Elliot Volkman, Director of Brand, Content, and Community at Drata, joins us in this episode to talk about demand generation strategies, also known more casually as demand gen. Demand gen consists of targeted marketing programs to drive brand awareness and build interest for qualified leads in products, services, and more. Tune in to our discussion with Elliot to learn how demand gen intersects with sales enablement, brand, content, and even community. 

Timecoded Guide:

[03:52] Demand gen vs. brand message

[07:40] The goal of demand gen in an organization

[14:48] How demand gen ties into content and community members

[22:45] Key metrics and KPIs to track brand awareness
[31:04] Experimentation and demand gen
 
How does demand gen differ from and bring focus to brand awareness?
Elliot believes that a lot of C-level executives mistake brand awareness for traditional marketing or product marketing. Brand awareness is more about what customers see when they encounter your company via search engine. Product marketing is instead about targeting specific personas. Demand generation fits into brand awareness because it’s designed to drive customer’s awareness of your company and build interest in your products, rather than directly marketing those products to them through product marketing strategies.
“The most important and critical aspect that organizations fail to pay attention to is building your brand, especially building voice and messaging around it that resonates.”


What is the goal of demand generation if not to drive sales?
A lot of organizations have an executioner and a product marketing lead, with various jobs for each role. Demand gen’s job is to take the webinars the executioner makes and the messaging the product marketer makes, and then guide those towards business alignment and increased brand awareness. Elliot emphasizes that demand generation drives sales, but does not drive lead generation. Demand gen is not supposed to chase leads the way a product marketing manager might, it’s instead supposed to build awareness.
“I think there's two aspects of demand gen, depending on the organizational size and what they do, but at the end of the day, the demand generation strategy does have to drive pipeline.”

How does demand gen tie into content and community?
Oftentimes, in Elliot’s opinion, marketing can rely too much on technology. While technology is critical, you don’t have to educate anyone on why it’s important. Demand gen focuses more on humanizing the brand and building something fully centered around the customer. You rely on internal experts to build a community that ties everything together from marketing to security to visuals, and beyond. And in the end, the customer should be the hero and should feel like one in your demand generation strategy.
“It’s about focusing on people, focusing on processes, and embracing technology, of course. At the end of the day, having our customers be a voice is absolutely critical to the success of our future.”

What are the KPIs to track brand awareness?
There may be numerous ways to track brand awareness, but Elliot explains that the main KPI is organic traffic to the website. The byproducts of increased organic website traffic include organic increases in demo requests, nurturing people through the buying process, and acting as fuel for the engine of marketing campaigns. There’s no direct selling in a demand generation strategy. You can avoid those most-hated marketing tactics, like when you cold call or appear in their already crowded email inboxes. Demand gen is all organic and based on nurturing the customer.
“We're not trying to brainwash people by any means, we're actually able to help educate them along the way. We build a relationship through that education and through those materials, and then, maybe they'll check out what our product does, or they've decided to download something, and we can continue to nurture them.” 
---------- 
Links: 
Get tickets for our upcoming <a href='https://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>. 
Spend some time with our guest Elliot Volkman on <a href='https://www.linkedin.com/in/elliotv'>LinkedIn</a>, <a href='https://twitter.com/TheJournalizer'>Twitter</a>, and his podcast, <a href='https://www.adoptingzerotrust.com/'>Adopting Zero Trust</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>.

Elliot Volkman, Director of Brand, Content, and Community at Drata, joins us in this episode to talk about demand generation strategies, also known more casually as demand gen. Demand gen consists of targeted marketing programs to drive brand awareness and build interest for qualified leads in products, services, and more. Tune in to our discussion with Elliot to learn how demand gen intersects with sales enablement, brand, content, and even community. 

Timecoded Guide:

[03:52] Demand gen vs. brand message

[07:40] The goal of demand gen in an organization

[14:48] How demand gen ties into content and community members

[22:45] Key metrics and KPIs to track brand awareness
[31:04] Experimentation and demand gen
 
How does demand gen differ from and bring focus to brand awareness?
Elliot believes that a lot of C-level executives mistake brand awareness for traditional marketing or product marketing. Brand awareness is more about what customers see when they encounter your company via search engine. Product marketing is instead about targeting specific personas. Demand generation fits into brand awareness because it’s designed to drive customer’s awareness of your company and build interest in your products, rather than directly marketing those products to them through product marketing strategies.
“The most important and critical aspect that organizations fail to pay attention to is building your brand, especially building voice and messaging around it that resonates.”


What is the goal of demand generation if not to drive sales?
A lot of organizations have an executioner and a product marketing lead, with various jobs for each role. Demand gen’s job is to take the webinars the executioner makes and the messaging the product marketer makes, and then guide those towards business alignment and increased brand awareness. Elliot emphasizes that demand generation drives sales, but does not drive lead generation. Demand gen is not supposed to chase leads the way a product marketing manager might, it’s instead supposed to build awareness.
“I think there's two aspects of demand gen, depending on the organizational size and what they do, but at the end of the day, the demand generation strategy does have to drive pipeline.”

How does demand gen tie into content and community?
Oftentimes, in Elliot’s opinion, marketing can rely too much on technology. While technology is critical, you don’t have to educate anyone on why it’s important. Demand gen focuses more on humanizing the brand and building something fully centered around the customer. You rely on internal experts to build a community that ties everything together from marketing to security to visuals, and beyond. And in the end, the customer should be the hero and should feel like one in your demand generation strategy.
“It’s about focusing on people, focusing on processes, and embracing technology, of course. At the end of the day, having our customers be a voice is absolutely critical to the success of our future.”

What are the KPIs to track brand awareness?
There may be numerous ways to track brand awareness, but Elliot explains that the main KPI is organic traffic to the website. The byproducts of increased organic website traffic include organic increases in demo requests, nurturing people through the buying process, and acting as fuel for the engine of marketing campaigns. There’s no direct selling in a demand generation strategy. You can avoid those most-hated marketing tactics, like when you cold call or appear in their already crowded email inboxes. Demand gen is all organic and based on nurturing the customer.
“We're not trying to brainwash people by any means, we're actually able to help educate them along the way. We build a relationship through that education and through those materials, and then, maybe they'll check out what our product does, or they've decided to download something, and we can continue to nurture them.” 
---------- 
Links: 
Get tickets for our upcoming <a href='https://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>. 
Spend some time with our guest Elliot Volkman on <a href='https://www.linkedin.com/in/elliotv'>LinkedIn</a>, <a href='https://twitter.com/TheJournalizer'>Twitter</a>, and his podcast, <a href='https://www.adoptingzerotrust.com/'>Adopting Zero Trust</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/412f53af-fa9b-3c5f-80d5-0508571c1a69

Elliot Volkman, Director of Brand, Content, and Community at Drata, joins us in this episode to talk about demand generation strategies, also known more casually as demand gen. Demand gen consists of targeted marketing programs to drive brand awareness a...

Build Brand Awareness via Demand Gen with Elliot Volkman

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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?

Matthew Delman, Director of Product Marketing at LookingGlass Cyber, joins the show this week to discuss all things related to sales enablement strategy. Sales enablement helps businesses provide consistent messaging throughout all their content. This enables (Get it?) potential customers to have a seamless journey from discovery of a company to purchase of products or services. In this episode, Matt teaches us how to boost a sales cycle, streamline communication, and improve internal organization, all through the magic of sales enablement.

Timecoded Guide:

[02:48] Explaining sales enablement and how it fits into marketing strategy

[06:31] Transforming sales enablement into a faster sales cycle

[14:00] Integrating sales enablement into company culture

[20:20] Essential tools to include in your future sales enablement kit
 


What is sales enablement and why is it important?
The core of sales enablement is ensuring your message gets out to your marketplace with consistency. During this process, Matt explains that your team is supporting the buyer journey with one-to-many messaging. This ensures a consistent flow in each stage of the sales journey and enables each department to touch on the same concepts. Essentially, sales enablement helps your customer avoid confusion and pain points so that they can go from first contact to purchase seamlessly.
“When your buyers read your content, or they download a white paper, or they go to an event, and then, they're contacted by your salesperson, they should get an extension of that same message.” –Matthew Delman


How does sales enablement convert into a faster sales cycle?
Sales teams are usually hyper focused on making sales. While this fits their goals and metrics, this one-track mindset breeds confusion if they can’t find exactly the materials they need when they need them. In order to save the sale with potential clients, your sales team might create one-off materials that are a good fit in that moment, but do not match what the marketing team is saying. Successful sales enablement streamlines internal processes so that sales teams have exactly what they need, when they need it.

“Sales enablement is about training your sales team to make sure they're confident in talking about your solution, but it's also making sure that they can find the collateral that they need when a prospect asks for it.” 

How do you get sales teams to buy into sales enablement and use the organizational tools you create?
Sales enablement starts with sales leadership, according to Matt. If you tell the sales manager that your sales enablement strategy will help them close deals faster, essentially every single decision maker will sign on. Once you have the leadership on board, the sales team will follow their guidance. You might have to do some negotiation in terms of support and positioning for the team, but once the sales enablement leaders understand it will increase business, it usually becomes an easy sell.
“With sales enablement, your whole goal is to make the deals move faster, to make them smoother, to essentially smooth out the lumps in the sales cycle because you are responding to your prospects' questions in a timely manner with consistent information.” –Matthew Delman

What are the key tools to include in a sales enablement kit?
Matt explains that a few tools need to be included in your sales enablement kit to ensure success. His list includes a unified pitch deck, educational videos or an educational call recording, high-level product trainings, and a few plug-and-play email templates. The pitch deck shouldn’t have the exact same slides for everything, but rather allow for customization within limits, a sample call can provide a real-time example of the sale, and trainings and templates make sure your sales team are knowledgeable and have structured responses ready at all times. 
“You want to have your main points for each slide in the deck, and basically say, ‘Here's the main points that you should hit on this slide. How you say it, I don't care. But here's the main points.’” 

---------- 
Links: 
Get tickets for our upcoming <a href='https://cybersecuritymarketingsociety.com/conference2022/'>CyberMarketingCon 2022</a>. 
Spend some time with our guest Matthew Delman on <a href='http://twitter.com/dellersinfosec'>Twitter</a> and <a href='https://www.linkedin.com/in/matthewdelman/'>LinkedIn</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>.

Matthew Delman, Director of Product Marketing at LookingGlass Cyber, joins the show this week to discuss all things related to sales enablement strategy. Sales enablement helps businesses provide consistent messaging throughout all their content. This enables (Get it?) potential customers to have a seamless journey from discovery of a company to purchase of products or services. In this episode, Matt teaches us how to boost a sales cycle, streamline communication, and improve internal organization, all through the magic of sales enablement.

Timecoded Guide:

[02:48] Explaining sales enablement and how it fits into marketing strategy

[06:31] Transforming sales enablement into a faster sales cycle

[14:00] Integrating sales enablement into company culture

[20:20] Essential tools to include in your future sales enablement kit
 


What is sales enablement and why is it important?
The core of sales enablement is ensuring your message gets out to your marketplace with consistency. During this process, Matt explains that your team is supporting the buyer journey with one-to-many messaging. This ensures a consistent flow in each stage of the sales journey and enables each department to touch on the same concepts. Essentially, sales enablement helps your customer avoid confusion and pain points so that they can go from first contact to purchase seamlessly.
“When your buyers read your content, or they download a white paper, or they go to an event, and then, they're contacted by your salesperson, they should get an extension of that same message.” –Matthew Delman


How does sales enablement convert into a faster sales cycle?
Sales teams are usually hyper focused on making sales. While this fits their goals and metrics, this one-track mindset breeds confusion if they can’t find exactly the materials they need when they need them. In order to save the sale with potential clients, your sales team might create one-off materials that are a good fit in that moment, but do not match what the marketing team is saying. Successful sales enablement streamlines internal processes so that sales teams have exactly what they need, when they need it.

“Sales enablement is about training your sales team to make sure they're confident in talking about your solution, but it's also making sure that they can find the collateral that they need when a prospect asks for it.” 

