DateTime Object ( [date] => 2020-01-28 11:40:22.422598 [timezone_type] => 3 [timezone] => UTC )

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“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 above fear and buzzword is a real problem all onto itself.”

Tarun talks about coming at it as a startup, what it’s like to compete with big guys like Palo Alto and others who have more marketers in their organization than you have in your whole organization.

Tarun talks about using the Zero Trust buzzword to both elevate their message and to level the playing field, getting ahead of problems, and timing the problem right.  Tarun asks, “What’s the difference between a good product and one that is too early in the market? - Nothing!”

Tarun has a lot to say about ramping up marketing after early product market fit segmenting, reaching and targeting 3-types of CISOs, segmenting early customers, targeting and the like, and when to attack the install base category or focus more on a niche and leverage the buzz and how recommends “strong beliefs held lightly”.

Tarun recommends you check out Steven Denning’s The Leaders’s Guide to Storytelling as well as the Lost History of Byzantine and that you follow @SwiftOnSecurity and @RickRubin on Twitter

You can follow Tarun at all the usual places, on Twitter at @tdesikan as well as on LinkedIn and you can learn more about Banyan at https://www.banyansecurity.io.

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Part 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, 

“if it’s a buyers problem it’s sales and marketing’s problem too.”

And what we really learn is it all comes down to confidence, communications and empathy, both between sales and marketing, and between us and our customers. 

This is research driven heady stuff, but can really change the way you think about pipeline, revenue and lifetime value. The last take away, “get the buyers confident in their ability to buy!” 

I’m guessing many of you will hear this podcast and want to see Hank’s full webinar on High Quality Deals. Watch and Enjoy. Hank recommends getting smart about Behavioral Economics. Books like Decisive from the Heath Brothers and the Challenger Customer by the CBO folks.

You can follow Hank at all the usual places, Linked In, Twitter and at Gartner.com

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Array ( [id] => b81aab24-e52d-11e9-be31-4b8d804a11f3 [createdAt] => 2019-10-02T11:00:13.642-05:00 [updatedAt] => 2019-10-22T17:05:33.321-05:00 [title] => MiS012: It Must Work if Everyone Does It - Market the Breach or Market Your Value [pubdate] => 2019-11-12T01:00:00.000-06:00 [author] => [imageFile] => [explicit] => [episodeType] => full [seasonNumber] => [episodeNumber] => [subtitle] => [summary] =>

In 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 came in hot and heavy. Not surprising, Nathan is NOT a big fan of this kind of marketing, though he does recognize it’s allure to vendors, it’s pretty clear from the comments that this is a big turn-off for buyers. Instead, Nathan advocates a (return to?) a philosophy of “Value”, and I could not agree more.

I think you’ll find this podcast and interesting counterpoint to the prevailing assumptions around marketing the next breach.

You can find and follow Nathan at LinkedIn.

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Armen 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 and scaling; Attacting, Motivating and Retaining, and he shares his successful strategies across all three of these.  If you’re building a team, you really want to listen in to Armen wisdom and tips.

Armen recommends following Ray Wang, @rwang0; Lora Cecere, @lcecere back from his supply chain days, and the ubiquitous Richard Branson, everywhere!

Armen says he always has LinkedIn fired up, so if you want to follow up with him find him and connect at https://www.linkedin.com/in/najarian

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David 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 Thoma Bravo.

Away from the office David’s a technology tinkerer, gadget nut, arm chair Arsenal fan and proud Anglophile.

David and I talk about the IT Security skills gap, the law of unintended consequences and how to get your message to be differentiated and stand out.  Focus on the customer problem seems basic, but as David says, “It’s shocking that we don’t articulate the problem we solve in the eyes of the customer.”   

In the first half of our chat, David says you better tie your value to one of three core issues facing customers.  Listen to learn what those are.

In the second half our our discussion, we talk about how to transition from SMB to Enterprise go to market motions and visa versa.  As a guy who has done this multiple times, David has a lot to share here too.

David recommends Tien Tzou’s Subscribed as a must read for all marketers because of the coming transformation from user-ship to ownership and also @jasonlemkin, @michaeleisenberg and @tientzou as must follows on Twitter.

You can find David himself on Twitter with his handle @davidgee, and learn more about Imperva at Imperva.com .  

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I’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 messages are “Protect, Monitor, Secure” than Martina will tell you you are in good company, in a bad way!  Martina talks about communicating what you do, how it’s different and why you are different and getting to the next layer down.  We talk about story-telling, why Reddit is a good early radar system for investors to find the buzz, atomic narrative nuggets, category strategy, fitting in and standing out, and how investors check out the “real story” not the one you are telling.

