『On Location With Sean Martin And Marco Ciappelli』のカバーアート

On Location With Sean Martin And Marco Ciappelli

On Location With Sean Martin And Marco Ciappelli

著者： Sean Martin ITSPmagazine Marco Ciappelli
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 Whether we are there or not, ITSPmagazine still gets the best stories. Plenty of conferences and events spark our curiosity and allow us to start conversations with some of the world's brightest minds. In-person or virtually, Sean Martin and Marco Ciappelli go on-location and sit down with them at the intersection of technology, cybersecurity, and society. Together, we discover what the synergy of these three elements means for the future of humanity.© Copyright 2015-2025 ITSPmagazine, Inc. All Rights Reserved 社会科学 経済学
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  • How to Market to Cybersecurity's Most Elusive Buyers: AI, Emotion, and the Human Touch - Interview with Gianna Whitver and Maria Velasquez | Cyber Marketing Con 2025 Coverage | On Location with Sean Martin and Marco Ciappelli

    How to Market to Cybersecurity's Most Elusive Buyers: AI, Emotion, and the Human Touch - Interview with Gianna Whitver and Maria Velasquez | Cyber Marketing Con 2025 Coverage | On Location with Sean Martin and Marco Ciappelli
    2025/11/03
    How to Market to Cybersecurity's Most Elusive Buyers: AI, Emotion, and the Human Touch - Interview with Gianna Whitver and Maria Velasquez | Cyber Marketing Con 2025 Coverage | On Location with Sean Martin and Marco CiappelliCyberMarketingCon 2025 In Person & Virtual https://www.cybermarketingconference.comDec 7-10, 2025 in Austin, Texas Why Cybersecurity Marketing Demands a Different PlaybookThe cybersecurity industry presents a paradox for marketers. While practitioners work with cutting-edge technology, traditional marketing approaches consistently fall flat. Gianna Whitver and Maria Velasquez, co-founders of the Cybersecurity Marketing Society, have spent six years understanding why—and they're sharing those insights at CyberMarketingCon 2025 this December in Austin.The challenge begins with the audience itself. Security professionals operate under constant pressure, actively preventing threats while juggling competing priorities. This stress creates an environment where patience for marketing noise evaporates instantly. Unlike other industries where buyers might browse vendor websites or respond to cold outreach, cybersecurity practitioners have both the technical sophistication to evade tracking and the motivation to control their own buying journey."Our buyer is highly elusive," Whitver explains. "They're saving the world and their companies from threats. When vendors reach out, it's an interruption to critical work." This dynamic forces marketers to rethink fundamental assumptions about how business gets done.The numbers tell part of the story. With over 5,000 cybersecurity vendors flooding the market, standing out based solely on technical specifications has become nearly impossible. Many solutions address similar problems with comparable features. The differentiator, Velasquez argues, isn't in the technology itself but in how that technology transforms the buyer's daily experience."We have to shed that technical layer and go for the emotion," Velasquez says. "If they buy our product, how is it gonna make them feel? Are they gonna get their weekends back with family? Are they actually gonna go to sleep without stress?" This human-centered approach represents a fundamental shift from the feeds-and-speeds messaging that dominated cybersecurity marketing for years.The industry is witnessing what Velasquez calls an "evolution slash revolution" in marketing tactics. Humor, entertainment, and authentic storytelling are replacing dense whitepapers as the first touch point. The goal isn't to dumb down complex technology but to create space for meaningful engagement by first addressing the emotional reality of a stressful profession.Trust remains the currency that matters most. Peer recommendations carry exponentially more weight than any advertising campaign. Security professionals rely on trusted networks to validate purchasing decisions, making community building and genuine thought leadership more valuable than aggressive outreach. Word-of-mouth referrals from colleagues who have seen real results trump even the most sophisticated demand generation campaigns.The emergence of AI as a marketing buzzword presents both opportunity and risk. Whitver notes that countless vendors now position themselves as "AI-native" or "agentic AI" solutions without articulating meaningful differentiation. "If that's what you remember about their product, what do you actually do?" she asks. The challenge for marketers is communicating AI's business value without contributing to the noise.CyberMarketingCon 2025 addresses these challenges head-on. Running December 7-10 in Austin, the conference brings together more than 550 marketing professionals for hands-on workshops, peer learning, and practical strategy sessions. Dedicated tracks cover brand, demand generation, operations, communications, and product marketing, with special summits for CEOs and sales leaders.Hands-on AI workshops represent a conference highlight. Attendees can build marketing agents using n8n, explore Clay for go-to-market planning, or participate in a marketer-focused capture-the-flag hacking exercise. The "Marketing Time Machine" theme balances timeless fundamentals with forward-looking innovation, acknowledging that effective marketing requires both solid foundations and experimental thinking.What sets CyberMarketingCon apart is its community-first philosophy. Despite 40-50% year-over-year growth, organizers prioritize maintaining an intimate, reunion-style atmosphere. Many CMOs bring entire teams for what becomes a working offsite, with different members attending specialized sessions then synthesizing insights into unified strategies.The conference's success metric reflects this philosophy. "Our KPI is: is it worth your time?" Whitver says. In an industry where time represents the scarcest resource, that might be the most important question of all.For cybersecurity marketers navigating an increasingly complex landscape, CyberMarketingCon ...
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    30 分
  • First CISO Charged by SEC: Tim Brown on Trust, Context, and Leading Through Crisis - Interview with Tim Brown | AISA CyberCon Melbourne 2025 Coverage | On Location with Sean Martin and Marco Ciappelli

