Watch Now

Show Notes

In this special episode, Hacker Valley community members and hosts of the Breaking Through in Cybersecurity Marketing podcast, Gianna Whitver and Maria Velasquez, tell all about the ups and downs of cyber marketing. As podcast hosts and founders of the Cybersecurity Marketing Society, Gianna and Maria eat, sleep, and breathe cybersecurity marketing. This week, Gianna and Maria share the history behind the Society and explain why they decided to host their CyberMarketingCon2022 conference in person.

 

Timecoded Guide:

[02:41] Creating the Cybersecurity Marketing Society

[06:29] Transitioning CyberMarketingCon2022 from virtual to in-person

[10:50] Combating the difficulty of growth marketing to cybersecurity practitioners

[18:34] Examining ROIs for attendees of conferences like Black Hat and RSA

[28:15] Finding the one thing they would instantly change about cyber marketing

 

Sponsor Links:

Thank you to our sponsors Axonius and Uptycs for bringing this episode to life!

The Axonius solution correlates asset data from existing solutions to provide an always up-to-date inventory, uncover gaps, and automate action — giving IT and security teams the confidence to control complexity. Learn more at axonius.com/hackervalley

Uptycs, analytics for the modern attack surface, observability for the modern defender. Check out Uptycs by visiting them at uptycs.com

How did the Cybersecurity Marketing Society come to exist?

Gianna and Maria initially met and bonded over how the cybersecurity marketing world is constantly changing and evolving, for better or worse. They would get together to chat, as well as share strategies and insights. They quickly realized, through their friendship, that there was potential for a solid community in cybersecurity marketing. They started a Slack channel, just to put something out there. The channel grew from 10 participants into a bustling community of over 1500 people. Now, the Society is growing every day and hosting online events.

“It's always really nice to look back at the start, and it humbles you, right? As you continue this hustle of just growth and ongoing things happening, it's nice to take a step back and say, ‘Wow, look at where it all started.’ It seemed like just a crazy idea then.” –Maria Velasquez What inspired the leap to host an in-person conference for CyberMarketingCon?

Back in 2020, while everyone was experiencing the height of the pandemic, members of the Cybersecurity Marketing Society were still interested in making connections with other professionals in the industry. Gianna and Maria decided the best option available was hosting virtual conferences in 2020 and 2021. Later, they branched into in-person chapter meetups in cities around the world. An in-person CyberMarketingCon2022 seemed like the next natural step in the process to cement those community connections.

“We started planning on a spreadsheet, basically. What's the theme? What do we want to cover in terms of topics? We looked to our members within the Society to hear what they'd like to learn at the conference and the speakers they'd like to see.” –Maria Velasquez

 

What makes it so difficult to market to cybersecurity practitioners?

Cybersecurity practitioners are notoriously skeptical. Their purview is full of phishing links and threat actors, and their guards are always up. Practitioners also often have a revolving door of folks wanting them to try demos, which makes it harder for someone to stand out. Maria and Gianna explain that you have to create a different kind of connection to build a relationship with practitioners, and advise marketers to avoid the cringeworthy commercial buzzwords.

“We're here to make sure that together, as an industry, cybersecurity marketers default to the best practices in marketing to practitioners, and that we're not bothering our target audience. We're doing great marketing, so that we can help everyone be more safe.” –Gianna Whitver

 

What did the ROIs look like for attendees of Black Hat and RSA?

In general, according to Gianna and Maria, the return on investment seemed higher for attendees at Black Hat, rather than at RSA. For marketers, RSA is less about selling and more about brand awareness and meeting with investors. In contrast, those who attended Black Hat reported that, even though the quantity of traffic at their booths was lower, the quality of the connections was higher, and there is a lot of optimism about opportunities to connect next year becoming more frequent.

“We're going to keep doing this every year. We're going to keep expanding the survey, we're going to have better data. I'm really looking forward to next year's debrief on Black Hat and RSA, seeing how things changed and how companies perceive their ROI.” –Gianna Whitver

---------- 

Links: 

Grab your ticket to the CyberMarketingCon2022

Follow Gianna on LinkedIn

Catch up with Maria on LinkedIn

Connect with Ron Eddings on LinkedIn and Twitter

Connect with Chris Cochran on LinkedIn and Twitter

Purchase a HVS t-shirt at our shop

Continue the conversation by joining our Discord

Check out Hacker Valley Media and Hacker Valley Studio

Recent Episodes

Jul 31, 2025

The Future of Cyber Talent Is African with Confidence Staveley

The world’s youngest continent is also its most untapped resource. Confidence Staveley, Founder of CyberSafe, makes a powerful case for why Africa’s youth are the answer to global cybersecurity ...

Jul 24, 2025

Compliance Isn’t the Enemy with Jeff Man

Is compliance just a checkbox, or the backbone of real security? Returning to the show with decades of hard-earned insight, Jeff Man makes the case that compliance, especially PCI-DSS, isn't ...

Jul 17, 2025

What Makes a Great CISO? A Playbook from Gary Hayslip

What separates a great CISO from a great one? In this powerhouse conversation, Ron invites friend and cybersecurity leader Gary Hayslip, CISO at SoftBank Investment Advisers, back on the mic to ...

Jul 10, 2025

Confidence, Coaching, and the S-Word with Mel Reyes

Want to stand out as a leader? According to our guest Mel Reyes, you need to dress like you mean it and speak like you’ve got nothing to prove. In this episode, Mel shares how he built ...

Jun 26, 2025

Purple Teaming Is the New Job Security with Maril Vernon

Cybersecurity isn’t just red or blue anymore... it’s purple, white, and deeply human. Maril Vernon, award-winning ethical hacker and Senior Solutions Architect at NetSPI, returns to the Hacker ...

Jun 19, 2025

The AI Gold Rush in Cybersecurity with Chris Cochran

The new cybersecurity pioneers aren’t chasing alerts, they’re building with AI. But what happens when tools meant to assist begin making decisions for us? And what skills do we lose when ...

Jun 12, 2025

The AI That Tried to Escape with Ron Eddings

What happens when AI refuses to be replaced? This episode kicks off with a chilling real-world example of an AI threatening blackmail—and only gets more intense from there. Host Ron Eddings ...

Jun 5, 2025

Zero Trust Isn’t a Tool — It’s Everything with George Finney

What if Zero Trust isn’t a framework, but the only viable cybersecurity strategy—more about people than products? In this episode, George Finney, CISO at the University of Texas System and ...

May 29, 2025

Your Two-Year Edge Starts Now with Marco Figueroa

You won’t be replaced by AI—you’ll be replaced by someone using it better. Returning guest Marco Figueroa is back with a frontline report on the AI agent boom. This isn’t a prediction—it’s a ...

May 22, 2025

Badge Cloning, Alarm Triggers & Getting Hired to Hack with Greg ...

Most people think red teaming is digital—until someone bypasses your locks, plants a Raspberry Pi in your server room, and walks out with your data. That’s not sci-fi. That’s White Knight Labs. ...

WORK WITH US

PODCASTS + SPEAKING + EVENTS

Are you the best kept secret in cybersecurity? Let's change that by partnering together for podcast ads, social campaigns, and your next event or keynote. Send us your details to get started.