How do you get sales teams to buy into sales enablement and use the organizational tools you create?
Sales enablement starts with sales leadership, according to Matt. If you tell the sales manager that your sales enablement strategy will help them close deals faster, essentially every single decision maker will sign on. Once you have the leadership on board, the sales team will follow their guidance. You might have to do some negotiation in terms of support and positioning for the team, but once the sales enablement leaders understand it will increase business, it usually becomes an easy sell.
“With sales enablement, your whole goal is to make the deals move faster, to make them smoother, to essentially smooth out the lumps in the sales cycle because you are responding to your prospects' questions in a timely manner with consistent information.” –Matthew Delman

What are the key tools to include in a sales enablement kit?
Matt explains that a few tools need to be included in your sales enablement kit to ensure success. His list includes a unified pitch deck, educational videos or an educational call recording, high-level product trainings, and a few plug-and-play email templates. The pitch deck shouldn’t have the exact same slides for everything, but rather allow for customization within limits, a sample call can provide a real-time example of the sale, and trainings and templates make sure your sales team are knowledgeable and have structured responses ready at all times. 
“You want to have your main points for each slide in the deck, and basically say, ‘Here's the main points that you should hit on this slide. How you say it, I don't care. But here's the main points.’” 

---------- 
Links: 
Get tickets for our upcoming <a href='https://cybersecuritymarketingsociety.com/conference2022/'>CyberMarketingCon 2022</a>. 
Spend some time with our guest Matthew Delman on <a href='http://twitter.com/dellersinfosec'>Twitter</a> and <a href='https://www.linkedin.com/in/matthewdelman/'>LinkedIn</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/a813fc44-3fa0-38f0-b568-09b2db657ef6

Matthew Delman, Director of Product Marketing at LookingGlass Cyber, joins the show this week to discuss all things related to sales enablement strategy. Sales enablement helps businesses provide consistent messaging throughout all their content. This en...

Sales Enablement to Gain Qualified Leads with Matthew Delman

Diane Shapiro, Social Media Manager for cybersecurity companies, joins us to discuss all things social media. As a social media strategist for top B2B companies, PR agencies, and cybersecurity industries, Diane has over 10 years of experience helping companies broadcast their messages on social media to gain engagement and meet business goals. This week, Diane talks to us about employee engagement, post scheduling, metrics of measuring success, and how to speak to your target audience online.
Timecoded Guide:
[02:03] Engaging employees in your cybersecurity social media strategy
[07:20] Encouraging employees to create company content on social networks
[14:11] Gamifying content strategy to further encourage online engagement
[19:40] Measuring essential metrics when reaching social media goals
[24:40] Crafting a strong message to your target audience through effective customer service
 
How do you sell employees on the idea of social media strategy?
It’s one thing to have C-suite higher-ups pushing out posts on social media, but it’s another thing entirely to have everyday employees engaged and sharing as well. Employee education in the form of webinars allow the opportunity to explain how every member of your company can play a part online. After training team members about the importance of social media, consider incorporating weekly reminders on Slack, or setting aside specific office hours where employees can ask questions about types of content they could be posting.
“I'll do a couple webinars where I communicate the important point that social media really thrives when you have both the company and individuals posting. Employees then can choose the content they know is going to resonate with their social media audience.”
 
Is there a method to encourage people to write their own posts?
In theory, we think social media is easy. We’re not writing a novel or a thesis, it’s usually just a line or two with a simple photo or graphic. In reality, employees outside of your marketing or social media department are already working full-time jobs, making it especially difficult to get people writing and posting about your company online. Making social media posts as easy as possible is key. Pre-draft posts, edit for your employees, and make it a one-click deal. 
“What I've found in my 10+ years of marketing is that if you don't make posting easy for people, they don't do it.”
 
How do you motivate employees to post authentic content?
The employee engagement platforms can be a great asset when motivating employees to post authentically. For example, some platforms offer employers an opportunity to gamify the experience and turn it into a contest. The key is to make the reward something rare enough that employees feel motivated to participate in the content on their social media channels. However, Diane does warn to be aware: it’s not about the quantity of posts, it’s about quality and scheduling. 
“If you've got seven posts in one day on one person's account, and none for the rest of the week, you're only getting the benefit of one of those posts, not all seven.” 
 
What metrics do you measure to make sure your social media strategy is working?
There are two terms here that Diane wants us to remember: vanity metrics and non-vanity metrics. Vanity metrics on social media channels are things like follower count. Follower count can be useful, but followers can be bought to artificially inflate the count. Diane instead advises to look at non-vanity metrics, such as impressions, likes, comments, and clicks. Those metrics will reveal how much your posts are actually getting interacted with and can determine the reach of your account.
“All these platforms measure in analytics. Clicks from the social assets through to the company's website are things you really want to look at, because that tells us how much your posts are getting interacted with. That's really what matters.” 
---------- 
Links: 
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>.
Spend some time with our guest Diane Shapiro on <a href='https://www.linkedin.com/in/diane-shapiro-sommerfield-724ab31/'>LinkedIn</a> and <a href='https://twitter.com/DESommerfield'>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>.
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>.

Diane Shapiro, Social Media Manager for cybersecurity companies, joins us to discuss all things social media. As a social media strategist for top B2B companies, PR agencies, and cybersecurity industries, Diane has over 10 years of experience helping companies broadcast their messages on social media to gain engagement and meet business goals. This week, Diane talks to us about employee engagement, post scheduling, metrics of measuring success, and how to speak to your target audience online.
Timecoded Guide:
[02:03] Engaging employees in your cybersecurity social media strategy
[07:20] Encouraging employees to create company content on social networks
[14:11] Gamifying content strategy to further encourage online engagement
[19:40] Measuring essential metrics when reaching social media goals
[24:40] Crafting a strong message to your target audience through effective customer service
 
How do you sell employees on the idea of social media strategy?
It’s one thing to have C-suite higher-ups pushing out posts on social media, but it’s another thing entirely to have everyday employees engaged and sharing as well. Employee education in the form of webinars allow the opportunity to explain how every member of your company can play a part online. After training team members about the importance of social media, consider incorporating weekly reminders on Slack, or setting aside specific office hours where employees can ask questions about types of content they could be posting.
“I'll do a couple webinars where I communicate the important point that social media really thrives when you have both the company and individuals posting. Employees then can choose the content they know is going to resonate with their social media audience.”
 
Is there a method to encourage people to write their own posts?
In theory, we think social media is easy. We’re not writing a novel or a thesis, it’s usually just a line or two with a simple photo or graphic. In reality, employees outside of your marketing or social media department are already working full-time jobs, making it especially difficult to get people writing and posting about your company online. Making social media posts as easy as possible is key. Pre-draft posts, edit for your employees, and make it a one-click deal. 
“What I've found in my 10+ years of marketing is that if you don't make posting easy for people, they don't do it.”
 
How do you motivate employees to post authentic content?
The employee engagement platforms can be a great asset when motivating employees to post authentically. For example, some platforms offer employers an opportunity to gamify the experience and turn it into a contest. The key is to make the reward something rare enough that employees feel motivated to participate in the content on their social media channels. However, Diane does warn to be aware: it’s not about the quantity of posts, it’s about quality and scheduling. 
“If you've got seven posts in one day on one person's account, and none for the rest of the week, you're only getting the benefit of one of those posts, not all seven.” 
 
What metrics do you measure to make sure your social media strategy is working?
There are two terms here that Diane wants us to remember: vanity metrics and non-vanity metrics. Vanity metrics on social media channels are things like follower count. Follower count can be useful, but followers can be bought to artificially inflate the count. Diane instead advises to look at non-vanity metrics, such as impressions, likes, comments, and clicks. Those metrics will reveal how much your posts are actually getting interacted with and can determine the reach of your account.
“All these platforms measure in analytics. Clicks from the social assets through to the company's website are things you really want to look at, because that tells us how much your posts are getting interacted with. That's really what matters.” 
---------- 
Links: 
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>.
Spend some time with our guest Diane Shapiro on <a href='https://www.linkedin.com/in/diane-shapiro-sommerfield-724ab31/'>LinkedIn</a> and <a href='https://twitter.com/DESommerfield'>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>.
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/34d53e2f-ede8-3df1-9f4c-4dbd0b10eeb3

Diane Shapiro, Social Media Manager for cybersecurity companies, joins us to discuss all things social media. As a social media strategist for top B2B companies, PR agencies, and cybersecurity industries, Diane has over 10 years of experience helping com...

Social Media Strategy to Meet Business Goals with Diane Shapiro

Ross Haleliuk, Head of Product at LimaCharlie, joins us to talk about product-led growth (PLG) and its role in cybersecurity and cloud security. Ross leads us through exactly what PLG is and how SAAS companies can implement it into their product or service processes for customer acquisition, revenue growth, retention, and engagement. Whether you’re a small business or a big company, PLG can ensure your customers are happy with your products and fully engaged with your services— without even going through the traditional sales funnel.

Timecoded Guide:

[02:01] Defining product-led growth and how businesses can use it to acquire customers

[08:33] How PLG is different in cybersecurity and customer data

[20:06] Balancing a security risk with ease of installation and integration

[28:21] Understanding metrics, conversions, and the customer retention journey

[35:36] Best hiring practices for PLG companies interested in implementing PLG
 
What is PLG, and why is everyone talking about it?
PLG stands for “product-led growth.” Product-led growth might just sound like another cybersecurity buzzword, but it’s actually a solid business strategy. PLG positions the product as the main drive for customer acquisition, revenue growth, and retainment. Instead of a sales person or team guiding the customer through their purchasing journey, the product itself is fostering engagement, building relationships with paying customers, and showing them its own value.

“The part that is incredibly important is that a potential customer has the ability to try the product before they start paying for it, before they purchase.”


How does PLG play out in cybersecurity?
Product-led growth can be tricky to implement in a cybersecurity space for a few reasons. The first is that product-led growth requires individual contributors to be empowered to make decisions, try different products, and make suggestions about solutions to problems. This can be difficult to implement in large companies without buy-in from leadership positions. Second, many products in cybersecurity fall under the umbrella of “keeping people safe.” This can be difficult to quantify the specific value of to customers, which is a vital aspect of successful PLG strategies.

“The challenge with those kinds of products is: How do you say if it's working? How do you measure if it's working? If you haven't been breached, is it because nobody tried to do it, [or] is the product so good that it stopped it? Did you just get lucky? It's the value that becomes incredibly hard to measure.”

How is PLG not just giving away a company’s products for free forever?
Implementing a PLG strategy means giving customers a chance to discover the value of your product for themselves, without having to go through a paywall or talk to a sales rep. If customers can immediately see the value of your product, they’re likely to keep using it— and that’s when your sales and/or marketing teams can step in. At the end of the day, PLG doesn’t completely replace a sales team or funnel, but instead makes it easier for your sales team to focus on high-ticket items and customer success.

“If a company has 500 people adopt the product, the freemium version in one of their departments, with only 5 people using it, it means that the sales team can now approach and have a conversation, potentially about expanding the 5 people deployment into the 500 people deployment. The sizing of the opportunities becomes easier.”

How do you measure the value of a PLG strategy in a cyber company?
It can be difficult to measure the value of PLG in a cybersecurity company, but it’s not impossible. What marketers and sales reps need to remember is that there has to be a key event that a customer experiences in order for them to realize the product does what it’s supposed to. For example, if you have an alert set up for someone clicking a link in an email that they’re not supposed to click, that’s a tangible event and alert you can see. That alert shows your customer that the product or software is doing what it’s supposed to do, and therefore illustrates the value of your PLG strategy.
“Building a PLG product requires an incredibly deep knowledge of the customer's needs, motivations, expectations, and everything else that drives the purchasing decisions.”
---------- 
Links: 
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022.</a>
Spend some time with our guest Ross Haleliuk <a href='https://www.linkedin.com/in/rosshaleliuk/'>on LinkedIn</a> or on <a href='https://ventureinsecurity.com/'>his 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>.

Additional Resources:

<a href='https://ventureinsecurity.substack.com/p/product-led-growth-in-cybersecurity'>https://ventureinsecurity.substack.com/p/product-led-growth-in-cybersecurity</a>


<a href='https://ventureinsecurity.substack.com/p/h1-2022-cybersecurity-product-led'>https://ventureinsecurity.substack.com/p/h1-2022-cybersecurity-product-led</a>


<a href='https://ventureinsecurity.substack.com/p/plg-is-an-oasis-not-a-mirage-making'>https://ventureinsecurity.substack.com/p/plg-is-an-oasis-not-a-mirage-making</a>


<a href='https://ventureinsecurity.substack.com/p/to-bring-plg-to-cybersecurity-lets'>https://ventureinsecurity.substack.com/p/to-bring-plg-to-cybersecurity-lets</a>


<a href='https://ventureinsecurity.substack.com/p/first-principles-thinking-and-how'>https://ventureinsecurity.substack.com/p/first-principles-thinking-and-how</a>

Ross Haleliuk, Head of Product at LimaCharlie, joins us to talk about product-led growth (PLG) and its role in cybersecurity and cloud security. Ross leads us through exactly what PLG is and how SAAS companies can implement it into their product or service processes for customer acquisition, revenue growth, retention, and engagement. Whether you’re a small business or a big company, PLG can ensure your customers are happy with your products and fully engaged with your services— without even going through the traditional sales funnel.

