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
  • How to Sell Security to Local Governments, Mayors, and Councils with Kush Sharma

    How to Sell Security to Local Governments, Mayors, and Councils with Kush Sharma
    Feb 5 2025
    Episode Summary: Marketing and selling cybersecurity to local government isn't like pitching to a Fortune 500 company—it’s an entirely different game. In this episode, Kush Sharma, Director of Municipal Modernization and Partnerships at MISA Ontario, joins Gianna and Maria to pull back the curtain on how cybersecurity budgets are actually won (and lost) in the public sector. Key highlights: [03:45] What is MISA Ontario? – Kush explains how his organization supports municipalities in IT & cybersecurity. [07:30] Advocating for Cybersecurity in Government – Who controls the budget, and how do you convince them? [12:15] Selling Cyber to Mayors & Councils – Why traditional cyber risk talk doesn’t work, and how to translate it into real-world concerns. [17:40] Marketing & Politics in Cybersecurity – Understanding political motivations and tailoring the message to different decision-makers. [23:10] The Budget Battle – How cybersecurity leaders can secure funding (even when compliance isn’t enough). [28:45] Cyber Threats in 2025 – Why Ransomware is still the #1 concern for municipalities. [34:20] Startups & Government Cybersecurity – Why smaller vendors need to rethink how they sell to local government. [40:00] Building Cybersecurity Programs at Scale – From the City of Toronto to all of Ontario, how to scale security efforts. Links and Resources Mentioned: Knight Spectre Website Follow Kush on LinkedIn MISA Ontario Website 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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    38 mins
  • From Billion-Dollar Deals to AI Takeover: The 2024 Cybersecurity Recap with Mike Privette

    From Billion-Dollar Deals to AI Takeover: The 2024 Cybersecurity Recap with Mike Privette
    Jan 29 2025
    Episode Summary: It’s the first episode of 2025, and we’re kicking things off with the cybersecurity economy! Gianna and Maria are joined by Mike Privette, CISO and Cybersecurity Economist at Return on Security, to chat about the key funding, acquisition, and industry trends from 2024—and what they mean for marketers and cybersecurity professionals in 2025. From billion-dollar acquisitions to the role of AI in reshaping cybersecurity, Mike gives insights on the state of the market, the rise of resiliency, and what marketers need to know when evaluating companies and trends. Plus, a look at the promise (and pitfalls) of AI-driven security operations and the long road to IPOs in a competitive market. Oh, and don’t miss the debate over Mike’s alternate career paths—sled dogs vs. professor! Key highlights: [03:10] – In 2024, the cybersecurity scene held up well! There were fewer transactions, but funds raised took off with significant acquisitions like MasterCard snagging Recorded Future for $45 billion [07:45] –Why MasterCard decided to buy Recorded Future: This acquisition boosted MasterCard’s fraud prevention efforts and shows just how closely tied cybersecurity is to the world of fintech. [11:22] – Consolidation and Resiliency Trends: In 2024, data protection and disaster recovery became important. With all the ransomware attacks and significant outages, businesses focused on finding solid backup and recovery solutions. AI in Security Operations: AI isn't just trendy—it's making security operations smarter, automating tedious tasks, and training systems to test each other for more vigorous defense. [22:38] – The Future of AI in Cyber: Mike talks about how new AI tech is helping organizations fight off threats and highlights why marketers should pay attention. From training AI to tackle adversaries to putting privacy first, it’s all about staying one step ahead. [28:12] – Picking Your Next Move: Mike gives some insight into trending topics like data backup and AI tools for marketers when checking out job opportunities, sharing tips on what to keep an eye on in a potential employer. [36:10] – Mike’s Alternate Reality: Would Mike be a professor or a sled dog racer? Hear the hilarious guesses and the surprising answer. Links and Resources Mentioned: Mike Privette on LinkedIn: Connect with Mike Return on Security: Connect on LinkedIn 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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    37 mins
  • Can a $30 Mic Change Your Life? David Spark Thinks So

    Can a $30 Mic Change Your Life? David Spark Thinks So
    Jan 22 2025
    Episode Summary: What does it take to launch a successful cybersecurity podcast? This week, we’re excited to chat with David Spark, the creative mind behind the CISO Series Podcast and Spark Media. David, who began his career as a stand-up comedian, has significantly impacted the cybersecurity world! He will share his journey, the valuable lessons he has learned along the way, and some excellent tips for marketing teams looking to maximize their podcasts. Podcast production goes beyond simply talking into a microphone; it's also about engaging your audience with high-quality audio and achieving the right balance between content and production value. In this episode, David shares insider tips for working with sponsors and creating quality episodes and reveals his insights on Cyber Marketing Con. Tune in for an inspiring conversation! Key Highlights: [03:10] – David’s Journey into Podcasting: From stand-up comedy and tech journalism to creating the CISO Series Podcast, David discusses how his background in media has shaped his approach to cybersecurity podcasting. [08:20] – Why Audio Quality Matters: Investing in quality microphones and a proper audio setup is crucial for listener retention and credibility. David shares his favorite affordable microphone options and audio tips. [12:45] – Sponsorship Success Secrets: Great sponsorships begin with great guests. David emphasizes featuring compelling speakers to maximize podcasts' return on investment (ROI). [18:05] – The Long Tail of Podcasting: Podcasts offer lasting value, unlike trade shows. David explains how episodes generate engagement and leads long after their initial release. [23:40] – Editing Magic: David discusses why every podcast’s first episode tends to be less than ideal and advises delaying public announcements until production quality is refined. [29:55] – Cyber Marketing Con Love: David highlights why the Cyber Marketing Con is his favorite event for connecting with the community, meeting sponsors, and learning new marketing strategies. [35:15] – New Show Announcement: David teases his latest podcast, "Security You Should Know," and shares exciting updates about hiring at the CISO Series. Links and Resources Mentioned: CISO Series Podcast: Listen Here 30 Microphone Recommendation: Fifine USB Microphone CyberMarketingCon25: Learn More Connect with David Spark: LinkedIn 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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    28 mins

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