A sneak peek on what to expect from Gianna and Maria on cybersecurity marketing!

breaking-through-cyber-marketing.podbean.com/e2dc9469-7a97-3b7f-a538-8206a3b709f3

A sneak peek on what to expect from Gianna and Maria on cybersecurity marketing!

Trailer: Breaking Through in Cybersecurity Marketing

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In this show, we’re going to hear from cybersecurity marketers who will share their ideas, their successes and failures, so that you can be the best cybersecurity marketer, you can be. Join us every week with a brand new episode, guaranteed to knock your SOCs off. Get it?

Sherry Lowe, CMO of Exabeam, joins us this week to talk about marketing strategies during the pandemic as well as representing women in the male-dominated industries of tech and cybersecurity. With CMO experience at Druva, Expanse, and Exabeam, Sherry explains how her encounters with sexism in the cyber industry inspired her to pursue high-level management and board opportunities, including her work with FirstBoard.io, and how she’s pivoted to focus on digital marketing during the uncertainty of COVID-19.
Timecoded Guide:
[01:55] Witnessing changes in cybersecurity marketing tactics and practices as the online and digital world continues to influence our audiences
[04:11] Shifting away from events-based marketing budgets during the COVID-19 pandemic and embracing more digital cyber marketing opportunities
[08:29] Changing her strategies and altering her marketing budget when joining Exabeam as the CMO, especially considering the timing for the pandemic
[15:17] Acknowledging progress being made for women in cyber, while also keeping in mind the impact of the pandemic and the economy on mothers working in tech
[20:18] Dealing with sexism and toxicity in the workplace, especially in male-dominated industries, and advocating for more women in marketing and in leadership
 
How has cybersecurity marketing changed from when you started?
With a storied career both behind and ahead of Sherry, we were excited to ask her about what she’s seen change the most since beginning her career in the cyber industry. Her answer? An increased focus on digital marketing and online content. When Sherry started, websites were not the focus for many cyber companies, versus today where websites are a hugely influential part of the marketing team’s job and generates the best leads for the majority of cyber and tech companies. 
“A really huge shift that I've seen over the years is just how powerful driving prospects to your website is. To interact on the website, not just to land on it and read something, but to actually do something there. Those conversion rates are going to end up being really some of the best leads that you ever see.”
 
Can you pinpoint any specific changes that happened at Exabeam and in cyber marketing, specifically around the pandemic?
Although cyber marketing has changed in leaps and bounds since Sherry became a part of the industry, the pandemic brought a huge shift in the marketing perspective and the marketing budget for cyber marketing and for Exabeam. Joining Exabeam during the pandemic, Sherry was admittedly horrified to realize that a large majority of their budget, nearly 80%, was focused on marketing at in-person events. With the pandemic making travel restricted and group gatherings nearly impossible, Sherry quickly pivoted their efforts and their budget to digital marketing, striving to engage customers online and continue to innovate their outreach beyond what it would be in an event setting or at large gatherings.
“Cyber security marketing loves the trade show. They love the big box trade show, and it was a forced shift for the cybersecurity industry because COVID changed all of that. If you were not a digital-first marketing organization when COVID hit, you had to do that shift so quickly.”
 
What's the mission of FirstBoard.io, and what ceilings are you trying to break?
We’ve accomplished so much in the cyber world, continuing to bridge the gap between where men and women are represented in the industry. However, Sherry points out that a large majority of company boards fail to provide strong opportunities for women in cyber and in tech. Hoping to give more women the opportunity to serve on their first boards and get a start in leadership in the industry, Sherry became a founding member of FirstBoard.io.
“Right now, women are just not as represented as men on boards…and there's a tendency to keep using the same women on boards. So, we're trying to expand it, so that opportunities go beyond just the same four or five women.”
 
Do you have any advice that you could share with people listening today about workplace toxicity and sexism?
There’s thankfully a lot of emphasis around creating safe work environments for any company, but especially in cyber these days. Unfortunately, Sherry has seen the reality of what it’s like to experience unsafe work environments first-hand. After being harassed on more than one occasion by a male coworker, Sherry spoke up and had to cope with the consequences of doing so, losing friends and leaving her job after doing so. As difficult as this situation was, Sherry is thankful for the realization that brought her: she could be a CMO, she could be a leader in cyber, and she could build a safer environment for the women that worked with her.
“Everyone always says, ‘If you see something, say something,’ but what they don't tell you is the sentence that comes after that: ‘But prepare for the consequences of saying something.’ That's the sentence they forget to say after that, and you have to weigh that for yourself.” 
----------
Links:
Spend some time with our guest Sherry Lowe on <a href='https://www.linkedin.com/in/sherrylowe/'>LinkedIn</a>
Learn more about Exabeam on <a href='https://www.exabeam.com'>the Exabeam website</a> and <a href='https://www.linkedin.com/company/exabeam/'>LinkedIn</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>

Sherry Lowe, CMO of Exabeam, joins us this week to talk about marketing strategies during the pandemic as well as representing women in the male-dominated industries of tech and cybersecurity. With CMO experience at Druva, Expanse, and Exabeam, Sherry explains how her encounters with sexism in the cyber industry inspired her to pursue high-level management and board opportunities, including her work with FirstBoard.io, and how she’s pivoted to focus on digital marketing during the uncertainty of COVID-19.
Timecoded Guide:
[01:55] Witnessing changes in cybersecurity marketing tactics and practices as the online and digital world continues to influence our audiences
[04:11] Shifting away from events-based marketing budgets during the COVID-19 pandemic and embracing more digital cyber marketing opportunities
[08:29] Changing her strategies and altering her marketing budget when joining Exabeam as the CMO, especially considering the timing for the pandemic
[15:17] Acknowledging progress being made for women in cyber, while also keeping in mind the impact of the pandemic and the economy on mothers working in tech
[20:18] Dealing with sexism and toxicity in the workplace, especially in male-dominated industries, and advocating for more women in marketing and in leadership
 
How has cybersecurity marketing changed from when you started?
With a storied career both behind and ahead of Sherry, we were excited to ask her about what she’s seen change the most since beginning her career in the cyber industry. Her answer? An increased focus on digital marketing and online content. When Sherry started, websites were not the focus for many cyber companies, versus today where websites are a hugely influential part of the marketing team’s job and generates the best leads for the majority of cyber and tech companies. 
“A really huge shift that I've seen over the years is just how powerful driving prospects to your website is. To interact on the website, not just to land on it and read something, but to actually do something there. Those conversion rates are going to end up being really some of the best leads that you ever see.”
 
Can you pinpoint any specific changes that happened at Exabeam and in cyber marketing, specifically around the pandemic?
Although cyber marketing has changed in leaps and bounds since Sherry became a part of the industry, the pandemic brought a huge shift in the marketing perspective and the marketing budget for cyber marketing and for Exabeam. Joining Exabeam during the pandemic, Sherry was admittedly horrified to realize that a large majority of their budget, nearly 80%, was focused on marketing at in-person events. With the pandemic making travel restricted and group gatherings nearly impossible, Sherry quickly pivoted their efforts and their budget to digital marketing, striving to engage customers online and continue to innovate their outreach beyond what it would be in an event setting or at large gatherings.
“Cyber security marketing loves the trade show. They love the big box trade show, and it was a forced shift for the cybersecurity industry because COVID changed all of that. If you were not a digital-first marketing organization when COVID hit, you had to do that shift so quickly.”
 
What's the mission of FirstBoard.io, and what ceilings are you trying to break?
We’ve accomplished so much in the cyber world, continuing to bridge the gap between where men and women are represented in the industry. However, Sherry points out that a large majority of company boards fail to provide strong opportunities for women in cyber and in tech. Hoping to give more women the opportunity to serve on their first boards and get a start in leadership in the industry, Sherry became a founding member of FirstBoard.io.
“Right now, women are just not as represented as men on boards…and there's a tendency to keep using the same women on boards. So, we're trying to expand it, so that opportunities go beyond just the same four or five women.”
 
Do you have any advice that you could share with people listening today about workplace toxicity and sexism?
There’s thankfully a lot of emphasis around creating safe work environments for any company, but especially in cyber these days. Unfortunately, Sherry has seen the reality of what it’s like to experience unsafe work environments first-hand. After being harassed on more than one occasion by a male coworker, Sherry spoke up and had to cope with the consequences of doing so, losing friends and leaving her job after doing so. As difficult as this situation was, Sherry is thankful for the realization that brought her: she could be a CMO, she could be a leader in cyber, and she could build a safer environment for the women that worked with her.
“Everyone always says, ‘If you see something, say something,’ but what they don't tell you is the sentence that comes after that: ‘But prepare for the consequences of saying something.’ That's the sentence they forget to say after that, and you have to weigh that for yourself.” 
----------
Links:
Spend some time with our guest Sherry Lowe on <a href='https://www.linkedin.com/in/sherrylowe/'>LinkedIn</a>
Learn more about Exabeam on <a href='https://www.exabeam.com'>the Exabeam website</a> and <a href='https://www.linkedin.com/company/exabeam/'>LinkedIn</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>

breaking-through-cyber-marketing.podbean.com/afa0ada9-c8d3-3965-9592-ba7ffc6203d1

Sherry Lowe, CMO of Exabeam, joins us this week to talk about marketing strategies during the pandemic as well as representing women in the male-dominated industries of tech and cybersecurity. With CMO experience at Druva, Expanse, and Exabeam, Sherry ex...

Marketing in Male-Dominated Fields with CMO Sherry Lowe

We invite Jennifer VanAntwerp, Principal at JVAN Consulting, to talk about taking the challenge of cybersecurity marketing by the horns. Her secret weapon? Kindness. Jen shares stories with us about her marketing journey to becoming a consultant, explains her development of the 10 Commandments of Kindness for Cybersecurity Marketers, and reminds us why communities like the Cybersecurity Marketing Society are so important for marketers and for the cybersecurity industry as a whole.
 
