Why Marketing Matters in Cybersecurity: Key Insights from Gianna Whitver with Chuck Harold on SecurityGuyTV

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When cybersecurity is mentioned, most people immediately think of firewalls, threat actors, or compliance, not marketing. But here’s the thing: marketing isn’t just part of cybersecurity; it’s a key player. And at the center of that shift is the Cybersecurity Marketing Society. 

Our co-founder Gianna Whitver joined the conversation with Chuck Harold on SecurityGuyTV, Gianna breaks down how marketing is transforming the industry and why the smartest cybersecurity companies are putting it front and center. 

What’s Marketing Got to Do With It?

Let’s be honest: cybersecurity marketers have a tough job. Budgets are tight, competition is fierce, and with countless events, tools, and tactics available, figuring out what works is no easy feat.

That’s why we took cues from ISACs (Information Sharing and Analysis Centers) and built one for marketers.

Instead of threat intel, we’re sharing real-world marketing intel:

• Which conferences are worth the money
  
• What channels are driving ROI
  
• Which tactics should be skipped altogether

The result? Less wasted spending, smarter strategies, and a stronger, more informed marketing community.

Breaking Down Silos Between Marketing & Technical Teams

One challenge we see over and over is the disconnect between marketing teams and cybersecurity practitioners.

As Chuck pointed out, technical folks aren’t always the chattiest. Many prefer to keep things close to the chest. Getting in front of a camera or sharing insights publicly? That can feel uncomfortable.

At the same time, many marketers enter the cybersecurity space without a technical background, which can lead to messaging that is misguided.

But good marketing, which helps the industry, isn’t fluff. Done right, it helps practitioners find the right solutions faster, builds trust in an increasingly crowded market, and educates the community rather than just selling to it.

Practitioners don’t need to carry the messaging load alone. Lean on your marketing teams. We're here to spotlight the incredible work you’re already doing.

A Community That Moves Careers Forward

The Society didn’t start as a massive in-person movement. It began online with cybersecurity marketers looking for a place to connect, compare notes, and navigate the unique challenges of the field together.

Then, in 2022, we took a risk: hosting the first in-person CyberMarketingCon.

We thought only 80 people would show up. Instead, 218 attendees walked through the doors.

That moment proved what we already suspected: This industry is hungry for connection, collaboration, and shared growth.

Since then, the Society has become much more than an event. Members are landing new jobs, finding mentors, collaborating on campaigns, and sharing career-changing insights daily.

Smarter Spending, Sharper Results

Cybersecurity marketers have limited budgets and way too many choices. RSA, Black Hat, SecureWorld. The list of conferences and events is endless. That’s where Gianna’s ISAC idea comes to life. Members of the Society share the real-deal info on what’s worth the money, what delivers ROI, and what’s... well, meh.

This is where the Society’s ISAC approach shines.

Members openly discuss:

• Which events are worth attending
  
• What partnerships pay off
  
• How to stretch limited resources for maximum impact
  

For marketers juggling a thousand decisions, having that inside track is a game-changer.

Marketing Isn’t Just Fluff—It’s Essential

Marketing isn’t optional in cybersecurity anymore. It’s how trust is built, solutions are found, and connections are made. The days of marketing and technical teams working in separate silos? Numbered. When we collaborate, the entire cybersecurity ecosystem gets stronger.

Watch the full episode replay here!

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