PODCAST

Breaking Through in Cybersecurity Marketing

Hacker Valley Media

In this show, we’re going to hear from cybersecurity marketers who will share their ideas, their successes and failures, so that you can be the best cybersecurity marketer, you can be. Join us every week with a brand new episode, guaranteed to knock your SOCs off. Get it?

Behind the Axonius-Simone Biles-Amy Bream Campaign with Nathan Burke
“If you want to do something that no one has ever done before, you have to be different.” Nathan Burke In this episode, Gianna and Maria are joined by Nathan Burke, Chief Marketing Officer at Axonius, to talk about how Axonius approaches innovation and creativity – from company culture to marketing practices. Nathan explores his desire to shake things up in cybersecurity marketing and ways to position both your brand and message in a way that is both unique and effective. He announces his biggest project yet!! – working with CrossFit champion and kickboxer, Amy Bream and US Olympic gold medalist, Simone Biles. He shares how the campaign emerged, from ideation to conception, and his intentions for the future.  Stop by the Axonius booth, #943, during RSA Conference in San Francisco from June 6-9, 2022, where both Biles and Bream will be making an appearance!   Guest Bio: Nathan Burke is the Chief Marketing Officer at Axonius. Passionate about bringing new technologies to market to solve real problems, he has held marketing leadership roles at Hexadite (acquired by Microsoft), Intralinks, MineralTree, CloudLock (acquired by Cisco), and is a frequent speaker and contributing author on topics related to the intersection of collaboration and security.    Links: Check out Amy Bream’s promo video, Axonius’s video submission to Simone Biles, Simone Biles’s promo video, and Dinner With The Biles Follow Amy Bream and Simone Biles on Instagram Stay in touch with Nathan Burke on LinkedIn and Twitter, and read more about this campaign on the Axonius blog. Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Hear more episodes from Hacker Valley Media and the Breaking Through in Cybersecurity Marketing Podcast
1w ago
42 mins
Actual Demand Gen with Liam BarnesCreating Influencer Marketing Programs with Doron YoungerwoodUnderstanding Your People with Ronen ShetelboimMastering Public Relations In Cybersecurity with Sonia AwanCybersecurity Marketing Sucks, But It Doesn’t Have To Richard MelickBuilding the SOAR Category: The Siemplify Story with Nimmy ReichenbergIs Your Marketing Annoying to Security Folks? How to Fix it with Dani Woolf
Gianna is joined by the Director of Demand Generation at Cybersixgill, Dani Woolf, to discuss her core marketing values: empathy, trust and loyalty. Dani shares her philosophy on creating meaningful, customer-centric experiences, how to identify customer challenges and buying motivations, and how asking the right questions can help transform your marketing efforts. Lastly, Dani shares the story behind the uncomfortable encounter that sparked a great friendship with a cybersecurity practitioner.    Follow Dani’s newsletter and her podcast launch at the Audience 1st Substack! Get the book Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella at Amazon or the bookstore of your choice!   Guest Bio: Dani Woolf is a swimmer turned marketer. She has been applying lessons learned as a distance freestyler to B2B organizational success for the past 10 years. Dani's core specialty is in digital marketing with a focus on net new customer acquisition via digital channels - website optimization, SEO, SEM, social media, conversion rate optimization and marketing automation. Dani currently serves as the Director of Demand Generation at Cybersixgill.   LInks: Stay in touch with Dani Woolf on LinkedIn and Twitter Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out  Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast
Mar 23 2022
36 mins
Specifics of Federal Government Marketing with Mary YangGetting Your Brand Noticed with Samuel TylerMaria & Gianna on Sales AlignmentNo Product Marketing Alignment, No Strategy! With Seth GoldhammerHow To Kickoff Research Programs with Joanna JonesBuilding Trust, Culture, and Communities with Tyler Shields
In the first episode of Breaking Through In Cybersecurity Marketing, Gianna and Maria are joined by JupiterOne’s self proclaimed “accidental CMO,” Tyler Shields. Tyler shares his three step approach for building out marketing programs at startups, how to establish company culture remotely, setting realistic expectations with internal stakeholders when building community at companies, and why your company is in need of a “talking head.” Lastly, Tyler spills the beans on the true mastermind behind his Yeti swag and the current marketing models and platforms he’s engaging in.     Key takeaways: 00:40  Bio 02:10  Tyler’s 3 step approach for startup marketing 06:39  Remote working - communication is key! 09:54  Trust building and authentic leadership  11:06  Establishing company culture remotely 13:43  Accountability and teamwork  15:35  What’s in store for JupiterOne in 2022?! 18:18  Building community - foundation first   22:54  Setting realistic expectations  24:28  Spokespeople and “talking heads” 27:03  Favorite swag and the true Yeti mastermind 31:35  Product-led growth and establishing value 34:10  Social media, podcasting, and modern marketing models 35:41  Platforms - Youtube, Shopify, Slack, and the whole gambit! 39:01  Stay in touch with Tyler   See photos of Tyler’s favorite swag, a list of the tools mentioned on this episode, and get the episode transcript here    Stay in touch with Tyler on Twitter and LinkedIn, and JupiterOne Connect with Gianna on LinkedIn  Connect with Maria on LinkedIn  Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website Check out more from Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast
Feb 14 2022
41 mins
Trailer: Breaking Through in Cybersecurity Marketing