Episodios

  • EXCLUSIVE: Monster Trucks, Skeletons & ROI: Torq CMO Don Jeter at RSAC

    EXCLUSIVE: Monster Trucks, Skeletons & ROI: Torq CMO Don Jeter at RSAC
    May 24 2025
    Episode Summary: At RSAC 2025, most brands went sleek and high-speed: F1 cars, luxury lounges, big screens. Torq showed up with a monster truck, a firey skeleton, and a single message: “SOAR is dead.” It wasn’t a stunt; it was a fully realized creative campaign that stood out for all the right reasons. Thoughtful, bold, and totally out of left field, Torq’s RSAC Conference presence and brand philosophy drew comparisons to Wiz, widely regarded as the benchmark in cyber marketing excellence, from Forbes. In this episode, Don Jeter, Torq's CMO, joins Gianna and Maria to unpack how a toy in a Costco aisle became the catalyst for a six-city Monster Jam tour, how off-the-cuff ideas turned into strategy, and why his team operates more like a jam band than a traditional marketing organization. He also shares what it takes to build brands people care about and how that same creative-first mindset helped scale Pax8 from $5M to $1B. Love this episode? Get more Don Jeter wisdom at CyberMarketingCon 2025, where he will give a keynote: Stop Marketing. Start World-Building. Links & Resources Mentioned: Torq.io Pax8 About Don: CMO at Torq, former growth architect at Pax8, and possibly the only marketing leader to launch a six-city Monster Jam tour to prove a point. Don builds brands people don’t just notice, they remember. He’s a startup native with a strong point of view, a jam-band approach to execution, and a reputation for turning “what if” into actual pipeline. Whether burying SOAR or rethinking the RSAC booth experience, Don leads with story, trusts creative instinct, and always bets on brand. When he’s not working, he’s probably sketching sneakers, dodging longboards, or figuring out how to sneak a skeleton mascot into the next campaign. Follow Don on LinkedIn. Subscribe & Review: Enjoyed this episode? Leave us a ⭐ rating and review on your favorite podcast platform. It helps us grow the show and reach more cyber marketers like you! 📩 Got feedback or want to be a guest? Email us: podcast@cybersecuritymarketingsociety.com Follow the Hosts: Gianna Whitver on LinkedIn Maria Velasquez on LinkedIn 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, Instagram page, or podcast LinkedIn page. See you in the next episode!
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    46 m
  • Brian Goldfarb on Rebuilding a Legacy Brand…Without Losing Your Mind

    Brian Goldfarb on Rebuilding a Legacy Brand…Without Losing Your Mind
    May 21 2025
    Episode Summary: This week, Gianna and Maria are joined by Brian Goldfarb, CMO at SolarWinds and a veteran of some of the biggest names in tech, including Google, Tenable, and Salesforce. But this isn’t your typical “lessons from the top” chat. Brian gets real about what it takes to lead modern marketing orgs: how to decide what’s worth fixing, why marketers need to think more like operators, and what it’s like steering GTM at a legacy brand undergoing massive transformation. We talk trust, storytelling, and the fine art of not panicking even when you lose your job and voice in the same week. About Guest: A full-stack marketing executive with deep experience across the GTM spectrum from product marketing and demand gen to PR/AR, digital, and strategy. Known for translating complex technical products into powerful, scalable marketing programs that drive real pipeline. Brian has led marketing for developer tools, cloud platforms (Azure, AWS, Google Cloud), and high-growth cybersecurity and infrastructure companies. His portfolio spans web technologies, mobility, media (codecs, DRM), and ad platforms, focusing on developer and technical audiences. He’s built and scaled global marketing engines, aligned field and digital efforts, and helped take emerging tech from concept to category leader. Whether launching a new cloud product or rebuilding a GTM motion from scratch, Brian brings sharp execution, clear narrative, and a deep understanding of what makes modern B2B marketing work. Follow him on LinkedIn. Subscribe & Review: Enjoyed this episode? Leave us a ⭐ rating and review on your favorite podcast platform. It helps us grow the show and reach more cyber marketers like you! Got feedback or want to join the pod? Email us: podcast@cybersecuritymarketingsociety.com Follow the Hosts: Gianna Whitver on LinkedIn Maria Velasquez on LinkedIn Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, main LinkedIn page, Instagram page, or podcast LinkedIn page, and keep up with us on X. See you in the next episode!
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    46 m
  • Booths, Buzz, and B2B Brilliance: A Cyber Marketer’s Guide to RSAC 2025

