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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Cybersecurity Challenges: AI, Burnout, and Insider Threats with Kayla Williams

Cybersecurity Challenges: AI, Burnout, and Insider Threats with Kayla Williams

At Black Hat 2024, we sat down with Kayla Williams, Chief Information Security Officer at Devo, to discuss her career journey, the role of AI in cybersecurity, and the pervasive issue of burnout among SOC analysts. Through her research with Wakefield Research, Kayla and her team discovered that 83% of IT professionals are burnt out due to stress, lack of sleep, and anxiety. IT and Security burnout leads to breaches. For the past 4 years, Devo has been hosting SOC Analyst Appreciation Day, a virtual event where they shower SOC analysts with the love, appreciation and recognition that they deserve.   Impactful Moments: 00:00 - Introduction 01:25 - Kayla Williams, Chief Information Security Officer at Devo 01:38 - How Kayla Became a CISO 03:06 - Challenges and Rewards 04:23 - Burnout in Cybersecurity 04:31 - 83% of IT professionals are Burnt Out 09:38 - How AI Fits into the SOC 09:59 - Key Use Cases for AI in Cybersecurity 15:07 - Insider Threat and Employees Stealing Company Data 18:14 - Non-Traditional Paths into Cybersecurity 21:00 - Future of Cybersecurity and AI 22:31 - Advice for Aspiring CISOs   Links: Connect with our guest, Kayla Williams: https://www.linkedin.com/in/kaylamwilliams1/ Check out Devo: https://www.devo.com/ 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/

27 Elo 202424min

Offensive Security: Unlocking Hidden ROI with Seemant Sehgal

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In this episode, Ron sits down at Black Hat with guest Seemant Sehgal, Founder & CEO of BreachLock, to learn more about how offensive security, such as red teaming and pen testing, fits into the cyber ecosystem. Seemant highlights how his background as a practitioner has helped him better understand the pain points that customers feel and assist them in making the most of their budget. Impactful Moments: 00:00 - Welcome 00:50 - Introducing Guest, Seemant Sehgal 02:47 - Penetration Testing vs Red Teaming 05:22 - What A Hacker Wants 06:17 - From our Sponsor, BreachLock 07:35 - There’s Always A ‘Low Hanging Fruit’ 08:49 - Trusted Partners 10:49 - Closing Doors On Hackers 13:08 - Advice to Entrepreneurs: Knowing Your ‘Why’   Links: Connect with our guest, Seemant Sehgal: https://www.linkedin.com/in/s-sehgal/ Check out BreachLock: https://www.breachlock.com/   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/

16 Elo 202415min

Black Hat 2024 Conference Pre-Game

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9 Elo 202413min

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30 Heinä 202423min

Leaving an Impression: Strategies for Captivating a Massive Audience

Leaving an Impression: Strategies for Captivating a Massive Audience

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23 Heinä 202432min

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17 Heinä 202434min

What We All Should Be Talking About When It Comes to AI and Security

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9 Heinä 202433min

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