

RSAC 2025 Marketers Party

🎉 Sunday, April 27th – Food, friends, and fun with the Cybersecurity Marketing Society.

🎟️ Tickets: cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024

If this episode inspired you (or made you laugh), hit that subscribe button and leave us a ⭐⭐⭐⭐⭐ review on your favorite podcast app! It helps us bring you even more brilliant guests like Chris.

📩 Got feedback or want to be on the show? Email us at [email protected]

👉 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!

The Cyber CMO Confidential is back, and we are starting with our favourite guest, Jennifer Leggio, Chief Strategy Officer at W2 Communications.

Jen’s back on the mic, taking us on her journey from cyber PR pro to CMO extraordinaire to brief, educational COO life. She understands why the brand isn’t just fluff but your secret growth engine. We break down how to talk about “the B-word” with a CFO who only wants more demo requests and explore why branding might just be your most powerful (and misunderstood) sales tool.

You’ll hear about the empathetic sale, how brand boosts pricing power, and why the buyer’s journey looks more like a bow tie than a funnel these days. If you care about brand, pipeline, or just surviving another board meeting, this one’s a must-listen.

01:04 – Guest intro: Jennifer Leggio, CSO at W2 Communications

02:27 – Jen’s path to W2: From cyber PR to CMO to COO and back

04:17 – “Brand is the new demand gen”: What that means

05:40 – The empathetic sale: Qualify out as much as you qualify in

07:31 – Talking about brand with your CEO and CFO

09:00 – Real-life examples of brand influence (Carvana FTW)

11:15 – Demo requests ≠ demand strategy

13:09 – The bow tie journey: Reimagining the funnel

14:48 – Turning brand wins into sales enablement and retention tools

15:14 – Brand = pricing power: The Excedrin analogy

16:06 – Why does a brand build trust and support for go-to-market

17:14 – Brand’s impact on valuation and M&A (Sourcefire story!)

18:55 – Personal brand power and founder-led storytelling

20:53 – Budgeting for brand: “Brandman” and the peanut butter cup

23:02 – Using brand for customer retention and advocacy

25:26 – ABX + brand = targeted impact

Jennifer Leggio is the chief strategy officer at W2 Communications and has been a longtime force in cybersecurity marketing and operations. With nearly 25 years in the game, she’s held leadership roles across the spectrum, VP of Comms, CMO, COO, and built a reputation for driving bold, strategic growth. Known for her sharp storytelling, no-fluff approach, and deep operational chops, Jen has helped scale, rebuild, and position companies for high-impact outcomes.

She’s also a frequent speaker at top industry conferences like DEF CON, RSA, and CyberMarketingCon, and pens columns for SecurityWeek that spotlight the human side of cyber business. Whether building revenue engines or challenging the status quo, Jen brings clarity, candor, and an unwavering focus on what works.

RSAC 2025 Marketers Party

On Sunday, April 27th, join the Cybersecurity Marketing Society for the best pre-RSAC bash. Drinks, Wagyu, and all your GTM besties. 🎟 Get tickets here

CyberMarketingCon 2025 – CFP Open!

📝 CFP closes April 15th!

If you loved this episode, hit that subscribe button and leave us a review! It helps us grow and bring even more incredible guests your way.

📩 Got feedback or want to be on the show? Email us: [email protected]

👉 Gianna Whitver

👉 Charles Gold

Thanks for tuning in! We'll catch you next time on Cyber CMO Confidential.