Breaking Through in Cybersecurity Marketing

This week, we’ve got an extra special guest, Joe Aurilia, Jr., SVP of Operations at Cyware. Joining Gianna and Maria to talk more about the art of scaling, automating, and just plain getting stuff done. Joe takes us on a ride from being Cyware’s first U.S. hire (aka "the guinea pig") to building and overseeing every corner of operations from legal and IT to rev ops and marketing ops. 

We chat about how to spot and fix the messiest processes, why RevOps is the unsung hero of the GTM engine, and what happens when contracts, people, and data collide. Joe also drops gems on internal sales/marketing for change management, and we close out with his dream career as an ice cream shop owner.

Plus: purple dashboards, auctioneer aspirations, and a serious stance on free sprinkles.

03:02 - What even is "Operations"? Joe breaks it down.

07:55 - Being Cyware’s first U.S. hire and building from scratch.

10:10 - Automate and scale: Joe’s operational north star.

13:48 - The birth of RevOps and tackling the mess no one else wants.

18:12 - Walking through change across departments and people.

22:44 - On avoiding fiefdoms and removing blockers.

27:02 - Asana, tears of joy, and operational adoption.

30:50 - Data integrity: The holy grail of RevOps.

36:40 - Working with leadership and enabling decision-making.

41:12 - Tactical wins to streamline GTM and shorten deal cycles.

47:10 - Contracts as living documents and reducing friction. 

RSAC 2025 Marketers Party

Sunday, April 27th — Join the Cybersecurity Marketing Society for the best pre-RSAC bash with drinks, Wagyu, and your GTM friends. Get tickets at https://www.cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024.

CyberMarketingCon 2025 – CFP Open!

Speak, learn, and network with 700+ marketers and GTM pros in Austin, TX. 🗓️ December 7–10, 2025 📝 CFP closes April 15th!

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

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

👉 Gianna Whitver

👉 Maria Velasquez

Thanks for tuning in. Remember, every Wednesday, we drop a new episode guaranteed to knock your SOCs off. 😎

Running social media isn’t easy; so many expectations and trade-offs. You need to be informative yet fun, creative yet professional, and engaging yet consistent, all while keeping things fresh. Even worse, when you manage a massive cybersecurity brand, it’s about more than just posting. It’s about making an impact in a sea of corporate noise. No one does that better than Jacqui Morgan, Global Social Lead at Palo Alto Networks.

Jacqui is the force behind high-impact, creative content that breaks through the typical B2B jargon and excites people about cybersecurity. In this episode, she pulls back the curtain on how her team strikes the perfect balance between strategy and spontaneity, why less can mean more, and how to inject personality into cybersecurity marketing. We also talk about big social media wins, some not-so-great flops, and her dream career outside of tech (hint: it’s delicious). 

If you’re ready to remove the boring in your B2B social strategy, this episode is for you!

[05:15] Running a lean global team without losing creativity: Jacqui breaks down how her small-but-mighty team supports every part of Palo Alto Networks, balancing global regions, creative partners, and agencies while keeping their sanity.

[10:45] Less is more, cutting through the noise: How Jacqui prioritizes quality over quantity, scales back on low-impact requests, and positions the social team as strategic partners—not order takers.

[15:30] Making cybersecurity social fun: Why creativity is crucial, how her team injects personality into LinkedIn content, and their approach to standing out in a traditionally dry space.

[20:20] Agency partnerships done right: Jacqui shares how to transform agency relationships from transactional to true creative partnerships and how trust plays a key role.

[25:15] Campaign wins & lessons from flops: Hear the story of a bold, standout campaign at a significant conference, plus a candid look at a past misstep and the lessons Jacqui walked away with.

[30:40] Getting leadership buy-in: Why building internal trust and strong relationships with executives, marketers, and sales teams is key to social media success.

[35:10] Jacqui’s dream career (hint: it’s delicious): We wrap up with her fun, non-tech dream job—and it’s something you might just want to visit one day.

🚀 Join us at the RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 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.

In cybersecurity marketing, messaging is everything, but what happens when your audience doesn’t understand your language?