Timecoded Guide:
[02:12] Explaining Jen’s background in automotive marketing and healthcare, as well as connecting those industries to her newer roles in cybersecurity 
[08:36] Breaking down Jen’s 10 Commandments of Kindness for Cybersecurity Marketers and revealing which commandments feel most important for the industry currently
[18:34] Taking the challenge to develop handouts and merchandise beyond cheap plastic pens and unoriginal assets that don’t leave an impact on your audience
[23:40] Avoiding falling into the marketing trap of FUD: fear, uncertainty, and doubt, which is especially common in the cybersecurity industry
[32:08] Wrapping up Jen’s commandments with reading the room, avoiding common lies in marketing, and connecting better with our cyber community
 
You’ve worked in the automotive industry and in healthcare, what have you seen from those two industries be applicable in cyber?
Jennifer VanAntwerp has a very impressive marketing resume, including work in the automotive industry and the urgent care side of the healthcare industry. We were curious about differences, especially with Jen being relatively new to the cyber marketing world. The biggest difference, which we’ve actually discussed previously on the podcast, is the skepticism of the cybersecurity audience. Cyber professionals are already worried about the online threats we see emerge every day, but they're also skeptical, sometimes, of the tactics marketers use and the buzzword-y, almost meaningless language we can fall victim to. 
“There's always a new element or facet of cybersecurity that you can go into, but I would say the biggest difference between cybersecurity and the two other industries that I worked in, is the audience. Our audience is very, very skeptical. We've almost trained them to be.”
 
What do you think are the pros and cons of being a generalist in marketing?
With Jen having experience outside of the industry, she considers herself more of a generalist in her cybersecurity marketing tactics. She’s entirely willing to admit that she’s not the most technical marketer of the bunch. Although this presents a well-rounded mindset for the companies she consults with, she acknowledges that there may need to be an extra set of hands to do some technical explaining or a lot of extra time to do her research. There’s always something new to learn in cyber marketing, but it’s important to point out that it can be overwhelming, which is one of the reasons Jen developed her 10 commandments.
“It's a blessing and a curse. It's a good thing, because I can see the big picture, do a lot of the strategy elements, and understand what levers to pull, but with some of the levers, I might need a specialist to assist in that regard.”
 
Can you tell us about which of your 10 Cyber Marketing Commandments are the most important and why?
With these 10 marketing commandments, Jen shares all the basics of not only being a good marketer, but also being a good human in the cybersecurity industry. One of the most important commandments is the first of the 10, which is to respect your audience’s time. Everyone is busy, with a lot on their plate, and not acknowledging that in your marketing tactics not only can annoy your audience, but it can be a waste of time for you, as well. If your audience doesn’t have the time for your current strategy, you won’t get through to them.
“That's one of the things I love about the Cybersecurity Marketing Society, is that it is a way for us to share ideas and do that coopetition thing. Even though we might be competitors, we can still share ideas within the space, but I feel like it's a good chance for us to have constant reminders of what not to do.” 
 
What is so special about commandment 10: give back to the community? 
Although all 10 commandments offer lessons to be learned for our fellow cybersecurity marketers, commandment 10 emphasizes community and the importance of giving back. This can be traced all the way back to Jen’s mother, a passionate volunteer always lending help to her community. She’s been incredibly influential on Jen’s opinion of community, and the Cybersecurity Marketing Society has given Jen one of many opportunities to give back. From volunteering to donating, mentoring to offering someone a shoulder to cry on, your community needs your help, and the 10th cyber marketing commandment says just that.
“I ended it with that one, because I feel like that's the one that's going to keep going on forever. It's like commandment number 10 lives on for the rest of time, because those little acts of service within your community, they spread tenfold.”
----------
Links:
Spend some time with our guest Jennifer VanAntwerp on <a href='https://www.linkedin.com/in/jenvanantwerp/'>LinkedIn</a>. 
Read Jen’s original <a href='https://cybersecuritymarketingsociety.com/10-commandments-of-kindness-for-cybersecurity-marketers/'>10 Commandments of Kindness for Cybersecurity Marketers</a>.
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>.
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>.
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>.
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>.

We invite Jennifer VanAntwerp, Principal at JVAN Consulting, to talk about taking the challenge of cybersecurity marketing by the horns. Her secret weapon? Kindness. Jen shares stories with us about her marketing journey to becoming a consultant, explains her development of the 10 Commandments of Kindness for Cybersecurity Marketers, and reminds us why communities like the Cybersecurity Marketing Society are so important for marketers and for the cybersecurity industry as a whole.
 
Timecoded Guide:
[02:12] Explaining Jen’s background in automotive marketing and healthcare, as well as connecting those industries to her newer roles in cybersecurity 
[08:36] Breaking down Jen’s 10 Commandments of Kindness for Cybersecurity Marketers and revealing which commandments feel most important for the industry currently
[18:34] Taking the challenge to develop handouts and merchandise beyond cheap plastic pens and unoriginal assets that don’t leave an impact on your audience
[23:40] Avoiding falling into the marketing trap of FUD: fear, uncertainty, and doubt, which is especially common in the cybersecurity industry
[32:08] Wrapping up Jen’s commandments with reading the room, avoiding common lies in marketing, and connecting better with our cyber community
 
You’ve worked in the automotive industry and in healthcare, what have you seen from those two industries be applicable in cyber?
Jennifer VanAntwerp has a very impressive marketing resume, including work in the automotive industry and the urgent care side of the healthcare industry. We were curious about differences, especially with Jen being relatively new to the cyber marketing world. The biggest difference, which we’ve actually discussed previously on the podcast, is the skepticism of the cybersecurity audience. Cyber professionals are already worried about the online threats we see emerge every day, but they're also skeptical, sometimes, of the tactics marketers use and the buzzword-y, almost meaningless language we can fall victim to. 
“There's always a new element or facet of cybersecurity that you can go into, but I would say the biggest difference between cybersecurity and the two other industries that I worked in, is the audience. Our audience is very, very skeptical. We've almost trained them to be.”
 
What do you think are the pros and cons of being a generalist in marketing?
With Jen having experience outside of the industry, she considers herself more of a generalist in her cybersecurity marketing tactics. She’s entirely willing to admit that she’s not the most technical marketer of the bunch. Although this presents a well-rounded mindset for the companies she consults with, she acknowledges that there may need to be an extra set of hands to do some technical explaining or a lot of extra time to do her research. There’s always something new to learn in cyber marketing, but it’s important to point out that it can be overwhelming, which is one of the reasons Jen developed her 10 commandments.
“It's a blessing and a curse. It's a good thing, because I can see the big picture, do a lot of the strategy elements, and understand what levers to pull, but with some of the levers, I might need a specialist to assist in that regard.”
 
Can you tell us about which of your 10 Cyber Marketing Commandments are the most important and why?
With these 10 marketing commandments, Jen shares all the basics of not only being a good marketer, but also being a good human in the cybersecurity industry. One of the most important commandments is the first of the 10, which is to respect your audience’s time. Everyone is busy, with a lot on their plate, and not acknowledging that in your marketing tactics not only can annoy your audience, but it can be a waste of time for you, as well. If your audience doesn’t have the time for your current strategy, you won’t get through to them.
“That's one of the things I love about the Cybersecurity Marketing Society, is that it is a way for us to share ideas and do that coopetition thing. Even though we might be competitors, we can still share ideas within the space, but I feel like it's a good chance for us to have constant reminders of what not to do.” 
 
What is so special about commandment 10: give back to the community? 
Although all 10 commandments offer lessons to be learned for our fellow cybersecurity marketers, commandment 10 emphasizes community and the importance of giving back. This can be traced all the way back to Jen’s mother, a passionate volunteer always lending help to her community. She’s been incredibly influential on Jen’s opinion of community, and the Cybersecurity Marketing Society has given Jen one of many opportunities to give back. From volunteering to donating, mentoring to offering someone a shoulder to cry on, your community needs your help, and the 10th cyber marketing commandment says just that.
“I ended it with that one, because I feel like that's the one that's going to keep going on forever. It's like commandment number 10 lives on for the rest of time, because those little acts of service within your community, they spread tenfold.”
----------
Links:
Spend some time with our guest Jennifer VanAntwerp on <a href='https://www.linkedin.com/in/jenvanantwerp/'>LinkedIn</a>. 
Read Jen’s original <a href='https://cybersecuritymarketingsociety.com/10-commandments-of-kindness-for-cybersecurity-marketers/'>10 Commandments of Kindness for Cybersecurity Marketers</a>.
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>.
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>.
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>.
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>.

breaking-through-cyber-marketing.podbean.com/5376d9e3-8464-35fa-b05f-1a359372bb90

We invite Jennifer VanAntwerp, Principal at JVAN Consulting, to talk about taking the challenge of cybersecurity marketing by the horns. Her secret weapon? Kindness. Jen shares stories with us about her marketing journey to becoming a consultant, explain...

10 Cyber Marketing Commandments with Jennifer VanAntwerp

Zereen Ali, Cyberforce Q’s Marketing Coordinator, brings her one-person team to the podcast today. Together, we talk about being new to cybersecurity, finding educational resources for cybersecurity marketers, and growing with Cyberforce Q from regional to national. With a variety of skills under her belt and a work history that includes automotive marketing for a tier-one supplier, Zereen has become a vital part of Cyberforce Q’s success. She hopes to take this company even further with leveraging partnerships and managing data quality. 
 
Timecoded Guide:
[03:08] Transitioning from an automotive to cybersecurity marketing position
 
[07:07] Structuring her work calendar around her one-person digital marketing team
[12:40] Approaching Cyberforce Q’s scaling from a marketing perspective and utilizing former automotive marketing strategies
[16:15] Marketing campaigns and techniques that have worked and haven’t worked for Cyberforce Q
[20:19] Joining the cybersecurity industry during the COVID pandemic
 
What is it like moving from automotive to cybersecurity marketing? 
After leaving the automotive industry during the pandemic, Zereen saw an opportunity in cybersecurity marketing to grow her content strategy skills, as well as learn the technical side of the cybersecurity industry. Leaving behind the more rigid and traditional world of automotive marketing, Zereen joined Cyberforce Q and immediately felt the personal impact that increased security has on their clients.
“In cyber, you can really feel that impact because you’re protecting people…We’re really protecting the end users in a lot of cases, and it feels really fulfilling.”
 
What marketing educational materials have been the most helpful for you? 
New to cyber, Zereen found herself with a lot to learn about the ins and outs of Cyberforce Q and their competitors’ products and services as well. Focusing on researching and networking, she joined our Cyber Marketing Society and has found an incredible community willing to answer questions and provide feedback for people just like Zereen. New to cyber, or looking for fellow cyber security marketers? Check out the Cyber Marketing Society! 
“[Cybersecurity Marketing Society] is such a wonderful place to start because you get an instant network…you can ask anyone any questions.” 
 