And don’t miss how Martina explains how fundamentally founders and executives don’t understand marketing, creating market pull, positioning, sequencing investments and why spending more doesn’t always equal success, and the alignment and accountability between sales and marketing.

Martina recommends that you check out portfolio member Elevate Security’s website for a shift in messaging that excites an investor. Martina recommends all marketers read Chip and Dan Heath’s Made to Stick and that you follow @BenThompson of stratechery.com .

You can find Martina on Twitter with her handle @mavinmartina and on Linked In here.

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Very 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 change your approach.

You can see the tape of Varun’s Today Show appearance here and hear some of the way he presented to this audience like, “the way not to get sick is to not shake hands with sick people…” not something you’d say on stage at Blackhat, but PERFECT for this broad audience.

Varun recommends that all marketers follow and check out Hubspot’s marketing resources and his two books to add to your reading list are Peter Thiel’s Zero to One and Ben Horowitz’s The Hard Thing about Hard Things.

You can find  Varun on Twitter with his handle @vk_is and on LinkedIn here. 

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Listen 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 cybersecurity marketplace. It eventually led to the Cyentia Institute, where Wayne and his team help other vendors to create fact based research to support their go to market initiatives and content marketing.

Wade is on a mission, as he puts it, to take Cybersecurity Marketing from “Dogma to Data”. Listen in as he shares how to do that and why he thinks it’s critical for vendors to do so.

Wade of course still recommends your check out the Verizon DBIR  and also recommends The Craft of Research as must reading!

You can find  Wade as @wadebaker on Twitter and and download the latest research from Cyentia here and listen to their podcast channel here.

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A 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 person RSA conference (#2, he missed #1) with Grandmaster Flash performing to the wild west of the exploding Crypto/Distributed economy and the value of experience in marketing in this new world. Along the way, you’ll learn about the strange world of Cold Storage of crypto-assets and what an asset custodian needs to do. Brian is always entertaining and never boring! Enjoy.

Brian recommends Crossing the Chasm by Geoffrey Moore (by the way, who doesn’t?), and that if you are interested in cryptocurrency products and markets you listen to Laura Shin’s Unchained podcast.

You can find Brian at @BSpector on Twitter and here on LinkedIn. Learn more about Qredo atQredo.com

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Array ( [id] => 7b2d6b22-8603-11e9-aebf-93ce1a99e006 [createdAt] => 2019-06-03T08:28:31.927-05:00 [updatedAt] => 2019-06-03T08:31:42.168-05:00 [title] => MiS005: From Idea to Product to Scale [pubdate] => 2019-05-21T01:00:00.000-05:00 [author] => [imageFile] => https://megaphone.imgix.net/podcasts/7b2d6b22-8603-11e9-aebf-93ce1a99e006/image/Marketing_InSecurity_2400x2400_itunes-3-18-19.jpg?ixlib=rails-2.1.2 [explicit] => [episodeType] => full [seasonNumber] => [episodeNumber] => [subtitle] => In 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... [summary] =>

In 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 great chat about his concept of matching your marketing to phase, from Idea, to Product, to Scale.  We talk about fear and hope as effective messages, and Nathan had the memorable quote that starts…”the next time there’s a breach, open your window and you’ll hear the sound of 10 thousand…”

Nathan had two great and unexpected book recommendations:

• Decoded, by Jay Z
• The Presentation of Self in Everyday Life by Erving Goffman

Nathan recommend you follow @MalwareJake for his info and his humor and @lennyzeltser for his insight and more.

You can learn more about Axonius at axonius.com and connect with Nathan on LinkedIn, where he says he is much more active than on Twitter!

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Array ( [id] => 7b80fc42-8603-11e9-aebf-279aada97a1a [createdAt] => 2019-06-03T08:28:32.484-05:00 [updatedAt] => 2019-06-03T08:31:55.035-05:00 [title] => MiS001: From Teamwork to Story and Back Again [pubdate] => 2019-05-03T01:00:00.000-05:00 [author] => [imageFile] => https://megaphone.imgix.net/podcasts/7b80fc42-8603-11e9-aebf-279aada97a1a/image/Marketing_InSecurity_2400x2400_itunes-3-18-19.jpg?ixlib=rails-2.1.2 [explicit] => [episodeType] => full [seasonNumber] => [episodeNumber] => [subtitle] => In 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... [summary] =>

In 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 social media posts. From the value of diverse teams to the power of storytelling and the age old question of whether you prefer George Lucas or Gene Roddenberry, Vasu is informative and inspiring! In a dynamic conversation we cover so much ground and leave so much more to explore. So put on your superhero suit and join us for a compelling chat with a true industry leader.   Mentioned and recommended in this episode: Simon Sinek's Start with Why Joseph Campbell's The Hero with 1000 Faces You can follow Vasu on social media at @vasujakkal.

