Marketing InSecurity

Listen in as Dr. Wade Baker and I talk about the origins and challenges of producing the very first of the Verizon Data Breach and Incident Reports (DBIR) in 2008.

That experience taught Wade, who is a founding partner with the Cyentia Institute, a security research and data analysis firm, and who doubles as a professor in Virginia Tech’s College of Business while also serving on the Advisory Boards of the RSA Conference and FAIR Institute, the value in sharing and marketing data in the cybersecurity marketplace. It eventually led to the Cyentia Institute, where Wayne and his team help other vendors to create fact based research to support their go to market initiatives and content marketing.

Wade is on a mission, as he puts it, to take Cybersecurity Marketing from “Dogma to Data”. Listen in as he shares how to do that and why he thinks it’s critical for vendors to do so.

Wade of course still recommends your check out the Verizon DBIR  and also recommends The Craft of Research as must reading!

You can find  Wade as @wadebaker on Twitter and and download the latest research from Cyentia here and listen to their podcast channel here.

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A throwback to the early days of RSA all the way to the wild west of today’s Cryptocurrency craze with Brian Spector. Brian is the founder of Qredo, a disruptive and ambitious startup disrupting what he calls the “Batsh-t” crazy world of crypto-asset storage. (Disclaimer - I am on Qredo’s advisory board)

Brian has been doing cryptography and security related jobs since the days of the first Crypto war between the NSA and RSA over the “Clipper Chip”.  

Brian talks about everything from the 200 person RSA conference (#2, he missed #1) with Grandmaster Flash performing to the wild west of the exploding Crypto/Distributed economy and the value of experience in marketing in this new world. Along the way, you’ll learn about the strange world of Cold Storage of crypto-assets and what an asset custodian needs to do. Brian is always entertaining and never boring! Enjoy.

Brian recommends Crossing the Chasm by Geoffrey Moore (by the way, who doesn’t?), and that if you are interested in cryptocurrency products and markets you listen to Laura Shin’s Unchained podcast.

You can find Brian at @BSpector on Twitter and here on LinkedIn. Learn more about Qredo atQredo.com

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A throwback to the early days of RSA all the way to the wild west of today’s Cryptocurrency craze with Brian Spector. Brian is the founder of Qredo, a disruptive and ambitious startup disrupting what he calls the “Batsh*t” crazy world of crypto-asset storage. (Disclaimer - I am on Qredo’s advisory board)

Brian has been doing cryptography and security related jobs since the days of the first Crypto war between the NSA and RSA over the “Clipper Chip”.  

Brian talks about everything from the 200 person RSA conference (#2, he missed #1) with Grandmaster Flash performing to the wild west of the exploding Crypto/Distributed economy and the value of experience in marketing in this new world. Along the way, you’ll learn about the strange world of Cold Storage of crypto-assets and what an asset custodian needs to do. Brian is always entertaining and never boring! Enjoy.

Brian recommends Crossing the Chasm by Geoffrey Moore (by the way, who doesn’t?), and that if you are interested in cryptocurrency products and markets you listen to Laura Shin’s Unchained podcast.

You can find Brian at @BSpector on Twitter and here on LinkedIn. Learn more about Qredo at Qredo.com

In this chat I welcome Nathan Burke to the show. Nathan is the Chief Marketing Officer at Axonius, a company solving what he calls “the least sexy part of cybersecurity” - asset management. Axonius was the winner of the 2019 RSAC Innovation Sandbox, and was named SC Magazine's Rookie Security Company of the Year.

 Nathan is passionate about bringing new technologies to market to solve real problems. And he must be, because Axonious is now his third cybersecurity startup.

Nathan and I have a great chat about his concept of matching your marketing to phase, from Idea, to Product, to Scale.  We talk about fear and hope as effective messages, and Nathan had the memorable quote that starts…”the next time there’s a breach, open your window and you’ll hear the sound of 10 thousand…”

Nathan had two great and unexpected book recommendations:

Decoded, by Jay Z

The Presentation of Self in Everyday Life by Erving Goffman

Nathan recommend you follow @MalwareJake for his info and his humor and @lennyzeltser for his insight and more.

You can learn more about Axonius at axonius.com and connect with Nathan on LinkedIn, where he says he is much more active than on Twitter!

