Beers, Tears, & Breaking Through in Cybersecurity Marketing with Gianna Whitver & Maria Velasquez

Beers, Tears, & Breaking Through in Cybersecurity Marketing with Gianna Whitver & Maria Velasquez

In this special episode, Hacker Valley community members and hosts of the Breaking Through in Cybersecurity Marketing podcast, Gianna Whitver and Maria Velasquez, tell all about the ups and downs of cyber marketing. As podcast hosts and founders of the Cybersecurity Marketing Society, Gianna and Maria eat, sleep, and breathe cybersecurity marketing. This week, Gianna and Maria share the history behind the Society and explain why they decided to host their CyberMarketingCon2022 conference in person.

Timecoded Guide:

[02:41] Creating the Cybersecurity Marketing Society

[06:29] Transitioning CyberMarketingCon2022 from virtual to in-person

[10:50] Combating the difficulty of growth marketing to cybersecurity practitioners

[18:34] Examining ROIs for attendees of conferences like Black Hat and RSA

[28:15] Finding the one thing they would instantly change about cyber marketing

Sponsor Links:

Thank you to our sponsors Axonius and Uptycs for bringing this episode to life!

The Axonius solution correlates asset data from existing solutions to provide an always up-to-date inventory, uncover gaps, and automate action — giving IT and security teams the confidence to control complexity. Learn more at axonius.com/hackervalley

Uptycs, analytics for the modern attack surface, observability for the modern defender. Check out Uptycs by visiting them at uptycs.com

How did the Cybersecurity Marketing Society come to exist?

Gianna and Maria initially met and bonded over how the cybersecurity marketing world is constantly changing and evolving, for better or worse. They would get together to chat, as well as share strategies and insights. They quickly realized, through their friendship, that there was potential for a solid community in cybersecurity marketing. They started a Slack channel, just to put something out there. The channel grew from 10 participants into a bustling community of over 1500 people. Now, the Society is growing every day and hosting online events.

“It's always really nice to look back at the start, and it humbles you, right? As you continue this hustle of just growth and ongoing things happening, it's nice to take a step back and say, ‘Wow, look at where it all started.’ It seemed like just a crazy idea then.” –Maria Velasquez What inspired the leap to host an in-person conference for CyberMarketingCon?

Back in 2020, while everyone was experiencing the height of the pandemic, members of the Cybersecurity Marketing Society were still interested in making connections with other professionals in the industry. Gianna and Maria decided the best option available was hosting virtual conferences in 2020 and 2021. Later, they branched into in-person chapter meetups in cities around the world. An in-person CyberMarketingCon2022 seemed like the next natural step in the process to cement those community connections.

“We started planning on a spreadsheet, basically. What's the theme? What do we want to cover in terms of topics? We looked to our members within the Society to hear what they'd like to learn at the conference and the speakers they'd like to see.” –Maria Velasquez

What makes it so difficult to market to cybersecurity practitioners?

Cybersecurity practitioners are notoriously skeptical. Their purview is full of phishing links and threat actors, and their guards are always up. Practitioners also often have a revolving door of folks wanting them to try demos, which makes it harder for someone to stand out. Maria and Gianna explain that you have to create a different kind of connection to build a relationship with practitioners, and advise marketers to avoid the cringeworthy commercial buzzwords.

“We're here to make sure that together, as an industry, cybersecurity marketers default to the best practices in marketing to practitioners, and that we're not bothering our target audience. We're doing great marketing, so that we can help everyone be more safe.” –Gianna Whitver

What did the ROIs look like for attendees of Black Hat and RSA?

In general, according to Gianna and Maria, the return on investment seemed higher for attendees at Black Hat, rather than at RSA. For marketers, RSA is less about selling and more about brand awareness and meeting with investors. In contrast, those who attended Black Hat reported that, even though the quantity of traffic at their booths was lower, the quality of the connections was higher, and there is a lot of optimism about opportunities to connect next year becoming more frequent.

