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Breaking Through in Cybersecurity Marketing

Breaking Through in Cybersecurity Marketing

Auteur(s): Cybersecurity Marketing Society | N2K Networks
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 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 Marketing Marketing et ventes Réussite personnelle Économie
Épisodes
  • Nobody Cares About Your Launch (Yet): How to Fix Your PR Game

    Nobody Cares About Your Launch (Yet): How to Fix Your PR Game
    Jul 23 2025
    Episode Summary: Carmen Harris is the person you call when no one wants to cover your product, and she’ll tell you exactly why. Founder and CEO of Signal and Noise, she joins Gianna to break down what’s changed in cybersecurity PR and how to get attention in 2025. We get into why the adage “product news is dead” isn’t totally true, how founders should build their brand before launch, and what makes an editor hit delete on your pitch in two seconds flat. Carmen also shares how to use the summer slowdown to reset your comms strategy, why you need to calendar-stalk your competitors, and how to get real face time with execs (even if you have to bully your way into the room). Listen in for real-world tips you can use on your next launch or media push. 🔗 Links & Resources: Connect with Carmen: Carmen Harris on LinkedIn Signal and Noise Companies we mentioned: Wiz – the standard for comms that lands incident.io – a great example of product-led thought leadership Torq – RSAC monster truck champions Newsletters Carmen swears by: Return on Security by Mike Privette Resilient Cyber Richard Stiennon on Substack Meet us at CyberMarketingCon 2025! Want the insider secrets cybersecurity marketers use? Join us December 7–10 in Austin, TX, for four days of zero-fluff workshops, real-deal networking, and maybe the best BBQ meetup you’ll ever have. 👉 Snag your ticket now! See you in Austin, where the insights and vibes are hotter. About Carmen: Carmen Harris is the founder and CEO of Signal & Noise, a boutique comms firm for cybersecurity and AI companies that want to be understood. She’s built a career helping technical founders translate their work into stories that land with reporters, analysts, and buyers. She’s the one who gets the “can-you-fix-this” call mid-crisis and the “we’re-about-to-launch” call mid-chaos, and she loves both. Carmen’s not about gimmicks. She helps companies understand their market, dig into what matters, and build comms strategies that work in the real world. Subscribe & Review: Enjoyed this episode? Leave us a ⭐ rating or review, it helps more marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com Follow the Hosts: Gianna Whitver on LinkedIn Maria 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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    29 min
  • You Don’t Need a Budget—You Need a Hat: Orly Bar-Lev on Lasso’s GTM

    You Don’t Need a Budget—You Need a Hat: Orly Bar-Lev on Lasso’s GTM
    Jul 16 2025
    Episode summary: “We decided that Lasso is Matthew McConaughey.” That’s how Orly Bar Lev, Head of Marketing at Lasso Security, describes the brand she helped shape—laid back, sharp, and not trying to be like anyone else. In this episode, Orly joins Gianna Whitver to tell the full story: how a GenAI cybersecurity startup launched out of stealth with sheriff-themed swag, a cowboy hat logo, and a Kyrgyzstan-coded website. He tells how it started and how it almost all fell apart when a sheep-centric rebrand crashed just one week before go-live. She walked out of that moment, rewrote the pitch, and sold a new vision: the founders are the sheriffs, the product is the lasso, and the brand is the cowboy. And somehow, it worked. This isn’t a theory-of-branding episode. It’s what happens when you do it for real, with no team, no safety net, and just enough weirdness to make it stick. The sheep died. The hat stayed. Lasso rides. 🔗 Links & Resources: Connect with Orly Bar Lev on LinkedInExplore Lasso Security: Official Website | LinkedIn PageWatch "Sheep Happens": Campaign Video Dive into Lasso's Insights: Blog & Resources About Orly: Orly Bar Lev is the Head of Marketing at Lasso Security, where she helped take the company from stealth mode to standing out, armed with a Kyrgyzstan-coded website, a cowboy hat, and a clear mission: secure GenAI. She’s a sharp strategist with a background in cybersecurity communications, known for turning complex GenAI risks (like prompt injection and hallucinations) into conversations that actually land with both technical teams and marketers. She’s spoken on The Inspired Marketer podcast about balancing innovation and security in enterprise environments, which is why Lasso’s brand is part sheriffs, part swagger, and somehow still totally credible. Subscribe & Review: Enjoyed this episode? Leave us a ⭐ rating or review, it helps more marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: 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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    45 min
  • Metaphors, Missed Signals, and Making Cyber Make Sense with Evgeniy Kharam

    Metaphors, Missed Signals, and Making Cyber Make Sense with Evgeniy Kharam
    Jul 9 2025
    Episode summary: Security architect, podcast host, and author Evgeniy Kharam has seen it again and again: a company buys a shiny new security product, and a year later, it’s still sitting on the shelf. Not because it didn’t work, but because no one knew how to explain it, use it, or get buy-in. That gap between buying and deploying, between knowing and communicating, is what pulled Evgeniy into his next chapter. After years in technical delivery and architecture, he realized that soft skills weren’t nice to have; they were survival tools. In this episode, we talk about what happens when security teams can’t translate what they do, how marketers can meet them in the middle, and why metaphors (tents, dogs, houses, you’ll see) work. We get into RSA booth fatigue, Zoom call awkwardness, and what it takes to connect with someone who’s nodding along but completely lost. Also: hummus etiquette, a three-year campaign to get Evgeniy to CyberMarketingCon, and his dream escape plan involving a shawarma truck. 🔗 Links & Resources: 🎙️ Security Architecture PodcastCo-hosted by Evgeniy Kharam and Dmitry Raidman, this podcast delves into cybersecurity architecture, offering insights into network, application, and cloud security.Listen to the podcast 📘 Architecting Success: The Art of Soft Skills in Technical SalesEvgeniy Kharam's book emphasizes the importance of soft skills in technical sales and provides strategies to enhance communication and build trust. Get the book on Amazon 🧠 Soft Skills TechEvgeniy's platform is dedicated to coaching and resources on soft skills in the tech industry. Explore Soft Skills Tech 🏢 EK Cyber and Media ConsultingA consulting firm founded by Evgeniy Kharam, offering services in cybersecurity and media for vendors and MSSPs. Visit EK Cyber and Media Consulting 📺 Interview with Evgeniy KharamAn in-depth interview exploring Evgeniy's journey and insights into cybersecurity. Watch on YouTube About Evgeniy: Evgeniy Kharam has worn nearly every hat in cybersecurity from firewall deployment engineer to VP of Architecture at the Herjavec Group, where he helped grow the team from 15 to over 300. Over two decades in the industry gave him a front-row seat to a recurring problem: great tech failing because no one knew how to explain it. That realization led him to focus on something most security pros avoid talking about: soft skills. He’s now the author of Architecting Success: The Art of Soft Skills in Technical Sales, host of From Tech to Trust, and co-founder of the Security Architecture Podcast. He also moderates panels, hosts interviews, and advises on the board of the Canadian Cybersecurity Network. Evgeniy blends technical depth with a human-first approach, whether running a ski-slope cybersecurity conference or helping vendors communicate like real people. He now leads his own consulting firm, where he guides cybersecurity companies through both architecture and storytelling. Subscribe & Review: Enjoyed this episode? Leave us a ⭐ rating or review, it helps more marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: 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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    38 min

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