Breaking Through in Cybersecurity Marketing

De: Cybersecurity Marketing Society | N2K Networks
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  • Resumen

  • Cybersecurity marketer, we’ve got your back! Created by the Cybersecurity Marketing Society, the Breaking Through in Cybersecurity Marketing podcast shares the stories, successes, and failures of marketers in this fast-paced and constantly changing industry. Listen to learn, laugh, and improve your cybersecurity marketing game! New episodes every Wednesday.
    ©2024 Cybersecurity Marketing Society 706761
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Economía Marketing Marketing y Ventas
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Episodios
  • From Founder Sales to First Marketers: Acrew Capital on Building a GTM Engine

    From Founder Sales to First Marketers: Acrew Capital on Building a GTM Engine
    Apr 30 2025
    Episode Summary: What do VCs think about your GTM strategy? This week, Gianna and Maria chat with Asad Khaliq and Mark Kraynak, two of the founding members of Acrew Capital, about what it takes to build or break a go-to-market motion at an early-stage cyber startup. Asad and Mark share how Acrew was founded, why they’re so focused on cyber and data, and what they’ve learned from backing some of the most well-known names in the industry. From hiring your first salesperson to avoiding “we stop threats” messaging, they’ve seen it all and they’re sharing the good, the bad, and the surprisingly funny. Timestamps: 01:55 – Founding Acrew: A venture firm built on thesis, collaboration, and trust. 03:59 – The "green light" test: Would founders be happy to hear from us? 04:57 – Mark’s unexpected path: From poetry to product marketing to VC. 06:36 – Storytelling, messaging, and the marketing power of poetry. 07:32 – Product positioning tips for startups: What words mean. 08:59 – Messaging ≠ intent: Why it’s about what the customer hears. 10:01 – Asad’s entry into cyber through the software infrastructure. 12:27 – Cyber + data = one GTM motion. 13:50 – The hidden magic of cybersecurity and the infrastructure we forget. 14:22 – GTM hiring tips: Why founders get the first sales—and what comes next. 15:51 – Why hiring growth too early is a recipe for failure. 16:47 – First marketing hire? Make it product, not growth. 17:53 – How to find your double unicorns: Player-coach profiles & product marketers. 19:50 – The danger of over-automating with AI in outbound. 21:04 – Standing out means going against the volume game. 22:26 – Culture of experimentation: The new GTM advantage. 24:22 – Channel deprecation: Email’s broken, ABM is back. 26:42 – In-person > inbox: Human connection is underrated. 28:49 – Advice for marketers joining early-stage startups. 31:40 – Vision and values: What to align on before joining a startup. 32:44 – Red flags: Fundraising ≠ success 34:52 – Lightning round: Best cyber website you’ve seen? 37:26 – Shout-out to the Vanta marketing team About the guest: Follow Asad on LinkedIn. Follow Mark on LinkedIn. Follow Acrew Capital on LinkedIn or the website. 💌 Feedback or Wanna Be on the Show? Email: podcast@cybersecuritymarketingsociety.com Follow your hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!
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    45 m
  • Coach, Cut, or Course-Correct? Manny Ataebi on Leading Through the Tough Stuff

