Episodes

  • Inside the Mind of a CISO with Joe Evangelisto.

    Inside the Mind of a CISO with Joe Evangelisto.
    Dec 25 2024
    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.
    Show More Show Less
    31 mins
  • The Keys to Successful Cybersecurity Products with Nicholas Muy and guest co-host Ross Haleliuk

    The Keys to Successful Cybersecurity Products with Nicholas Muy and guest co-host Ross Haleliuk
    Dec 18 2024
    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!
    Show More Show Less
    42 mins
  • Cyber Social Media Strategies with Matt Mullan

    Cyber Social Media Strategies with Matt Mullan
    Dec 11 2024
    Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing. "Social media in cybersecurity is like walking a tightrope; you're balancing between being serious and injecting just the right amount of light-heartedness to crack a smile. That's how you get people to listen." - Matt Mullan This week, we're diving deep into the world of social media with none other than Matt Mullan, the Senior Social Media Manager at Illumio, a pioneering zero-trust segmentation company. Matt brings a treasure trove of insights from his journey—from starting in sales to mastering the art of social media in our complicated, technical, and fast-paced industry. Today, he's set to peel back the layers of the unique challenges and opportunities that come with marketing in the cybersecurity industry, drawing contrasts with his diverse experiences in sectors as varied as toy manufacturing and HR/payroll software. Prepare to learn from one of the best in navigating the complex currents of social media in the cybersecurity sector! Highlight Reel: [01:04] - Matt shares his professional background and transition into cybersecurity from sales and social media. [03:56] - Discussing the unique challenges and opportunities in cybersecurity marketing. [04:18] - Insights into engaging cybersecurity communities and leveraging humor in social media strategies. [06:26] - The effectiveness and strategy behind using memes and light-hearted content to drive engagement. [08:11] - The role of influencer marketing in cybersecurity and the potential shift towards micro-influencers. [10:41] - Exploring social media's impact on brand awareness and lead generation within the cybersecurity sector. [12:57] - The importance of diversifying social media strategies and not relying solely on one platform. [17:29] - The concept of 'thought leadership' and its role in successful social media marketing. [20:14] - The future of influencer marketing in cybersecurity and its challenges. 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! 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!
    Show More Show Less
    38 mins
  • Head of Marketing Perspective: Bridging Strategy & Tactics at CyberInt with Danny Miller

    Head of Marketing Perspective: Bridging Strategy & Tactics at CyberInt with Danny Miller
    Dec 4 2024
    Episode Summary: What does it mean to be an impactful marketer in cybersecurity? Danny Miller, VP of Marketing at CyberInt, joins us in this CyberCMO Confidential segment episode to share how he drives success at a company redefining external threat intelligence. From strategy meetings with the CEO to packing custom swag kits, Danny takes us through the day-to-day life as the marketing leader at a growing cybersecurity startup. Discover how CyberInt’s unique focus on actionable intelligence influences its culture and customer relationships, the art of balancing strategic priorities with hands-on work, and the challenges of scaling a team while staying involved. Plus, hear Danny’s thoughts on aligning with sales, creating seamless customer journeys, and why sometimes it’s okay to let go—even if you’re a little bit of a control freak. Key Highlights: [02:00] - Making Intelligence: Danny explains how CyberInt goes beyond data to deliver actionable insights that impact cybersecurity teams. [05:15] - Meet the Team: A behind-the-scenes look at CyberInt’s global marketing squad—10 pros balancing demand gen, product marketing, and BDR operations. [08:40] - A CMO’s Day in the Trenches: From boardroom strategy to packing elaborate swag kits, Danny’s day is anything but boring. [15:20] - The Art of Letting Go: Danny shares how he’s learning to delegate while keeping his personal touch on the work that matters most. [20:35] - Keeping Execs in the Loop: Danny uses reports, OKRs, and transparency to align with the CEO and leadership team. [28:00] - From Lead to Loyalty: The challenge of creating a seamless customer experience across marketing, sales, and beyond—and why it’s worth the effort. [35:50] - Lessons in Staying the Course: The best advice Danny ignored and how it shaped his perspective on perseverance and growth. Links and Resources Mentioned: Learn more about CyberInt: cyberint.com Send your comments, questions, or topic suggestions to podcast@cybersecuritymarketingsociety.com 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, CyberMarketingCon 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. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Charles Gold 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!
    Show More Show Less
    26 mins
  • Mastering Marketing Ops with Rob Young.

