Breaking Through in Cybersecurity Marketing Cybersecurity Marketing Society | N2K Networks

This week, we are talking about all things cybersecurity events with Jasmin Ozeri, Strategic Events Manager at Wiz. While co-host Maria Velasquez couldn't join us, host Gianna Whitver explores how Jasmin brings creativity and strategic thinking to one of the hottest cloud security companies around. With a particular focus on the RSA Conference in this episode, discover how Jasmin's approach to bustling conference floors and strategic booth designs not only enhances Wiz's brand presence but also makes cybersecurity approachable and engaging.
Highlights:

[00:00:30] Introduction to the episode and today's guest, Jasmin Ozeri.

[00:01:50] Jasmin's journey from a wedding venue childhood to a cybersecurity event strategist.

[00:06:00] Inside Wiz's innovative event strategies: From Wizard of Oz to interactive booths.

[00:11:30] Preview of Wiz's plans for RSA Conference 2024.

[00:15:00] The strategic role of events in cybersecurity marketing.

[00:20:00] What would Jasmin be doing if not in cybersecurity? A surprising career alternative.

Takeaways:

Events are more than just logistical exercises; they're pivotal for brand building and creating meaningful customer engagement.

Bringing creativity into event planning can significantly enhance the attendee experience, making your booth and brand memorable.

Strategic event management involves careful planning and execution, ensuring every aspect aligns with the company’s marketing goals.


Join Us at RSAC 2024:
Remember to join the Cybersecurity Marketing Society's party at RSAC 2024 on May 5th, at Novela San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!

About Our Guest:

👉Follow Jasmin Ozeri on LinkedIn to keep up with her latest event strategies and insights into cybersecurity marketing.

👉Learn more about Wiz on their LinkedIn or website to see how they are revolutionizing cloud security (and RSAC booths!).


Connect with 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!

Today, the one and only Gautam Mehandru, CMO at Illumio, joins Maria and Gianna! In this episode, we crack open Gautam's playbook as he shares his insights and guides us through the complexities of marketing in cybersecurity. We'll explore everything from Gautam's unique journey from engineering roots to the pinnacle of marketing leadership to the intricate details of cybersecurity purchasing behaviors—including team compositions and vendor selection tactics. So, grab your pens and paper, or your digital notebooks if you fancy, and get ready to take some CMO notes!
Episode Highlights:

[1:20 - 5:30] Gautam's Journey to CMO

[12:30 - 4:55] Strategies for Effective Leadership as a CMO

[17:20 -20:05] Category Creation and Market Positioning

[23:40 - 25:50] Upcoming Plans for RSA Conference 2024

[28:15 - 30:40] Engaging with Analyst Firms and Utilizing Market Data


Join Us at RSA 2024:
Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!

Be sure also to follow our hosts on LinkedIn:
Gianna Whitver
Maria Velasquez 
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.
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

What if there was a browser designed as an enterprise workspace from the outset? Imagine integrating all essential tools—spanning security, IT, and productivity—directly into the workspace where people operate. That is exactly what Island does, and when the brand came out of stealth in February 2022 with $100 million in funding, it launched with a new category and a splash (no pun intended)!
Today the Head of Brand at Island, Ari Yablok, joins us to talk more about Island, the intricacies of building a brand from the ground up, the strategic pivot from stealth mode to the public eye, and the art of storytelling in the cybersecurity landscape.
The best way to understand Island's impact is to see how simple yet profound changes in perspective, like the shift from seeing cybersecurity as a series of threats to viewing it as a secured environment, can fundamentally change the game." - Ari Yablok 
Episode Highlights:

[02:00] - Ari Yablok's Journey to Island:

[07:47] - Unpacking the Island Brand: Ari discusses the challenges and strategies behind launching Island's brand, emphasizing the importance of category creation and the deliberate avoidance of typical cybersecurity jargon to differentiate Island in the market.

[09:16] - The Launch Strategy: Detailing the preparation and execution of Island's exit from stealth mode, Ari outlines the foundational work that made their launch resonate with the cybersecurity community and the broader market.

[20:00] - Building Trust Through Branding: The conversation delves into the role of brand in building trust, especially in a new category, and how Island's approach to branding and customer experience sets them apart from traditional cybersecurity solutions.


Join Us at RSAC 2024:
Remember to join the Cybersecurity Marketing Society's party at RSAC 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!

Be sure also to follow our hosts on LinkedIn:
Gianna Whitver
Maria Velasquez 
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.
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

"Social media in cybersecurity is like walking a tightrope; you're balancing between being serious and injecting just the right amount of light-heartedness to crack a smile. That's how you get people to listen." - Matt Mullan 
This week, we're diving deep into the world of social media with none other than Matt Mullan, the Senior Social Media Manager at Illumio, a pioneering zero-trust segmentation company. Matt brings a treasure trove of insights from his journey—from starting in sales to mastering the art of social media in our complicated, technical, and fast-paced industry. Today, he's set to peel back the layers of the unique challenges and opportunities that come with marketing in the cybersecurity industry, drawing contrasts with his diverse experiences in sectors as varied as toy manufacturing and HR/payroll software. Prepare to learn from one of the best in navigating the complex currents of social media in the cybersecurity sector!