Timecoded Guide:

[02:01] Defining product-led growth and how businesses can use it to acquire customers

[08:33] How PLG is different in cybersecurity and customer data

[20:06] Balancing a security risk with ease of installation and integration

[28:21] Understanding metrics, conversions, and the customer retention journey

[35:36] Best hiring practices for PLG companies interested in implementing PLG
 
What is PLG, and why is everyone talking about it?
PLG stands for “product-led growth.” Product-led growth might just sound like another cybersecurity buzzword, but it’s actually a solid business strategy. PLG positions the product as the main drive for customer acquisition, revenue growth, and retainment. Instead of a sales person or team guiding the customer through their purchasing journey, the product itself is fostering engagement, building relationships with paying customers, and showing them its own value.

“The part that is incredibly important is that a potential customer has the ability to try the product before they start paying for it, before they purchase.”


How does PLG play out in cybersecurity?
Product-led growth can be tricky to implement in a cybersecurity space for a few reasons. The first is that product-led growth requires individual contributors to be empowered to make decisions, try different products, and make suggestions about solutions to problems. This can be difficult to implement in large companies without buy-in from leadership positions. Second, many products in cybersecurity fall under the umbrella of “keeping people safe.” This can be difficult to quantify the specific value of to customers, which is a vital aspect of successful PLG strategies.

“The challenge with those kinds of products is: How do you say if it's working? How do you measure if it's working? If you haven't been breached, is it because nobody tried to do it, [or] is the product so good that it stopped it? Did you just get lucky? It's the value that becomes incredibly hard to measure.”

How is PLG not just giving away a company’s products for free forever?
Implementing a PLG strategy means giving customers a chance to discover the value of your product for themselves, without having to go through a paywall or talk to a sales rep. If customers can immediately see the value of your product, they’re likely to keep using it— and that’s when your sales and/or marketing teams can step in. At the end of the day, PLG doesn’t completely replace a sales team or funnel, but instead makes it easier for your sales team to focus on high-ticket items and customer success.

“If a company has 500 people adopt the product, the freemium version in one of their departments, with only 5 people using it, it means that the sales team can now approach and have a conversation, potentially about expanding the 5 people deployment into the 500 people deployment. The sizing of the opportunities becomes easier.”

How do you measure the value of a PLG strategy in a cyber company?
It can be difficult to measure the value of PLG in a cybersecurity company, but it’s not impossible. What marketers and sales reps need to remember is that there has to be a key event that a customer experiences in order for them to realize the product does what it’s supposed to. For example, if you have an alert set up for someone clicking a link in an email that they’re not supposed to click, that’s a tangible event and alert you can see. That alert shows your customer that the product or software is doing what it’s supposed to do, and therefore illustrates the value of your PLG strategy.
“Building a PLG product requires an incredibly deep knowledge of the customer's needs, motivations, expectations, and everything else that drives the purchasing decisions.”
---------- 
Links: 
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022.</a>
Spend some time with our guest Ross Haleliuk <a href='https://www.linkedin.com/in/rosshaleliuk/'>on LinkedIn</a> or on <a href='https://ventureinsecurity.com/'>his 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>.

Additional Resources:

<a href='https://ventureinsecurity.substack.com/p/product-led-growth-in-cybersecurity'>https://ventureinsecurity.substack.com/p/product-led-growth-in-cybersecurity</a>


<a href='https://ventureinsecurity.substack.com/p/h1-2022-cybersecurity-product-led'>https://ventureinsecurity.substack.com/p/h1-2022-cybersecurity-product-led</a>


<a href='https://ventureinsecurity.substack.com/p/plg-is-an-oasis-not-a-mirage-making'>https://ventureinsecurity.substack.com/p/plg-is-an-oasis-not-a-mirage-making</a>


<a href='https://ventureinsecurity.substack.com/p/to-bring-plg-to-cybersecurity-lets'>https://ventureinsecurity.substack.com/p/to-bring-plg-to-cybersecurity-lets</a>


<a href='https://ventureinsecurity.substack.com/p/first-principles-thinking-and-how'>https://ventureinsecurity.substack.com/p/first-principles-thinking-and-how</a>

breaking-through-cyber-marketing.podbean.com/a69f9f0f-cb36-30ae-9212-3a0f6aec4b01

Ross Haleliuk, Head of Product at LimaCharlie, joins us to talk about product-led growth (PLG) and its role in cybersecurity and cloud security. Ross leads us through exactly what PLG is and how SAAS companies can implement it into their product or servi...

Product-Led Growth as Your Next Marketing Strategy with Ross Haleliuk

Gianna Whitver, our fearless co-host, finds herself on the opposite side of the microphone this week as she talks about community— specifically the community of the Cybersecurity Marketing Society. From the founder’s story to present-day, Maria interviews Gianna about the journey of the Cybersecurity Marketing Society, including how it was formed, who was in mind when it was created, and what’s next for our ever-expanding community. Have you joined the Society yet? You will after this episode! 


Timecoded Guide:
[00:00] Carving out our own community for in-house cybersecurity marketers
[07:29] Aligning our community with the aspects of identity, participation, and rewards
[12:36] Encouraging participation & knowing the limits of the high-stress cyber industry
[16:22] Introducing our upcoming events at RSA and Cyber Marketing Con 2022
[24:45] Connecting our community with marketing job boards, networking opportunities, and a place that they can call their own

Can you walk through the founder’s journey of the Cybersecurity Marketing Society?
After connecting during a job interview, Gianna and Maria developed both a strong friendship and a mutually beneficial relationship as cybersecurity marketers at smaller companies. As many of our Society members know, there are very limited resources for cyber marketing specifically, and even less of those resources provide mentorship or intel. Right before the pandemic hit, an idea was born: What if there could be an entire group of cyber marketers helping each other online? 
“Being cybersecurity marketers at smaller companies, we didn't have a lot of internal resources or people to bounce ideas off of, or people to ask, ‘What are you seeing in the market? What's the best practice in this area? What do you think about this event?’”
 
Community needs to align with identity, encourage participation, and provide reward. In your opinion, how did the Cybersecurity Marketing Society achieve these three?
The Cybersecurity Marketing Society is run by cyber marketers for cyber marketers, and we aren’t afraid to admit that we vet all of our applications for potential new members. While this helps with the identity of our group, it also encourages participation from our members, who know that the CMS is a safe space to inquire and seek more information without just being advertised to or manipulated. Not only is this safe space a reward, we also offer exclusive events, virtual and in-person, and produce assets like the <a href='https://insight.cybersecuritymarketingsociety.com/survey2021'>2021 State of Cybersecurity Marketing report</a>.
“There are some groups I know of that require that you post once a day or once a week, and we actually don't require that. One of the reasons we don't is because we know that cybersecurity marketing can be a really, really intense industry.” 
 
What does the Cyber Marketing Society have planned for Cyber Marketing Con 2022? What about at RSA?
Considering the Cybersecurity Marketing Society was born in 2020, we haven’t been able to execute in-person event opportunities for our members. However, Gianna has incredible news: in-person meetups and events are coming— twice! Join us at RSA on June 7th from 3:30 to 5:30 at the Press Club for a cyber marketing meet-up, and mark your calendars for Cyber Marketing Con 2022, happening virtually AND in-person in November.
“Beyond the internal core, the heart of this, which is the Cybersecurity Marketing Slack community, there's so many ways to get involved. There's so many ways to be rewarded and to feel the connection of the group beyond that, including our Cyber Marketing Con.”
 
What does the Cybersecurity Marketing Society mean to you personally, in your career and in your personal life? 
For Gianna, the community of the Cyber Marketing Society isn’t just about the posts, the events, or the data shared; it’s also about the lives changed and the people helped by everything the Society does. Hearing feedback from cybersecurity marketers who have gotten a job from our job board, improved their budget with the insight they’ve received, and learned something new from what we have to offer has been invaluable.
“My ethos is that I treat everybody who joins the Society as if they're my best friend, and I have made some amazing friendships with some wonderful people, just based off of us congregating in a digital room together every day for the past 600 days.”
----------
Links:
Get tickets for our upcoming <a href='https://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>, and check out what we did during <a href='https://conference.cybersecuritymarketingsociety.com'>Cyber Marketing Con 2021</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>. 
Read the <a href='https://insight.cybersecuritymarketingsociety.com/survey2021'>2021 State of Cybersecurity Marketing report</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>.
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>.

Gianna Whitver, our fearless co-host, finds herself on the opposite side of the microphone this week as she talks about community— specifically the community of the Cybersecurity Marketing Society. From the founder’s story to present-day, Maria interviews Gianna about the journey of the Cybersecurity Marketing Society, including how it was formed, who was in mind when it was created, and what’s next for our ever-expanding community. Have you joined the Society yet? You will after this episode! 


Timecoded Guide:
[00:00] Carving out our own community for in-house cybersecurity marketers
[07:29] Aligning our community with the aspects of identity, participation, and rewards
[12:36] Encouraging participation & knowing the limits of the high-stress cyber industry
[16:22] Introducing our upcoming events at RSA and Cyber Marketing Con 2022
[24:45] Connecting our community with marketing job boards, networking opportunities, and a place that they can call their own

Can you walk through the founder’s journey of the Cybersecurity Marketing Society?
After connecting during a job interview, Gianna and Maria developed both a strong friendship and a mutually beneficial relationship as cybersecurity marketers at smaller companies. As many of our Society members know, there are very limited resources for cyber marketing specifically, and even less of those resources provide mentorship or intel. Right before the pandemic hit, an idea was born: What if there could be an entire group of cyber marketers helping each other online? 
“Being cybersecurity marketers at smaller companies, we didn't have a lot of internal resources or people to bounce ideas off of, or people to ask, ‘What are you seeing in the market? What's the best practice in this area? What do you think about this event?’”
 
Community needs to align with identity, encourage participation, and provide reward. In your opinion, how did the Cybersecurity Marketing Society achieve these three?
The Cybersecurity Marketing Society is run by cyber marketers for cyber marketers, and we aren’t afraid to admit that we vet all of our applications for potential new members. While this helps with the identity of our group, it also encourages participation from our members, who know that the CMS is a safe space to inquire and seek more information without just being advertised to or manipulated. Not only is this safe space a reward, we also offer exclusive events, virtual and in-person, and produce assets like the <a href='https://insight.cybersecuritymarketingsociety.com/survey2021'>2021 State of Cybersecurity Marketing report</a>.
“There are some groups I know of that require that you post once a day or once a week, and we actually don't require that. One of the reasons we don't is because we know that cybersecurity marketing can be a really, really intense industry.” 
 
What does the Cyber Marketing Society have planned for Cyber Marketing Con 2022? What about at RSA?
Considering the Cybersecurity Marketing Society was born in 2020, we haven’t been able to execute in-person event opportunities for our members. However, Gianna has incredible news: in-person meetups and events are coming— twice! Join us at RSA on June 7th from 3:30 to 5:30 at the Press Club for a cyber marketing meet-up, and mark your calendars for Cyber Marketing Con 2022, happening virtually AND in-person in November.
“Beyond the internal core, the heart of this, which is the Cybersecurity Marketing Slack community, there's so many ways to get involved. There's so many ways to be rewarded and to feel the connection of the group beyond that, including our Cyber Marketing Con.”
 
What does the Cybersecurity Marketing Society mean to you personally, in your career and in your personal life? 
For Gianna, the community of the Cyber Marketing Society isn’t just about the posts, the events, or the data shared; it’s also about the lives changed and the people helped by everything the Society does. Hearing feedback from cybersecurity marketers who have gotten a job from our job board, improved their budget with the insight they’ve received, and learned something new from what we have to offer has been invaluable.
“My ethos is that I treat everybody who joins the Society as if they're my best friend, and I have made some amazing friendships with some wonderful people, just based off of us congregating in a digital room together every day for the past 600 days.”
----------
Links:
Get tickets for our upcoming <a href='https://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>, and check out what we did during <a href='https://conference.cybersecuritymarketingsociety.com'>Cyber Marketing Con 2021</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>. 
Read the <a href='https://insight.cybersecuritymarketingsociety.com/survey2021'>2021 State of Cybersecurity Marketing report</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>.
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/b28ec545-2ca6-3819-a5e2-4580bad32b52

Gianna Whitver, our fearless co-host, finds herself on the opposite side of the microphone this week as she talks about community— specifically the community of the Cybersecurity Marketing Society. From the founder’s story to present-day, Maria interview...