    Coach, Cut, or Course-Correct? Manny Ataebi on Leading Through the Tough Stuff
    Apr 23 2025
    Episode Summary: There’s one part of leadership no one prepares you for: the hard conversations. Whether it’s underperformance or misplaced potential, these conversations are uncomfortable but unavoidable. In this episode, Manny Ataebi, Demostack's CMO, gets brutally honest about how to achieve clarity, empathy, and zero regrets. He drops hard truths and heart-forward advice on managing performance, coaching with empathy, and making the tough calls when attitude isn't enough. From skip levels and PIPs to founders hiring out of FOMO, we cover it all with zero sugarcoating. This one’s for the managers in the trenches. If you’ve ever wondered when to coach, when to cut, or how to protect your culture, Manny’s got answers. And stories. And probably a little tough love. Timestamps: 01:25 – Manny’s framework: When underperformance happens, what's next? 03:19 – Coaching vs. wrong role: The stress factor and impact on team morale. 04:31 – Working with founders: early hiring mistakes, and how to fix them. 06:26 – Hiring smart for startups: work ethic, street smarts, and fire in the belly. 07:05 – The year-one review and spotting growth potential. 09:25 – Transitioning team members across roles: real stories and structure. 11:36 – Difficult conversations: why surprise = manager failure. 14:31 – Role play, real scenarios, and preparing your team for exec-level readiness. 16:42 – QBRs and letting team members lead in front of leadership. 18:36 – Different styles, different focus: how Manny adjusts his management approach. 22:19 – When it’s a motivation issue: Candy Crush and the “Farmville” effect. 24:35 – Self-improvement mindset: what separates strivers from coasters. 26:07 – Managing through pivots: startup vs. scale-up realities. 27:32 – The energy vampires of the team: Eeyores, excuses, and responsibility. 29:31 – Let them fail (a little): growth through discomfort. 30:25 – Game Time! If Manny weren’t a CMO, what would he be? 32:10 – Life coach dreams, physical therapy passion, and a heart for helping others. 35:22 – Acting aspirations, fake film pitches, and final laughs. About the guest: Follow Manny Ataebi on LinkedIn. Links & Resources Mentioned: Demostack Cybersecurity Marketing Society CyberMarketingCon Upcoming Events: RSAC 2025 Marketers Party Sunday, April 27 – Vibes, wagyu, and every cybersecurity marketer you love. You know the drill. 👉 RSVP now before it’s too late. Subscribe & Show Some Love: New episodes every Wednesday. Subscribe, leave a five-star review, and send this to a coworker playing Candy Crush during Zoom calls. 💌 Feedback or Wanna Be on the Show? Email: podcast@cybersecuritymarketingsociety.com Follow your hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or on our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!
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    35 m
  • Chris Cochran on Marketing to an Audience That Doesn’t Trust You

    Chris Cochran on Marketing to an Audience That Doesn’t Trust You
    Apr 16 2025
    Episode Summary: This week, we’re going full circle with the one and only Chris Cochran, VP of Marketing at AKA Identity and Founder of Audacious GTM. Chris is a former cybersecurity practitioner, Netflix threat intel lead, Marine Corps vet, and one of the original champions behind this very podcast. Gianna and Maria sit down with Chris to trace his journey from the intelligence trenches to the marketing boardroom, blending creativity, psychology, and strategy. They talk about the unique challenges of marketing to cyber pros, bridging the gap between art and science, and the delicate dance between taste and truth in brand messaging. Chris also drops wisdom on authentic communication, building community with content, and why mutual benefit is the secret sauce of GTM. Timestamps: 03:14 – From Marine Corps to NSA to Netflix: Chris’s practitioner roots 08:10 – Hacker Valley origins: How podcasting sparked a creative empire 12:35 – Joining the Society: The invite that changed everything 15:02 – Building brand and community at aka Identity 18:27 – Art + science: Chris’s marketing philosophy 22:15 – Empathy between marketers and practitioners 26:48 – Campaigns, AB testing, and dopamine hits 31:05 – Leading marketing teams and educating across the org 34:22 – Taste vs. truth: Internal feedback challenges 38:45 – Wins, video campaigns, and building for conversion 43:30 – Escaping cyber (briefly) and coming back home 📢 Upcoming Events: CyberMarketingCon 2025 – Call for Speakers Open! 🗓️ December 7–10, 2025 – Austin, TX 📝 Submit by April 15th to share your brilliance with 700+ cyber marketing pros. RSAC 2025 Marketers Party 🎉 Sunday, April 27th – Food, friends, and fun with the Cybersecurity Marketing Society. 🎟️ Tickets: cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024 🔗 Links & Resources Mentioned: Audacious GTM Cybersecurity Marketing Society CyberMarketingCon IDPro Hacker Valley Media 🔔 Subscribe & Review: If this episode inspired you (or made you laugh), hit that subscribe button and leave us a ⭐⭐⭐⭐⭐ review on your favorite podcast app! It helps us bring you even more brilliant guests like Chris. 📩 Got feedback or want to be on the show? Email us at podcast@cybersecuritymarketingsociety.com Follow our hosts on LinkedIn: 👉 Gianna Whitver 👉 Maria Velasquez Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!
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    31 m
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