How does being a one-person team impact your work and your schedule?
From her experience in automotive marketing, Zereen has gotten used to small marketing teams and high accountability. In her role at Cyberforce Q, Zereen is a one-person marketing team. From email campaigns to content marketing to website editing, she has a high volume of work and often collaborates with only an intern or two. To manage this workload, she keeps a tight schedule and a flexible calendar that allows for last minute changes. 
“The brand touches every single piece of your organization. How I interact with clients, how our sales team interacts, and how our technical team interacts all need to have some strain of our vision within it.”
 
What is the next marketing strategy for Cyberforce Q? 
In the transition from regional to national, Zereen has been focusing Cyberforce Q’s marketing strategy around leveraging strategic partnerships and increasing opportunities for Cyberforce Q to be seen as a subject matter expert. While partnering with other companies and organizations helps potential customers learn about Cyberforce Q, using speaking engagements and other educational opportunities to share knowledge and explain case studies builds trust in their knowledge of cybersecurity.
“[At Cyberforce Q], we are really trying to position ourselves as that subject matter expert.”
 
----------
Links:
Spend some time with our guest Zereen Ali on <a href='https://www.linkedin.com/in/zereenali/'>LinkedIn</a> and <a href='https://www.facebook.com/zereen.ali'>Facebook,</a> or shoot her an email at <a href='mailto:zali@cyberforceq.com'>zali@cyberforceq.com</a>.
Learn more about Cyberforce Q on their <a href='http://www.cyberforceq.com'>website</a>, <a href='https://www.linkedin.com/company/cyberforceq/'>LinkedIn</a>, <a href='https://www.facebook.com/cyberforceq'>Facebook</a>, <a href='https://twitter.com/cyberforceq'>Twitter</a>, and <a href='https://www.youtube.com/channel/UCPXjIh1IlRPMeoTr968ekew'>YouTube</a>. 
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>. 
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>.
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>.
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>.

Zereen Ali, Cyberforce Q’s Marketing Coordinator, brings her one-person team to the podcast today. Together, we talk about being new to cybersecurity, finding educational resources for cybersecurity marketers, and growing with Cyberforce Q from regional to national. With a variety of skills under her belt and a work history that includes automotive marketing for a tier-one supplier, Zereen has become a vital part of Cyberforce Q’s success. She hopes to take this company even further with leveraging partnerships and managing data quality. 
 
Timecoded Guide:
[03:08] Transitioning from an automotive to cybersecurity marketing position
 
[07:07] Structuring her work calendar around her one-person digital marketing team
[12:40] Approaching Cyberforce Q’s scaling from a marketing perspective and utilizing former automotive marketing strategies
[16:15] Marketing campaigns and techniques that have worked and haven’t worked for Cyberforce Q
[20:19] Joining the cybersecurity industry during the COVID pandemic
 
What is it like moving from automotive to cybersecurity marketing? 
After leaving the automotive industry during the pandemic, Zereen saw an opportunity in cybersecurity marketing to grow her content strategy skills, as well as learn the technical side of the cybersecurity industry. Leaving behind the more rigid and traditional world of automotive marketing, Zereen joined Cyberforce Q and immediately felt the personal impact that increased security has on their clients.
“In cyber, you can really feel that impact because you’re protecting people…We’re really protecting the end users in a lot of cases, and it feels really fulfilling.”
 
What marketing educational materials have been the most helpful for you? 
New to cyber, Zereen found herself with a lot to learn about the ins and outs of Cyberforce Q and their competitors’ products and services as well. Focusing on researching and networking, she joined our Cyber Marketing Society and has found an incredible community willing to answer questions and provide feedback for people just like Zereen. New to cyber, or looking for fellow cyber security marketers? Check out the Cyber Marketing Society! 
“[Cybersecurity Marketing Society] is such a wonderful place to start because you get an instant network…you can ask anyone any questions.” 
 
How does being a one-person team impact your work and your schedule?
From her experience in automotive marketing, Zereen has gotten used to small marketing teams and high accountability. In her role at Cyberforce Q, Zereen is a one-person marketing team. From email campaigns to content marketing to website editing, she has a high volume of work and often collaborates with only an intern or two. To manage this workload, she keeps a tight schedule and a flexible calendar that allows for last minute changes. 
“The brand touches every single piece of your organization. How I interact with clients, how our sales team interacts, and how our technical team interacts all need to have some strain of our vision within it.”
 
What is the next marketing strategy for Cyberforce Q? 
In the transition from regional to national, Zereen has been focusing Cyberforce Q’s marketing strategy around leveraging strategic partnerships and increasing opportunities for Cyberforce Q to be seen as a subject matter expert. While partnering with other companies and organizations helps potential customers learn about Cyberforce Q, using speaking engagements and other educational opportunities to share knowledge and explain case studies builds trust in their knowledge of cybersecurity.
“[At Cyberforce Q], we are really trying to position ourselves as that subject matter expert.”
 
----------
Links:
Spend some time with our guest Zereen Ali on <a href='https://www.linkedin.com/in/zereenali/'>LinkedIn</a> and <a href='https://www.facebook.com/zereen.ali'>Facebook,</a> or shoot her an email at <a href='mailto:zali@cyberforceq.com'>zali@cyberforceq.com</a>.
Learn more about Cyberforce Q on their <a href='http://www.cyberforceq.com'>website</a>, <a href='https://www.linkedin.com/company/cyberforceq/'>LinkedIn</a>, <a href='https://www.facebook.com/cyberforceq'>Facebook</a>, <a href='https://twitter.com/cyberforceq'>Twitter</a>, and <a href='https://www.youtube.com/channel/UCPXjIh1IlRPMeoTr968ekew'>YouTube</a>. 
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>. 
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>.
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>.
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>.

breaking-through-cyber-marketing.podbean.com/d59fc305-b329-3836-88de-67de76fd36cf

Zereen Ali, Cyberforce Q’s Marketing Coordinator, brings her one-person team to the podcast today. Together, we talk about being new to cybersecurity, finding educational resources for cybersecurity marketers, and growing with Cyberforce Q from regional ...

Automotive vs Cybersecurity Marketing with Zereen Ali

Lori Cohen, fractional CMO at Chief Outsiders and former VP of Marketing for Percona, joins us this week to talk about the importance of your brand— not just your branding. From popping balloons with Veridium to saying “Mongo Wrongo” with Percona to falling in love with Made In pans, Lori explains how brands earn the right to live in our heads through keeping it personal and not being afraid to have a little fun with longer term strategies.
Timecoded Summary:
[03:27] Navigating brand identity and metrics in a high pressure environment
[07:48] Effective guerrilla marketing through thought interruption
[15:39] Showing up beyond the gimmick to create an impactful convention experience
[25:01] Getting in the heads of your audience and earning brand recognition
[33:36] Personalized communication and its impact on audience connection
Be sure to check out the photos and videos of the Mongo campaign, referenced by Lori, <a href='https://cybersecuritymarketingsociety.com/having-fun-with-a-brand-with-lori-cohen/'>here</a>!
How do you navigate that brand when you're in one of these venture-backed, high pressure, high performance environments?
When talking about branding goals, Lori is quick to explain her distaste for short-term goal measurement and how much focus certain brands spend on MQLs. Although short-term metrics can seem extremely successful, longer term projects with larger goals often lead to higher chances of profitability. Although it might take some convincing, Lori advises her fellow marketers to ask for the resources for longer term projects over the MQL-focused short-term.
“No one likes to talk about it. Nobody likes to put money towards it, and everybody confuses brand with branding. So, those are even some places that we can start.”
Can you explain how you go about sourcing these creative things instead of just sorting by cheapest?
As Lori explains her adventures in brand marketing, one question we kept asking ourselves was: How can we do that? It’s easy to fall for cheap marketing materials, like coffee cups and
pens, but those items rarely connect to our brand’s message. In Lori’s experience, the best way to source these creative ideas is long-term planning, similar to other marketing strategies she endorses. When we make our swag a part of our brand message, we avoid the gimmicks.
“It wasn't just a gimmick for gimmick sake. We got to translate that message into the pain that we know everybody feels and then demonstrate our technology.”
Tell us why you prefer that consumer brand over others. What is it that they do that's really good in brand building?
For an example of a brand that speaks to her heart, Lori tells us about her love of Made In. Made In makes pots, pans, and assorted cookware for people just like Lori, who are passionate about high quality tools to make high quality meals. Made In speaks to Lori and inspires her loyalty not only through living up to their high quality purpose, but for their consistent messaging and their focus on the right audience.
“They want to speak to me. They don't want to speak to my friend Robin, who we may look alike in terms of our demographics, but she has never cooked in our life. They would be wasting a fortune to go after her. They're really going after people like me.”
How would you feel if our brand disappeared?
Brands make their way into our heads and have the permission to stay there through connecting with us on a personal level. Lori is quick to remind us that, no matter how our customers and potential clients are connecting to us, there needs to be a personal approach to what we do and how we speak to them. From making sure our emails aren’t just automated by no-reply accounts to reaching out with fun messages and memes, we only can succeed with inspiring brand loyalty when we make ourselves worthy of that loyalty.
“I'm not saying it's easy, but the ones that do that well, I think they actually get invited into your home and begin feeling about your brand in a different way. And then your emails seem less spammy, and maybe more welcome in their inbox.”
----------
Spend some time with our guest Lori Cohen on <a href='https://www.linkedin.com/in/loricohenbrandstrategist/'>LinkedIn</a>, <a href='https://twitter.com/catstrat'>Twitter</a>, the <a href='https://www.chiefoutsiders.com'> Chief Outsiders website</a> 
Additional resources mentioned in this podcast:
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>

