Marketing InSecurity
17 episodes - English - Latest episode: almost 4 years ago - ★★★★★ - 2 ratingsThe podcast Marketing In-Security is the world's first podcast dedicated to the ins and outs and do's and don'ts of Cybersecurity Marketing. Hosted by Ken Rutsky, a 20+ year veteran of cybersecurity marketing, the guests are all leading practitioners in the security industry. Ken and his guests discuss what makes for great marketing in this industry, what works and what doesn't, as well as the latest trends and ideas from the cutting edge of Cybersecurity marketing and sales. Cybersecurity is a huge challenge and a huge market. The premise of the show is to highlight unique and challenging aspects of cybersecurity markets and marketing as well as best practices. Guests will be leading practitioners sharing their experiences and insights into the products, markets and customers that make up the cybersecurity industry. We will cover topics across the spectrum of go to market challenges, from branding to demand, from sales and marketing automation to messaging to winning against competition, we will cover both the art and the science cybersecurity marketing by and for the people who live it everyday. check out gotomarketdojo.com
Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Episodes
MiS017: CyberMarketing in Covid Time - Part 3 - Accessing a Changed Future!
July 02, 2020 15:11 - 28 minutesIn the final part of my three part series on Cybermarketing in Covid time, I catch up with my friend, colleague and client Atri Chattejee of ForgeRock, a late stage start up and leader in Identity and Access Management solution.In part one I talked with Ryan Bunker of pre-revenue Byos.io and in part two with Dean Nicolls of growth company Jumio. ForgeRock hit 2020 on a roll. With new messaging and a new website, they were truly ready to help their customers “Access the Future”. Hear Atri des...
MiS016: CyberMarketing in Covid Time - Part 2 - While the Goals Remain the Same, The Tactics All Change
June 29, 2020 06:00 - 29 minutesIn part two of my three part series on Cybermarketing in Covid time, I catch up with growth company Jumio’s CMO Dean Nicolls.In part one I talked with Ryan Bunker of pre-revenue Byos.io and in part three will chat with Atri Chatterjee of late stage company ForgeRock. Jumio is on a roll in the Biometrics and Identity Verification space. But what happens when some of your verticals hit a pandemic hard stop, while others accelerate for the same reasons. And what if shows are a big part of your...
MiS015: CyberMarketing in Covid Time - Part 1 - Beware the Evil Twin Wifi
June 25, 2020 15:22 - 24 minutesIn part one of my three part series on Cybermarketing in Covid time, I chat with Ryan Bunker, Business Development executive at pre-revenue start up Byos.io In parts two and three we will chat with Dean Nicolls of growth company Jumio and Atri Chatterjee of late stage company ForgeRock. Leaving RSA Byos.io was on a roll. Pre-revenue with a unique hardware solution to remote Wifi security, interest was high. Learn how Ryan Bunker has had to embrace the change brought by Covid and navigate ch...
MiS014: Rising Above Fear and Buzzwords
January 14, 2020 05:00 - 32 minutes“We ‘just’ put together a little blog post about the problem, and it went viral…” that’s how Tarun Desikan and his co-founders incubated Banyan Security. Now four years later, Banyan is a well founded A-round start up with real products, real customers and reaching real scale. Tarun, who comes from the networking space, talks about selling fear, whether that’s a good thing or now, and how to get past the buzzword buzz. “Zero Trust is a buzzword, but finding a marketing strategy that rises...
MiS013: High Quality Deals, Why Should I Care...and Alignment Isn't Just Having a Meeting - with Gartner's Hank Barnes
December 10, 2019 07:00 - 32 minutesPart of sales and marketing alignment is having the same goals. Should “High Quality Deals” be one of yours? Hank Barne’s of Gartner certainly thinks so. Hank and I chat about everything from educating buyers, to why the 50K deal is no easier than the million dollar one, and how to align and run your sales and marketing. Low quality deals lead to longer sales cycles, disappointment in deployment and churn. And while many of the issues have to do with buyers and their process, as Hank says...
MiS012: It Must Work if Everyone Does It - Market the Breach or Market Your Value
November 12, 2019 07:00 - 26 minutesIn this episode, Axonius CMO Nathan Burke and I revisit his quote, “the next time there is a breach, open your window and you’ll hear the sound of 1 million PowerPoints updating” from our podcast of season 1. After the Capital One breach, instead of updating his deck, Nathan asked this question on LinkedIn - “Calling all CISOs and cyber security pros: just for fun, I’d love to know the first time you spot a slide that references the CapitalOne hack” Well, the post went viral and the comments...
MiS011: Winning the War for Cybersecurity Marketing Talent
September 24, 2019 06:00 - 28 minutesArmen Najarian is the CMO of Agari, the next generation secure email cloud. A relative newcomer to Cybersecurity, that didn’t stop Armen from leading ThreatMetrix as CMO to an $830M acquisition by RelexGroup/LexisNexis. Armen says that when he got started in Cybersecurity, he thought, “Wow, this is fricking cool” With so much investment and opportunity in Cybersecurity, building the right team is a huge challenge for CMOs. Armen and I chat about his 3 keys to successful team building ...
