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: podcast@cybersecuritymarketingsociety.com  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!

Episode Summary: 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. Timestamps: 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. About the guest:  Follow Manny Ataebi on LinkedIn.  Links & Resources Mentioned: Demostack Cybersecurity Marketing Society CyberMarketingCon Upcoming Events: 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. Subscribe & Show Some Love:  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: podcast@cybersecuritymarketingsociety.com  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 on our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!

Episode Summary: 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. Timestamps: 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 📢 Upcoming Events: 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 🔗 Links & Resources Mentioned: Audacious GTM Cybersecurity Marketing Society CyberMarketingCon IDPro Hacker Valley Media 🔔 Subscribe & Review: 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 podcast@cybersecuritymarketingsociety.com  Follow our hosts on LinkedIn: 👉 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. Timestamps: 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 About the guest: 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. Upcoming Events: 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! 🔗 Links & Resources Mentioned: W2 Communications Cybersecurity Marketing Society Subscribe & Review: 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: podcast@cybersecuritymarketingsociety.com   Follow your hosts on LinkedIn: 👉 Gianna Whitver 👉 Charles Gold Thanks for tuning in! We'll catch you next time on Cyber CMO Confidential.

Episode Summary: 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. Timestamps: 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.  📢 Upcoming Events: 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! 🔗Links & Resources Mentioned: Cyware Asana Cybersecurity Marketing Society CyberMarketingCon25 🔔 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 podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉 Gianna Whitver 👉 Maria Velasquez Thanks for tuning in. Remember, every Wednesday, we drop a new episode guaranteed to knock your SOCs off. 😎

Episode Summary: 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! Timestamps: [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. 🔗Links & Resources Mentioned: Palo Alto Networks on LinkedIn. Jacqui Morgan on LinkedIn.  📢 Upcoming Events: 🚀 Join us at the 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 podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉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.

Episode Summary: 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. Timestamps:  [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 🔗Links & Resources Mentioned: EchoMark on their Website or LinkedIn. Follow Tatianna on LinkedIn.  📢 Upcoming Events: 🚀 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 podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉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.

Episode Summary: 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. Timestamps: 05:30 Content Strategies for Small vs. Large Companies – Adjusting marketing tactics based on team size and resources. 12:45 Persona Building & Message Mapping – Understanding your audience and structuring effective messaging. 18:20 Why Calling Your Product a Solution Matters – How positioning influences buyer perception and engagement. 24:10 Content Production Challenges & Best Practices – Overcoming bottlenecks and keeping content high-quality. 30:50 The Power of Backlinking & SEO in Cybersecurity – Strengthening domain authority and search visibility. 38:15 AI’s Role in Content Marketing: Hype vs. Reality – Where AI adds value and human creativity still leads. 45:00 How to Stand Out at RSAC 2025 – Strategies to make a lasting impact at cybersecurity’s biggest event. 52:35 The Morality of Marketing & Creating Meaningful Content – Ethical considerations and why authenticity matters. Links & Resources Mentioned: 🔗 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 📢 Upcoming Events: 🚀 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 podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉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.

Episode Summary: 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. What You’ll Learn in This Episode: 🔹 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.  Timestamps:  [02:30] What Does an EVP of Communities Do? Parham explains his role at CyberRisk Alliance and how CRA supports 3.2 million cybersecurity professionals. The three key divisions of CRA are events, Connect (Media), and Communities. [06:15] Scaling Cybersecurity Events & Summits CRA organizes 150+ in-person events annually, plus weekly virtual events. The strategy behind community-driven event planning—members nominate speakers & topics. How CRA balances technical and leadership content for practitioners and executives. [11:50] The Shift Toward Community-Led Marketing More vendors are shifting marketing budgets to community-led initiatives over traditional events. Why peer-driven engagement is more effective than sales-heavy webinars. The importance of vendor partnerships in community-building. [16:30] Why Mid-Market is a Huge Opportunity Many vendors overlook mid-market organizations despite their cybersecurity needs. Mid-market companies lack dedicated security teams and need more support. How CRA is expanding membership to include companies with $50M+ revenue. [21:00] Who Makes Cybersecurity Buying Decisions? Myth: CISOs are the only decision-makers. Reality: CISO direct reports & technical teams drive research, evaluation, and vendor selection. Advice for marketers: Target the security team and the CFO, not just the CISO. [26:40] Expanding CRA’s Membership Model CRA’s next phase: A new membership tier for mid-senior level leaders. The challenge of creating valuable community experiences for different leadership levels. Why vendor-side CISOs will soon have a place in the CRA community. [33:15] Ensuring Vendor Trust in the Community Guardrails to prevent sales-heavy interactions in CRA’s membership model. CRA’s commitment to non-biased content, peer-driven insights, and ethical engagement. How CRA handles bad actors who misuse the community. Links & Resources: 🌐 Connect with Parham Eftekari: LinkedIn: Parham Eftekhari Website: CyberRisk Alliance 📢 Upcoming Events: 🚀 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 podcast@cybersecuritymarketingsociety.com  Be sure also to follow our hosts on LinkedIn: 👉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!