Making Friends & Vanquishing Enemies: The Story of the Cybersecurity Marketing Society

Breezy Beaumont, Head of Growth at Correlated, takes us into the new and noteworthy world of product-led growth this week. Breezy walks us through the essentials of what product-led growth (PLG) is, top strategies in the PLG world, marketing team tactics for PLG cyber companies, and how data looks differently with this go-to-market strategy. Is the secret to tackling the market hidden in product-led growth? Breezy helps us uncover the mystery!
 
Timecoded Guide:
[00:00] Introducing the (still relatively new) concept of product-led growth companies
[05:38] Implementing PLG go-to-market strategies in the cybersecurity industry
[12:29] Breaking through highly competitive industries and being the first to market
[20:35] Understanding the product you’re marketing and achieving customer success
[26:16] Following the journey data takes in a product-led growth company
 
What is product-led growth? 
Product-led growth, or PLG, has become a buzzword that cybersecurity marketers hear, but rarely do we understand PLG as a go-to-market strategy. If you can go to a website and immediately get started with a product, that is product-led growth. Putting product at the forefront of your company, especially if this is a product-led growth cybersecurity company, changes the roles within your organization and removes many barriers in the sales process.
“Product-led growth is a little bit of an umbrella term for a lot of things that people are probably a little bit more familiar with. Basically, it's a way of describing any way that you can go to a website and immediately get started with the product, it's easily accessible to you.” 
 
What are some cybersecurity companies or cybersecurity use cases that you've seen work with PLG?
Although product-led growth can feel at odds with the cybersecurity industry, Breezy assures us that PLG works for companies in all areas of cyber, including identity management, IoT security, and security ops. While PLG can thrive anywhere, tactics can range from freemium product levels, free trials, or product preview options, all of which encourage a product-forward approach to the sales process. Breezy explains that even product tours are becoming an early element of product-led growth strategy for many cyber companies. 
“It's all about reducing friction in the buying process, because the buying process today stinks. It especially stinks for people who don't want to talk to people that much. We shouldn't have to put up X amount of dollars before purchasing.”
 
How do you respond to people who say, "I don't want my competition to see my products?" 
Cybersecurity teaches us to think twice and to act cautiously with our data and information, and cybersecurity companies can embody this mindset as well. Product-led growth can feel like foolishly you’re giving away all your assets and information to your competitors, but Breezy explains that your competitors already have access to previews and demos of your product. Instead of fearing your competitors seeing your product, focus on product-led growth as a means to becoming the first in the market.
“The competition is fierce. And so, I'd say first of all, your competitors are already seeing your product out there, but second of all, you want to be first in the market. You want to get that market share as quickly as possible.”
 
Do PLG companies have to have an official customer marketing team, or one customer marketing person that's fully in charge of customer marketing? 
Roles change when an organization shifts from a traditional go-to-market strategy to a product-led growth strategy. Marketing is not exempt from these changes, and instead often acts as a huge part of the sales and revenue processes as result of these changes. Breezy explains that, although we’re used to each department having separate data silos and clearly divided roles, the streamlined data approach of product-led growth facilitates collaboration and communication. 
“One of the big changes that happens in a product-led company is the data that we're working off of, on both the marketing side and across the company. In a lot of product-led companies, the entire revenue team, if not the entire team altogether, all work off of the same dataset.”
----------
Links:
Get tickets for our upcoming <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>. 
Spend some time with our guest Breezy Beaumont on <a href='https://www.linkedin.com/in/breezybeaumont/'>LinkedIn</a>.
Learn more about Correlated on <a href='https://www.linkedin.com/company/correlated/'>LinkedIn</a> and <a href='https://www.getcorrelated.com/?utm_source=linkedin&utm_medium=social_media&utm_campaign=company_page'>the Correlated 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>.

Breezy Beaumont, Head of Growth at Correlated, takes us into the new and noteworthy world of product-led growth this week. Breezy walks us through the essentials of what product-led growth (PLG) is, top strategies in the PLG world, marketing team tactics for PLG cyber companies, and how data looks differently with this go-to-market strategy. Is the secret to tackling the market hidden in product-led growth? Breezy helps us uncover the mystery!
 
Timecoded Guide:
[00:00] Introducing the (still relatively new) concept of product-led growth companies
[05:38] Implementing PLG go-to-market strategies in the cybersecurity industry
[12:29] Breaking through highly competitive industries and being the first to market
[20:35] Understanding the product you’re marketing and achieving customer success
[26:16] Following the journey data takes in a product-led growth company
 
What is product-led growth? 
Product-led growth, or PLG, has become a buzzword that cybersecurity marketers hear, but rarely do we understand PLG as a go-to-market strategy. If you can go to a website and immediately get started with a product, that is product-led growth. Putting product at the forefront of your company, especially if this is a product-led growth cybersecurity company, changes the roles within your organization and removes many barriers in the sales process.
“Product-led growth is a little bit of an umbrella term for a lot of things that people are probably a little bit more familiar with. Basically, it's a way of describing any way that you can go to a website and immediately get started with the product, it's easily accessible to you.” 
 
What are some cybersecurity companies or cybersecurity use cases that you've seen work with PLG?
Although product-led growth can feel at odds with the cybersecurity industry, Breezy assures us that PLG works for companies in all areas of cyber, including identity management, IoT security, and security ops. While PLG can thrive anywhere, tactics can range from freemium product levels, free trials, or product preview options, all of which encourage a product-forward approach to the sales process. Breezy explains that even product tours are becoming an early element of product-led growth strategy for many cyber companies. 
“It's all about reducing friction in the buying process, because the buying process today stinks. It especially stinks for people who don't want to talk to people that much. We shouldn't have to put up X amount of dollars before purchasing.”
 
How do you respond to people who say, "I don't want my competition to see my products?" 
Cybersecurity teaches us to think twice and to act cautiously with our data and information, and cybersecurity companies can embody this mindset as well. Product-led growth can feel like foolishly you’re giving away all your assets and information to your competitors, but Breezy explains that your competitors already have access to previews and demos of your product. Instead of fearing your competitors seeing your product, focus on product-led growth as a means to becoming the first in the market.
“The competition is fierce. And so, I'd say first of all, your competitors are already seeing your product out there, but second of all, you want to be first in the market. You want to get that market share as quickly as possible.”
 
Do PLG companies have to have an official customer marketing team, or one customer marketing person that's fully in charge of customer marketing? 
Roles change when an organization shifts from a traditional go-to-market strategy to a product-led growth strategy. Marketing is not exempt from these changes, and instead often acts as a huge part of the sales and revenue processes as result of these changes. Breezy explains that, although we’re used to each department having separate data silos and clearly divided roles, the streamlined data approach of product-led growth facilitates collaboration and communication. 
“One of the big changes that happens in a product-led company is the data that we're working off of, on both the marketing side and across the company. In a lot of product-led companies, the entire revenue team, if not the entire team altogether, all work off of the same dataset.”
----------
Links:
Get tickets for our upcoming <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022</a>. 
Spend some time with our guest Breezy Beaumont on <a href='https://www.linkedin.com/in/breezybeaumont/'>LinkedIn</a>.
Learn more about Correlated on <a href='https://www.linkedin.com/company/correlated/'>LinkedIn</a> and <a href='https://www.getcorrelated.com/?utm_source=linkedin&utm_medium=social_media&utm_campaign=company_page'>the Correlated 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/2e0e1f7f-c9d4-32a7-929c-80175a86d1ad

Breezy Beaumont, Head of Growth at Correlated, takes us into the new and noteworthy world of product-led growth this week. Breezy walks us through the essentials of what product-led growth (PLG) is, top strategies in the PLG world, marketing team tactics...

Finding Success Under the Product-Led Growth Umbrella with Breezy Beaumont

Carol Meyers is an Independent Board Director, Advisor, and Investor. She has held CMO positions at companies like Rapid7 and LogMeIn, along with numerous consulting and advisory positions at cyber startups. Carol develops go-to-market plans that drive growth and strategy in businesses. In this episode, she shares her wisdom for building a successful go-to-market strategy…and career, covering inbound marketing, target audience development, start-up hiring, and career self-confidence.  
 
Timecoded Guide: 
[01:59] Struggles faced and advice for young women starting out in tech
[03:28] Carol’s components of a go-to marketing plan
[12:10] Who to pick for your team at a start-up
[19:41] Ways to measure success
[28:41] How advisory boards can be your cheerleaders
 
What are the ingredients of a go-to marketing plan?
Carol says to have a solid plan, you have to have the resources and information prepared to best support your channels. If you are unable to tell your channels who you are and what you’re selling, then your business isn’t ready. It’s all about knowing your buyer; who they are and how you can solve their problem. It's also important to consider why they should choose you to solve it. Once you have a clear plan and ways to measure and test it, you will be better suited for taking the first step.
“It's not that someone has to spend money to buy your solution, but they have to invest their personal time to evaluate your solution and to think about the problem that you're solving for them.”
 
What are the most important metrics to keep an eye on? 
The most important metric is also the most obvious; that customers are buying and using your products and services. You might see your audience in varying stages that may not match the one you’re in. Be sure to look at all the stages of conversion. Some that are not on the traditional pipeline might get overlooked when they play a big part in lead generation. Carol reminds us to keep a sharp eye on micro-conversions; while they may not be counted in the pipeline, they can still play a huge factor in a sale or lead.
“Your number one goal in marketing is you've got to be a part of revenue, you've got to be driving revenue.”
 
What is the role of an advisory board? 
Carol explains that the role of an advisory board can look different from company to company. In her experience, a set of challenges are brought to the board, and then they present possible solutions and advice for that problem. There is also a one-on-one side to being an advisor, which is one of her favorite aspects. Talking through roadblocks and bouncing ideas creates a valuable and intimate relationship between advisors and company leaders.
“Having a group of advisers around you and people who can even just be a cheerleader for you can be really helpful.”
______
Links: 
Connect with <a href='https://www.linkedin.com/in/caroljmeyers/'>Carol Meyers </a>on LinkedIn.
Catch up with <a href='https://www.linkedin.com/in/maria-vepa/'>Maria</a> on LinkedIn.
Follow <a href='https://www.linkedin.com/in/giannawhitver/'>Gianna</a> on LinkedIn.
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022.</a>
Join the Cybersecurity Marketing Society on our <a href='https://cybersecuritymarketingsociety.com/'>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>. 
Additional resources: <a href='https://blackkite.com/'>BlackKite Security</a>, <a href='https://securityscorecard.com'>Security ScoreCard</a>

Carol Meyers is an Independent Board Director, Advisor, and Investor. She has held CMO positions at companies like Rapid7 and LogMeIn, along with numerous consulting and advisory positions at cyber startups. Carol develops go-to-market plans that drive growth and strategy in businesses. In this episode, she shares her wisdom for building a successful go-to-market strategy…and career, covering inbound marketing, target audience development, start-up hiring, and career self-confidence.  
 
Timecoded Guide: 
[01:59] Struggles faced and advice for young women starting out in tech
[03:28] Carol’s components of a go-to marketing plan
[12:10] Who to pick for your team at a start-up
[19:41] Ways to measure success
[28:41] How advisory boards can be your cheerleaders
 
What are the ingredients of a go-to marketing plan?
Carol says to have a solid plan, you have to have the resources and information prepared to best support your channels. If you are unable to tell your channels who you are and what you’re selling, then your business isn’t ready. It’s all about knowing your buyer; who they are and how you can solve their problem. It's also important to consider why they should choose you to solve it. Once you have a clear plan and ways to measure and test it, you will be better suited for taking the first step.
“It's not that someone has to spend money to buy your solution, but they have to invest their personal time to evaluate your solution and to think about the problem that you're solving for them.”
 
What are the most important metrics to keep an eye on? 
The most important metric is also the most obvious; that customers are buying and using your products and services. You might see your audience in varying stages that may not match the one you’re in. Be sure to look at all the stages of conversion. Some that are not on the traditional pipeline might get overlooked when they play a big part in lead generation. Carol reminds us to keep a sharp eye on micro-conversions; while they may not be counted in the pipeline, they can still play a huge factor in a sale or lead.
“Your number one goal in marketing is you've got to be a part of revenue, you've got to be driving revenue.”
 