Lori Cohen, fractional CMO at Chief Outsiders and former VP of Marketing for Percona, joins us this week to talk about the importance of your brand— not just your branding. From popping balloons with Veridium to saying “Mongo Wrongo” with Percona to falling in love with Made In pans, Lori explains how brands earn the right to live in our heads through keeping it personal and not being afraid to have a little fun with longer term strategies.
Timecoded Summary:
[03:27] Navigating brand identity and metrics in a high pressure environment
[07:48] Effective guerrilla marketing through thought interruption
[15:39] Showing up beyond the gimmick to create an impactful convention experience
[25:01] Getting in the heads of your audience and earning brand recognition
[33:36] Personalized communication and its impact on audience connection
Be sure to check out the photos and videos of the Mongo campaign, referenced by Lori, <a href='https://cybersecuritymarketingsociety.com/having-fun-with-a-brand-with-lori-cohen/'>here</a>!
How do you navigate that brand when you're in one of these venture-backed, high pressure, high performance environments?
When talking about branding goals, Lori is quick to explain her distaste for short-term goal measurement and how much focus certain brands spend on MQLs. Although short-term metrics can seem extremely successful, longer term projects with larger goals often lead to higher chances of profitability. Although it might take some convincing, Lori advises her fellow marketers to ask for the resources for longer term projects over the MQL-focused short-term.
“No one likes to talk about it. Nobody likes to put money towards it, and everybody confuses brand with branding. So, those are even some places that we can start.”
Can you explain how you go about sourcing these creative things instead of just sorting by cheapest?
As Lori explains her adventures in brand marketing, one question we kept asking ourselves was: How can we do that? It’s easy to fall for cheap marketing materials, like coffee cups and
pens, but those items rarely connect to our brand’s message. In Lori’s experience, the best way to source these creative ideas is long-term planning, similar to other marketing strategies she endorses. When we make our swag a part of our brand message, we avoid the gimmicks.
“It wasn't just a gimmick for gimmick sake. We got to translate that message into the pain that we know everybody feels and then demonstrate our technology.”
Tell us why you prefer that consumer brand over others. What is it that they do that's really good in brand building?
For an example of a brand that speaks to her heart, Lori tells us about her love of Made In. Made In makes pots, pans, and assorted cookware for people just like Lori, who are passionate about high quality tools to make high quality meals. Made In speaks to Lori and inspires her loyalty not only through living up to their high quality purpose, but for their consistent messaging and their focus on the right audience.
“They want to speak to me. They don't want to speak to my friend Robin, who we may look alike in terms of our demographics, but she has never cooked in our life. They would be wasting a fortune to go after her. They're really going after people like me.”
How would you feel if our brand disappeared?
Brands make their way into our heads and have the permission to stay there through connecting with us on a personal level. Lori is quick to remind us that, no matter how our customers and potential clients are connecting to us, there needs to be a personal approach to what we do and how we speak to them. From making sure our emails aren’t just automated by no-reply accounts to reaching out with fun messages and memes, we only can succeed with inspiring brand loyalty when we make ourselves worthy of that loyalty.
“I'm not saying it's easy, but the ones that do that well, I think they actually get invited into your home and begin feeling about your brand in a different way. And then your emails seem less spammy, and maybe more welcome in their inbox.”
----------
Spend some time with our guest Lori Cohen on <a href='https://www.linkedin.com/in/loricohenbrandstrategist/'>LinkedIn</a>, <a href='https://twitter.com/catstrat'>Twitter</a>, the <a href='https://www.chiefoutsiders.com'> Chief Outsiders website</a> 
Additional resources mentioned in this podcast:
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>

breaking-through-cyber-marketing.podbean.com/6324b989-75db-3b7a-b44e-54af2c2bc8ec

Lori Cohen, fractional CMO at Chief Outsiders and former VP of Marketing for Percona, joins us this week to talk about the importance of your brand— not just your branding. From popping balloons with Veridium to saying “Mongo Wrongo” with Percona to fall...

Having Fun with a Brand with Lori Cohen

We’re joined by Karen Walsh, Founder and CEO of Allegro Solutions, on the podcast today to talk about the good, bad, and ugly of cybersecurity content marketing. As a compliance expert, former professor, lawyer, and kickass cybersecurity auditor, Karen shares her formula for content marketing success, educates us on educating our audience, and even gives us a quick peek at one of her many talents outside of the cybersecurity space. 
Timecoded Summary:
<ul><li style="font-weight:400;">[01:17] Introducing Karen and the concept of GRC (governance, risk, compliance)</li>
<li style="font-weight:400;">[04:27] Educating your audience through correct usage of webpage real estate</li>
<li style="font-weight:400;">[13:02] Discovering the formula for solid content marketing copy</li>
<li style="font-weight:400;">[22:46] Throwing out a few vague and unhelpful content marketing “bad words” </li>
<li style="font-weight:400;">[34:41] Kicking ass in cybersecurity as a woman, a marketer, and a freelancer</li>
</ul>
Sponsor:
Thank you to our sponsors and producers Hacker Valley Media! Chris Cochran and Ron Eddings run an amazing studio, which produces not only the Breaking Through in Cybersecurity Marketing podcast, but a bunch of other shows that you're going to want to listen to as well. You can check these all out at <a href='https://hackervalley.com'>HackerValley.com</a>. 
 
Do we really need to explain this again? 
When explaining the essentials of educating your audience, Karen encounters more than her fair share of clients who think they don’t have to explain or educate as much as they do. Education cannot be made with assumptions or without proper research into your audience. Although many of your potential clients may understand the terms you’re using, explaining and educating instead of assuming will avoid making an “*ss” out of anyone. 
“Have high standards of educating those who are coming into your website. They need to know things and they're not going to take that next step to convert if they don't understand and if you haven't educated them.”
 
How do you mix in SEO in order to be telling a good story to your buying audience, but also try and rank for terms for when people are searching?
Karen believes that SEO and content marketing is a formula, and bases a lot of her work around the essentials of that formula. These are three challenges that X industry has when trying to do Y security functions. Through explaining the challenges faced and the methods that could be used to solve them, you’re training yourself to not only educate, but to take up essential website real estate with impactful on-page SEO.
“I mean, it's formulaic. You set out a business problem that you're looking to solve, right? You define what that business problem is, and when you're defining what that business problem is, you focus on certain terms.”
 
What are your top marketing buzzwords to avoid on content?
Karen loves many things about content marketing, but there are some words that she cannot stand, including frictionless and actionable. For Karen, these words are vague and unhelpful in your marketing, leaving more questions than answers for potential clients. Get specific and explain why or how what you can provide separates your company from the pack. Don’t fall victim to meaningless marketing words when specificity can help so much more. 
“And I think part of the problem with a lot of these terms is people haven't really thought about what they mean by the term and so, it makes them meaningless.” 
 
How do you earn respect in cybersecurity as a woman and a marketer who knows her shit?
There are already huge barriers for women in cybersecurity, especially when coupled with non-technical roles, such as marketing and writing—  both of which are Karen’s specialties. Karen explains that, for her, there’s also the third layer of being a freelancer. Oftentimes, cybersecurity companies are playing into their own internal biases without realizing it and hurting freelancers by assuming negative things about their skills and quality of work. 
“I know I'm a good writer. It's what I like doing. I don't want to code, but I have to make sure people don't treat me like I'm stupid because I don't do the technical job, which goes along with the marketing because they think marketing is fluff.”
----------
Spend some time with our guest Karen Walsh on <a href='https://www.linkedin.com/in/geekykaren/'>LinkedIn</a>, <a href='https://www.facebook.com/GeekyKaren'>Facebook</a>, <a href='https://twitter.com/GeekmomK'>Twitter</a>, and <a href='https://www.allegrosolutionsllc.com/'>the Allegro Solutions website</a> 
Additional resources mentioned in this podcast: <a href='https://www.ratemyprofessors.com/ShowRatings.jsp?tid=1248772'>Karen Walsh on Rate My Professor</a>, <a href='https://www.darkreading.com'>Dark  Reading</a>, <a href='https://www.securitymagazine.com'>Security Mag</a>, <a href='https://blog.feedly.com/feedly-for-cybersecurity/'>Feedly’s cybersecurity feed</a>, <a href='https://www.helpnetsecurity.com'>Help Net</a>, <a href='https://votiro.com'>Votiro</a>, <a href='https://tryhackme.com'>TryHackMe</a>, <a href='https://www.blackgirlsincyber.com'>Black Girls in Cyber,</a> <a href='https://triciakickssaas.com'>Tricia Kicks SaaS</a>, <a href='https://www.everestshoulderrest.com'>Everest Shoulder Rest</a>, <a href='https://www.lindseystirling.com'>Lindsey Stirling</a>
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>

We’re joined by Karen Walsh, Founder and CEO of Allegro Solutions, on the podcast today to talk about the good, bad, and ugly of cybersecurity content marketing. As a compliance expert, former professor, lawyer, and kickass cybersecurity auditor, Karen shares her formula for content marketing success, educates us on educating our audience, and even gives us a quick peek at one of her many talents outside of the cybersecurity space. 
Timecoded Summary:
<ul><li style="font-weight:400;">[01:17] Introducing Karen and the concept of GRC (governance, risk, compliance)</li>
<li style="font-weight:400;">[04:27] Educating your audience through correct usage of webpage real estate</li>
<li style="font-weight:400;">[13:02] Discovering the formula for solid content marketing copy</li>
<li style="font-weight:400;">[22:46] Throwing out a few vague and unhelpful content marketing “bad words” </li>
<li style="font-weight:400;">[34:41] Kicking ass in cybersecurity as a woman, a marketer, and a freelancer</li>
</ul>
Sponsor:
Thank you to our sponsors and producers Hacker Valley Media! Chris Cochran and Ron Eddings run an amazing studio, which produces not only the Breaking Through in Cybersecurity Marketing podcast, but a bunch of other shows that you're going to want to listen to as well. You can check these all out at <a href='https://hackervalley.com'>HackerValley.com</a>. 
 
Do we really need to explain this again? 
When explaining the essentials of educating your audience, Karen encounters more than her fair share of clients who think they don’t have to explain or educate as much as they do. Education cannot be made with assumptions or without proper research into your audience. Although many of your potential clients may understand the terms you’re using, explaining and educating instead of assuming will avoid making an “*ss” out of anyone. 
“Have high standards of educating those who are coming into your website. They need to know things and they're not going to take that next step to convert if they don't understand and if you haven't educated them.”
 
How do you mix in SEO in order to be telling a good story to your buying audience, but also try and rank for terms for when people are searching?
Karen believes that SEO and content marketing is a formula, and bases a lot of her work around the essentials of that formula. These are three challenges that X industry has when trying to do Y security functions. Through explaining the challenges faced and the methods that could be used to solve them, you’re training yourself to not only educate, but to take up essential website real estate with impactful on-page SEO.
“I mean, it's formulaic. You set out a business problem that you're looking to solve, right? You define what that business problem is, and when you're defining what that business problem is, you focus on certain terms.”
 