Episode Summary: 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. Timestamps:   [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? Resources & Mentions Threat Vector Podcast – Listen Here The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson is a seminal book that introduces a new approach to sales, emphasizing the importance of challenging customers' thinking to add value.​ You can find more details and purchase the book on Amazon or read reviews on Goodreads. Be sure also to follow our hosts on LinkedIn: 👉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!

Episode Summary: 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! Timestamps: 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! Resources & Links 🔗 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) Be sure also to follow our hosts on LinkedIn: 👉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!

Episode Summary: 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 Timestamps: [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 Key Takeaways: AI Optimization is Important: The next wave of large language models (LLMs) will focus on improving optimization, using synthetic data to boost efficiency.   China’s AI Game Plan: Even with all the geopolitical bumps, China is making serious strides in AI and chip manufacturing.  Cybersecurity & AI: AI-driven cyber threats like deepfakes, phishing, and AI poisoning are becoming more sophisticated, so developing AI defenses is essential now.   Regulation is Key: The EU AI Act and other global regulations will play a significant role in adopting AI and developing security measures.   The GPU Race: While NVIDIA is still the top dog, AMD and some newer brands are catching up, prioritizing cost efficiency and innovation. Resources & Links: State of Artificial Intelligence Report: stateofartificialintelligence.com  AI Research & Insights: AI Technologies - Click on the "AI Insights" section for more reports and analysis. EU AI Act Overview: European Commission AI Regulations OECD AI Incident Index: OECD AI Policy Observatory Reality Defender (Deepfake Detection Startup): Reality Defender Be sure also to follow our hosts on LinkedIn: 👉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!

Episode Summary: 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. Key highlights: [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.  Links and Resources Mentioned: Knight Spectre Website Follow Kush on LinkedIn MISA Ontario Website Be sure also to follow our hosts on LinkedIn: 👉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!

Episode Summary: 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! Key highlights: [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. Links and Resources Mentioned: Mike Privette on LinkedIn: Connect with Mike Return on Security: Connect on LinkedIn Be sure also to follow our hosts on LinkedIn: 👉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!

Episode Summary: What does it take to launch a successful cybersecurity podcast? This week, we’re excited to chat with David Spark, the creative mind behind the CISO Series Podcast and Spark Media. David, who began his career as a stand-up comedian, has significantly impacted the cybersecurity world! He will share his journey, the valuable lessons he has learned along the way, and some excellent tips for marketing teams looking to maximize their podcasts. Podcast production goes beyond simply talking into a microphone; it's also about engaging your audience with high-quality audio and achieving the right balance between content and production value. In this episode, David shares insider tips for working with sponsors and creating quality episodes and reveals his insights on Cyber Marketing Con. Tune in for an inspiring conversation! Key Highlights: [03:10] – David’s Journey into Podcasting: From stand-up comedy and tech journalism to creating the CISO Series Podcast, David discusses how his background in media has shaped his approach to cybersecurity podcasting. [08:20] – Why Audio Quality Matters: Investing in quality microphones and a proper audio setup is crucial for listener retention and credibility. David shares his favorite affordable microphone options and audio tips. [12:45] – Sponsorship Success Secrets: Great sponsorships begin with great guests. David emphasizes featuring compelling speakers to maximize podcasts' return on investment (ROI). [18:05] – The Long Tail of Podcasting: Podcasts offer lasting value, unlike trade shows. David explains how episodes generate engagement and leads long after their initial release. [23:40] – Editing Magic: David discusses why every podcast’s first episode tends to be less than ideal and advises delaying public announcements until production quality is refined. [29:55] – Cyber Marketing Con Love: David highlights why the Cyber Marketing Con is his favorite event for connecting with the community, meeting sponsors, and learning new marketing strategies. [35:15] – New Show Announcement: David teases his latest podcast, "Security You Should Know," and shares exciting updates about hiring at the CISO Series. Links and Resources Mentioned: CISO Series Podcast: Listen Here 30 Microphone Recommendation: Fifine USB Microphone CyberMarketingCon25: Learn More Connect with David Spark: LinkedIn Be sure also to follow our hosts on LinkedIn: 👉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!

