Breaking Through in Cybersecurity Marketing
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Recent Episodes
What AI Security Research Actually Looks Like with John Zenick of Harmonic Security
John Zenick started his cybersecurity journey modding a Nintendo Wii in middle school. He is now an AI Security Researcher at Harmonic Security and a Teaching Fellow at Harvard, and joins our show to discuss everything AI! Even though we're a marketing podcast, of course we love to talk to the people doing the work in AI security today. John explains what shadow AI looks like inside organizations, why blocking it rarely works, and where the real data risk sits. He also brings out a pocket-sized device he built that runs a local LLM with no internet connection, and makes a case for why your process may be just as worth protecting as your data.
The Case for Internal Comms with Thereasa Roy
Internal comms is one of those marketing functions that doesn't always get its own seat at the table, but probably should. Thereasa Roy, formerly Director of Technical Solutions Marketing at Trail of Bits, now Director of Product Marketing at Oversight joins Gianna to talk through what it looks like in practice. Trail of Bits is a fully remote cybersecurity services company of about 130 people, and when this episode was recorded, they were in the middle of a brand refresh. Thereasa talks about how to get alignment across leadership before anything gets deployed, why repeating yourself is the job, and how sales and dev teams need to hear very different things. There's also a practical thread on how to track whether any of it is landing.
Building AI Content Systems That Actually Work with David Ebner of Content Workshop
David Ebner has been building content for security and tech brands for 13 years, and the work has changed significantly with the dawn of the AI content era. He comes back on the show to talk about what AI systems look like inside a marketing team, how they get built, and what steps you can’t skip in the process. A lot of it starts before AI even enters the picture! That said, on this episode, we’ll still talk about: agents, knowledge bases, where automation ends and AI begins, how to decide which content still needs a person, and how to track where your brand shows up in AI search.
Cyber Creator Tyler Ramsbey Shares How to Grow an Audience & Community in Cyber
This episode is a little different. We're sharing a session from Behind the Cyber Creator, a live AMA series we run at the Cybersecurity Marketing Society, and Tyler Ramsbey was our first guest. Tyler went from pastor to pentester, built a study group into a community of 15,000 people, and walked away from a six-figure job to run his own businesses. He's been doing it all in the open, which makes the conversation worth having. We talk about building an audience without a big budget or a polished setup, why he says no to most brand deals, what it's like to be the bottleneck in your own business, and how he thinks about family alongside all of it. There's also a good thread on AI and pentesting that doesn't require a technical background to follow.
Most cybersecurity marketing advice doesn’t apply when you’re selling to small businesses, and Ranbir Bhutani, CEO and vCISO of Cyber Culture, learned that the hard way. After spending on ads that didn’t lead to results, he shifted his approach toward LinkedIn, referrals, and in-person relationships. Instead of leading with solutions, he focuses on helping buyers understand the problem first, especially when they don’t come from a security background. Ranbir also talks about common marketing approaches that don’t land the same with smaller organizations, how trust and word of mouth drive most of his deals, and what it looks like to build a cybersecurity business without a large budget.