This week, we sit down with Tatianna Harris, Head of Digital Marketing at EchoMark, to discuss the nuances of building brand awareness in a category that barely exists in the market’s vocabulary. From navigating the complexities of insider risk messaging to executing a founder-led thought leadership strategy, Tatianna shares what it takes to market cybersecurity solutions while wearing every marketing hat as a solo practitioner.

 [03:12] - How Tatianna got her job at EchoMark through networking

[06:40] - The power of word-of-mouth in career growth

[09:55] - What EchoMark does and Tatianna’s role as a solo marketer

[14:30] - Challenges of marketing at a cybersecurity startup

[18:20] - Why EchoMark pivoted its messaging from “Forensic Watermarking” to “Invisible Watermarking”

[22:45] - How Tatianna worked with leadership to change messaging

[27:15] - Thought leadership and CEO-led marketing strategies

[32:05] - How Tatianna prioritizes her time as the only marketer

EchoMark on their Website or LinkedIn.

Follow Tatianna on LinkedIn. 

🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 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.

Content isn’t just something you create and forget—it’s an asset, a living, evolving piece of your brand’s identity. According to David J. Ebner, great content isn’t about chasing trends or churning out endless articles; it’s about crafting something that stands the test of time, resonates with the right audience, and drives meaningful business outcomes.

In this episode, David, CEO and Founder of Content Workshop, discusses how companies of all sizes can fine-tune their messaging, build effective content strategies, and avoid the common mistakes that hold marketing teams back. He also discusses why content should be treated as a long-term business investment, how to navigate AI’s role in content creation, and what makes a difference in SEO and backlinking.

We also explore how cybersecurity marketers can make a real impact at RSAC 2025—from standing out in a crowded space to building trust with the right audience. Whether you’re leading a marketing team or running solo, this episode is packed with practical advice you can use immediately.

🔗 Content Workshop: www.contentworkshop.com

🔗 Follow David J. Ebner on LinkedIn: David J. Ebner

🔗 Clutch - Professional Services Reviews: www.clutch.co

🔗 G2 - Software & Service Reviews: www.g2.com

🔗 Capterra - Software Reviews & Comparisons: www.capterra.com

🔗 RSAC 2025 Conference Information: www.rsaconference.com

🔗 Cybersecurity Marketing Society & Content Workshop Webinar on Backlinks (May 15): Register here

🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 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.

Most cybersecurity events feel the same: a packed schedule, a few familiar faces, and vendors trying to grab your attention. But does any of it build a lasting community?

Parham Eftekhari, EVP of Communities at CyberRisk Alliance (CRA), has spent years figuring out what security professionals want. CRA runs 150+ in-person events annually, but its focus isn’t just filling rooms—it’s creating connections beyond a name badge.

🔹 The role of community-building in cybersecurity marketing.

🔹 Why mid-market cybersecurity teams need more attention.

🔹 How CISOs and their teams make buying decisions.

🔹 The shift from traditional marketing to community-led initiatives.

🔹 The upcoming expansion of CRA’s membership and what it means for vendors. 

[02:30] What Does an EVP of Communities Do?

[06:15] Scaling Cybersecurity Events & Summits

[11:50] The Shift Toward Community-Led Marketing

[16:30] Why Mid-Market is a Huge Opportunity

[21:00] Who Makes Cybersecurity Buying Decisions?

[26:40] Expanding CRA’s Membership Model

[33:15] Ensuring Vendor Trust in the Community

🌐 Connect with Parham Eftekari:

🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

🔔 Subscribe & Review:

If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests!

📩 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!

This week’s episode is about love—the love of great content, storytelling, and marketing.

Gianna and Maria sit down with David Moulton, host of the Threat Vector Podcast at Palo Alto Networks, to discuss the secrets to making a cybersecurity podcast that works. Forget boring, “salesy” content—David shares the Three E’s of Podcasting (Education, Engagement, and Entertainment) and explains why a killer podcast is one of the most powerful (yet underrated) tools in cybersecurity marketing.

But that’s not all—David also reveals his ROI formula for proving a podcast’s value (yes, there’s math, but the fun kind!), his dream career if he wasn’t in cybersecurity, and why marketing is just like chocolate—you have to savor the good stuff. 🍫

If you’re thinking about launching a podcast or proving its value to leadership, this is the episode you cannot afford to miss.