Highlight Reel:

[01:04] - Matt shares his professional background and transition into cybersecurity from sales and social media.

[03:56] - Discussing the unique challenges and opportunities in cybersecurity marketing.

[04:18] - Insights into engaging cybersecurity communities and leveraging humor in social media strategies.

[06:26] - The effectiveness and strategy behind using memes and light-hearted content to drive engagement.

[08:11] - The role of influencer marketing in cybersecurity and the potential shift towards micro-influencers.

[10:41] - Exploring social media's impact on brand awareness and lead generation within the cybersecurity sector.

[12:57] - The importance of diversifying social media strategies and not relying solely on one platform.

[17:29] - The concept of 'thought leadership' and its role in successful social media marketing.

[20:14] - The future of influencer marketing in cybersecurity and its challenges.


Join Us at RSA 2024:
Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!
Be sure also to follow our hosts on LinkedIn:
Gianna Whitver
Maria Velasquez 
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.
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Enter the Cyber Guardians Galaxy! Yes, you heard that right! A universe where every byte and bit is a star in the digital cosmos, and lurking in the vast expanse are cosmic threats, darker than the void of space itself. But fear not, for we have our very own assembly of Avengers, the valiant warriors of the web, our cybersecurity practitioner superheroes!  Well, at least that is according to Tricia Howard, Senior Technical Writer II at Akamai Technologies, also known across the digital domains as "TriciaKicksSaaS."  Today, she joins Maria and Gianna to share tales of digital daring-do, and insights into how threat research and marketing can work together that sparkle brighter than infinity stones, all while bringing her unique blend of theatrical flair to the show!

Episode Takeaways:

Humor can be a powerful tool in cybersecurity marketing, helping to engage and connect with the audience.

Drawing inspiration from consumer brands can bring a fresh and creative approach to cybersecurity marketing.

Building trust and strong relationships with researchers is crucial for effective collaboration in cybersecurity marketing. 



Episode Highlights: 

[04:11] Using Humor in Cybersecurity Marketing

[05:29] Bringing Consumer Brand Inspiration to Cybersecurity Marketing

[07:20] Tricia's Role at Akamai and Building Trust with Researchers

[09:32] Working Internally with Researchers and Creating Partnerships

[11:23] Collaborating with Threat Researchers at Akamai

[18:24] Collaboration and Technical Expertise in Research

[19:20] Managing the Research Process and Protecting Researchers' Reputations

[20:36] The Importance of Researchers' Brand and Corporate Reputation

[22:00] The Excitement and Learning Opportunities in the Role

[24:26] Integrating Threat Research into Marketing at Startups

[26:43] Balancing Time Pressure and Content Creation in Threat Research


Links and References:
Join Us at RSA 2024:
Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!
For more insights and discussions from our guest:
About Tricia Howard:
Tricia Howard, a theatre degree holder, shares her unconventional journey into the cybersecurity world. Starting in inside sales and eventually finding her passion in cybersecurity marketing. Check her out on LinkedIn and YouTube.
Be sure also to follow our hosts on LinkedIn:
Gianna Whitver
Maria Velasquez 
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.
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!

Prepare to laugh until your stomach hurts with our most hilarious episode yet, featuring the one and only theater kid turned cybersecurity guru, Kayne McGladrey, Field CISO at Hyperproof. Join us for a rollercoaster of emotions as we dive into the absurdity of security info in 10K filings, engage in heated debates over the polarizing cinnamon sticky bun ale, and champion the cause for more singing and dancing in cybersecurity. Think of it as the "Cybersecurity's Got Talent" episode you never knew you needed! Kayne's journey is packed with invaluable insights and captivating stories that are as unique as they are engaging.

Key Episode Highlights:

[07:41] The Disclosure Rule and Made-up Cybersecurity Frameworks

[11:34] Kane's Podcasts and Discussion on FedRAMP

[12:36] Theater and its Influence on Cybersecurity and Marketing

[15:58] Engaging with CISOs in the Sales Process

[20:48] Balancing Technical and Business Perspectives as a CISO

[21:15] Challenges of Communication Between Business and Technical Teams

[21:58] Concerns of Technical CISOs and Board Alignment

[22:22] Tighter Integration of CISOs with the Board

[23:48] The Changing Role of CISOs and Personal Liability

[25:26] The Impact of Personal Liability on the Security Industry

[27:15] The Role of a Field CISO


Join Us at RSA 2024:
Remember to join the Cybersecurity Marketing Society's party at RSA 2024 on May 5th, at Novella San Francisco. Secure your tickets on our website and enjoy the best party for cybersecurity marketers!
For more insights and discussions from our guest:

Connect with Kayne on LinkedIn. 

Listen to Kayne's podcasts, "Kayne's Five Under Five" and "Drafting Compliance," if you are interested in deep dives into specific cybersecurity topics.

Check out Kayne's analysis of 10K disclosures for understanding the landscape of cybersecurity reporting.


Be sure also to follow our hosts on LinkedIn:
Gianna Whitver
Maria Velasquez 
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.
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Remember to subscribe for weekly insights and stories from the forefront of cybersecurity marketing. See you in the next episode!