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In this episode I am joined by Vasu Jakkal. As FireEye Executive Vice President and Chief Marketing Officer, Vasu oversees the company’s global marketing organization. She joined FireEye in September 2017, bringing 18 years of technology industry experience, including senior management roles at Brocade, LSI and Intel. Vasu loves SciFi and her motto is nicely summed up in the hashtag, #changetheworld (not #savetheworld as you will hear me say!) which you will see on just about all of her social media posts. From the value of diverse teams to the power of storytelling and the age old question of whether you prefer George Lucas or Gene Roddenberry, Vasu is informative and inspiring! In a dynamic conversation we cover so much ground and leave so much more to explore. So put on your superhero suit and join us for a compelling chat with a true industry leader.   Mentioned and recommended in this episode: Simon Sinek's Start with Why Joseph Campbell's The Hero with 1000 Faces You can follow Vasu on social media at @vasujakkal.

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In this episode I am joined by Tim Matthews, the CMO at Exabeam. Prior to Exabeam, Tim has held senior marketing positions at some of the most well known names in cyber including Imperva, Symantec, PGP, and RSA. When Tim is not working, doing crossword puzzles or golfing, somehow he finds time to blog and even to write books, including “The Professional Marketer”, which he calls “the complete guide to the essential skills every marketer needs to master”

Tim and I talk about everything from the dawn of the internet, to explaining private key/public key encryption (Can you?) to content marketing that works with CISOs, his strategy for “Reach and Teach” and other great gems like having a mission statement for your blog.

In our “How I Market Cyber” speed round, you’ll learn that Tim’s a coffee drinking scientist and so much more. And you won’t want to miss Tim’s recommendations on some classic marketing books and ideas that have stood the test of time.

Mentioned and recommended in this episode:

The Professional Marketer by Tim Matthews

Ogilvy on Advertising by David Ogilvy

Seth Godin

Les Wunderman the inventor of direct marketing

You can learn more about Exabeam at exebeam.com and learn more about his book and read his blog at https://www.matthewsonmarketing.com.

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In this episode I am joined by Masha Sedova. Masha is an industry-recognized people-security expert, speaker and trainer focused on engaging people to be key elements of secure organizations. She is the co-founder of Elevate Security delivering the first people-centric security platform that leverages behavioral-science to transform employees into security superhumans.

Masha and I talk about everything from the her being “surrounded by dudes” in her first cybersecurity job to the challenges of reaching CISO, secret slack channels, what she thinks is “broken” in cybersecurity marketing and how to fix it. And her view on hiring from outside of Cybersecurity marketing folks might just surprise you a bit.  It’s a fresh perspective and one that she is implementing at Elevate.

In our “How I Market Cyber” speed round, I throw her the softball of “Fear or Hope”. By the time you get there, the answer will be obvious. And Masha’s advice to her younger self - “Connect the dots that others can’t”.

Mentioned and recommended in this episode:

Crossing the Chasm by Geoffrey Moore

Follow Mike Johnson and his CISO Podcast - https://www.linkedin.com/in/mikevj and Alex Stamos former Facebook CISO

Elevate Security  

TechbyChoice

GirlsCodeIt

You can follow Masha at @modmasha on Twitter and on LinkedIn here.

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Listen in as I chat with Scott Gordon, Marketing Officer at Pulse Secure.

Scott and I have a great exchange about how to break through in the crowded PR landscape, how to measure outcomes, hold agencies to account and much much more. Scott has some great tips on “Organizing for coverage” which you won’t want to miss. And yes, we make Scott chose between the “Boss” the “Piano Man”.

Scott has built and managed global marketing, product marketing, product management, and inside sales / sales development organizations at security and infrastructure startups and mid size orgs including Forescout, AccelOps (acq by Fortinet), Protego (acq by Cisco), Axent (acq by Symantec) and McAfee to name a few. When Scott isn’t driving demand you might find him hiking, drinking California wine and listening to east coast rock and roll, maybe all at the same time!

Resources mentioned on this podcast

CISSP All In One Exam Guide

Ed Amoroso

CISO Podcast

You can keep up with the latest on Pulse at Pulsesecure.net and connect with Scott on LinkedIn at https://www.linkedin.com/in/scogor1

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