    Booths, Buzz, and B2B Brilliance: A Cyber Marketer’s Guide to RSAC 2025
    May 14 2025
    Episode Summary: We’re back from RSAC Conference 2025, and what a week it was! Gianna and Maria recap their third RSAC Conference rodeo in style in this live-recorded, post-conference edition of Breaking Through in Cybersecurity Marketing. We break down the boldest, weirdest, and most wonderful marketing moments from the show floor (and the streets of San Francisco), including: CrowdStrike’s genius geo-targeted Uber ads Sweet Security’s literal singing swag truck Wiz’s cloud security toy store (!!) And Rubrik’s nostalgic retro arcade booth We also launched something big: The Cybersecurity Marketing Practice, our brand-new advisory service for cyber founders and venture capitalists (VCs). We threw a sold-out marketer party, handed out coloring books at the Marketer Oasis, and supported early-stage startups through the AWS Cyber Accelerator. Timestamps:00:29 – Live from the floor: our third RSAC, and it’s bigger than ever01:31 – RSAC’s rebrand: the “C” is for Community (and we’re here for it)02:25 – From live events to digital presence: how RSAC is evolving03:35 – Uber ads from CrowdStrike? B2B finally gets playful05:20 – Singing trucks & yellow cups: Sweet Security stands out06:09 – Wiz’s Toy Store & Rubrik’s retro arcade07:06 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine07:50 – We launched something new: The Cybersecurity Marketing Practice09:38 – Talking to founders & VCs: our GTM strategy braintrust10:23 – Our RSAC Party for Marketers: 220+ guests and community magic13:42 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine (deep dive)14:27 – Foundations + Innovations: rebuilding cyber marketing from the ground up15:44 – Speaker preview: Connor from Amnis & Don Jeter from Torq18:23 – Enter the Beautiful Booth Awards (by May 20!) 📢 What’s Next Product Marketing Workshop – Boston | July 2025 Led by Beth Barach, this half-day workshop is in-person and hands-on. Become a product marketing wiz. Reg. page will be live soon! CyberMarketingCon 2025 – Austin, TX December 7–10, 2025 Get your ticket TODAY: cybermarketingconference.com This year’s theme: Marketing Time Machine. Explore both the foundational skills and innovative tactics every cyber marketer needs now. Beautiful Booth Awards – Apply by May 20! Flashy or scrappy, we celebrate smart booths of all sizes. Apply now. 🔗 Links & Resources: Cybersecurity Marketing Society CyberMarketingCon 2025 RSAC 🎧 Follow the Hosts: Gianna Whitver on LinkedIn Maria Velasquez on LinkedIn 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, our Instagram page, or on our podcast LinkedIn page, and keep up with us on X. See you in the next episode!
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    22 m
  • The CMO Who Runs Toward the Fire: Marc Blackmer on Messy Startups and Honest Leadership