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Array ( [id] => 7bd560ca-8603-11e9-aebf-1351bdd05192 [createdAt] => 2019-06-03T08:28:33.037-05:00 [updatedAt] => 2019-06-03T08:31:25.103-05:00 [title] => MiS002: Getting Coverage in a Noisy Market [pubdate] => 2019-05-03T01:00:00.000-05:00 [author] => [imageFile] => https://megaphone.imgix.net/podcasts/7bd560ca-8603-11e9-aebf-1351bdd05192/image/Marketing_InSecurity_2400x2400_itunes-3-18-19.jpg?ixlib=rails-2.1.2 [explicit] => [episodeType] => full [seasonNumber] => [episodeNumber] => [subtitle] => Listen 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... [summary] =>

Listen 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 development organizations at security and infrastructure startups and mid size orgs including Forescout, AccelOps (acq by Fortinet), Protego (acq by Cisco), Axent (acq by Symantec) and McAfee to name a few. When Scott isn’t driving demand you might find him hiking, drinking California wine and listening to east coast rock and roll, maybe all at the same time!

Resources mentioned on this podcast

1. CISSP All In One Exam Guide
2. Ed Amoroso
3. CISO Podcast

You can keep up with the latest on Pulse at Pulsesecure.net and connect with Scott on LinkedIn at https://www.linkedin.com/in/scogor1

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Array ( [id] => 7c3562b8-8603-11e9-aebf-a352b5b87134 [createdAt] => 2019-06-03T08:28:33.666-05:00 [updatedAt] => 2019-06-03T08:31:57.326-05:00 [title] => MiS003: Start Your Marketing Engines - A Cyber Founder's Perspective [pubdate] => 2019-05-03T01:00:00.000-05:00 [author] => [imageFile] => https://megaphone.imgix.net/podcasts/7c3562b8-8603-11e9-aebf-a352b5b87134/image/Marketing_InSecurity_2400x2400_itunes-3-18-19.jpg?ixlib=rails-2.1.2 [explicit] => [episodeType] => full [seasonNumber] => [episodeNumber] => [subtitle] => In 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... [summary] =>

In 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 of reaching CISO, secret slack channels, what she thinks is “broken” in cybersecurity marketing and how to fix it. And her view on hiring from outside of Cybersecurity marketing folks might just surprise you a bit.  It’s a fresh perspective and one that she is implementing at Elevate.

In our “How I Market Cyber” speed round, I throw her the softball of “Fear or Hope”. By the time you get there, the answer will be obvious. And Masha’s advice to her younger self - “Connect the dots that others can’t”.

Mentioned and recommended in this episode:

1. Crossing the Chasm by Geoffrey Moore
2. Follow Mike Johnson and his CISO Podcast - https://www.linkedin.com/in/mikevj and Alex Stamos former Facebook CISO
3. Elevate Security  
4. TechbyChoice
5. GirlsCodeIt

You can follow Masha at @modmasha on Twitter and on LinkedIn here.

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Array ( [id] => 7c87717a-8603-11e9-aebf-bb66c001b584 [createdAt] => 2019-06-03T08:28:34.204-05:00 [updatedAt] => 2019-06-03T08:31:31.095-05:00 [title] => MiS004: Cybersecurity Content Marketing Dos and Don'ts [pubdate] => 2019-05-03T01:00:00.000-05:00 [author] => [imageFile] => https://megaphone.imgix.net/podcasts/7c87717a-8603-11e9-aebf-bb66c001b584/image/Marketing_InSecurity_2400x2400_itunes-3-18-19.jpg?ixlib=rails-2.1.2 [explicit] => [episodeType] => full [seasonNumber] => [episodeNumber] => [subtitle] => In 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... [summary] =>

In 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 the dawn of the internet, to explaining private key/public key encryption (Can you?) to content marketing that works with CISOs, his strategy for “Reach and Teach” and other great gems like having a mission statement for your blog.

In our “How I Market Cyber” speed round, you’ll learn that Tim’s a coffee drinking scientist and so much more. And you won’t want to miss Tim’s recommendations on some classic marketing books and ideas that have stood the test of time.

Mentioned and recommended in this episode:

1. The Professional Marketer by Tim Matthews
2. Ogilvy on Advertising by David Ogilvy
3. Seth Godin
4. Les Wunderman the inventor of direct marketing

You can learn more about Exabeam at exebeam.com and learn more about his book and read his blog at https://www.matthewsonmarketing.com.

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