 [01:22] - David’s Journey Into Cybersecurity Podcasting - How David got into his role at Palo Alto Networks and his experience with internal and external podcasts.

 [02:56] - The Secret to a Great Podcast: The 3 E’s - Education, Engagement, and Entertainment – A framework for successful content.

[05:35] - Creating Value for Listeners, Not Just Leads - The importance of thought leadership over hard selling.

[06:50] - Doing the Hard Things in Marketing - Why cybersecurity marketing must go beyond Google-able content.

[08:54] - The ROI of Podcasting: How to Prove It Works - Ear-minutes x $1.03 per minute – The formula for podcast attention value.

[12:14] - The Hardest Part of Running a Podcast - Balancing content strategy, editing, and distribution.

[16:01] - The Problem of Podcast “Pod Fade” - Why most podcasts fail by episode six and how to stay consistent and build momentum.

 [19:47] - Getting Executive Buy-In for Podcasts - Overcoming objections to attribution challenges and how BP, universities, and Fortune 50 companies validate podcast success.

[24:12] - What You Can Learn About Your Podcast Audience - Using data from Megaphone (geo, devices, listener trends).

[26:42] - The Self-Attribution Hack for Proving Impact - Why add "How did you hear about us?" fields matter, and how does traditional attribution miss the human element?

👉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!

This week, we’re pulling back the curtain on one of the most significant shifts in cybersecurity events—RSAC’s bold rebrand and vision for the future. Joining us are two insiders, Ben Waring, Director of Global PR & Communications, and Jessica Porter, Senior Director of Marketing, who will reveal the strategy behind the transformation, the impact on the global security community, and what’s in store for 2025 and beyond. If you want the inside scoop on industry trends, new opportunities, and what’s next for the world’s leading cybersecurity event, this episode is a must-listen!

01:26: RSAC’s rebrand: Why and what it means—RSAC is changing things up with a brand refresh that resonates with the cybersecurity community and aligns with its future goals.

03:28: Expanding RSAC beyond a conference into a year-round community – A cybersecurity conference is valuable, but what happens when the event ends? 

05:29: Behind the scenes of the rebrand: Process and key decisions – A rebrand of this scale takes time, strategic planning, and a deep understanding of the community’s needs. Ben and Jessica take us through the months-long process, their challenges, and the key decisions that shaped RSAC’s new identity.

09:07: Upcoming RSAC initiatives and events – What’s next for RSAC? We explore some of the new initiatives, expanded programming, and upcoming events. 

12:40: How RSAC engages vendors and cybersecurity professionals –RSAC is a large community that connects vendors, practitioners, and industry leaders. It enables exhibitors and sponsors to engage with attendees while emphasizing education and innovation.

20:45: The new “Cybersecurity Together” theme—Community is at the heart of everything RSAC does, and this new theme encapsulates its commitment to inclusivity, collaboration, and collective growth in the cybersecurity space. We discuss how this theme influences programming, partnerships, and plans.

25:13: Inspiration from other conferences and industry trends—From South by Southwest to niche industry gatherings, we discuss what RSAC has learned from other successful events and how those insights shape its future.

30:33 - Will RSAC move from San Francisco? – RSAC has called the Bay Area home for decades, but will it stay? 

34:02—Big announcement: RSAC expands to the Yerba Buena Center for the Arts—Growth is key, and RSAC is physically broadening its footprint by adding space at the Yerba Buena Center for the Arts. What does this mean for attendees, exhibitors, and programming? We break down the impact of this exciting development.

34:53 - RSAC introduces its booth (#S-3425) – For the first time, RSAC will have a dedicated booth where attendees can learn more about the brand's evolution, upcoming events, and community initiatives. Be sure to stop by!

🔗 Stay updated at OneRSAC.com

🔗 Join the RSAC community: OneRSAC.com/joinus

📍 Visit RAC's booth at the concourse between North & South Expo (#S-3425)

👉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 race to be the best in artificial intelligence (AI) is getting stronger. Open-source models are now competing with closed systems, which affects how we create new technology and keep it safe. Will open AI help us make significant discoveries quickly, or could it be too risky? How will governments, businesses, and hackers use this new technology?