What is the role of an advisory board? 
Carol explains that the role of an advisory board can look different from company to company. In her experience, a set of challenges are brought to the board, and then they present possible solutions and advice for that problem. There is also a one-on-one side to being an advisor, which is one of her favorite aspects. Talking through roadblocks and bouncing ideas creates a valuable and intimate relationship between advisors and company leaders.
“Having a group of advisers around you and people who can even just be a cheerleader for you can be really helpful.”
______
Links: 
Connect with <a href='https://www.linkedin.com/in/caroljmeyers/'>Carol Meyers </a>on LinkedIn.
Catch up with <a href='https://www.linkedin.com/in/maria-vepa/'>Maria</a> on LinkedIn.
Follow <a href='https://www.linkedin.com/in/giannawhitver/'>Gianna</a> on LinkedIn.
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022.</a>
Join the Cybersecurity Marketing Society on our <a href='https://cybersecuritymarketingsociety.com/'>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>. 
Additional resources: <a href='https://blackkite.com/'>BlackKite Security</a>, <a href='https://securityscorecard.com'>Security ScoreCard</a>

breaking-through-cyber-marketing.podbean.com/cd3b9a67-e659-3243-96b9-5b3dc5aca33c

Carol Meyers is an Independent Board Director, Advisor, and Investor. She has held CMO positions at companies like Rapid7 and LogMeIn, along with numerous consulting and advisory positions at cyber startups. Carol develops go-to-market plans that drive g...

Overcoming Startup Go-To-Market Hurdles with CMO & Advisory Board Member Carol Meyers

David Brown is the Director of Global Partner Marketing for ZeroFox, a computer and network security company based out of Baltimore, MD. David has over fifteen years of experience in the international B2B marketing field. He joins us as we discuss partnership channel marketing. David believes it's a positive direction for businesses to go in the future of marketing.
Timecoded Guide: 
In this podcast, David covers: 
<ul><li style="font-weight:400;">[1:06] The breakdown and variables of channel partner marketing</li>
<li style="font-weight:400;">[13:36] Where your program partners are and what they need from you</li>
<li style="font-weight:400;">[21:24] Tactics to enlist new partners for small companies</li>
<li style="font-weight:400;">[35:19] How David’s early career prepared him for cybersecurity marketing</li>
</ul>
 
What is channel partner marketing?
This fresh approach to marketing allows for a broader market and network, while also increasing revenue for the companies involved. When partnering with another company through channel partnership, both remain independent. They share the benefits of re-selling and distributing each other’s products. Not only that, the partners act as influencers for each other’s brands.
 
“Really, what we're looking at with partner marketing is working with another organization in order to amplify your sales and marketing capabilities.”
 
Why is channel partnership the future of marketing? 
David thinks everyone can benefit from a channel marketing partnership, especially when it comes to inbound marketing. This may be his hot-take in the industry, but he has seen the growth and advantage of inviting other companies to endorse your products. With these channels comes influence, and David believes that influence is the new currency of business.
 
“And when the channel team in the partnership team is more integrated into sales, marketing, and product, it seems to be a lot more successful.”
 
How does this fit into sales?
Your channels are out there building brand awareness, relationships, and networking. As they drive engagement up, leads will follow suit. It also gives the sales team more resources to get the job done. By creating a partnership program that works alongside your sales team, hitting target goals becomes much easier.
 
“My job, and people that I work with on the marketing team, is to take our limited resources and direct them at those partners that are starting to build that momentum and go out there.” 
______
Links: 
If you have questions or want to chat, email David at <a href='mailto:dabrown@zerofox.com'>dabrown@zerofox.com</a> or message him on the Cybersecurity Marketing Society Slack!
<a href='https://www.linkedin.com/in/davidclbrown/'>Find David Brown on LinkedIn.</a>
Follow <a href='https://www.linkedin.com/in/giannawhitver/'>Gianna</a> on LinkedIn.
Catch up with <a href='https://www.linkedin.com/in/maria-vepa/'>Maria</a> on LinkedIn.
Grab your ticket to the <a href='https://cybersecuritymarketingsociety.com/'>Cyber Marketing Con 2022.</a>
Join the Cybersecurity Marketing Society on our <a href='https://cybersecuritymarketingsociety.com/'>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>. 
Additional resources: <a href='https://www.zerofox.com/'>ZeroFox</a>, <a href='https://www.crossbeam.com/'>Crossbeam</a>, <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cybersecurity Marketing Con</a>, <a href='https://www.forrester.com/'>Forrester</a>, <a href='https://www.menlosecurity.com/'>Menlo Security</a>, <a href='https://www.tierra.net/security'>Tierra Security</a>

David Brown is the Director of Global Partner Marketing for ZeroFox, a computer and network security company based out of Baltimore, MD. David has over fifteen years of experience in the international B2B marketing field. He joins us as we discuss partnership channel marketing. David believes it's a positive direction for businesses to go in the future of marketing.
Timecoded Guide: 
In this podcast, David covers: 
<ul><li style="font-weight:400;">[1:06] The breakdown and variables of channel partner marketing</li>
<li style="font-weight:400;">[13:36] Where your program partners are and what they need from you</li>
<li style="font-weight:400;">[21:24] Tactics to enlist new partners for small companies</li>
<li style="font-weight:400;">[35:19] How David’s early career prepared him for cybersecurity marketing</li>
</ul>
 
What is channel partner marketing?
This fresh approach to marketing allows for a broader market and network, while also increasing revenue for the companies involved. When partnering with another company through channel partnership, both remain independent. They share the benefits of re-selling and distributing each other’s products. Not only that, the partners act as influencers for each other’s brands.
 
“Really, what we're looking at with partner marketing is working with another organization in order to amplify your sales and marketing capabilities.”
 
Why is channel partnership the future of marketing? 
David thinks everyone can benefit from a channel marketing partnership, especially when it comes to inbound marketing. This may be his hot-take in the industry, but he has seen the growth and advantage of inviting other companies to endorse your products. With these channels comes influence, and David believes that influence is the new currency of business.
 
“And when the channel team in the partnership team is more integrated into sales, marketing, and product, it seems to be a lot more successful.”
 
How does this fit into sales?
Your channels are out there building brand awareness, relationships, and networking. As they drive engagement up, leads will follow suit. It also gives the sales team more resources to get the job done. By creating a partnership program that works alongside your sales team, hitting target goals becomes much easier.
 
“My job, and people that I work with on the marketing team, is to take our limited resources and direct them at those partners that are starting to build that momentum and go out there.” 
______
Links: 
If you have questions or want to chat, email David at <a href='mailto:dabrown@zerofox.com'>dabrown@zerofox.com</a> or message him on the Cybersecurity Marketing Society Slack!
<a href='https://www.linkedin.com/in/davidclbrown/'>Find David Brown on LinkedIn.</a>
Follow <a href='https://www.linkedin.com/in/giannawhitver/'>Gianna</a> on LinkedIn.
Catch up with <a href='https://www.linkedin.com/in/maria-vepa/'>Maria</a> on LinkedIn.
Grab your ticket to the <a href='https://cybersecuritymarketingsociety.com/'>Cyber Marketing Con 2022.</a>
Join the Cybersecurity Marketing Society on our <a href='https://cybersecuritymarketingsociety.com/'>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>. 
Additional resources: <a href='https://www.zerofox.com/'>ZeroFox</a>, <a href='https://www.crossbeam.com/'>Crossbeam</a>, <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cybersecurity Marketing Con</a>, <a href='https://www.forrester.com/'>Forrester</a>, <a href='https://www.menlosecurity.com/'>Menlo Security</a>, <a href='https://www.tierra.net/security'>Tierra Security</a>

breaking-through-cyber-marketing.podbean.com/48e95f22-ee3a-339e-9b66-7bca5e588a9a

David Brown is the Director of Global Partner Marketing for ZeroFox, a computer and network security company based out of Baltimore, MD. David has over fifteen years of experience in the international B2B marketing field. He joins us as we discuss partne...

Influence as Currency in Modern Marketing: Channel Partnerships ft David Brown

Joining Maria and Gianna this week is Clark Barron, the Demand Generation Manager at Nisos. He has a background in cybersecurity marketing, photography, and independent film, and is an avid gamer. Clark shares his unconventional ways of lead generation through websites. Every marketing campaign might feel like it says the same thing, but Clark defies the user’s expectations to bring in user interest and stand out in the field.
 
Timecoded Guide: 
[05:48] Marketers are hackers of different colors
[09:14] Campaigns that changed the game
[15:08] How Clark tracks his unprecedented marketing campaigns
[22:31] Communicating with leadership to try your ideas


How can marketers apply this approach to messaging branding?
Marketers have more influence and power than they often realize. The similarity between hackers and marketers is that marketers are gathering data in an ethical manner. Both are building personas, exploiting pain points, researching, and reaching vulnerabilities. Clark believes that is the power of choice to be good ethical marketers. 
“Marketers, a lot of times, don't realize the kind of powers that they have, they have to make a choice to use them for good. That's the way I look at it.”
 
How have specific campaigns you’ve implemented changed the game?
Clark started his process by evaluating voice and brand identity. He sat back and watched what others were doing. Noticing that all the cybersecurity websites were saying the same thing over and over, Clark decided to take action in a wacky way. He developed a marketing strategy that changed the game.
“Subvert their expectations from the very beginning. They're expecting one thing, and they're getting something completely different. We know what they're expecting, but instead, what we're gonna do is, we're gonna say, ‘Enjoy a completely different cybersecurity landing page.’”
 
 How do you have conversations with leadership to go along with these ideas?
The first step is to have those conversations. If the CEO or higher-up doesn’t understand marketing processes, then you need to have those conversations with them. Long-term growth is what you should be working toward. Before you cast out the big campaigns, you have to have small wins so you’re better prepared for a marketing plan with bigger risks.
“A lot of bigger organizations are not going to be able to do this. I have that level of self-awareness that I know that, however, what you can do is change the way you look at conversations with leadership.”
______
Links: 
Find Clark Barron on his <a href='https://www.linkedin.com/in/clark-barron-12065728/'>website</a> or <a href='https://www.linkedin.com/in/clark-barron-12065728/'>LinkedIn</a> and check out his blog <a href='https://cybersecuritymarketingsociety.com/in-cyber-security-marketing-you-are-the-threat'>here</a>! 
Follow <a href='https://www.linkedin.com/in/giannawhitver/'>Gianna</a> on LinkedIn.
Catch up with <a href='https://www.linkedin.com/in/maria-vepa/'>Maria</a> on LinkedIn.
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022.</a>
Join the Cybersecurity Marketing Society on our <a href='https://cybersecuritymarketingsociety.com/'>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>. 
Additional resources: <a href='https://www.nisos.com/'>Nisos</a>, <a href='https://www.phishfirewall.com/'>PhishFirewall</a>, <a href='https://defcon.org/'>DEF CON</a>, <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a>, <a href='http://www.celestegame.com/'>Celeste</a>

Joining Maria and Gianna this week is Clark Barron, the Demand Generation Manager at Nisos. He has a background in cybersecurity marketing, photography, and independent film, and is an avid gamer. Clark shares his unconventional ways of lead generation through websites. Every marketing campaign might feel like it says the same thing, but Clark defies the user’s expectations to bring in user interest and stand out in the field.
 
Timecoded Guide: 
[05:48] Marketers are hackers of different colors
[09:14] Campaigns that changed the game
[15:08] How Clark tracks his unprecedented marketing campaigns
[22:31] Communicating with leadership to try your ideas


How can marketers apply this approach to messaging branding?
Marketers have more influence and power than they often realize. The similarity between hackers and marketers is that marketers are gathering data in an ethical manner. Both are building personas, exploiting pain points, researching, and reaching vulnerabilities. Clark believes that is the power of choice to be good ethical marketers. 
“Marketers, a lot of times, don't realize the kind of powers that they have, they have to make a choice to use them for good. That's the way I look at it.”
 
How have specific campaigns you’ve implemented changed the game?
Clark started his process by evaluating voice and brand identity. He sat back and watched what others were doing. Noticing that all the cybersecurity websites were saying the same thing over and over, Clark decided to take action in a wacky way. He developed a marketing strategy that changed the game.
“Subvert their expectations from the very beginning. They're expecting one thing, and they're getting something completely different. We know what they're expecting, but instead, what we're gonna do is, we're gonna say, ‘Enjoy a completely different cybersecurity landing page.’”
 