“We're going to keep doing this every year. We're going to keep expanding the survey, we're going to have better data. I'm really looking forward to next year's debrief on Black Hat and RSA, seeing how things changed and how companies perceive their ROI.” –Gianna Whitver

----------

Links:

Grab your ticket to the CyberMarketingCon2022

Follow Gianna on LinkedIn

Catch up with Maria on LinkedIn

Connect with Ron Eddings on LinkedIn and Twitter

Connect with Chris Cochran on LinkedIn and Twitter

Purchase a HVS t-shirt at our shop

Continue the conversation by joining our Discord

Check out Hacker Valley Media and Hacker Valley Studio

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Mentorship to Mastery: AI and Community Lessons with Ron Eddings

Mentorship to Mastery: AI and Community Lessons with Ron Eddings

AI might analyze your logs in seconds, but only the community can put you in the room that changes your career. In this solo episode, Ron Eddings discusses the powerful balance between human connection and artificial intelligence in shaping the future of cybersecurity and beyond. From the sacrifices that sparked his career to the mentors who opened doors, Ron shares personal stories that show why community will always be your ultimate competitive edge, even as AI advances into the SOC. He also runs live AI experiments on ransomware response and log analysis, revealing what AI can (and can’t) do for practitioners right now.   Impactful Moments: 00:00 - Introduction 02:00 - Why community is your first advantage 03:30 - The sacrifice that launched Ron’s career 04:40 - Meeting mentor Marcus Carey 06:00 - Early opportunities in cybersecurity 07:00 - The power of hacker spaces 09:00 - How mentors open hidden doors 10:00 - RSA and Black Hat as career accelerators 13:00 - The most underrated LinkedIn feature 15:00 - The HVS mastermind community 16:00 - Reality check on GPT-5 18:00 - AI builds an IR playbook 20:00 - Critical do’s and don’ts in incident response 23:00 - Why hallucinations matter in cybersecurity AI 25:00 - AI makes sense of raw logs 28:00 - Can AI replace tier one analysts? 30:00 - Where AI still falls short 31:00 - Final challenge: Strengthen your community     Links: Connect with our Ron on LinkedIn: https://www.linkedin.com/in/ronaldeddings/ Register for our livestream with Gerry Auger: https://www.linkedin.com/events/7359290642633539586/ Check out the links to the OpenAI ChatGPT threads here: Incident Analysis Summary: https://chatgpt.com/share/689fa61f-3498-8006-9989-ff8221f97b01 Ransomware Incident Playbook: https://chatgpt.com/share/689fa63f-86ec-8006-8355-642d4d38808e Check out our upcoming events: https://www.hackervalley.com/livestreams Join our creative mastermind and stand out as a cybersecurity professional: https://www.patreon.com/hackervalleystudio Love Hacker Valley Studio? Pick up some swag: https://store.hackervalley.com Continue the conversation by joining our Discord: https://hackervalley.com/discord Become a sponsor of the show to amplify your brand: https://hackervalley.com/work-with-us/

21 Elo 32min

From MCP Risks to AI Jailbreaks with Marco Figueroa

From MCP Risks to AI Jailbreaks with Marco Figueroa

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14 Elo 41min

Debt vs. Risk: What the SharePoint Breach Taught Us with Ron Eddings

Debt vs. Risk: What the SharePoint Breach Taught Us with Ron Eddings

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7 Elo 16min

The Future of Cyber Talent Is African with Confidence Staveley

The Future of Cyber Talent Is African with Confidence Staveley

The world’s youngest continent is also its most untapped resource. Confidence Staveley, Founder of CyberSafe, makes a powerful case for why Africa’s youth are the answer to global cybersecurity and AI innovation… if we’re bold enough to invest. In this episode, Ron welcomes back cybersecurity leader and advocate Confidence Staveley for a discussion on purpose-driven innovation, talent development, and AI-powered awareness tools. Confidence shares updates on her nonprofit work, her bold new ventures including AI Cyber Magazine, and how she's helping shape Africa into a tech talent hub. With global budget cuts hitting nonprofits and marginalized communities, Confidence shares how Africa’s innovators, who are often excluded from the table, are building their own tables, making their impact impossible to ignore, and shaping cybersecurity’s future on their terms.   Impactful Moments 00:00 - Introduction 02:00 - Her Difference Makers Award speech 04:00 - Partnering with SANS for bigger impact 06:01 - Global DEI backlash and ripple effects 10:00 - Why Africa is the future of tech 13:01 - Innovation with limited resources 17:10 - AI Cyber Magazine and its mission 19:00 - Building AI-powered awareness tools 21:00 - The African adage on self-renewal 22:10 - How sharing knowledge builds trust   Links Connect with our guest, Confidence Staveley: https://www.linkedin.com/in/confidencestaveley/ Check out our upcoming events: https://www.hackervalley.com/livestreams Join our creative mastermind and stand out as a cybersecurity professional: https://www.patreon.com/hackervalleystudio Love Hacker Valley Studio? Pick up some swag: https://store.hackervalley.com Continue the conversation by joining our Discord: https://hackervalley.com/discord Become a sponsor of the show to amplify your brand: https://hackervalley.com/work-with-us/