Please enjoy this encore episode: It's refreshing to hear, especially in the world of AI, that the human element remains crucial. "There's no such thing as B2B marketing; it's B2H: Business to Human," because ultimately, humans are the ones making the decisions, says our guest, Navneet Singh, Vice President of Marketing for the Network Security Division at Palo Alto Networks. Navneet takes us through his fascinating transition from engineering to marketing, shining a light on the importance of positivity and putting the customer first when marketing in cybersecurity. Join us to find out how Palo Alto Networks is redefining the landscape with its fresh, optimistic approach to cybersecurity marketing. Takeaways: Focus on the customer and their needs in cybersecurity marketing. Convey optimism and positivity in marketing to inspire confidence in customers. Differentiate your company by being opposite to industry norms. Avoid using fear as a marketing tactic in cybersecurity. Create a culture of optimism and accountability within the marketing team. Key Episode Highlights: [00:06 - 01:20] Announcement of Cybersecurity Marketing Society's 2024 RSAC Party for Cyber Marketers!  [01:32 - 04:23] Navneet Singh shares his career transition from engineering to marketing, emphasizing his passion for product management and marketing. [04:27 - 07:42] The philosophical shift in cybersecurity marketing towards optimism and confidence, moving away from fear-based tactics. [08:31 - 11:54] How Palo Alto Networks' marketing strategy is distinct, focusing on enabling businesses securely rather than instilling fear. [12:21 - 17:39] The importance of focusing on the customer, humanizing B2B marketing, and the creative process behind the "We've Got Next" campaign. [18:35 - 24:59] The significance of hope and education in cybersecurity, and the strategy behind avoiding fear-based marketing. [25:29 - 31:09] How internal optimism and a positive company culture influence marketing strategies and customer interactions. [31:14 - 35:21] Game Time: Guessing Nav's alternate career path, followed by Nav's revelation of his potential career in the armed forces if not in marketing. Join Us at RSA 2024: Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! Connect with Navneet Singh: For more insights and discussions, connect with Nav on LinkedIn. Engage and share ideas on pushing the boundaries of cybersecurity marketing. Be sure also to follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  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. Thank you for tuning in to another episode of "Breaking Through in Cybersecurity Marketing." Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Please enjoy this encore episode with Mishaal Khan. He's a serial entrepreneur, author, security expert, and VC sharing his journey, from growing up around computers to becoming a cybersecurity expert and author of the book "The Phantom CISO." Listen to hear insights from the security practitioner’s point of view on marketing, brand-building, and book-publishing! Episode highlights: [01:07] Mishaal’s early career beginnings and influences. [06:30] The Phantom CISO -  Mishaal's book and his approach to marketing it. [16:40] How Mishaal used malware, phishing, and ransomware to market his company.  [22:07] A look behind the promotion Mishaal used for his book, from the price to self-publishing. [24:15] The evolution of fearmongering in cybersecurity and the need for practical solutions. [28:40] More strategies Mishaal used to promote his book Episode Links: The Phantom CISO You can catch Mishaal on LinkedIn Be sure to also follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  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.