In this episode, Dr. Andrea Isoni, the Chief AI Officer at AI Technologies, discusses the latest advances in AI, from computer chips and deepfakes to cybersecurity threats

[02:30] - The cost and performance of new AI models vs. OpenAI

[06:45] - The LLM arms race: Open vs. Closed AI models

[12:10] - The importance of optimization in pre-training and post-training AI models

[18:00] - China's AI strategy and global AI adoption challenges

[22:40] - The battle for GPU dominance: NVIDIA, AMD, and upcoming players

[29:15] - Cybersecurity and AI: Threats and solutions

[35:20] - The impact of the EU AI Act and global AI regulations

[42:00] - Deepfakes and how AI can protect against AI-powered attacks

[48:50] - The future of AI security: Blockchain, cryptographic verification, and watermarking

👉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!

Marketing and selling cybersecurity to local government isn't like pitching to a Fortune 500 company—it’s an entirely different game. In this episode, Kush Sharma, Director of Municipal Modernization and Partnerships at MISA Ontario, joins Gianna and Maria to pull back the curtain on how cybersecurity budgets are actually won (and lost) in the public sector.

[03:45] What is MISA Ontario? – Kush explains how his organization supports municipalities in IT & cybersecurity.

[07:30] Advocating for Cybersecurity in Government – Who controls the budget, and how do you convince them?

[12:15] Selling Cyber to Mayors & Councils – Why traditional cyber risk talk doesn’t work, and how to translate it into real-world concerns.

[17:40] Marketing & Politics in Cybersecurity – Understanding political motivations and tailoring the message to different decision-makers.

[23:10] The Budget Battle – How cybersecurity leaders can secure funding (even when compliance isn’t enough).

[28:45] Cyber Threats in 2025 – Why Ransomware is still the #1 concern for municipalities.

[34:20] Startups & Government Cybersecurity – Why smaller vendors need to rethink how they sell to local government. 

[40:00] Building Cybersecurity Programs at Scale – From the City of Toronto to all of Ontario, how to scale security efforts. 

👉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!

It’s the first episode of 2025, and we’re kicking things off with the cybersecurity economy! Gianna and Maria are joined by Mike Privette, CISO and Cybersecurity Economist at Return on Security, to chat about the key funding, acquisition, and industry trends from 2024—and what they mean for marketers and cybersecurity professionals in 2025.

From billion-dollar acquisitions to the role of AI in reshaping cybersecurity, Mike gives insights on the state of the market, the rise of resiliency, and what marketers need to know when evaluating companies and trends. Plus, a look at the promise (and pitfalls) of AI-driven security operations and the long road to IPOs in a competitive market.

Oh, and don’t miss the debate over Mike’s alternate career paths—sled dogs vs. professor!

[03:10] – In 2024, the cybersecurity scene held up well! There were fewer transactions, but funds raised took off with significant acquisitions like MasterCard snagging Recorded Future for $45 billion

[07:45] –Why MasterCard decided to buy Recorded Future: This acquisition boosted MasterCard’s fraud prevention efforts and shows just how closely tied cybersecurity is to the world of fintech.

[11:22] – Consolidation and Resiliency Trends: In 2024, data protection and disaster recovery became important. With all the ransomware attacks and significant outages, businesses focused on finding solid backup and recovery solutions.

AI in Security Operations: AI isn't just trendy—it's making security operations smarter, automating tedious tasks, and training systems to test each other for more vigorous defense.

[22:38] – The Future of AI in Cyber:  Mike talks about how new AI tech is helping organizations fight off threats and highlights why marketers should pay attention. From training AI to tackle adversaries to putting privacy first, it’s all about staying one step ahead.

[28:12] – Picking Your Next Move: Mike gives some insight into trending topics like data backup and AI tools for marketers when checking out job opportunities, sharing tips on what to keep an eye on in a potential employer.

[36:10] – Mike’s Alternate Reality: Would Mike be a professor or a sled dog racer? Hear the hilarious guesses and the surprising answer.

👉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!