What are your top marketing buzzwords to avoid on content?
Karen loves many things about content marketing, but there are some words that she cannot stand, including frictionless and actionable. For Karen, these words are vague and unhelpful in your marketing, leaving more questions than answers for potential clients. Get specific and explain why or how what you can provide separates your company from the pack. Don’t fall victim to meaningless marketing words when specificity can help so much more. 
“And I think part of the problem with a lot of these terms is people haven't really thought about what they mean by the term and so, it makes them meaningless.” 
 
How do you earn respect in cybersecurity as a woman and a marketer who knows her shit?
There are already huge barriers for women in cybersecurity, especially when coupled with non-technical roles, such as marketing and writing—  both of which are Karen’s specialties. Karen explains that, for her, there’s also the third layer of being a freelancer. Oftentimes, cybersecurity companies are playing into their own internal biases without realizing it and hurting freelancers by assuming negative things about their skills and quality of work. 
“I know I'm a good writer. It's what I like doing. I don't want to code, but I have to make sure people don't treat me like I'm stupid because I don't do the technical job, which goes along with the marketing because they think marketing is fluff.”
----------
Spend some time with our guest Karen Walsh on <a href='https://www.linkedin.com/in/geekykaren/'>LinkedIn</a>, <a href='https://www.facebook.com/GeekyKaren'>Facebook</a>, <a href='https://twitter.com/GeekmomK'>Twitter</a>, and <a href='https://www.allegrosolutionsllc.com/'>the Allegro Solutions website</a> 
Additional resources mentioned in this podcast: <a href='https://www.ratemyprofessors.com/ShowRatings.jsp?tid=1248772'>Karen Walsh on Rate My Professor</a>, <a href='https://www.darkreading.com'>Dark  Reading</a>, <a href='https://www.securitymagazine.com'>Security Mag</a>, <a href='https://blog.feedly.com/feedly-for-cybersecurity/'>Feedly’s cybersecurity feed</a>, <a href='https://www.helpnetsecurity.com'>Help Net</a>, <a href='https://votiro.com'>Votiro</a>, <a href='https://tryhackme.com'>TryHackMe</a>, <a href='https://www.blackgirlsincyber.com'>Black Girls in Cyber,</a> <a href='https://triciakickssaas.com'>Tricia Kicks SaaS</a>, <a href='https://www.everestshoulderrest.com'>Everest Shoulder Rest</a>, <a href='https://www.lindseystirling.com'>Lindsey Stirling</a>
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>

breaking-through-cyber-marketing.podbean.com/70b1991d-882b-3649-97a8-71779de51d7e

We’re joined by Karen Walsh, Founder and CEO of Allegro Solutions, on the podcast today to talk about the good, bad, and ugly of cybersecurity content marketing. As a compliance expert, former professor, lawyer, and kickass cybersecurity auditor, Karen s...

Content Marketing Strategies for “Securing Your Cheese” with Karen Walsh

This week, we interview David Leichner, the CMO of Cybellum, currently residing in Tel Aviv, Israel. We talk to David about his move from America to Israel, his admiration for Israel’s focus on cyber startups, his decades of experience in sales and marketing, and his dedication to relationship building -- no matter what he’s marketing!
Timecoded Guide:
[01:17] David’s personal and professional journey to Cybellum
[05:03] Israel’s transformation into a cybersecurity startup mecca
[08:44] Creation and mission of the Cyber Elite
[18:32] Tying together marketing and sales in the cyber world
[31:27] Passions David has outside of being a CMO
 
How did you get to where you are today to be the CMO of Cybellum?
From his start on Wall Street to his current position in Tel Aviv, David has worn many hats. After taking advice from a VP of Engineering in Israel who advised him that marketing may be a better place for him, he realized his unique perspective and experience working hands-on in cybersecurity and software gave him a leg up and made him a very well-rounded marketer.
“One of the things I realized was that most marketeers at the time didn't really understand technology. I had an advantage that I understood technology on one side, and then I also understood marketing and then, later on, sales.”
 
How has Israel evolved into a place known for very successful cybersecurity vendors?
As a kid, David dreamed of living in a country like Israel, and his dream became a reality when he moved to Tel Aviv to work for the Bezeq. He quickly learned about how much energy Israel focuses on hands-on cybersecurity and tech training, especially in the army. With many resources available for this education, it's clear how Israel has risen to the top of this industry.
“Israel is cultivating, not just in cyber, also in data analytics, also in a lot of biomed technology. There are all kinds of technologies that have come from military bases, and then are commercialized for use in industry.”
 
Can you give us some of your secrets to making a relationship between marketing and sales successful?
With experience in marketing and sales, David is our expert in where those roles need to intersect to be successful. Throughout our discussion, David explains that marketing is a creative role, but the credit to closing deals and making profits can be equally divided between sales and marketing for them to thrive together.
“I mean, we have a fun profession here in marketing, we get to try new things, we get to innovate, we get to be creative, we get to go out to conferences, and to meet people all over the world. It's a great profession.”
 
What are some other things that marketing can learn from sales?
David’s tips and tricks don’t stop with sales and marketing collaboration, they extend also to the relationships cultivated between you and your clients. David has realized that through being genuinely interested in learning about his clients and their problems, he forms an authentic connection and a real sales relationship beyond a quick pitch.
“I think, whether you're doing email sequences, or you're doing events, or you're doing podcasts, whatever it is, you should always have in mind that you have to build the relationship. You're not selling features, you're selling benefits, you're selling value.”
---------
Spend some time with our guest David Leichner on <a href='https://www.linkedin.com/in/davidleichner/'>LinkedIn</a> and on <a href='https://cybellum.com'>the Cybellum website</a>
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>

This week, we interview David Leichner, the CMO of Cybellum, currently residing in Tel Aviv, Israel. We talk to David about his move from America to Israel, his admiration for Israel’s focus on cyber startups, his decades of experience in sales and marketing, and his dedication to relationship building -- no matter what he’s marketing!
Timecoded Guide:
[01:17] David’s personal and professional journey to Cybellum
[05:03] Israel’s transformation into a cybersecurity startup mecca
[08:44] Creation and mission of the Cyber Elite
[18:32] Tying together marketing and sales in the cyber world
[31:27] Passions David has outside of being a CMO
 
How did you get to where you are today to be the CMO of Cybellum?
From his start on Wall Street to his current position in Tel Aviv, David has worn many hats. After taking advice from a VP of Engineering in Israel who advised him that marketing may be a better place for him, he realized his unique perspective and experience working hands-on in cybersecurity and software gave him a leg up and made him a very well-rounded marketer.
“One of the things I realized was that most marketeers at the time didn't really understand technology. I had an advantage that I understood technology on one side, and then I also understood marketing and then, later on, sales.”
 
How has Israel evolved into a place known for very successful cybersecurity vendors?
As a kid, David dreamed of living in a country like Israel, and his dream became a reality when he moved to Tel Aviv to work for the Bezeq. He quickly learned about how much energy Israel focuses on hands-on cybersecurity and tech training, especially in the army. With many resources available for this education, it's clear how Israel has risen to the top of this industry.
“Israel is cultivating, not just in cyber, also in data analytics, also in a lot of biomed technology. There are all kinds of technologies that have come from military bases, and then are commercialized for use in industry.”
 
Can you give us some of your secrets to making a relationship between marketing and sales successful?
With experience in marketing and sales, David is our expert in where those roles need to intersect to be successful. Throughout our discussion, David explains that marketing is a creative role, but the credit to closing deals and making profits can be equally divided between sales and marketing for them to thrive together.
“I mean, we have a fun profession here in marketing, we get to try new things, we get to innovate, we get to be creative, we get to go out to conferences, and to meet people all over the world. It's a great profession.”
 
What are some other things that marketing can learn from sales?
David’s tips and tricks don’t stop with sales and marketing collaboration, they extend also to the relationships cultivated between you and your clients. David has realized that through being genuinely interested in learning about his clients and their problems, he forms an authentic connection and a real sales relationship beyond a quick pitch.
“I think, whether you're doing email sequences, or you're doing events, or you're doing podcasts, whatever it is, you should always have in mind that you have to build the relationship. You're not selling features, you're selling benefits, you're selling value.”
---------
Spend some time with our guest David Leichner on <a href='https://www.linkedin.com/in/davidleichner/'>LinkedIn</a> and on <a href='https://cybellum.com'>the Cybellum website</a>
Follow Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Catch up with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a>
Join the Cybersecurity Marketing Society on <a href='https://cybersecuritymarketingsociety.com'>our website</a>, and keep up with us on <a href='https://twitter.com/CyberMSociety'>Twitter</a>
Keep up with Hacker Valley on <a href='https://hackervalley.com'>our website</a>, <a href='https://www.linkedin.com/company/hackervalleystudio/'>LinkedIn</a>, <a href='https://www.instagram.com/hackervalleymedia/'>Instagram</a>, and <a href='https://twitter.com/TheHackerValley'>Twitter</a>

breaking-through-cyber-marketing.podbean.com/8e80aef3-6f37-372b-a530-f16e48abe65f

This week, we interview David Leichner, the CMO of Cybellum, currently residing in Tel Aviv, Israel. We talk to David about his move from America to Israel, his admiration for Israel’s focus on cyber startups, his decades of experience in sales and marke...

The Intersection of Marketing, Tech, & Sales with CMO David Leichner

“Marketing is too often sidelined from the bad news about the product and from the good news about the competitors. What we do is cool, but we don't do everything and that is okay!”- Allan Alford 
No one knows how to get product marketing in front of a CISO better than, well, a CISO! In this episode, Gianna and Maria are joined by Allan Alford, CISO and CTO at TrustMAPP, to talk about his biggest takeaways from his time spent as a CMO. Allan shares his tips on bringing more personality into cybersecurity marketing, why building your personal brand is just as important as building the company’s, and the best ways to position your marketing to the CISO community. Lastly, Allan shares his philosophy on meeting customers where their challenges are and acknowledging your competition. 
If you enjoyed our guest as much as we did, be sure to check out his show, <a href='https://hackervalley.com/show/cyberranch/'>The Cyber Ranch Podcast</a>
 
Guest Bio:
With 20+ years in information security, Allan Alford has served as CISO four times in three industries. Alford parlayed an IT career into a product security career and then ultimately fused the two disciplines. Alford gives back to the security community via The Cyber Ranch Podcast and by authoring articles and speaking at conferences.
 