Please enjoy this encore of Breaking Through in Cybersecurity Marketing. This week, we are talking about all things cybersecurity events with Jasmin Ozeri, Strategic Events Manager at Wiz. While co-host Maria Velasquez couldn't join us, host Gianna Whitver explores how Jasmin brings creativity and strategic thinking to one of the hottest cloud security companies around. With a particular focus on the RSA Conference in this episode, discover how Jasmin's approach to bustling conference floors and strategic booth designs not only enhances Wiz's brand presence but also makes cybersecurity approachable and engaging. Highlights: [00:00:30] Introduction to the episode and today's guest, Jasmin Ozeri. [00:01:50] Jasmin's journey from a wedding venue childhood to a cybersecurity event strategist. [00:06:00] Inside Wiz's innovative event strategies: From Wizard of Oz to interactive booths. [00:11:30] Preview of Wiz's plans for RSA Conference 2024. [00:15:00] The strategic role of events in cybersecurity marketing. [00:20:00] What would Jasmin be doing if not in cybersecurity? A surprising career alternative. Takeaways: Events are more than just logistical exercises; they're pivotal for brand building and creating meaningful customer engagement. Bringing creativity into event planning can significantly enhance the attendee experience, making your booth and brand memorable. Strategic event management involves careful planning and execution, ensuring every aspect aligns with the company’s marketing goals. Join Us at RSAC 2024: Remember to join the Cybersecurity Marketing Society's party at RSAC 2024 on May 5th, at Novela San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers! About Our Guest: 👉Follow Jasmin Ozeri on LinkedIn to keep up with her latest event strategies and insights into cybersecurity marketing. 👉Learn more about Wiz on their LinkedIn or website to see how they are revolutionizing cloud security (and RSAC booths!). Connect with 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!

Please enjoy this encore of Breaking Through in Cybersecurity Marketing. In today's episode, Gianna and Maria are joined by a seasoned CISO from NetSPI, Joe Evangelisto. Joe shares his insights into the cybersecurity industry's challenges AND his passion for baking! Stay tuned to hear what organizations he recommends for support for CISOs, how to use content switching to your advantage, and how security events can better serve small firms, per his viral post about Black Hat.  Episode Highlights: [01:05] Joe expresses excitement and gratitude for joining NetSPI and leading the talented security team. [03:01] Joe’s viral LinkedIn post about his decision not to attend Black Hat, and the unique challenges faced by SMB CISOs compared to those at larger enterprises.  [08:15] Content Switching: Joe shares his experience balancing different responsibilities as a CISO at a smaller organization and balancing all his priorities while wearing different hats.  [13:30] Why it's important to build strong internal relationships across the departments.  [17:38] Joe recommends the supportive community of CISOs in his area with organizations like ISSA, ISC², and more! Reach out to Joe on LinkedIn.  Be sure to also follow our hosts on LinkedIn: Gianna Whitver Maria Velasquez  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.

Please enjoy this encore episode of Breaking Through in Cybersecurity Markeing. As the podcast that keeps things fresh, this week our co-hosts Gianna Whitver and Maria Velasquez are handing over the reins to a guest host who is quite well-known: the author of the viral cyber bestseller Cyber for Builders, Ross Haleliuk! Ross is joined by the Chief Security Officer (CSO/CISO) at Scrut Automation, Nicholas Muy. Together they explore the intricacies of building cybersecurity products that truly matter. The episode dives into the challenges and strategies of product development in the cybersecurity industry, emphasizing the importance of genuine user feedback, real-world experience, and building trust within the community. Key Takeaways: [03:30] - Nick shares his background and current role at Scrut Automation [05:15] - Common mistakes founders make in cybersecurity product development [08:45] - The importance of engaging with the cybersecurity community [12:30] - How to balance customer feedback with a founder’s vision [16:00] - Real-world examples from Nick's experience as an investor and advisor [20:15] - Practical advice for startup employees in evaluating early-stage startups Guest hosts are new for us and we would appreciate your feedback, email your thoughts: podcasts@breakingthroughincybersecuritymarketing.com.  Get to know our guest host and guest: 👉Reach out to Ross on LinkedIn. 👉Get your copy of Cyber for Builders on Amazon. 👉Connect with Nick Muy: LinkedIn. Be sure to also follow our main show 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!