 How do you have conversations with leadership to go along with these ideas?
The first step is to have those conversations. If the CEO or higher-up doesn’t understand marketing processes, then you need to have those conversations with them. Long-term growth is what you should be working toward. Before you cast out the big campaigns, you have to have small wins so you’re better prepared for a marketing plan with bigger risks.
“A lot of bigger organizations are not going to be able to do this. I have that level of self-awareness that I know that, however, what you can do is change the way you look at conversations with leadership.”
______
Links: 
Find Clark Barron on his <a href='https://www.linkedin.com/in/clark-barron-12065728/'>website</a> or <a href='https://www.linkedin.com/in/clark-barron-12065728/'>LinkedIn</a> and check out his blog <a href='https://cybersecuritymarketingsociety.com/in-cyber-security-marketing-you-are-the-threat'>here</a>! 
Follow <a href='https://www.linkedin.com/in/giannawhitver/'>Gianna</a> on LinkedIn.
Catch up with <a href='https://www.linkedin.com/in/maria-vepa/'>Maria</a> on LinkedIn.
Grab your ticket to the <a href='http://cybersecuritymarketingsociety.com/conference2022/'>Cyber Marketing Con 2022.</a>
Join the Cybersecurity Marketing Society on our <a href='https://cybersecuritymarketingsociety.com/'>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>. 
Additional resources: <a href='https://www.nisos.com/'>Nisos</a>, <a href='https://www.phishfirewall.com/'>PhishFirewall</a>, <a href='https://defcon.org/'>DEF CON</a>, <a href='https://cybersecuritymarketingsociety.com/'>Cybersecurity Marketing Society</a>, <a href='http://www.celestegame.com/'>Celeste</a>

breaking-through-cyber-marketing.podbean.com/e4feb629-5cd8-3cc2-a3ab-75854b53c6d2

Joining Maria and Gianna this week is Clark Barron, the Demand Generation Manager at Nisos. He has a background in cybersecurity marketing, photography, and independent film, and is an avid gamer. Clark shares his unconventional ways of lead generation t...

Marketers are Ethical Hackers Prove Me Wrong with Clark Barron

Sky Kennedy, Video Storyteller and Content Creator at Studio Sky, joins us to talk about her expertise— video! Inspired to become part of the cyber world after her work with Cylance, Sky loves teaching the cybersecurity industry about the amazing stories we can tell through videos. Whether you’re a one-person cyber marketing team on a shoestring budget or a corporate marketer looking for your next project, Sky shares the tips and tools marketers need to use video content to connect with their audience.
 
Timecoded Guide:
[00:00] Sky’s history and background in cyber with Cylance
[05:52] Video projects at Cylance and their influence on Sky’s work today
[08:50] Customer testimonials and the value of emotional connection in video
[17:09] DIY video content ideas for low budget marketers
[24:53] Video marketing budget breakdowns for cybersecurity teams
 
In your opinion, what makes a good customer testimonial video?
Testimonials can feel repetitive and disingenuous when customers repeat what a company already says about themselves. “You’ve got a great cybersecurity solution,” is nice to hear, but Sky believes that the value of a good testimonial is in the connection a customer feels to the organization. When a customer is willing to explain how the organization helped them behind-the-scenes, connected with them after their product was purchased, and solved their problems beyond the surface-level solution, that creates a testimonial that makes an impact.
“The best testimonials, in my opinion, are about how the company and the product and the people are really there for the customer, which engages the whole emotional side.”
 
What important aspects of video storytelling are critical to making sure your message gets across?
When cybersecurity professionals tell Sky, “I want a video,” the unfortunate reality is that they rarely know what kind of video content they’re looking for. Sky believes in upfront input and understanding with all of her clients. She goes in depth, asks a lot of questions about what they’re looking for, and guides them every step of the way to ensure success. The end goal is to show off the value of this company, of the products and solutions they create, but Sky understands that she needs to know their value inside and out in order to showcase it.
“I’ve created a list of questions about what a customer wants, what their expectations are, how much they want to spend on the project, and what their timeline is all about. I cover the whole issue of what their expectation is for this particular video that we're going to create.” 
 
Can you share some DIY tools for marketers making video content on a shoestring budget?
We’ve interviewed some one-person marketing teams on the podcast before, so we wanted to ask Sky about what low budget video marketing might look like. Sky explained that the videos filmed on smartphones and edited on simple applications can still make an incredible impact. Numerous commercials, viral videos, and even Oscar-nominated films have used smartphone cameras. What matters more is the value of the content from a messaging standpoint. Use your small budget to show off how much you love your organization, not how much you love your new camera.
“My whole goal is to not use cameras. Not because I don't like video cameras, but I am not a camera technician. Cameras cost a lot of money, and they take a lot of effort and energy to learn how to use them.”
 
What advice do you have for marketers struggling to convince leadership to allocate a part of their budget to video? 
While small teams with meager budgets might have to make something out of nothing, marketers with larger teams and larger budgets have to make value out of their video investment. Sky encouraged us to consider how much content can come from just one video. A couple of minutes of well-planned video content can be broken up, edited, and used in many ways. It’s never just a video. Instead, it’s numerous marketing assets and an invaluable look at the behind-the-scenes of what your organization does and how you can differentiate yourselves from your cybersecurity competitors.
“We can take that video, we can cut it up, and we can use it in a variety of different ways. So, that $5,000 investment, when we amortize over 20 or 30 elements that we're using it in, ends up being only a couple hundred dollars per element.”
----------
Links:
Spend some time with our guest Sky Kennedy <a href='https://www.linkedin.com/in/sky-kennedy-45938a7/'>on LinkedIn</a> and on <a href='https://www.studioskyvideo.com'>her website</a>, or shoot her an email at <a href='mailto:SkyKennedy@StudioSkyVideo.com'>SkyKennedy@StudioSkyVideo.com</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>.

Sky Kennedy, Video Storyteller and Content Creator at Studio Sky, joins us to talk about her expertise— video! Inspired to become part of the cyber world after her work with Cylance, Sky loves teaching the cybersecurity industry about the amazing stories we can tell through videos. Whether you’re a one-person cyber marketing team on a shoestring budget or a corporate marketer looking for your next project, Sky shares the tips and tools marketers need to use video content to connect with their audience.
 
Timecoded Guide:
[00:00] Sky’s history and background in cyber with Cylance
[05:52] Video projects at Cylance and their influence on Sky’s work today
[08:50] Customer testimonials and the value of emotional connection in video
[17:09] DIY video content ideas for low budget marketers
[24:53] Video marketing budget breakdowns for cybersecurity teams
 
In your opinion, what makes a good customer testimonial video?
Testimonials can feel repetitive and disingenuous when customers repeat what a company already says about themselves. “You’ve got a great cybersecurity solution,” is nice to hear, but Sky believes that the value of a good testimonial is in the connection a customer feels to the organization. When a customer is willing to explain how the organization helped them behind-the-scenes, connected with them after their product was purchased, and solved their problems beyond the surface-level solution, that creates a testimonial that makes an impact.
“The best testimonials, in my opinion, are about how the company and the product and the people are really there for the customer, which engages the whole emotional side.”
 
What important aspects of video storytelling are critical to making sure your message gets across?
When cybersecurity professionals tell Sky, “I want a video,” the unfortunate reality is that they rarely know what kind of video content they’re looking for. Sky believes in upfront input and understanding with all of her clients. She goes in depth, asks a lot of questions about what they’re looking for, and guides them every step of the way to ensure success. The end goal is to show off the value of this company, of the products and solutions they create, but Sky understands that she needs to know their value inside and out in order to showcase it.
“I’ve created a list of questions about what a customer wants, what their expectations are, how much they want to spend on the project, and what their timeline is all about. I cover the whole issue of what their expectation is for this particular video that we're going to create.” 
 
Can you share some DIY tools for marketers making video content on a shoestring budget?
We’ve interviewed some one-person marketing teams on the podcast before, so we wanted to ask Sky about what low budget video marketing might look like. Sky explained that the videos filmed on smartphones and edited on simple applications can still make an incredible impact. Numerous commercials, viral videos, and even Oscar-nominated films have used smartphone cameras. What matters more is the value of the content from a messaging standpoint. Use your small budget to show off how much you love your organization, not how much you love your new camera.
“My whole goal is to not use cameras. Not because I don't like video cameras, but I am not a camera technician. Cameras cost a lot of money, and they take a lot of effort and energy to learn how to use them.”
 
What advice do you have for marketers struggling to convince leadership to allocate a part of their budget to video? 
While small teams with meager budgets might have to make something out of nothing, marketers with larger teams and larger budgets have to make value out of their video investment. Sky encouraged us to consider how much content can come from just one video. A couple of minutes of well-planned video content can be broken up, edited, and used in many ways. It’s never just a video. Instead, it’s numerous marketing assets and an invaluable look at the behind-the-scenes of what your organization does and how you can differentiate yourselves from your cybersecurity competitors.
“We can take that video, we can cut it up, and we can use it in a variety of different ways. So, that $5,000 investment, when we amortize over 20 or 30 elements that we're using it in, ends up being only a couple hundred dollars per element.”
----------
Links:
Spend some time with our guest Sky Kennedy <a href='https://www.linkedin.com/in/sky-kennedy-45938a7/'>on LinkedIn</a> and on <a href='https://www.studioskyvideo.com'>her website</a>, or shoot her an email at <a href='mailto:SkyKennedy@StudioSkyVideo.com'>SkyKennedy@StudioSkyVideo.com</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/a923f47e-5b73-3f6b-8b1c-c1984d6c7a97

Sky Kennedy, Video Storyteller and Content Creator at Studio Sky, joins us to talk about her expertise— video! Inspired to become part of the cyber world after her work with Cylance, Sky loves teaching the cybersecurity industry about the amazing stories...

Video Marketing at Any Budget with Sky Kennedy

Ashish Rajan does SO many things. He is the producer and host of Cloud Security Podcast, the Head of Security & Compliance at PageUp, a Course Instructor at SANS Institute, a Faculty at IANS, a trainer, an AWS builder, and the founder of the DevSECOps Melbourne meetup and Cybersecurity for Startups— and he even has time to have beef with Ryan Reynolds. We asked Ashish on the podcast to find out how he does it all in cybersecurity, as well as his thoughts on cyber marketing and the latest focus on PLG.
 
Timecoded Guide:
[00:00] Introducing the many roles of Ashish, including his meetups with Cloud Security and DevSecOps in London
[05:21] Missed cyber education opportunities with Ryan Reynolds’ 1Password commercial
[15:02] Vendor process for product purchasing, right from the mouth of a CISO
[25:07] Product lead growth (PLG) and how security product become eligible for PLG
[34:44] Ashish’s strategy for consistent multi platform social media marketing 
 
Recently, you were in London for an event. Can you tell us a little bit about that?
Ashish takes his many roles in cyber and tech super seriously, managing to schedule a variety of professional meetups and live streams on his trip to London. Originally planning to travel for personal reasons, Ashish found himself working with DevSecOps, planning a meetup for Cloud Security, and working through a very different, yet very tech savvy live stream setup. Consistency is key from Ashish’s perspective— rain or shine, he’s been running this live stream for three years, which is a huge commitment but a worthwhile investment in his audience.  
“The whole thing took exactly a week to plan, and I think it was really fascinating that we just announced a meetup with the DevSecOps London group over there.  We had about 120 people turn up for that event. That was great.”
 
What was your opinion on Ryan Reynolds’ ad for 1Password?
<a href='https://youtu.be/NSMP0rfEDMM'>Ashish had some choice words on a recent Ryan Reynolds’ commercial online</a>, but we wanted to pick his brain even further. Does Ashish have beef with Ryan? It turns out, not really (although he is definitely open to working with him), but he does think Ryan and 1Password missed an opportunity to further cyber education. With that wide of a platform and that prominent of a figure, Ashish would have liked to see Ryan and his team break down the necessity of strong, secure passwords, as well as advocate for everyday people to consider the security threats they might encounter. 
“I thought: Why not use that video as a way to educate and piggyback on the thing that Ryan Reynolds was trying to talk about? But give it a more cybersecurity value spin. So, the video that I made was more around what he was really trying to talk about.”
 