Links
Follow<a href='https://allanalford.com/'> Allan Alford</a> on<a href='https://linkedin.com/in/allanalford'> LinkedIn</a> and<a href='https://twitter.com/AllanAlfordinTX'> Twitter</a>
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

“Marketing is too often sidelined from the bad news about the product and from the good news about the competitors. What we do is cool, but we don't do everything and that is okay!”- Allan Alford 
No one knows how to get product marketing in front of a CISO better than, well, a CISO! In this episode, Gianna and Maria are joined by Allan Alford, CISO and CTO at TrustMAPP, to talk about his biggest takeaways from his time spent as a CMO. Allan shares his tips on bringing more personality into cybersecurity marketing, why building your personal brand is just as important as building the company’s, and the best ways to position your marketing to the CISO community. Lastly, Allan shares his philosophy on meeting customers where their challenges are and acknowledging your competition. 
If you enjoyed our guest as much as we did, be sure to check out his show, <a href='https://hackervalley.com/show/cyberranch/'>The Cyber Ranch Podcast</a>
 
Guest Bio:
With 20+ years in information security, Allan Alford has served as CISO four times in three industries. Alford parlayed an IT career into a product security career and then ultimately fused the two disciplines. Alford gives back to the security community via The Cyber Ranch Podcast and by authoring articles and speaking at conferences.
 
Links
Follow<a href='https://allanalford.com/'> Allan Alford</a> on<a href='https://linkedin.com/in/allanalford'> LinkedIn</a> and<a href='https://twitter.com/AllanAlfordinTX'> Twitter</a>
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a>
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/f4c2e450-2b0d-3f67-b2a1-7333c24d6da3

“Marketing is too often sidelined from the bad news about the product and from the good news about the competitors. What we do is cool, but we don't do everything and that is okay!”- Allan Alford 
No one knows how to get product marketing in front of a C...

Humanizing Your Cybersecurity Marketing with Allan Alford

“If you want to do something that no one has ever done before, you have to be different.” Nathan Burke
In this episode, Gianna and Maria are joined by Nathan Burke, Chief Marketing Officer at Axonius, to talk about how Axonius approaches innovation and creativity – from company culture to marketing practices. Nathan explores his desire to shake things up in cybersecurity marketing and ways to position both your brand and message in a way that is both unique and effective. He announces his biggest project yet!! – working with CrossFit champion and kickboxer, Amy Bream and US Olympic gold medalist, Simone Biles. He shares how the campaign emerged, from ideation to conception, and his intentions for the future. 
Stop by the Axonius booth, #943, during RSA Conference in San Francisco from June 6-9, 2022, where both Biles and Bream will be making an appearance!
 
Guest Bio:
Nathan Burke is the Chief Marketing Officer at Axonius. Passionate about bringing new technologies to market to solve real problems, he has held marketing leadership roles at Hexadite (acquired by Microsoft), Intralinks, MineralTree, CloudLock (acquired by Cisco), and is a frequent speaker and contributing author on topics related to the intersection of collaboration and security. 
 
Links:
Check out <a href='https://www.axonius.com/plus/controlling-complexity/simone-biles/controlling-complexity-with-amy-bream'>Amy Bream’s promo video</a>, <a href='https://axonius.wistia.com/medias/hjcryu9f5t'>Axonius’s video submission</a> to Simone Biles, <a href='https://www.axonius.com/plus/controlling-complexity/simone-biles/controlling-complexity-with-simone-biles/ixgpurqpvv'>Simone Biles’s promo video</a>, and <a href='https://www.axonius.com/plus/controlling-complexity/simone-biles/dinner-with-the-biles'>Dinner With The Biles</a>
Follow <a href='https://www.instagram.com/onelegtostandon/?hl=en'>Amy Bream</a> and <a href='https://www.instagram.com/simonebiles/'>Simone Biles</a> on Instagram
Stay in touch with Nathan Burke on <a href='http://linkedin.com/in/nathanwburke'>LinkedIn</a> and <a href='https://twitter.com/nathanwburke'>Twitter</a>, and read more about this campaign on the Axonius <a href='https://www.axonius.com/blog/humanizing-cybersecurity-axonius-partners-with-simone-biles-amy-bream'>blog</a>.
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Hear more episodes from <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

“If you want to do something that no one has ever done before, you have to be different.” Nathan Burke
In this episode, Gianna and Maria are joined by Nathan Burke, Chief Marketing Officer at Axonius, to talk about how Axonius approaches innovation and creativity – from company culture to marketing practices. Nathan explores his desire to shake things up in cybersecurity marketing and ways to position both your brand and message in a way that is both unique and effective. He announces his biggest project yet!! – working with CrossFit champion and kickboxer, Amy Bream and US Olympic gold medalist, Simone Biles. He shares how the campaign emerged, from ideation to conception, and his intentions for the future. 
Stop by the Axonius booth, #943, during RSA Conference in San Francisco from June 6-9, 2022, where both Biles and Bream will be making an appearance!
 
Guest Bio:
Nathan Burke is the Chief Marketing Officer at Axonius. Passionate about bringing new technologies to market to solve real problems, he has held marketing leadership roles at Hexadite (acquired by Microsoft), Intralinks, MineralTree, CloudLock (acquired by Cisco), and is a frequent speaker and contributing author on topics related to the intersection of collaboration and security. 
 
Links:
Check out <a href='https://www.axonius.com/plus/controlling-complexity/simone-biles/controlling-complexity-with-amy-bream'>Amy Bream’s promo video</a>, <a href='https://axonius.wistia.com/medias/hjcryu9f5t'>Axonius’s video submission</a> to Simone Biles, <a href='https://www.axonius.com/plus/controlling-complexity/simone-biles/controlling-complexity-with-simone-biles/ixgpurqpvv'>Simone Biles’s promo video</a>, and <a href='https://www.axonius.com/plus/controlling-complexity/simone-biles/dinner-with-the-biles'>Dinner With The Biles</a>
Follow <a href='https://www.instagram.com/onelegtostandon/?hl=en'>Amy Bream</a> and <a href='https://www.instagram.com/simonebiles/'>Simone Biles</a> on Instagram
Stay in touch with Nathan Burke on <a href='http://linkedin.com/in/nathanwburke'>LinkedIn</a> and <a href='https://twitter.com/nathanwburke'>Twitter</a>, and read more about this campaign on the Axonius <a href='https://www.axonius.com/blog/humanizing-cybersecurity-axonius-partners-with-simone-biles-amy-bream'>blog</a>.
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Hear more episodes from <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/16813996-1232-3b93-82c2-7fe351ac9e19

“If you want to do something that no one has ever done before, you have to be different.” Nathan Burke
In this episode, Gianna and Maria are joined by Nathan Burke, Chief Marketing Officer at Axonius, to talk about how Axonius approaches innovation and c...

Behind the Axonius-Simone Biles-Amy Bream Campaign with Nathan Burke

In this episode, Gianna and Maria are joined by Liam Barnes, Head of Demand Generation & Programs at Bionic, to talk about his transition from SEO to Demand Gen and why he thinks SEO is a ‘confused industry.’ Liam explores the need for more intentional and strategic SEO practices, shares his tips for capturing buyers that are lower in the funnel, and why he chooses not to invest in paid search/PPC. Lastly, he shares his key marketing tools as well as his favorite BBQ restaurants in Texas…plus much more!
 
Guest Bio:
Liam Barnes is the Head of Demand Generation and Programs at Bionic, an Application Security startup. He has previously worked at Harness and consulted for companies like Sumo Logic.
 
Links:
Check out Liam’s key tools <a href='https://metadata.io/'>Metadata</a> and <a href='https://clearbit.com/'>Clearbit</a>, as well as <a href='https://www.canva.com/'>Canva</a>, <a href='http://www.linkedin.com'>LinkedIn</a>, <a href='https://zapier.com/'>Zapier</a>, and <a href='https://slack.com/'>Slack</a>
Get your ‘Liam approved’ Texas BBQ fix at <a href='https://www.terryblacksbbq.com/'>Terry Black’s</a>, <a href='https://roadys.com/'>Roady’s</a> truck stops, and <a href='https://snowsbbq.com/'>Snow’s</a> 
Stay in touch with Liam Barnes on <a href='https://www.linkedin.com/in/liambarnes44/'>LinkedIn</a> and <a href='https://twitter.com/liam_blaise'>Twitter</a>, and listen to his <a href='https://everyday-demand-gen.captivate.fm/listen'>podcast</a>
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Hear more episodes from <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/3af27769-151c-388a-8296-91a7a50bccbf

In this episode, Gianna and Maria are joined by Liam Barnes, Head of Demand Generation & Programs at Bionic, to talk about his transition from SEO to Demand Gen and why he thinks SEO is a ‘confused industry.’ Liam explores the need for more intentional a...

Actual Demand Gen with Liam Barnes

As cybersecurity marketers, we are always in search of ways to get our content in front of the community and stand out from the noise. This, at times, seems like an impossible endeavor – but what if we told you your CISO network could be your missing link?
In this episode, Gianna and Maria are joined by the Vice President of Marketing at Continuity, Doron Youngerwood, to share his experience in establishing successful influencer marketing strategies. Doron dives into the key elements when building an influencer program, how he leverages his network of CISOs to build trust within the cybersecurity community, and the positive impacts the program has delivered both in business and the cyber community at large.
 
Guest Bio:
With a successful track record in B2B tech marketing, Doron has driven significant growth for both early-stage startups and well-established enterprises for 17 years.
 
Links
Stay in touch with Doron Youngerwood on <a href='https://www.linkedin.com/in/youngerwood/'>LinkedIn</a> 
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>.

breaking-through-cyber-marketing.podbean.com/7c9851fc-770e-3b7d-b91e-a3fbd2ea715d

As cybersecurity marketers, we are always in search of ways to get our content in front of the community and stand out from the noise. This, at times, seems like an impossible endeavor – but what if we told you your CISO network could be your missing lin...

Creating Influencer Marketing Programs with Doron Youngerwood

In this episode, Gianna and Maria are joined by the Vice President of Demand Generation at Tessian, Ronen Shetelboim, to explore his philosophies on company culture and relationship building in the workplace. Ronen shares his tips on remote hiring, how personality tests have helped him become a better, more empathetic leader, and the key to building strategic relationships. Lastly, Ronen reveals why helping others achieve success can greatly impact yours as well. 
 
