We’ve got one of the coolest marketers in cybersecurity joining us this week—Lauren Koppelman, Senior Global Campaign Manager at Fortinet after a recent acquisition.  Lauren will be taking us behind the scenes of the popular video series CISO on the Street and sharing the creative, data-driven strategies that fuel her success. From how niche Linux security content helped drive high-quality leads to how her cold lead nurture campaign re-engaged enterprise accounts, Lauren breaks down the tactics that work. She also shares how she refined keyword strategies to avoid bad-fit leads and crafted emails that grab the attention of even the most skeptical cybersecurity pros. This episode is packed with practical tips for any marketer looking to stand out in the cybersecurity world!

Episode Highlights:

[01:45] - How CISO on the Street Started

Lauren talks about how she came up with the idea for CISO on the Street at RSA and turned it into a video series. “Why not turn these casual conversations into a video series?” The spur-of-the-moment idea turned into a key piece of content marketing.

[06:40] - Niche Content Drives Leads

Lauren explains how she found that Linux security content was driving great leads and what she did to promote that content. 

[11:50] - Cold Lead Nurture Campaign Success

Lauren shares how a cold lead nurture campaign she developed brought enterprise-level accounts back to life, even while she was on vacation.

[17:00] - Fixing Key-word Issues

Lauren explains how the keyword “HIPAA” ended up attracting the wrong audience—like people who were Googling what HIPAA was while at their doctor’s office. She realized that attracting doctors’ waiting room visitors wasn’t the goal, and had to refine the strategy.

[23:00] - Tips for Writing Effective Emails

Lauren offers advice on writing emails for cybersecurity professionals, keeping them clear, simple, and direct.

About our guests:

👉Follow Lauren on LinkedIn. 

👉Learn more about Fortinet. 

Links and Resources Mentioned in This Episode

Watch CISO on the Street Video Series here!

Join us at Cyber MarketingCon2024!

 (December 8-11, 2024) – A Conference for Cybersecurity Marketers

If you’re serious about leveling up your marketing game in the cybersecurity industry, Cyber Marketing Con is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually too. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!

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!