    The CMO Who Runs Toward the Fire: Marc Blackmer on Messy Startups and Honest Leadership
    May 7 2025
    Episode Summary: From Cisco to chaos (by choice), Marc Blackmer, CMO at Corero Network Security, joins us to unpack the real talk no one warns you about when you take the top marketing job. In this episode, Gianna and Charles sit down with Marc to unpack the real, raw, and hilarious side of marketing leadership. From walking away from Cisco to jumping back into the startup chaos, Marc shares with us why he needs a mess to clean up, how he builds teams that balance his creative chaos, and why telling the truth in interviews matters more than boasting about perks. We discuss impostor syndrome, hiring to your weaknesses, and how ChatGPT became Marc’s idea dumping ground so he doesn’t drive his team crazy. And yes, there’s even a game that ends in a heartfelt tribute to Dave Grohl. If you’ve ever felt like the only marketer in the room, making it up as you go, this episode is your support group. 03:41 – Welcome to Cyber CMO Confidential with Charles and Gianna 04:14 – Meet Marc Blackmer: radio voice, CMO, AI nerd, and ex-Cisco-er 05:38 – From Cisco comfort to startup chaos: Why Marc chooses the hard path 07:33 – How CyberMarketingCon made Marc quit his job (in a good way) 08:59 – The CMO’s lonely seat: finding your “board of directors” 11:28 – Building the right team: vibes, skills, and hiring to your weaknesses 13:52 – Why Marc tells candidates why not to take the job 18:35 – Owning your strengths and learning to recognize them 19:28 – Creative CMO meets operational team: How they balance each other 21:34 – Why ideas ≠ , action items, and how to avoid overwhelming your team 22:56 – Designing psychologically safe environments for input and ownership 26:11 – Creating teams people want to be on—and knowing when they’ll leave 28:33 – “Plagiarism saves time”: Building a culture of shared wisdom 28:49 – Game time! Fictional swaps and Dave Grohl admiration 32:20 – Where to find Marc and final thanks About the guest: Marc Blackmer, Chief Marketing Officer, Corero Network Security Marc Blackmer is a veteran of the cybersecurity and tech industries, with a career spanning enterprise giants like Cisco and early-stage startups such as ShardSecure. Now serving as CMO at Corero Network Security, Marc brings a unique blend of visionary creativity and operational grounding to his role. With a background in ICS (Industrial Control Systems), AI, and sales engineering, he has been acquired more than once, held a wide array of roles, from partner marketing to channel and IT, and lived to tell the tale. 🖇 Connect with Marc: 🔗 LinkedIn 🏢 Corero Network Security 📬 Get in Touch with us: Want to be on CyberCMO Confidential? Email us at podcast@cybersecuritymarketingsociety.com 🎧 Follow the Hosts: Gianna Whitver on LinkedIn. Charles Gold on LinkedIn. 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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    30 m
  • How VCs Spot GTM Red Flags (and the Marketer Hires That Actually Work)

    How VCs Spot GTM Red Flags (and the Marketer Hires That Actually Work)
    Apr 30 2025
    Episode Summary: What do VCs think about your GTM strategy? This week, Gianna and Maria chat with Asad Khaliq and Mark Kraynak, two of the founding members of Acrew Capital, about what it takes to build or break a go-to-market motion at an early-stage cyber startup. Asad and Mark share how Acrew was founded, why they’re so focused on cyber and data, and what they’ve learned from backing some of the most well-known names in the industry. From hiring your first salesperson to avoiding “we stop threats” messaging, they’ve seen it all and they’re sharing the good, the bad, and the surprisingly funny. Timestamps: 01:55 – Founding Acrew: A venture firm built on thesis, collaboration, and trust. 03:59 – The "green light" test: Would founders be happy to hear from us? 04:57 – Mark’s unexpected path: From poetry to product marketing to VC. 06:36 – Storytelling, messaging, and the marketing power of poetry. 07:32 – Product positioning tips for startups: What words mean. 08:59 – Messaging ≠ intent: Why it’s about what the customer hears. 10:01 – Asad’s entry into cyber through the software infrastructure. 12:27 – Cyber + data = one GTM motion. 13:50 – The hidden magic of cybersecurity and the infrastructure we forget. 14:22 – GTM hiring tips: Why founders get the first sales—and what comes next. 15:51 – Why hiring growth too early is a recipe for failure. 16:47 – First marketing hire? Make it product, not growth. 17:53 – How to find your double unicorns: Player-coach profiles & product marketers. 19:50 – The danger of over-automating with AI in outbound. 21:04 – Standing out means going against the volume game. 22:26 – Culture of experimentation: The new GTM advantage. 24:22 – Channel deprecation: Email’s broken, ABM is back. 26:42 – In-person > inbox: Human connection is underrated. 28:49 – Advice for marketers joining early-stage startups. 31:40 – Vision and values: What to align on before joining a startup. 32:44 – Red flags: Fundraising ≠ success 34:52 – Lightning round: Best cyber website you’ve seen? 37:26 – Shout-out to the Vanta marketing team About the guest: Follow Asad on LinkedIn. Follow Mark on LinkedIn. Follow Acrew Capital on LinkedIn or the website. 💌 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 our podcast LinkedIn page, and keep up with us on Twitter. See you in the next episode!
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    45 m
  • 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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