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
  • 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
  • From ‘Meh’ to Mastery: Steve Piper on ABM Strategies that Work.

    From ‘Meh’ to Mastery: Steve Piper on ABM Strategies that Work.
    Nov 6 2024
    Episode Summary: Are you looking for an edge in cybersecurity marketing? Steve Piper, CEO of CyberEdge Group, is here to help! As the head of the largest research and marketing firm dedicated to cybersecurity, Steve knows the art and science of turning leads into wins. In this episode, he’s spilling secrets on building the perfect target account list, the magic of message mapping, and what many marketers get wrong about content syndication (spoiler: it’s way easier than you think). Steve shares strategies on target account lists, segmentation, content alignment, and multi-channel engagement. Discover differences between “one-touch” and “nurtured” leads, why content syndication matters, and five ways to supercharge your ABM program. Key Highlights: [02:00] - Intro to CyberEdge Group: How Steve Piper grew CyberEdge into a leader in cybersecurity marketing with 50+ services. [06:50] - Why ABM Is Challenging: Common ABM struggles, from nurturing expectations to the complexity of multi-stakeholder targeting. [10:20] - Five Ways to Supercharge ABM: Steve’s expert tips, starting with target account list optimization. [15:00] - Content Strategy for ABM: Using message maps and segment-specific content to drive engagement. [18:45] - Channel Mix & Experimentation: How CyberEdge uses webinars, content syndication, and multi-touch nurturing in ABM. [22:30] - Nurturing "One-Touch" Leads: The importance of qualifying leads and when to contact sales-ready leads. Links and Resources Mentioned: CyberEdge Group – Learn more about CyberEdge's services for cybersecurity marketers. 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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    40 mins
  • CMO Carole Winqwist on Growth, AI, and Global Marketing Success

    CMO Carole Winqwist on Growth, AI, and Global Marketing Success
    Oct 30 2024
    Episode Summary: Being a CMO isn't just about crunching numbers or throwing creative campaigns at the wall to see what sticks. It’s more like steering a high-speed ship through uncharted waters—where every turn demands equal parts strategy, innovation, and intuition. In CyberCMO Confidential, hosted by the always-sharp Charles Gold, we dive into the behind-the-scenes world of marketing leadership, where every decision is a mix of art and data. In this month’s episode, Charles chats with Carole Winqwist, GitGuardian's CMO, about growing her team from 3 to 23, balancing the quirks of U.S. and French work cultures, and how AI is transforming the day-to-day. Get ready for an insightful discussion from two marketing pros about strategy, innovation, and 100% real talk. Key Highlights: [01:00] – Carole’s career journey to becoming CMO and her approach to picking her title at GitGuardian. [03:00] – Building a marketing team from 3 to 23 people: addressing the challenges of scaling a team and supporting both the French and U.S. markets .[06:40] – Managing cross-cultural teams and the differences between U.S. and French work environments, especially around job security and loyalty. [04:00] – The most significant challenges of B2B marketing: long sales cycles and measuring marketing impact. [20:00] – How GitGuardian’s marketing team leverages AI tools like ChatGPT to accelerate content creation and maintain high quality. [25:00] – Navigating marketing and sales alignment while maintaining autonomy and avoiding being an "order-taker." [15:10] – The role of BDRs in the marketing team and why having them close to content creation makes all the difference. Links and Resources Mentioned: GitGuardian – Learn more about GitGuardian and their cutting-edge security solutions here. 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, 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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    32 mins

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