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
  • 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
  • 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 m
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