Guest Bio:
Ronen Shetelboim is a marketing leader and avid learner that is passionate about helping companies scale through developing data-driven, revenue focused marketing. He currently serves as the Vice President of Demand Generation at Tessian
 
Links
Learn more about the Johari window, as mentioned in this episode, <a href='https://en.wikipedia.org/wiki/Johari_window'>here</a>
Stay in touch with Ronen on <a href='https://www.linkedin.com/in/ronenshetelboim/'>LinkedIn</a> and subscribe to his <a href='https://ronenshetelboim.substack.com/'>newsletter here</a>.
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>.

breaking-through-cyber-marketing.podbean.com/075ad83c-e702-34e1-bdfb-f0521ddc3b16

In this episode, Gianna and Maria are joined by the Vice President of Demand Generation at Tessian, Ronen Shetelboim, to explore his philosophies on company culture and relationship building in the workplace. Ronen shares his tips on remote hiring, how p...

Understanding Your People with Ronen Shetelboim

In this episode, Gianna and Maria are joined by the Senior Public Relations Specialist at <a href='https://www.soterosoft.com/'>Sotero</a>, Sonia Awan, to talk about all things PR in cybersecurity. Sonia explores the challenges of standing out in cybersecurity public relations, her tips for crafting a newsworthy story, and ways to improve your relationship with reporters and news outlets. Lastly, Sonia shares her thoughts on HARO’s usefulness and her philosophy on getting the most out of your content. 
 
Guest Bio:
Sonia Awan is a seasoned Public Relations professional with over 19 years of experience in technology PR specializing in cyber security. With a degree in Journalism, Sonia has been working with companies in the US and abroad, bringing focus into branding and visibility. She is the principal at <a href='https://outbloompr.net/'>Outbloom PR</a>.
 
Links
Check out Sonia’s fireside chat <a href='https://cybersecuritymarketingsociety.com/pr-best-practices-for-small-medium-cybersecurity-companies/'>here</a> and visit the Haro <a href='https://www.helpareporter.com/'>website</a>
Stay in touch with Sonia Awan on <a href='https://www.linkedin.com/in/outbloompr/'>LinkedIn</a>
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and the <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>.

breaking-through-cyber-marketing.podbean.com/affe4616-5ab8-3f4b-b66f-e210494f1a33

In this episode, Gianna and Maria are joined by the Senior Public Relations Specialist at Sotero, Sonia Awan, to talk about all things PR in cybersecurity. Sonia explores the challenges of standing out in cybersecurity public relations, her tips for craf...

Mastering Public Relations In Cybersecurity with Sonia Awan

In this episode Gianna is joined by Richard Melick, Director of Product Strategy at Zimperium, to have an honest conversation on why cybersecurity marketing sucks and how we can do it better. Richard takes a deep dive into his thoughts on product misrepresentation in cyber, ways in which marketing leadership can better support their teams, and how 'The Great Resignation' in cyber and burnout culture are creating unforeseen problems in the community. The two share their stance on white papers and how to make swag that is both useful and memorable. Lastly, Richard explores his philosophy that all good marketing starts with sharing stories people can relate to.
 
Guest Bio:
Richard Melick has spent over a decade advancing through the security industry with his considerable experience and focus on the stories surrounding enterprise attack surfaces, hacking, and cyber attacks. He has presented various thought leadership to global audiences, including RSA, GISEC, Infosec London, and more.
 
Links
Stay in touch with Richard Melick on <a href='https://www.linkedin.com/in/richardmelick/'>LinkedIn</a> and <a href='https://twitter.com/RCMelick'>Twitter</a>
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/c11aece9-e148-3e7f-9bd7-a7871023fb84

In this episode Gianna is joined by Richard Melick, Director of Product Strategy at Zimperium, to have an honest conversation on why cybersecurity marketing sucks and how we can do it better. Richard takes a deep dive into his thoughts on product misrepr...

Cybersecurity Marketing Sucks, But It Doesn’t Have To Richard Melick

In this episode, Nimmy Reichenbery joins Maria and Gianna to discuss the highs and lows of building a marketing program from the ground up at Siemplify. Nimmy explores the building blocks of successful marketing teams, his first few essential hires, and why branding is a crucial element in the early stages. Lastly, Nimmy shares his biggest wins and takeaways from his journey at Siemplify.


See the famous SOCStock conference <a href='https://www.socstock2021.com/'>here</a>. Fingers crossed for future SOCStocks! 


Guest Bio:
Nimmy Reichenberg is a four-time CMO and cybersecurity industry veteran with 20+ years of experience growing B2B technology companies. He is passionate about building, leading and mentoring world-class marketing teams and working with companies to solve their security challenges. He currently heads security operations marketing at Google following the acquisition of Siemplify, where he served as CMO.


Links
Stay in touch with Nimmy Reichenberg on <a href='https://www.linkedin.com/in/nreichenberg/'>LinkedIn</a>
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/155deb46-334f-319a-8adf-4dcf74a72c2f

In this episode, Nimmy Reichenbery joins Maria and Gianna to discuss the highs and lows of building a marketing program from the ground up at Siemplify. Nimmy explores the building blocks of successful marketing teams, his first few essential hires, and ...

Building the SOAR Category: The Siemplify Story with Nimmy Reichenberg

Gianna is joined by the Director of Demand Generation at Cybersixgill, Dani Woolf, to discuss her core marketing values: empathy, trust and loyalty. Dani shares her philosophy on creating meaningful, customer-centric experiences, how to identify customer challenges and buying motivations, and how asking the right questions can help transform your marketing efforts. Lastly, Dani shares the story behind the uncomfortable encounter that sparked a great friendship with a cybersecurity practitioner. 
 
Follow Dani’s newsletter and her podcast launch at the <a href='https://audience1st.substack.com/p/what-is-audience-1st-podcast-and?showWelcome=true&s=r'>Audience 1st Substack</a>!
Get the book Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella at <a href='https://www.amazon.com/Buyer-Personas-Customers-Expectations-Strategies/dp/1118961501'>Amazon</a> or the bookstore of your choice! 
 
Guest Bio:
Dani Woolf is a swimmer turned marketer. She has been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. Dani's core specialty is in digital marketing with a focus on net new customer acquisition via digital channels - website optimization, SEO, SEM, social media, conversion rate optimization and marketing automation. Dani currently serves as the Director of Demand Generation at Cybersixgill.
 
LInks:
Stay in touch with Dani Woolf on <a href='https://www.linkedin.com/in/daniarad/'>LinkedIn</a> and <a href='https://twitter.com/DanielleArad'>Twitter</a>
Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 
Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 
Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website
Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/d5e8759f-7627-3e9f-8ad7-74cf1cd5cc33

Gianna is joined by the Director of Demand Generation at Cybersixgill, Dani Woolf, to discuss her core marketing values: empathy, trust and loyalty. Dani shares her philosophy on creating meaningful, customer-centric experiences, how to identify customer...

Is Your Marketing Annoying to Security Folks? How to Fix it with Dani Woolf

Getting your marketing in front of government customers can be a very difficult endeavor, especially when traditional marketing tactics don’t apply. In this episode, Mary Yang joins Gianna to discuss the strategies she uses to connect her message and product with her FedGov clientele. Mary breaks down the importance of leveraging thought leadership and content marketing and why understanding your audience and their needs is a critical ingredient in your government marketing strategy.





Guest Bio:

Mary Yang is the Chief Marketing Officer of LookingGlass Cyber Solutions and is an expert in cybersecurity marketing in the federal government industry. She has more than a dozen years of experience doing everything from creating sales collateral to nurturing campaigns and corporate messaging.





Links:

Download and read the NIST framework that Mary mentioned here: <a href='https://www.nist.gov/cyberframework'>https://www.nist.gov/cyberframework</a> 

Stay in touch with Mary on <a href='https://www.linkedin.com/in/marycyang/'>LinkedIn</a> and <a href='https://twitter.com/techgirlmary'>Twitter</a>

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/c18b1716-0fd9-3d94-a161-947808c1f70d

Getting your marketing in front of government customers can be a very difficult endeavor, especially when traditional marketing tactics don’t apply. In this episode, Mary Yang joins Gianna to discuss the strategies she uses to connect her message and pro...

Specifics of Federal Government Marketing with Mary Yang

How do you make your brand stand out in a sea of cybersecurity marketing? Sometimes, all it takes is a fresh idea, a killer pitch, and a wee-bit of luck. In this episode, Samuel Tyler shares the story behind Bugcrowd’s famous out-of-home RSA campaign and his advice on how to make your brand stand out in the crowd.

 

Guest Bio:

Samuel Tyler is the Senior Manager of Corporate Marketing at Bugcrowd. Samuel is a B2B marketer working at the intersection of cybersecurity and data. He has an interdisciplinary background in growth-stage product marketing and brand management, plus a wealth of hands-on skills in creative direction. As a professional by day, and scholar by night, he passionately integrates discipline, intuition, and experience to deliver work that's both effective and evocative.

 

Links:

Read the blog wrap-up and get more resources from this episode <a href='https://cybersecuritymarketingsociety.com/getting-your-brand-noticed-with-samuel-tyler/'>here</a>

Stay in touch with Samuel Tyler on <a href='https://www.linkedin.com/in/samueljtyler/'>LinkedIn</a> 


Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 


Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 


Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website


Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/71cedbae-ec43-382e-8eb3-d831a16ec72c

How do you make your brand stand out in a sea of cybersecurity marketing? Sometimes, all it takes is a fresh idea, a killer pitch, and a wee-bit of luck. In this episode, Samuel Tyler shares the story behind Bugcrowd’s famous out-of-home RSA campaign and...

Getting Your Brand Noticed with Samuel Tyler

In this episode, Maria takes a turn in the hot seat to talk about her favorite subject: improving sales and marketing alignment. Gianna and Maria explore what a healthy sales and marketing relationship looks like, how a combination of communication and incentives can help educate your sales team on the MQL process, and their tips for rolling out an account based marketing strategy. Lastly, Maria takes a moment to gab about her love of food. 

 

Key Takeaways

00:42  Maria’s bio

01:19  Why Maria loves sales alignment 

02:24  The “ideal” sales person

04:15  Goals and KPI alignment

06:31  Mindset and tactical tips 

09:25  Being patient and flexible

12:17  Communication, documentation and incentives 

18:14  Do BDRs belong in marketing or sales?

