Breaking Through in Cybersecurity Marketing

By: Cybersecurity Marketing Society | N2K Networks
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  • Summary

  • 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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Economics Marketing Marketing & Sales
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Episodes
  • 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 mins
  • Why Brand Is the Secret Weapon for Cybersecurity CMOs with Jennifer Leggio

    Why Brand Is the Secret Weapon for Cybersecurity CMOs with Jennifer Leggio
    Apr 9 2025
    The Cyber CMO Confidential is back, and we are starting with our favourite guest, Jennifer Leggio, Chief Strategy Officer at W2 Communications. Jen’s back on the mic, taking us on her journey from cyber PR pro to CMO extraordinaire to brief, educational COO life. She understands why the brand isn’t just fluff but your secret growth engine. We break down how to talk about “the B-word” with a CFO who only wants more demo requests and explore why branding might just be your most powerful (and misunderstood) sales tool. You’ll hear about the empathetic sale, how brand boosts pricing power, and why the buyer’s journey looks more like a bow tie than a funnel these days. If you care about brand, pipeline, or just surviving another board meeting, this one’s a must-listen. Timestamps: 01:04 – Guest intro: Jennifer Leggio, CSO at W2 Communications 02:27 – Jen’s path to W2: From cyber PR to CMO to COO and back 04:17 – “Brand is the new demand gen”: What that means 05:40 – The empathetic sale: Qualify out as much as you qualify in 07:31 – Talking about brand with your CEO and CFO 09:00 – Real-life examples of brand influence (Carvana FTW) 11:15 – Demo requests ≠ demand strategy 13:09 – The bow tie journey: Reimagining the funnel 14:48 – Turning brand wins into sales enablement and retention tools 15:14 – Brand = pricing power: The Excedrin analogy 16:06 – Why does a brand build trust and support for go-to-market 17:14 – Brand’s impact on valuation and M&A (Sourcefire story!) 18:55 – Personal brand power and founder-led storytelling 20:53 – Budgeting for brand: “Brandman” and the peanut butter cup 23:02 – Using brand for customer retention and advocacy 25:26 – ABX + brand = targeted impact About the guest: Jennifer Leggio is the chief strategy officer at W2 Communications and has been a longtime force in cybersecurity marketing and operations. With nearly 25 years in the game, she’s held leadership roles across the spectrum, VP of Comms, CMO, COO, and built a reputation for driving bold, strategic growth. Known for her sharp storytelling, no-fluff approach, and deep operational chops, Jen has helped scale, rebuild, and position companies for high-impact outcomes. She’s also a frequent speaker at top industry conferences like DEF CON, RSA, and CyberMarketingCon, and pens columns for SecurityWeek that spotlight the human side of cyber business. Whether building revenue engines or challenging the status quo, Jen brings clarity, candor, and an unwavering focus on what works. Upcoming Events: RSAC 2025 Marketers Party On Sunday, April 27th, join the Cybersecurity Marketing Society for the best pre-RSAC bash. Drinks, Wagyu, and all your GTM besties. 🎟 Get tickets here CyberMarketingCon 2025 – CFP Open! 📝 CFP closes April 15th! 🔗 Links & Resources Mentioned: W2 Communications Cybersecurity Marketing Society Subscribe & Review: If you loved this episode, hit that subscribe button and leave us a review! It helps us grow and bring even more incredible guests your way. 📩 Got feedback or want to be on the show? Email us: podcast@cybersecuritymarketingsociety.com Follow your hosts on LinkedIn: 👉 Gianna Whitver 👉 Charles Gold Thanks for tuning in! We'll catch you next time on Cyber CMO Confidential.
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    28 mins
  • The RevOps Whisperer: How Joe Aurilia Fixes the Stuff No One Wants to Touch

    The RevOps Whisperer: How Joe Aurilia Fixes the Stuff No One Wants to Touch
    Apr 2 2025
    Episode Summary: This week, we’ve got an extra special guest, Joe Aurilia, Jr., SVP of Operations at Cyware. Joining Gianna and Maria to talk more about the art of scaling, automating, and just plain getting stuff done. Joe takes us on a ride from being Cyware’s first U.S. hire (aka "the guinea pig") to building and overseeing every corner of operations from legal and IT to rev ops and marketing ops. We chat about how to spot and fix the messiest processes, why RevOps is the unsung hero of the GTM engine, and what happens when contracts, people, and data collide. Joe also drops gems on internal sales/marketing for change management, and we close out with his dream career as an ice cream shop owner. Plus: purple dashboards, auctioneer aspirations, and a serious stance on free sprinkles. Timestamps: 03:02 - What even is "Operations"? Joe breaks it down. 07:55 - Being Cyware’s first U.S. hire and building from scratch. 10:10 - Automate and scale: Joe’s operational north star. 13:48 - The birth of RevOps and tackling the mess no one else wants. 18:12 - Walking through change across departments and people. 22:44 - On avoiding fiefdoms and removing blockers. 27:02 - Asana, tears of joy, and operational adoption. 30:50 - Data integrity: The holy grail of RevOps. 36:40 - Working with leadership and enabling decision-making. 41:12 - Tactical wins to streamline GTM and shorten deal cycles. 47:10 - Contracts as living documents and reducing friction. 📢 Upcoming Events: RSAC 2025 Marketers Party Sunday, April 27th — Join the Cybersecurity Marketing Society for the best pre-RSAC bash with drinks, Wagyu, and your GTM friends. Get tickets at https://www.cybersecuritymarketingsociety.com/event/party-for-marketers-rsac-2024. CyberMarketingCon 2025 – CFP Open! Speak, learn, and network with 700+ marketers and GTM pros in Austin, TX. 🗓️ December 7–10, 2025 📝 CFP closes April 15th! 🔗Links & Resources Mentioned: Cyware Asana Cybersecurity Marketing Society CyberMarketingCon25 🔔 Subscribe & Review: If you enjoyed this episode, please leave us a rating & review on your favorite podcast platform. It helps us grow and brings you more awesome guests! 📩 Got feedback or want to be on the show? Email us at podcast@cybersecuritymarketingsociety.com Be sure also to follow our hosts on LinkedIn: 👉 Gianna Whitver 👉 Maria Velasquez Thanks for tuning in. Remember, every Wednesday, we drop a new episode guaranteed to knock your SOCs off. 😎
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    33 mins
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