What are your opinions about marketing in the cyber vendor space?
As a CISO friend of the Cybersecurity Marketing Society, we know we can count on Ashish to notice and pay attention to solid marketing strategy in the cyber industry. A major pain point, not only for us, but for Ashish, has been a lack of creative freedom amongst marketing teams in the industry. Ashish has felt honestly disappointed by the tough constraints that certain cyber companies have placed on their marketing departments, including forcing them to color inside the lines of board and investor opinions on marketing strategies.
“I feel the true marketing is where you're just giving value. Someone buying the product is literally just a byproduct of this. You've given so much value, it doesn't make sense to the person to not buy the product.”
 
Can you expand on your thoughts around PLG?
PLG, or Product Lead Growth, just might be the future for developers in the cyber community. Developers have a voice, and Ashish has encountered a few companies ready to listen to those voices— even though their competitors still might not be. Using ease of adoption, or how fast someone can get used to your product, and time of value, or how fast a developer can see the results of your product, PLG is not only achievable, but profitable. PLG is already happening, according to Ashish, and it's only a matter of time before companies will have to start asking themselves: How do we convince the developers?
“Once you've got there, is it going to take 1 week for them to get the result? Or, is it going to be a few seconds? No developer is going to spend more than an hour waiting for this result.”
----------
Links:
Spend some time with our guest Ashish Rajan on <a href='https://www.ashishrajan.com'>his website</a>, <a href='https://www.linkedin.com/in/ashishrajan/?originalSubdomain=au'>LinkedIn</a>, and <a href='https://twitter.com/hashishrajan?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor'>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>.
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>.
The Candy Industry website has a <a href='https://www.candyindustry.com/media/podcasts'>candy-related podcast</a>.

Ashish Rajan does SO many things. He is the producer and host of Cloud Security Podcast, the Head of Security & Compliance at PageUp, a Course Instructor at SANS Institute, a Faculty at IANS, a trainer, an AWS builder, and the founder of the DevSECOps Melbourne meetup and Cybersecurity for Startups— and he even has time to have beef with Ryan Reynolds. We asked Ashish on the podcast to find out how he does it all in cybersecurity, as well as his thoughts on cyber marketing and the latest focus on PLG.
 
Timecoded Guide:
[00:00] Introducing the many roles of Ashish, including his meetups with Cloud Security and DevSecOps in London
[05:21] Missed cyber education opportunities with Ryan Reynolds’ 1Password commercial
[15:02] Vendor process for product purchasing, right from the mouth of a CISO
[25:07] Product lead growth (PLG) and how security product become eligible for PLG
[34:44] Ashish’s strategy for consistent multi platform social media marketing 
 
Recently, you were in London for an event. Can you tell us a little bit about that?
Ashish takes his many roles in cyber and tech super seriously, managing to schedule a variety of professional meetups and live streams on his trip to London. Originally planning to travel for personal reasons, Ashish found himself working with DevSecOps, planning a meetup for Cloud Security, and working through a very different, yet very tech savvy live stream setup. Consistency is key from Ashish’s perspective— rain or shine, he’s been running this live stream for three years, which is a huge commitment but a worthwhile investment in his audience.  
“The whole thing took exactly a week to plan, and I think it was really fascinating that we just announced a meetup with the DevSecOps London group over there.  We had about 120 people turn up for that event. That was great.”
 
What was your opinion on Ryan Reynolds’ ad for 1Password?
<a href='https://youtu.be/NSMP0rfEDMM'>Ashish had some choice words on a recent Ryan Reynolds’ commercial online</a>, but we wanted to pick his brain even further. Does Ashish have beef with Ryan? It turns out, not really (although he is definitely open to working with him), but he does think Ryan and 1Password missed an opportunity to further cyber education. With that wide of a platform and that prominent of a figure, Ashish would have liked to see Ryan and his team break down the necessity of strong, secure passwords, as well as advocate for everyday people to consider the security threats they might encounter. 
“I thought: Why not use that video as a way to educate and piggyback on the thing that Ryan Reynolds was trying to talk about? But give it a more cybersecurity value spin. So, the video that I made was more around what he was really trying to talk about.”
 
What are your opinions about marketing in the cyber vendor space?
As a CISO friend of the Cybersecurity Marketing Society, we know we can count on Ashish to notice and pay attention to solid marketing strategy in the cyber industry. A major pain point, not only for us, but for Ashish, has been a lack of creative freedom amongst marketing teams in the industry. Ashish has felt honestly disappointed by the tough constraints that certain cyber companies have placed on their marketing departments, including forcing them to color inside the lines of board and investor opinions on marketing strategies.
“I feel the true marketing is where you're just giving value. Someone buying the product is literally just a byproduct of this. You've given so much value, it doesn't make sense to the person to not buy the product.”
 
Can you expand on your thoughts around PLG?
PLG, or Product Lead Growth, just might be the future for developers in the cyber community. Developers have a voice, and Ashish has encountered a few companies ready to listen to those voices— even though their competitors still might not be. Using ease of adoption, or how fast someone can get used to your product, and time of value, or how fast a developer can see the results of your product, PLG is not only achievable, but profitable. PLG is already happening, according to Ashish, and it's only a matter of time before companies will have to start asking themselves: How do we convince the developers?
“Once you've got there, is it going to take 1 week for them to get the result? Or, is it going to be a few seconds? No developer is going to spend more than an hour waiting for this result.”
----------
Links:
Spend some time with our guest Ashish Rajan on <a href='https://www.ashishrajan.com'>his website</a>, <a href='https://www.linkedin.com/in/ashishrajan/?originalSubdomain=au'>LinkedIn</a>, and <a href='https://twitter.com/hashishrajan?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor'>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>.
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>.
The Candy Industry website has a <a href='https://www.candyindustry.com/media/podcasts'>candy-related podcast</a>.

breaking-through-cyber-marketing.podbean.com/26c5d33f-859b-3fd5-9e72-dabf1b3301b7

Ashish Rajan does SO many things. He is the producer and host of Cloud Security Podcast, the Head of Security & Compliance at PageUp, a Course Instructor at SANS Institute, a Faculty at IANS, a trainer, an AWS builder, and the founder of the DevSECOps Me...

PLG & the Secret Marketing Sauce with Ashish Rajan

How do marketers get “blocked” by cybersecurity practitioners? We’re making a list with Ken Underhill, CEO of Cyber Life. Along with what NOT to do, we’ll also talk about his awesome career in cyber and his most recent work with his company’s training program, Cyber Life School. Using his years of experience and his reputation as one of the funniest guys in cyber, Ken sheds some light on low-cost educational opportunities for future security practitioners, discusses his new book about crushing your next job interview, and even shares what might be next for Cyber Life’s television show.
 
Timecoded Guide:
[00:00] Introducing Ken beyond his accolades & reputation

[07:12] Seeing the human side of technology marketing
[13:34] Private InfoSec communities & cyber safe spaces
[20:00] Future guests & technology topics on Cyber Life’s TV show
[23:45] Hacking your next security job interview with expert advice
 
Can you tell us about your journey in networking and building your brand?
Although Ken has a strong personal brand, he’s completely willing to admit that he took a less traditional route to get there. Focusing less on branding and more on giving back to his community, Ken’s personal brand happened because of his other actions, not because of his focus on personal professional development. Sharing his authentic self with the world on tv, in speaking engagements, or at networking events doesn’t scare Ken, even though he considers himself introverted. It’s instead all about sharing what he’s learned, no matter how small, in cybersecurity, in the other industries he’s been a part of, and in his personal life. 
“Look back a couple of years, or even just six months, right? You were a different person back then. You've learned something since then. Whatever that is, share it.”
 
What are some ways that cybersecurity marketers or marketing cyber products have fallen short or failed you as a security practitioner?
As a security practitioner, Ken represents the people we market directly towards as cybersecurity marketers. Considering his role in our security audience, we were curious about what he considers the dos and don’ts of cyber marketing. Ken’s biggest cyber product pet peeve actually centers around too much focus on the product itself. If you’re spending all your focus and energy on just considering the technology and not acknowledging the humans you’re marketing towards, Ken believes that you’re just shoving tech down someone’s throat and not making an impact. 
“I think the mistake a lot of people make, especially around technology products or services, is they think it's just technology. You have got to remember that there's a human on the other side there.”
 
What are some exciting things in the works at Cyber Life?
With his roots in podcasting and content creation, we’re excited to give Ken the spotlight to share his company, Cyber Life, and the amazing work they’re doing. Currently, Cyber Life centers their services around a television show, which Ken loves being a part of because of its combination of podcast-style interviews and Bill Nye-esque learning segments. However, education television isn’t the only thing Cyber Life is doing these days. Considering Ken’s low income upbringing and his passion for educational programming, Cyber Life School exists alongside Cyber Life to democratize cybersecurity education and offer free training for security practitioners, regardless of their stage in the industry.
“At Cyber Life School, we've democratized cybersecurity education. Everything's the ‘pay what you can’ model. If you grew up like me and have no money, you can still afford to go there, because it's free. If you want to pay, you can pay, if you want to pay at a discount and support us, you can do so.”
 
Can you tell us about the book you co-authored, Hack the Cybersecurity Interview?
Alongside television, education, and security, Ken has most recently dipped his toes in the water as a writer. Co-authoring a book with Tia Hopkins and Chris Foulon, Hack the Cybersecurity Interview will be hitting the shelves soon and is already available for pre-order on Amazon. Using years of experience interviewing and being interviewed for cybersecurity jobs, Tia, Chris, and Ken share personalized advice about the process of job searching and interviewing for open cyber positions. Customized to include numerous types of security practitioner roles, this book is a major resource for future cyber professionals and for cybersecurity marketers looking to better understand their audience.
“Pretty much every interview I've ever been in has the exact same questions, they go off a checklist for the behavioral interview questions. So, the ones in that chapter of the book are things you want to study, definitely, no matter what job you're going for.”
----------
Links:
Spend some time with our guest Ken Underhill on <a href='https://www.linkedin.com/in/kenunderhill/'>LinkedIn.</a>
Learn more about Cyber Life on <a href='https://cyberlife.tv'>their website</a> and <a href='https://www.linkedin.com/company/cyber-life/'>LinkedIn</a>.
Check out Ken’s book, <a href='https://www.amazon.com/Hack-Cybersecurity-Interview-jumpstarting-cybersecurity-ebook/dp/B09V2S1T35'>Hack the Cybersecurity Interview</a>.
The Candy Industry website has a <a href='https://www.candyindustry.com/media/podcasts'>candy-related podcast</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>.

How do marketers get “blocked” by cybersecurity practitioners? We’re making a list with Ken Underhill, CEO of Cyber Life. Along with what NOT to do, we’ll also talk about his awesome career in cyber and his most recent work with his company’s training program, Cyber Life School. Using his years of experience and his reputation as one of the funniest guys in cyber, Ken sheds some light on low-cost educational opportunities for future security practitioners, discusses his new book about crushing your next job interview, and even shares what might be next for Cyber Life’s television show.
 
Timecoded Guide:
[00:00] Introducing Ken beyond his accolades & reputation

[07:12] Seeing the human side of technology marketing
[13:34] Private InfoSec communities & cyber safe spaces
[20:00] Future guests & technology topics on Cyber Life’s TV show
[23:45] Hacking your next security job interview with expert advice
 
Can you tell us about your journey in networking and building your brand?
Although Ken has a strong personal brand, he’s completely willing to admit that he took a less traditional route to get there. Focusing less on branding and more on giving back to his community, Ken’s personal brand happened because of his other actions, not because of his focus on personal professional development. Sharing his authentic self with the world on tv, in speaking engagements, or at networking events doesn’t scare Ken, even though he considers himself introverted. It’s instead all about sharing what he’s learned, no matter how small, in cybersecurity, in the other industries he’s been a part of, and in his personal life. 
“Look back a couple of years, or even just six months, right? You were a different person back then. You've learned something since then. Whatever that is, share it.”
 
What are some ways that cybersecurity marketers or marketing cyber products have fallen short or failed you as a security practitioner?
As a security practitioner, Ken represents the people we market directly towards as cybersecurity marketers. Considering his role in our security audience, we were curious about what he considers the dos and don’ts of cyber marketing. Ken’s biggest cyber product pet peeve actually centers around too much focus on the product itself. If you’re spending all your focus and energy on just considering the technology and not acknowledging the humans you’re marketing towards, Ken believes that you’re just shoving tech down someone’s throat and not making an impact. 
“I think the mistake a lot of people make, especially around technology products or services, is they think it's just technology. You have got to remember that there's a human on the other side there.”
 