    Mastering Marketing Ops with Rob Young.
    Nov 27 2024
    Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing: Ready to shake up your approach to cybersecurity marketing? In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria bring on Rob Young, the amazing VP of Marketing at Cypago. Rob doesn't just talk strategy—he’s lived it, from the fast-paced world of startups to leading massive organizations. Tune in as he shares game-changing insights, the secrets behind his biggest wins, and why your marketing efforts need a serious upgrade. If you’re tired of the same old advice, this episode is your wake-up call. [14:50] - Transition into Cybersecurity Marketing Rob's early experience in the startup world began with the AI-platform, Astound, where he focused on building teams, and developing and executing strategies in a fast-paced environment. There are differences between marketing in startups, which requires quick decision-making and hands-on work, versus large companies, where processes are slower and more structured. [20:25] - Advice for Marketing Leaders Rob shares insights on staying agile in large organizations by building strong relationships across departments to speed up processes. [25:45] - Setting Up a Marketing Org from Scratch When Rob joins a new company, he focuses on messaging, positioning, and product marketing. He stresses the importance of aligning sales and marketing to ensure a clear and compelling value proposition for customers. [30:15] - The Importance of Marketing Ops Rob's first hire at Astound was in marketing ops due to its role in tracking data and optimizing strategies. Having a core team that includes marketing ops, digital marketing, and product marketing helps in driving the company's marketing effort. [39:40] - Low-Hanging Fruit in a New Marketing Role Optimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role. Rob discusses the more challenging wins he focuses on, like managing leads and making sure they align with the ideal customer profile (ICP). [45:35] - The Changing Landscape of Sales and Marketing Rob talks about the shift from high-volume to more targeted marketing, which has led to a reduced role for SDRs. He explores how to balance noise and signal in lead generation and shares his perspective on evolving trends in marketing strategies. About our guests: 👉Follow Rob on LinkedIn. 👉Learn more about Cypago. 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!
    Show More Show Less
    41 mins
  • The PGA’s Digital Swing: Passwordless, Cloud-Based, and Ready for Anything with Kevin J. Scott.

    The PGA’s Digital Swing: Passwordless, Cloud-Based, and Ready for Anything with Kevin J. Scott.
    Nov 20 2024
    Episode Summary: This week, we sit down with Kevin J. Scott, the unconventional CTO/CIO and AI Engineer of the PGA of America, who brings a fresh perspective to technology in the golf industry. Kevin discusses how he has transformed the PGA's IT infrastructure from traditional methods to an entirely cloud-based, passwordless environment—eliminating the need for Active Directory and VPNs, resulting in smooth and secure user access. Additionally, he is rethinking cybersecurity partnerships, offering Managed Security Service Providers (MSSPs) the opportunity to take on tech roles and gain brand exposure at major PGA events. This episode is where technology, innovation, and the magic of golf come together! Key Highlights: [02:30] – PGA of America: More Than Just Tournaments Kevin talks about the PGA of America’s unique role, which supports 30,000 golf pros and fosters career growth, distinct from the PGA Tour’s event focus. [04:15] – The Tech Trio: Product, Design, and Code Kevin’s team at PGA combines product managers, designers, and software engineers to create tailored tech solutions that fit the organization’s mission. [06:50] – Cybersecurity Reinvented A ransomware incident set off a cybersecurity overhaul, pushing PGA of America to the cloud and adopting a “no corporate network” policy with MFA, SSO, and zero-trust. [10:30] – Goodbye, MFA Fatigue To simplify security, Kevin’s team employs Okta’s Verify app and plans for passwordless login, making access smooth and secure for users without overwhelming them. [15:10] – Future-Proofing Identity Kevin discusses the shift toward biometrics and Face ID, highlighting how these tools simplify secure access for everyone—even non-techies. [21:00] – A Game-Changing RFP In a first for PGA, Kevin reveals an MSSP RFP that mixes security with a brand partnership, offering vendors visibility at PGA events. [33:00] – AI: The RFP Sidekick With 150 RFP responses, Kevin’s team uses AI to quickly sort and answer 900+ questions, proving how AI transforms workflows. [39:50] – Custom Marketing for Tech Partners Kevin’s team is crafting unique marketing packages for RFP finalists, ensuring authentic and mutually beneficial partnerships. Links and Resources Mentioned: Listeners, please send your questions or thoughts to podcast@cybersecuritymarketingsociety.com — we’d love to hear from you! 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, CyberMarketingCon 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. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! 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!
    Show More Show Less
    41 mins
  • Culture, Credibility, and Collaboration: Thomas Bain’s Playbook for CMO Success