MiS010: Scaling Up - Transitioning Your SMB Go To Market to the Enterprise
August 06, 2019 06:00 - 28 minutesDavid Gee has over 20 years as a technology marketer - early in his career, David worked on Java and IBM and Sun, productized Yahoo! technology for the enterprise and led the marketing teams for HP's $3bn software and $20bn services businesses. in 2011 David left big tech to join Infoblox as CMO through their IPO and 4x the revenue, and CMO of Zuora in their run up to IPO and has been CMO at Imperva since January 2018 during which time we took the company private in a $2.1bn acquisition by T...
MiS009: Investor Perspective - Getting Beyond Protect, Monitor, and Secure; Story, Category, and Success
July 23, 2019 06:00 - 29 minutesI’ve know Martina Lauchengco for more than 2 decades, and she is one of the smartest product marketers there is. As the Marketing Operating Partner at Costanoa Ventures she advises the firm’s portfolio on everything go to market. Costanoa’s security investments include BugCrown, Elevate Security, Kenna Security and others. Martina and I talk about what it takes to be a successful start-up marketing and what investors look for in go to market approaches and investments. If you’re 3 pillar m...
MiS008: "Hi Mom, I'm on the Today Show" with Symantec's Varun Kohli
July 09, 2019 06:00 - 27 minutesVery few marketers of any kind, let alone Cybersecurity ones, can claim an appearance of the Today Show under their belt, but my guest Varun Kholi of Symantec can. Varun shares the story of how he got his then small start up Skycure featured on the national broadcast along with some great tips on how to make your story more accessible to a broader audience, and what it takes to succeed in companies as small as a few handfuls and as big as HP and Symantec, and how you navigate your career and ...
MiS007: From Dogma to Data - How Research Can Change Your Go To Market
June 18, 2019 06:00 - 28 minutesListen in as Dr. Wade Baker and I talk about the origins and challenges of producing the very first of the Verizon Data Breach and Incident Reports (DBIR) in 2008. That experience taught Wade, who is a founding partner with the Cyentia Institute, a security research and data analysis firm, and who doubles as a professor in Virginia Tech’s College of Business while also serving on the Advisory Boards of the RSA Conference and FAIR Institute, the value in sharing and marketing data in the cybe...
MiS006: Batsh-t Crazy - The First Crypto Wars, Stoner Bike Messengers, and the End of Cold Storage
June 06, 2019 16:25 - 36 minutesA throwback to the early days of RSA all the way to the wild west of today’s Cryptocurrency craze with Brian Spector. Brian is the founder of Qredo, a disruptive and ambitious startup disrupting what he calls the “Batsh-t” crazy world of crypto-asset storage. (Disclaimer - I am on Qredo’s advisory board) Brian has been doing cryptography and security related jobs since the days of the first Crypto war between the NSA and RSA over the “Clipper Chip”. Brian talks about everything from the 200...
MiS005: From Idea to Product to Scale
May 21, 2019 06:00 - 32 minutesIn this chat I welcome Nathan Burke to the show. Nathan is the Chief Marketing Officer at Axonius, a company solving what he calls “the least sexy part of cybersecurity” - asset management. Axonius was the winner of the 2019 RSAC Innovation Sandbox, and was named SC Magazine's Rookie Security Company of the Year. Nathan is passionate about bringing new technologies to market to solve real problems. And he must be, because Axonious is now his third cybersecurity startup. Nathan and I have a...
MiS002: Getting Coverage in a Noisy Market
May 03, 2019 06:00 - 29 minutesListen in as I chat with Scott Gordon, Marketing Officer at Pulse Secure. Scott and I have a great exchange about how to break through in the crowded PR landscape, how to measure outcomes, hold agencies to account and much much more. Scott has some great tips on “Organizing for coverage” which you won’t want to miss. And yes, we make Scott chose between the “Boss” the “Piano Man”. Scott has built and managed global marketing, product marketing, product management, and inside sales / sales d...
MiS004: Cybersecurity Content Marketing Dos and Don'ts
May 03, 2019 06:00 - 26 minutesIn this episode I am joined by Tim Matthews, the CMO at Exabeam. Prior to Exabeam, Tim has held senior marketing positions at some of the most well known names in cyber including Imperva, Symantec, PGP, and RSA. When Tim is not working, doing crossword puzzles or golfing, somehow he finds time to blog and even to write books, including “The Professional Marketer”, which he calls “the complete guide to the essential skills every marketer needs to master” Tim and I talk about everything from t...
MiS003: Start Your Marketing Engines - A Cyber Founder's Perspective
May 03, 2019 06:00 - 30 minutesIn this episode I am joined by Masha Sedova. Masha is an industry-recognized people-security expert, speaker and trainer focused on engaging people to be key elements of secure organizations. She is the co-founder of Elevate Security delivering the first people-centric security platform that leverages behavioral-science to transform employees into security superhumans. Masha and I talk about everything from the her being “surrounded by dudes” in her first cybersecurity job to the challenges ...
MiS001: From Teamwork to Story and Back Again
May 03, 2019 06:00 - 33 minutesIn this episode I am joined by Vasu Jakkal. As FireEye Executive Vice President and Chief Marketing Officer, Vasu oversees the company’s global marketing organization. She joined FireEye in September 2017, bringing 18 years of technology industry experience, including senior management roles at Brocade, LSI and Intel. Vasu loves SciFi and her motto is nicely summed up in the hashtag, #changetheworld (not #savetheworld as you will hear me say!) which you will see on just about all of her socia...