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
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Episodes
  • Mastering Marketing Ops with Rob Young.

    Mastering Marketing Ops with Rob Young.
    Nov 27 2024
    Please enjoy this encore episode of Breaking Through in Cybersecurity Marketing: Ready to shake up your approach to cybersecurity marketing? In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria bring on Rob Young, the amazing VP of Marketing at Cypago. Rob doesn't just talk strategy—he’s lived it, from the fast-paced world of startups to leading massive organizations. Tune in as he shares game-changing insights, the secrets behind his biggest wins, and why your marketing efforts need a serious upgrade. If you’re tired of the same old advice, this episode is your wake-up call. [14:50] - Transition into Cybersecurity Marketing Rob's early experience in the startup world began with the AI-platform, Astound, where he focused on building teams, and developing and executing strategies in a fast-paced environment. There are differences between marketing in startups, which requires quick decision-making and hands-on work, versus large companies, where processes are slower and more structured. [20:25] - Advice for Marketing Leaders Rob shares insights on staying agile in large organizations by building strong relationships across departments to speed up processes. [25:45] - Setting Up a Marketing Org from Scratch When Rob joins a new company, he focuses on messaging, positioning, and product marketing. He stresses the importance of aligning sales and marketing to ensure a clear and compelling value proposition for customers. [30:15] - The Importance of Marketing Ops Rob's first hire at Astound was in marketing ops due to its role in tracking data and optimizing strategies. Having a core team that includes marketing ops, digital marketing, and product marketing helps in driving the company's marketing effort. [39:40] - Low-Hanging Fruit in a New Marketing Role Optimizing website content, implementing effective digital strategies, and steering clear of outdated marketing tactics are important quick wins in a new marketing role. Rob discusses the more challenging wins he focuses on, like managing leads and making sure they align with the ideal customer profile (ICP). [45:35] - The Changing Landscape of Sales and Marketing Rob talks about the shift from high-volume to more targeted marketing, which has led to a reduced role for SDRs. He explores how to balance noise and signal in lead generation and shares his perspective on evolving trends in marketing strategies. About our guests: 👉Follow Rob on LinkedIn. 👉Learn more about Cypago. Be sure to also follow our 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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    41 mins
  • The PGA’s Digital Swing: Passwordless, Cloud-Based, and Ready for Anything with Kevin J. Scott.

    The PGA’s Digital Swing: Passwordless, Cloud-Based, and Ready for Anything with Kevin J. Scott.
    Nov 20 2024
    Episode Summary: This week, we sit down with Kevin J. Scott, the unconventional CTO/CIO and AI Engineer of the PGA of America, who brings a fresh perspective to technology in the golf industry. Kevin discusses how he has transformed the PGA's IT infrastructure from traditional methods to an entirely cloud-based, passwordless environment—eliminating the need for Active Directory and VPNs, resulting in smooth and secure user access. Additionally, he is rethinking cybersecurity partnerships, offering Managed Security Service Providers (MSSPs) the opportunity to take on tech roles and gain brand exposure at major PGA events. This episode is where technology, innovation, and the magic of golf come together! Key Highlights: [02:30] – PGA of America: More Than Just Tournaments Kevin talks about the PGA of America’s unique role, which supports 30,000 golf pros and fosters career growth, distinct from the PGA Tour’s event focus. [04:15] – The Tech Trio: Product, Design, and Code Kevin’s team at PGA combines product managers, designers, and software engineers to create tailored tech solutions that fit the organization’s mission. [06:50] – Cybersecurity Reinvented A ransomware incident set off a cybersecurity overhaul, pushing PGA of America to the cloud and adopting a “no corporate network” policy with MFA, SSO, and zero-trust. [10:30] – Goodbye, MFA Fatigue To simplify security, Kevin’s team employs Okta’s Verify app and plans for passwordless login, making access smooth and secure for users without overwhelming them. [15:10] – Future-Proofing Identity Kevin discusses the shift toward biometrics and Face ID, highlighting how these tools simplify secure access for everyone—even non-techies. [21:00] – A Game-Changing RFP In a first for PGA, Kevin reveals an MSSP RFP that mixes security with a brand partnership, offering vendors visibility at PGA events. [33:00] – AI: The RFP Sidekick With 150 RFP responses, Kevin’s team uses AI to quickly sort and answer 900+ questions, proving how AI transforms workflows. [39:50] – Custom Marketing for Tech Partners Kevin’s team is crafting unique marketing packages for RFP finalists, ensuring authentic and mutually beneficial partnerships. Links and Resources Mentioned: Listeners, please send your questions or thoughts to podcast@cybersecuritymarketingsociety.com — we’d love to hear from you! Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Be sure also to 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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    41 mins
  • Culture, Credibility, and Collaboration: Thomas Bain’s Playbook for CMO Success

    Culture, Credibility, and Collaboration: Thomas Bain’s Playbook for CMO Success
    Nov 13 2024
    Episode Summary: "It’s not all numbers and dashboards—sometimes, CMO success boils down to building trust and a team that clicks." This week on Cyber CMO Confidential, we’ve got Thomas Bain, the CMO of VulnCheck, joining us to reveal the keys to leading in cybersecurity marketing. Tom shares how he builds credibility with technical teams, aligns with sales without losing autonomy, and cultivates a company culture that drives actual results. Hosts Gianna Whitver and Charles Gold dig into the art (and science) of connecting across departments, understanding team dynamics, and confidently navigating rapid growth. Tom explains why CMOs should focus on continuous learning and shares what he seeks in a company’s leadership before joining. This is THE episode for anyone hoping to excel in the leadership aspect of marketing. Key Highlights: [02:30] – The importance of company culture: Why communication and transparency are essential for building a productive workplace. [05:15] – Aligning with engineers and technical teams: Building credibility when marketing meets cybersecurity expertise. [10:40] – The impact of culture on recruitment: Finding the suitable hires and aligning them with company goals. [15:25] – Balancing sales and marketing needs: More strategies for smooth collaboration and avoiding the blame game. [20:30] – Building a trusted CMO-Sales relationship: How to stay aligned with sales leadership in a fast-paced environment. [25:10] – The high stakes of hiring in small teams: Tom’s tips for spotting cultural alignment during the interview process. [35:50] – Why continuous learning matters for CMOs: Tom advises staying relevant and growing as a marketing leader. Links and Resources Mentioned: VulnCheck – Learn more about Tom Bain’s work and VolnCheck's cybersecurity solutions. Listeners, please send your questions or thoughts to podcast@cybersecuritymarketingsociety.com — we’d love to hear from you! Join us at Cyber MarketingCon2024! (December 8-11, 2024) – A Conference for Cybersecurity Marketers If you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here! Be sure also to follow our hosts on LinkedIn: 👉Gianna Whitver 👉Maria Velasquez 👉Charles Gold 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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    27 mins

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