    First CISO Charged by SEC: Tim Brown on Trust, Context, and Leading Through Crisis - Interview with Tim Brown | AISA CyberCon Melbourne 2025 Coverage | On Location with Sean Martin and Marco Ciappelli
    2025/10/15
    First CISO Charged by SEC: Tim Brown on Trust, Context, and Leading Through Crisis - Interview with Tim Brown | AISA CyberCon Melbourne 2025 Coverage | On Location with Sean Martin and Marco CiappelliAISA CyberCon Melbourne | October 15-17, 2025Tim Brown's job changed overnight. December 11th, he was the CISO at SolarWinds managing security operations. December 12th, he was leading the response to one of the most scrutinized cybersecurity incidents in history.Connecting from New York and Florence to Melbourne, Sean Martin and Marco Ciappelli caught up with their longtime friend ahead of his keynote at AISA CyberCon. The conversation reveals what actually happens when a CISO faces the unthinkable—and why the relationships you build before crisis hits determine whether you survive it.Tim became the first CISO ever charged by the SEC, a distinction nobody wants but one that shaped his mission: if sharing his experience helps even one security leader prepare better, then the entire saga becomes worthwhile. He's candid about the settlement process still underway, the emotional weight of having strangers ask for selfies, and the mental toll that landed him in a Zurich hospital with a heart attack the week his SEC charges were announced."For them to hear something and hear the context—to hear us taking six months off development, 400 engineers focused completely on security for six months in pure focus—when you say it with emotion, it conveys the real cost," Tim explained. Written communication failed during the incident. People needed to talk, to hear, to feel the weight of decisions being made in real time.What saved SolarWinds wasn't just technical capability. It was implicit trust. The war room team operated without second-guessing each other. The CIO handled deployment and investigation. Engineering figured out how the build system was compromised. Marketing and legal managed their domains. Tim didn't waste cycles checking their work because trust was already built."If we didn't have that, we would've been second-guessing what other people did," he said. That trust came from relationships established long before December 2020, from a culture where people knew their roles and respected each other's expertise.Now Tim's focused on mentoring the next generation through the RSA Conference CSO Bootcamp, helping aspiring CISOs and security leaders at smaller companies build the knowledge, community, and relationships they'll need when—not if—their own December 12th arrives. He tailors every talk to his audience, never delivering the same speech twice. Context matters in crisis, but it matters in communication too.Australia played a significant role during SolarWinds' incident response, with the Australian government partnering closely in January 2021. Tim hadn't been back in a decade, making his return to Melbourne for CyberCon particularly meaningful. He's there to share lessons earned the hardest way possible, and to remind security leaders that stress management, safe spaces, and knowing when to compartmentalize aren't luxuries—they're survival skills.His keynote covers the different stages of incident response, how culture drives crisis outcomes, and why the teams that step up matter more than the ones that run away. For anyone leading security teams, Tim's message is clear: build trust now, before you need it.AISA CyberCon Melbourne runs October 15-17, 2025 Coverage provided by ITSPmagazineGUEST:Tim Brown, CISO at SolarWinds | On LinkedIn: https://www.linkedin.com/in/tim-brown-ciso/HOSTS:Sean Martin, Co-Founder, ITSPmagazine and Studio C60 | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder, ITSPmagazine and Studio C60 | Website: https://www.marcociappelli.comCatch all of our event coverage: https://www.itspmagazine.com/technology-and-cybersecurity-conference-coverageWant to share an Event Briefing as part of our event coverage? Learn More 👉 https://itspm.ag/evtcovbrfWant Sean and Marco to be part of your event or conference? Let Us Know 👉 https://www.itspmagazine.com/contact-us Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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    27 分
  • Everyone Is Protecting My Password, But Who Is Protecting My Toilet Paper? - Interview with Amberley Brady | AISA CyberCon Melbourne 2025 Coverage | On Location with Sean Martin and Marco Ciappelli