23:22  ABM steps and strategy

27:49  Asking the right questions

30:30  Dishing out marketing tips & good food

 

Links:

Check out and download Maria's <a href='https://f.hubspotusercontent40.net/hubfs/9445447/Marketing%20Performance%20&%20Pipeline%20%5BTEMPLATE%5D%20(Please%20make%20a%20copy).xlsx'>Pipeline Spreadsheet</a> and <a href='https://f.hubspotusercontent40.net/hubfs/9445447/Sales%20&%20Marketing%20SLA%20Template%20(Please%20make%20a%20copy).docx'>SLA Template</a>!

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/5926cd04-989c-3474-8d30-7d90ab243071

In this episode, Maria takes a turn in the hot seat to talk about her favorite subject: improving sales and marketing alignment. Gianna and Maria explore what a healthy sales and marketing relationship looks like, how a combination of communication and i...

Maria & Gianna on Sales Alignment

In this episode of Breaking Through in Cybersecurity Marketing, Gianna is joined by the VP of Marketing at Spyderbat, Seth Goldhammer. Seth shares his perspective on how and how not to be successful in product marketing, why role clarity is essential when establishing your marketing chain of command, and his excitement in building out marketing programs and functions at a virtual startup. Lastly, Seth gives his advice on how to work alongside strong personalities and shares the story behind his favorite film of all time!

 

Key Takeaways:

01:27  Seth’s bio - from screen writing to marketing 

06:25  Why product marketing?

07:59  What’s your motivation? 

09:41  Alignment and role clarity

13:21  Decision making  - who’s responsible?

15:30  Communication is key

21:04  Working with strong personalities 

22:55 Seth’s favorite film!

 

Links:

Stay in touch with Seth on <a href='https://twitter.com/SoCalledSeth'>Twitter</a> and <a href='https://www.linkedin.com/in/sethgoldhammer/'>LinkedIn</a>, and check out his favorite film, <a href='https://www.youtube.com/watch?v=9l-ViOOFH-s'>Apocalypse Now</a>, as well as the <a href='https://en.wikipedia.org/wiki/Responsibility_assignment_matrix'>RACI matrix</a>

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

In this episode of Breaking Through in Cybersecurity Marketing, Gianna is joined by the VP of Marketing at Spyderbat, Seth Goldhammer. Seth shares his perspective on how and how not to be successful in product marketing, why role clarity is essential when establishing your marketing chain of command, and his excitement in building out marketing programs and functions at a virtual startup. Lastly, Seth gives his advice on how to work alongside strong personalities and shares the story behind his favorite film of all time!

 

Key Takeaways:

01:27  Seth’s bio - from screen writing to marketing 

06:25  Why product marketing?

07:59  What’s your motivation? 

09:41  Alignment and role clarity

13:21  Decision making  - who’s responsible?

15:30  Communication is key

21:04  Working with strong personalities 

22:55 Seth’s favorite film!

 

Links:

Stay in touch with Seth on <a href='https://twitter.com/SoCalledSeth'>Twitter</a> and <a href='https://www.linkedin.com/in/sethgoldhammer/'>LinkedIn</a>, and check out his favorite film, <a href='https://www.youtube.com/watch?v=9l-ViOOFH-s'>Apocalypse Now</a>, as well as the <a href='https://en.wikipedia.org/wiki/Responsibility_assignment_matrix'>RACI matrix</a>

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out  <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/07f8eb62-2ca0-3824-a914-6d99f2682920

In this episode of Breaking Through in Cybersecurity Marketing, Gianna is joined by the VP of Marketing at Spyderbat, Seth Goldhammer. Seth shares his perspective on how and how not to be successful in product marketing, why role clarity is essential whe...

No Product Marketing Alignment, No Strategy! With Seth Goldhammer

In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria are joined by CEO and founder of InterQ Research, Joanna Jones. Joanna does a deep dive into the qualitative market research process, why focused market research can take product and services marketing to the next level, and how to leverage your product team to help drive company support buy-in. Lastly, Joanna gives a crash course on focus groups and what you need to get started. 

 

Key takeaways:

00.34  Bio

03:13  The qualitative research process

05:19  Participant sourcing and engagement

08:00  Will there be food?! - Gianna has to know!

08:48  Remote focus groups 

10:03  Qualitative Vs. Quantitative research

12:20  Company support buy-in

15:54  Is there an ideal time?

18:23  Focused driven research

21:15  Focus groups 101

25:21  Stay in touch with Joanna!


Read the blog wrap-up and get more resources from this episode <a href='https://cybersecuritymarketingsociety.com/how-to-kickoff-research-programs-with-joanna-jones/'>here</a>

Stay in touch with Joanna Jones on <a href='https://twitter.com/InterQResearch'>Twitter</a> and <a href='https://www.linkedin.com/in/joanna-jones-54686425/'>LinkedIn</a>, and at <a href='https://interq-research.com/'>InterQ</a>

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria are joined by CEO and founder of InterQ Research, Joanna Jones. Joanna does a deep dive into the qualitative market research process, why focused market research can take product and services marketing to the next level, and how to leverage your product team to help drive company support buy-in. Lastly, Joanna gives a crash course on focus groups and what you need to get started. 

 

Key takeaways:

00.34  Bio

03:13  The qualitative research process

05:19  Participant sourcing and engagement

08:00  Will there be food?! - Gianna has to know!

08:48  Remote focus groups 

10:03  Qualitative Vs. Quantitative research

12:20  Company support buy-in

15:54  Is there an ideal time?

18:23  Focused driven research

21:15  Focus groups 101

25:21  Stay in touch with Joanna!


Read the blog wrap-up and get more resources from this episode <a href='https://cybersecuritymarketingsociety.com/how-to-kickoff-research-programs-with-joanna-jones/'>here</a>

Stay in touch with Joanna Jones on <a href='https://twitter.com/InterQResearch'>Twitter</a> and <a href='https://www.linkedin.com/in/joanna-jones-54686425/'>LinkedIn</a>, and at <a href='https://interq-research.com/'>InterQ</a>

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/80d0742f-2e0d-3fa6-9c8b-746db534c4ae

In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria are joined by CEO and founder of InterQ Research, Joanna Jones. Joanna does a deep dive into the qualitative market research process, why focused market research can take pr...

How To Kickoff Research Programs with Joanna Jones

In the first episode of Breaking Through In Cybersecurity Marketing, Gianna and Maria are joined by JupiterOne’s self proclaimed “accidental CMO,” Tyler Shields. Tyler shares his three step approach for building out marketing programs at startups, how to establish company culture remotely, setting realistic expectations with internal stakeholders when building community at companies, and why your company is in need of a “talking head.” Lastly, Tyler spills the beans on the true mastermind behind his Yeti swag and the current marketing models and platforms he’s engaging in.  

 

Key takeaways:

00:40  Bio

02:10  Tyler’s 3 step approach for startup marketing

06:39  Remote working - communication is key!

09:54  Trust building and authentic leadership 

11:06  Establishing company culture remotely

13:43  Accountability and teamwork 

15:35  What’s in store for JupiterOne in 2022?!

18:18  Building community - foundation first  

22:54  Setting realistic expectations 

24:28  Spokespeople and “talking heads”

27:03  Favorite swag and the true Yeti mastermind

31:35  Product-led growth and establishing value

34:10  Social media, podcasting, and modern marketing models

35:41  Platforms - Youtube, Shopify, Slack, and the whole gambit!

39:01  Stay in touch with Tyler

 

See photos of Tyler’s favorite swag, a list of the tools mentioned on this episode, and get the episode transcript <a href='https://cybersecuritymarketingsociety.com/podcast-episode-1-building-trust-culture-and-communities-with-tyler-shields'>here </a>

 

Stay in touch with Tyler on <a href='https://twitter.com/txs'>Twitter</a> and <a href='https://www.linkedin.com/in/tylershields/'>LinkedIn</a>, and <a href='https://jupiterone.com/'>JupiterOne</a>

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out more from <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

In the first episode of Breaking Through In Cybersecurity Marketing, Gianna and Maria are joined by JupiterOne’s self proclaimed “accidental CMO,” Tyler Shields. Tyler shares his three step approach for building out marketing programs at startups, how to establish company culture remotely, setting realistic expectations with internal stakeholders when building community at companies, and why your company is in need of a “talking head.” Lastly, Tyler spills the beans on the true mastermind behind his Yeti swag and the current marketing models and platforms he’s engaging in.  

 

Key takeaways:

00:40  Bio

02:10  Tyler’s 3 step approach for startup marketing

06:39  Remote working - communication is key!

09:54  Trust building and authentic leadership 

11:06  Establishing company culture remotely

13:43  Accountability and teamwork 

15:35  What’s in store for JupiterOne in 2022?!

18:18  Building community - foundation first  

22:54  Setting realistic expectations 

24:28  Spokespeople and “talking heads”

27:03  Favorite swag and the true Yeti mastermind

31:35  Product-led growth and establishing value

34:10  Social media, podcasting, and modern marketing models

35:41  Platforms - Youtube, Shopify, Slack, and the whole gambit!

39:01  Stay in touch with Tyler

 

See photos of Tyler’s favorite swag, a list of the tools mentioned on this episode, and get the episode transcript <a href='https://cybersecuritymarketingsociety.com/podcast-episode-1-building-trust-culture-and-communities-with-tyler-shields'>here </a>

 

Stay in touch with Tyler on <a href='https://twitter.com/txs'>Twitter</a> and <a href='https://www.linkedin.com/in/tylershields/'>LinkedIn</a>, and <a href='https://jupiterone.com/'>JupiterOne</a>

Connect with Gianna on <a href='https://www.linkedin.com/in/giannawhitver/'>LinkedIn</a> 

Connect with Maria on <a href='https://www.linkedin.com/in/maria-vepa/'>LinkedIn</a> 

Follow the Cybersecurity Marketing Society on <a href='https://twitter.com/CyberMSociety'>Twitter</a> or learn more at the <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a> website

Check out more from <a href='https://hackervalley.com/'>Hacker Valley Media</a> and <a href='https://hackervalley.com/show/breaking-through-in-cybersecurity-marketing/'>Breaking Through in Cybersecurity Marketing Podcast</a>

breaking-through-cyber-marketing.podbean.com/24564964-0bbe-3451-8f62-b4a47c2b80d8

In the first episode of Breaking Through In Cybersecurity Marketing, Gianna and Maria are joined by JupiterOne’s self proclaimed “accidental CMO,” Tyler Shields. Tyler shares his three step approach for building out marketing programs at startups, how to...