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Breaking Through in Cybersecurity Marketing

Breaking Through in Cybersecurity Marketing

De : 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 Economie Marketing et ventes
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  • What It Takes to Run Marketing Solo with Sara Ceballos, Director of Marketing at BreachRx

    What It Takes to Run Marketing Solo with Sara Ceballos, Director of Marketing at BreachRx
    Apr 29 2026
    Episode Summary: Running marketing as a team of one means you’re responsible for everything, from attribution to brand to pipeline. Sara Ceballos, Director of Marketing, joins the show to talk through her time at Inspectiv, where she was brought in to support two new product launches, rethink the company's positioning, and run marketing as a team of one. She shares how she moved MQL tracking out of spreadsheets into HubSpot and Salesforce, worked with sales to define what “qualified” actually meant, and how she determined when simplifying data made more sense than tracking everything. Gianna and Sara also dive into leading a rebrand with a small team, testing messaging with customers before launch, and building an event process that supports sales and ties back to the pipeline. Chapters: 00:00 Introduction and Guest Introduction 01:19 Sarah's Journey Back to Cybersecurity 03:09 Understanding Inspectiv and Its Market 04:12 Identifying Marketing Challenges 07:21 Collaboration with Sales Team 09:06 The HubSpot and Salesforce Integration Project 10:00 Rebranding and Its Impact on the Company 14:54 The Meaning Behind the Rebrand 16:05 Shifting the Cybersecurity Narrative 17:29 Operational Improvements in Event Management 20:41 Streamlining Sales Support 27:27 Future Vision for Inspectiv About Sara: Sara Ceballos is a Director of Marketing at BreachRx, where she leads marketing strategy and programs to drive pipeline and growth. She previously served as Director of Marketing at Inspectiv, where she ran marketing as a one-person team, leading efforts across attribution, rebranding, website development, and event strategy. Sara has a background in demand generation and B2B marketing, with experience building and scaling programs that align closely with sales and revenue teams. Links & Resources: Sara Ceballos on LinkedIn Inspectiv BreachRx Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐⭐⭐⭐⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com Follow the Host: Gianna Whitver 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, on our main LinkedIn page, our Instagram page, or our podcast LinkedIn page. See you on the next episode!
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    32 min
  • Alignment Episode: How Traci Byrne Works Across CISOs, Startups, and Partners

    Alignment Episode: How Traci Byrne Works Across CISOs, Startups, and Partners
    Apr 22 2026
    Episode Summary: Traci Byrne has spent a lot of her time aligning CISOs, startups, and internal teams. In this episode, she breaks down how she does that, starting with listening, understanding what each side is trying to do, and using that to guide decisions without forcing them. That same approach shows up in disagreements. Instead of shutting ideas down, she asks questions that expose gaps and lets people work through them. It shows up most in security, where risk, new tech, and competing priorities all collide. If your role depends on influence and not control, this one will feel very familiar! Chapters: [00:00] Introduction to Cybersecurity Marketing and Guest Introduction [03:49] Understanding Global Security Strategic Initiatives [06:28] A Week in the Life of Tracy Byrne [08:48] Navigating Startup and Enterprise Relationships [11:34] Operational Resilience and Cybersecurity [14:09] Influencing Without Authority in Cybersecurity [16:25] Building Trust and Understanding Stakeholder Needs [17:42] Healthy Conflict and Disagreement Management [20:17] Company Culture and Collaboration at WWT [22:30] Personal Aspirations and Future Goals About Traci: Traci Byrne was recently Head of Global Security Strategic Initiatives at World Wide Technology at the time of recording. She worked across enterprise teams and partners, supporting large strategic deals and helping organizations navigate complex security challenges. She also advises startups on go-to-market and engaging with large enterprises, and hosts the Meet the Chief podcast. Links & Resources: Traci Byrne on LinkedIn Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com Follow the Host: Gianna Whitver 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, on our main LinkedIn page, our Instagram page, or our podcast LinkedIn page. See you on the next episode!
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    34 min
  • What Founders Get Wrong About Early Marketing with Merav Ben Avi, VP of Marketing at YL Ventures

    What Founders Get Wrong About Early Marketing with Merav Ben Avi, VP of Marketing at YL Ventures
    Apr 15 2026
    Episode Summary: Merav Ben Avi, VP of Marketing at YL Ventures, makes a strong case for something most security founders get wrong: marketing should not come later. It should be there from the start. She explains why hiring too late creates messy positioning, weak launches, and marketers stuck fixing confusion instead of shaping the story. The first marketing hire is not there to run campaigns. They are there to define why the company exists while everything is still taking shape. Merav also gets into why product marketing is not always the first hire, what founders miss when evaluating marketers, and why “AI solves everything” messaging is already wearing thin with CISOs. If you're building or joining an early-stage security startup, this will challenge how you think about your first marketing hire! Chapters: 00:00 Introduction to YL Ventures and Merav's Role 03:14 The Importance of Early Marketing in Cybersecurity Startups 06:05 Hiring Marketing Talent: Philosophy and Strategy 08:41 Navigating the AI Security Landscape 11:19 Building Trust Between Founders and Marketers 13:36 The Role of Marketing in Early Stage Startups 16:08 Finding the Right Marketing Candidates 18:55 Stealth Mode vs. Building in Public 21:37 Common Mistakes in Hiring Marketing 23:21 Conclusion and Contact Information About Merav: Merav Ben Avi is VP of Marketing at YL Ventures, where she works hands-on with early-stage cybersecurity startups on positioning, messaging, and go-to-market. She partners closely with founders to shape how their companies show up from day one, while also leading marketing for YL Ventures. Links & Resources: Merav Ben Avi on LinkedIn YL Ventures website Building Island’s Brand with Ari Yablok (referenced in this episode) You Don’t Need a Budget—You Need a Hat: Orly Bar-Lev on Lasso’s GTM (referenced in this episode) Subscribe & Review: 👉 Enjoyed this one? Drop us a quick ⭐ rating or review, it helps more cyber marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com Follow the Host: Gianna Whitver 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, on our main LinkedIn page, our Instagram page, or our podcast LinkedIn page. See you on the next episode!
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    34 min
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