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Breaking Through in Cybersecurity Marketing

Breaking Through in Cybersecurity Marketing

Written by: 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 Economics Marketing Marketing & Sales
Episodes
  • 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 mins
  • 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 mins
  • Keeping Product-Market Fit After an Acquisition with Kevin Bobowski

    Keeping Product-Market Fit After an Acquisition with Kevin Bobowski
    Apr 8 2026
    Episode Summary: What changes when you go from a startup to a much bigger company after an acquisition? On today’s episode, Kevin Bobowski, now CMO of Archer, breaks down what that shift looks like based on his experience moving from Aware into Mimecast. At Aware, staying close to the customer was built into the day-to-day. Conversations were constant, and product-market fit came from paying attention to what was working and cutting what wasn’t, even if it looked good on paper. At Mimecast, that same instinct still mattered, but it became harder to maintain. There’s more data, more structure, and more distance from the customer if you’re not careful. Kevin shares how that shift changed the way he thinks about product-market fit across segments, products, and teams, and why it’s something you have to keep reworking as markets evolve. If you’re trying to stay grounded in what your buyers are really saying while everything around you scales, this one will resonate. About Kevin: Kevin Bobowski is Chief Marketing Officer at Archer. He previously led marketing at Aware, where he helped build the go-to-market motion that led to the company’s acquisition by Mimecast. His experience spans startups and larger organizations, with a focus on product-market fit, segmentation, and scaling marketing teams. Links & Resources: Kevin Bobowski on LinkedIn Mimecast 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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    37 mins
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