What are some exciting things in the works at Cyber Life?
With his roots in podcasting and content creation, we’re excited to give Ken the spotlight to share his company, Cyber Life, and the amazing work they’re doing. Currently, Cyber Life centers their services around a television show, which Ken loves being a part of because of its combination of podcast-style interviews and Bill Nye-esque learning segments. However, education television isn’t the only thing Cyber Life is doing these days. Considering Ken’s low income upbringing and his passion for educational programming, Cyber Life School exists alongside Cyber Life to democratize cybersecurity education and offer free training for security practitioners, regardless of their stage in the industry.
“At Cyber Life School, we've democratized cybersecurity education. Everything's the ‘pay what you can’ model. If you grew up like me and have no money, you can still afford to go there, because it's free. If you want to pay, you can pay, if you want to pay at a discount and support us, you can do so.”
 
Can you tell us about the book you co-authored, Hack the Cybersecurity Interview?
Alongside television, education, and security, Ken has most recently dipped his toes in the water as a writer. Co-authoring a book with Tia Hopkins and Chris Foulon, Hack the Cybersecurity Interview will be hitting the shelves soon and is already available for pre-order on Amazon. Using years of experience interviewing and being interviewed for cybersecurity jobs, Tia, Chris, and Ken share personalized advice about the process of job searching and interviewing for open cyber positions. Customized to include numerous types of security practitioner roles, this book is a major resource for future cyber professionals and for cybersecurity marketers looking to better understand their audience.
“Pretty much every interview I've ever been in has the exact same questions, they go off a checklist for the behavioral interview questions. So, the ones in that chapter of the book are things you want to study, definitely, no matter what job you're going for.”
----------
Links:
Spend some time with our guest Ken Underhill on <a href='https://www.linkedin.com/in/kenunderhill/'>LinkedIn.</a>
Learn more about Cyber Life on <a href='https://cyberlife.tv'>their website</a> and <a href='https://www.linkedin.com/company/cyber-life/'>LinkedIn</a>.
Check out Ken’s book, <a href='https://www.amazon.com/Hack-Cybersecurity-Interview-jumpstarting-cybersecurity-ebook/dp/B09V2S1T35'>Hack the Cybersecurity Interview</a>.
The Candy Industry website has a <a href='https://www.candyindustry.com/media/podcasts'>candy-related podcast</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/5c00a65c-366b-3ec5-881b-cc497f2f7cf9

How do marketers get “blocked” by cybersecurity practitioners? We’re making a list with Ken Underhill, CEO of Cyber Life. Along with what NOT to do, we’ll also talk about his awesome career in cyber and his most recent work with his company’s training pr...

Treat us like Humans! How Marketers Can Evade the Block Party with Ken Underhill

Rodrigo Leme, Marketing Director at Right-Hand Security, joins us this week to cover the often ignored topic in cybersecurity of marketing to small and medium-sized businesses, or SMBs. Covering the concepts of business use cases, security awareness training, and post-sales support, Rodrigo explains the ins and outs, the good and the bad, the tips and the tricks of cyber marketing in the SMB world and when we should consider the bottom line (hint: it’s probably more than you think).
 
Timecoded Guide:
[03:14] Talking to non-technical customers in SMBs about cybersecurity and security awareness training and getting to the root of their problems and pain points

[08:30] Seeing past the term of SMB to understand the people you’re marketing to and what a good culture of cybersecurity can bring to them
[23:39] Advocating against fear, uncertainty, and doubt when marketing to SMBs and the importance of focusing on what’s good for your people, not what’s scariest
[29:09] Understanding the importance of post-sales support, engaging with customer feedback, and recognizing what customers want to see from your services
[35:39] Exploring strange and unusual business use cases and seeing the commonality of empathy for pain points in marketing 
 
Rodrigo, can you tell us about marketing to the SMB customer?
We don’t always get a chance to dive into SMB marketing with such a knowledgeable source, but Rodrigo invites us to consider the differences between an SMB and a large company customer throughout this episode. First, consider the size of a team you may be working with. Instead of having a CISO or a head of security, a business owner may be working on security themselves, hoping to find guidance from you on how to move forward in a small team. Additionally, Rodrigo warns that many SMB clients may not see the security opportunities beyond their tech goals, such as a restauranter seeking to add WI-FI to their offerings and missing additional security awareness strategies that need to be pointed out to them.
“The SMB customer has problems on the surface that he knows he has, like, ‘I want Wi-Fi in my restaurant for my guests.’ And he has issues that he's not aware of, or he has opportunities he's not aware of, like he may have security issues behind that Wi-Fi access that he doesn't know about.”
 
Can you tell us how Walmart used cybersecurity for PR?
According to Rodrigo, good cybersecurity is even better for PR. This idea could be held up with a myriad of examples, but one Rodrigo is particularly enamored with is Walmart’s prevention of gift card scams. With the ability to prevent scams and return funds before customers lose their money, Walmart has saved their customers over a million dollars and have been praised for this initiative by major news outlets. Although this is a drop in the bucket within an ocean of an issue, Rodrigo points out that saving any customer any amount of money and preventing them from being scammed in any way leads to massive PR benefits, especially when you can show off how well you understand your customer’s pain points. 
“Let's say that you're protecting those customers from getting into scams that make those people lose their mortgage money, or whatever. You're saving them a million, even if it's only a million, that's good PR. That only happens if you understand the end customer pain points, not the immediate pain points of the organization.”
 
What are your thoughts on FUD (fear, uncertainty, and doubt) in marketing to these SMBs and in these business use cases? 
We’ve discussed the idea of FUD before on the podcast, and how it’s never a good cyber marketing tactic to exploit someone’s fear, uncertainty, or doubt. Although our examples have ranged from large corporations to individual consumers, we wanted to talk with Rodrigo about his perspective on marketing for SMBs and the danger of FUD. Rodrigo, considering himself a positive person with a lighthearted demeanor, finds using FUD in marketing to SMBs to be manipulative and redundant. Rodrigo argues that not only do small business owners fear for their security, they also come to Right-Hand with a desire to enhance their security already in mind. They don’t need to be scared further if a positive approach could be just as influential.
“I do not like fear, uncertainty, and doubt. I do believe that, since we're in the education business, I do like educating. We do believe in empathy. We listen to our customers, we do ask the ‘why,’ to understand the pain points of the customers.”
 
What are some best practices around supporting the post-sales process, after you've sold a product? 
Marketing so often focuses on the beginning of the sales cycle. We love to reach out to new customers and encourage those doing their research to check out our products, but we don’t always talk about what happens after a sale takes place. For Rodrigo and his team at Right-Hand, the post-sales process requires its own understanding of your customer and their security goals beyond what they might see for themselves. Following up with customers post-sale not only leads to high-quality feedback for Rodrigo and his team, it also allows for them to see where support is still needed for their customer, including analyzing the results of their security awareness training and setting up further opportunities to reduce human risk.
“Are we really reducing human risk? If we're not: How can we help them? Can we help them leverage the services? Can we sit down with them and help build stronger content training content? Are they having problems creating content for the training?”
----------
Links:
Spend some time with our guest Rodrigo Leme on <a href='https://rodrigolememkt.com.br'>his website</a> and <a href='https://www.linkedin.com/in/rodrigoleme/'>LinkedIn</a>
Learn more about Right-Hand Cybersecurity on <a href='https://www.linkedin.com/company/righthandai/'>LinkedIn</a> and <a href='https://right-hand.ai/why-right-hand/'>their 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>

Rodrigo Leme, Marketing Director at Right-Hand Security, joins us this week to cover the often ignored topic in cybersecurity of marketing to small and medium-sized businesses, or SMBs. Covering the concepts of business use cases, security awareness training, and post-sales support, Rodrigo explains the ins and outs, the good and the bad, the tips and the tricks of cyber marketing in the SMB world and when we should consider the bottom line (hint: it’s probably more than you think).
 
Timecoded Guide:
[03:14] Talking to non-technical customers in SMBs about cybersecurity and security awareness training and getting to the root of their problems and pain points

[08:30] Seeing past the term of SMB to understand the people you’re marketing to and what a good culture of cybersecurity can bring to them
[23:39] Advocating against fear, uncertainty, and doubt when marketing to SMBs and the importance of focusing on what’s good for your people, not what’s scariest
[29:09] Understanding the importance of post-sales support, engaging with customer feedback, and recognizing what customers want to see from your services
[35:39] Exploring strange and unusual business use cases and seeing the commonality of empathy for pain points in marketing 
 
Rodrigo, can you tell us about marketing to the SMB customer?
We don’t always get a chance to dive into SMB marketing with such a knowledgeable source, but Rodrigo invites us to consider the differences between an SMB and a large company customer throughout this episode. First, consider the size of a team you may be working with. Instead of having a CISO or a head of security, a business owner may be working on security themselves, hoping to find guidance from you on how to move forward in a small team. Additionally, Rodrigo warns that many SMB clients may not see the security opportunities beyond their tech goals, such as a restauranter seeking to add WI-FI to their offerings and missing additional security awareness strategies that need to be pointed out to them.
“The SMB customer has problems on the surface that he knows he has, like, ‘I want Wi-Fi in my restaurant for my guests.’ And he has issues that he's not aware of, or he has opportunities he's not aware of, like he may have security issues behind that Wi-Fi access that he doesn't know about.”
 
Can you tell us how Walmart used cybersecurity for PR?
According to Rodrigo, good cybersecurity is even better for PR. This idea could be held up with a myriad of examples, but one Rodrigo is particularly enamored with is Walmart’s prevention of gift card scams. With the ability to prevent scams and return funds before customers lose their money, Walmart has saved their customers over a million dollars and have been praised for this initiative by major news outlets. Although this is a drop in the bucket within an ocean of an issue, Rodrigo points out that saving any customer any amount of money and preventing them from being scammed in any way leads to massive PR benefits, especially when you can show off how well you understand your customer’s pain points. 
“Let's say that you're protecting those customers from getting into scams that make those people lose their mortgage money, or whatever. You're saving them a million, even if it's only a million, that's good PR. That only happens if you understand the end customer pain points, not the immediate pain points of the organization.”
 
What are your thoughts on FUD (fear, uncertainty, and doubt) in marketing to these SMBs and in these business use cases? 
We’ve discussed the idea of FUD before on the podcast, and how it’s never a good cyber marketing tactic to exploit someone’s fear, uncertainty, or doubt. Although our examples have ranged from large corporations to individual consumers, we wanted to talk with Rodrigo about his perspective on marketing for SMBs and the danger of FUD. Rodrigo, considering himself a positive person with a lighthearted demeanor, finds using FUD in marketing to SMBs to be manipulative and redundant. Rodrigo argues that not only do small business owners fear for their security, they also come to Right-Hand with a desire to enhance their security already in mind. They don’t need to be scared further if a positive approach could be just as influential.
“I do not like fear, uncertainty, and doubt. I do believe that, since we're in the education business, I do like educating. We do believe in empathy. We listen to our customers, we do ask the ‘why,’ to understand the pain points of the customers.”
 
What are some best practices around supporting the post-sales process, after you've sold a product? 
Marketing so often focuses on the beginning of the sales cycle. We love to reach out to new customers and encourage those doing their research to check out our products, but we don’t always talk about what happens after a sale takes place. For Rodrigo and his team at Right-Hand, the post-sales process requires its own understanding of your customer and their security goals beyond what they might see for themselves. Following up with customers post-sale not only leads to high-quality feedback for Rodrigo and his team, it also allows for them to see where support is still needed for their customer, including analyzing the results of their security awareness training and setting up further opportunities to reduce human risk.
“Are we really reducing human risk? If we're not: How can we help them? Can we help them leverage the services? Can we sit down with them and help build stronger content training content? Are they having problems creating content for the training?”
----------
Links:
Spend some time with our guest Rodrigo Leme on <a href='https://rodrigolememkt.com.br'>his website</a> and <a href='https://www.linkedin.com/in/rodrigoleme/'>LinkedIn</a>
Learn more about Right-Hand Cybersecurity on <a href='https://www.linkedin.com/company/righthandai/'>LinkedIn</a> and <a href='https://right-hand.ai/why-right-hand/'>their 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/78b527e9-b9a0-3842-8bb8-04c1bd248d32

Rodrigo Leme, Marketing Director at Right-Hand Security, joins us this week to cover the often ignored topic in cybersecurity of marketing to small and medium-sized businesses, or SMBs. Covering the concepts of business use cases, security awareness trai...

Security Awareness for SMBs with Rodrigo Leme

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...

Building Trust, Culture, and Communities with Tyler Shields

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

Breaking Through in Cybersecurity Marketing

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