31 Heinä 23min

Compliance Isn’t the Enemy with Jeff Man

Compliance Isn’t the Enemy with Jeff Man

Is compliance just a checkbox, or the backbone of real security? Returning to the show with decades of hard-earned insight, Jeff Man makes the case that compliance, especially PCI-DSS, isn't just a formality; it's foundational to modern security. As one of the original architects of the NSA Red Team and a 20-year PCI veteran, Jeff explains how this often-misunderstood framework has shaped everything from pen testing to vendor accountability. Ron and Jeff unpack the six core goals of PCI, how red teams and SaaS builders are directly affected, and why many security teams resist compliance efforts, despite relying on them to get essential buy-in and funding.   Impactful Moments: 00:00 – Introduction 01:00 – Does compliance equal security? 02:09 – Jeff returns with PCI firepower 03:15 – Defining security vs. compliance 05:33 – “Show me what you’re doing” 06:45 – Six goals at PCI’s core 10:45 – Security is watching, not reacting 13:30 – Companies secure because they have to 15:00 – PCI gave red teams their jobs 16:30 – Stripe and Square absorb PCI burden 19:30 – PCI 4.0 causes confusion 21:00 – Vendors aren’t your trusted advisors 22:30 – “Hate me, but I’ll help” Links: Connect with our guest, Jeff Man: https://www.linkedin.com/in/jeffreyeman/ Check out our upcoming events: https://www.hackervalley.com/livestreams Join our creative mastermind and stand out as a cybersecurity professional: https://www.patreon.com/hackervalleystudio Love Hacker Valley Studio? Pick up some swag: https://store.hackervalley.com Continue the conversation by joining our Discord: https://hackervalley.com/discord Become a sponsor of the show to amplify your brand: https://hackervalley.com/work-with-us/

24 Heinä 24min

What Makes a Great CISO? A Playbook from Gary Hayslip

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17 Heinä 37min

Confidence, Coaching, and the S-Word with Mel Reyes

Confidence, Coaching, and the S-Word with Mel Reyes

Want to stand out as a leader? According to our guest Mel Reyes, you need to dress like you mean it and speak like you’ve got nothing to prove. In this episode, Mel shares how he built billion-dollar portfolios, coached executive teams, and still shows up in a white hoodie when that feels right. With Ron, he unpacks how executive presence becomes a strategic weapon for breaking resistance, commanding attention, and making your message unforgettable. You’ll learn why generic resumes fail, how to master executive storytelling with the SPAR method, and what dropping the ego really looks like in your next leadership role.   Impactful Moments: 00:00 – Introduction 03:00 – Breaking the rules of executive delivery 07:00 – Why confidence starts in your closet 11:30 – Respecting identity in professional spaces 12:30 – Advice for breaking into cybersecurity 17:00 – Reinvention at the mid-senior level 21:00 – The SPAR framework for storytelling 30:00 – Drop the ego, find your passion   Links: Connect with our guest, Mel Reyes: https://www.linkedin.com/in/melreyes/ Check out our upcoming events: https://www.hackervalley.com/livestreams Join our creative mastermind and stand out as a cybersecurity professional: https://www.patreon.com/hackervalleystudio Love Hacker Valley Studio? Pick up some swag: https://store.hackervalley.com Continue the conversation by joining our Discord: https://hackervalley.com/discord Become a sponsor of the show to amplify your brand: https://hackervalley.com/work-with-us/

10 Heinä 32min

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Purple Teaming Is the New Job Security with Maril Vernon

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26 Kesä 43min

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