    Culture, Credibility, and Collaboration: Thomas Bain’s Playbook for CMO Success
    Nov 13 2024
    Episode Summary: "It’s not all numbers and dashboards—sometimes, CMO success boils down to building trust and a team that clicks." This week on Cyber CMO Confidential, we’ve got Thomas Bain, the CMO of VulnCheck, joining us to reveal the keys to leading in cybersecurity marketing. Tom shares how he builds credibility with technical teams, aligns with sales without losing autonomy, and cultivates a company culture that drives actual results. Hosts Gianna Whitver and Charles Gold dig into the art (and science) of connecting across departments, understanding team dynamics, and confidently navigating rapid growth. Tom explains why CMOs should focus on continuous learning and shares what he seeks in a company’s leadership before joining. This is THE episode for anyone hoping to excel in the leadership aspect of marketing. Key Highlights: [02:30] – The importance of company culture: Why communication and transparency are essential for building a productive workplace. [05:15] – Aligning with engineers and technical teams: Building credibility when marketing meets cybersecurity expertise. [10:40] – The impact of culture on recruitment: Finding the suitable hires and aligning them with company goals. [15:25] – Balancing sales and marketing needs: More strategies for smooth collaboration and avoiding the blame game. [20:30] – Building a trusted CMO-Sales relationship: How to stay aligned with sales leadership in a fast-paced environment. [25:10] – The high stakes of hiring in small teams: Tom’s tips for spotting cultural alignment during the interview process. [35:50] – Why continuous learning matters for CMOs: Tom advises staying relevant and growing as a marketing leader. Links and Resources Mentioned: VulnCheck – Learn more about Tom Bain’s work and VolnCheck's cybersecurity solutions. Listeners, please send your questions or thoughts to podcast@cybersecuritymarketingsociety.com — we’d love to hear from you! 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, CyberMarketingCon 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. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez 👉Charles Gold 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!
    Show More Show Less
    27 mins
  • From ‘Meh’ to Mastery: Steve Piper on ABM Strategies that Work.

    From ‘Meh’ to Mastery: Steve Piper on ABM Strategies that Work.
    Nov 6 2024
    Episode Summary: Are you looking for an edge in cybersecurity marketing? Steve Piper, CEO of CyberEdge Group, is here to help! As the head of the largest research and marketing firm dedicated to cybersecurity, Steve knows the art and science of turning leads into wins. In this episode, he’s spilling secrets on building the perfect target account list, the magic of message mapping, and what many marketers get wrong about content syndication (spoiler: it’s way easier than you think). Steve shares strategies on target account lists, segmentation, content alignment, and multi-channel engagement. Discover differences between “one-touch” and “nurtured” leads, why content syndication matters, and five ways to supercharge your ABM program. Key Highlights: [02:00] - Intro to CyberEdge Group: How Steve Piper grew CyberEdge into a leader in cybersecurity marketing with 50+ services. [06:50] - Why ABM Is Challenging: Common ABM struggles, from nurturing expectations to the complexity of multi-stakeholder targeting. [10:20] - Five Ways to Supercharge ABM: Steve’s expert tips, starting with target account list optimization. [15:00] - Content Strategy for ABM: Using message maps and segment-specific content to drive engagement. [18:45] - Channel Mix & Experimentation: How CyberEdge uses webinars, content syndication, and multi-touch nurturing in ABM. [22:30] - Nurturing "One-Touch" Leads: The importance of qualifying leads and when to contact sales-ready leads. Links and Resources Mentioned: CyberEdge Group – Learn more about CyberEdge's services for cybersecurity marketers. 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, CyberMarketingCon 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. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! 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!
    Show More Show Less
    40 mins