    Everyone Is Protecting My Password, But Who Is Protecting My Toilet Paper? - Interview with Amberley Brady | AISA CyberCon Melbourne 2025 Coverage | On Location with Sean Martin and Marco Ciappelli
    2025/10/13
    Everyone Is Protecting My Password, But Who Is Protecting My Toilet Paper? - Interview with Amberley Brady | AISA CyberCon Melbourne 2025 Coverage | On Location with Sean Martin and Marco CiappelliAISA CyberCon Melbourne | October 15-17, 2025Empty shelves trigger something primal in us now. We've lived through the panic, the uncertainty, the realization that our food supply isn't as secure as we thought. Amberley Brady hasn't forgotten that feeling, and she's turned it into action.Speaking with her from Florence to Sydney ahead of AISA CyberCon in Melbourne, I discovered someone who came to cybersecurity through an unexpected path—studying law, working in policy, but driven by a singular passion for food security. When COVID-19 hit Australia in 2019 and grocery store shelves emptied, Amberley couldn't shake the question: what happens if this keeps happening?Her answer was to build realfoodprice.com.au, a platform tracking food pricing transparency across Australia's supply chain. It's based on the Hungarian model, which within three months saved consumers 50 million euros simply by making prices visible from farmer to wholesaler to consumer. The markup disappeared almost overnight when transparency arrived."Once you demonstrate transparency along the supply chain, you see where the markup is," Amberley explained. She gave me an example that hit home: watermelon farmers were getting paid 40 cents per kilo while their production costs ran between $1.00 to $1.50. Meanwhile, consumers paid $2.50 to $2.99 year-round. Someone in the middle was profiting while farmers lost money on every harvest.But this isn't just about fair pricing—it's about critical infrastructure that nobody's protecting. Australia produces food for 70 million people, far more than its own population needs. That food moves through systems, across borders, through supply chains that depend entirely on technology most farmers never think about in cybersecurity terms.The new autonomous tractors collecting soil data? That information goes somewhere. The sensors monitoring crop conditions? Those connect to systems someone else controls. China recognized this vulnerability years ago—with 20% of the world's population but only 7% of arable land, they understood that food security is national security.At CyberCon, Amberley is presenting two sessions that challenge the cybersecurity community to expand their thinking. "Don't Outsource Your Thinking" tackles what she calls "complacency creep"—our growing trust in AI that makes us stop questioning, stop analyzing with our gut instinct. She argues for an Essential Nine in Australia's cybersecurity framework, adding the human firewall to the technical Essential Eight.Her second talk, cheekily titled "Everyone is Protecting My Password, But No One's Protecting My Toilet Paper," addresses food security directly. It's provocative, but that's the point. We saw what happened in Japan recently with the rice crisis—the same panic buying, the same distrust, the same empty shelves that COVID taught us to fear."We will run to the store," Amberley said. "That's going to be human behavior because we've lived through that time." And here's the cybersecurity angle: those panics can be manufactured. A fake image of empty shelves, an AI-generated video, strategic disinformation—all it takes is triggering that collective memory.Amberley describes herself as an early disruptor in the agritech cybersecurity space, and she's right. Most cybersecurity professionals think about hospitals, utilities, financial systems. They don't think about the autonomous vehicles in fields, the sensor networks in soil, the supply chain software moving food across continents.But she's starting the conversation, and CyberCon's audience—increasingly diverse, including people from HR, risk management, and policy—is ready for it. Because at the end of the day, everyone has to eat. And if we don't start thinking about the cyber vulnerabilities in how we grow, move, and price food, we're leaving our most basic need unprotected.AISA CyberCon Melbourne runs October 15-17, 2025 Virtual coverage provided by ITSPmagazineGUEST:Amberley Brady, Food Security & Cybersecurity Advocate, Founder of realfoodprice.com.au | On LinkedIn: https://www.linkedin.com/in/amberley-b-a62022353/HOSTS:Sean Martin, Co-Founder, ITSPmagazine and Studio C60 | Website: https://www.seanmartin.comMarco Ciappelli, Co-Founder, ITSPmagazine and Studio C60 | Website: https://www.marcociappelli.comCatch all of our event coverage: https://www.itspmagazine.com/technology-and-cybersecurity-conference-coverageWant to share an Event Briefing as part of our event coverage? Learn More 👉 https://itspm.ag/evtcovbrfWant Sean and Marco to be part of your event or conference? Let Us Know 👉 https://www.itspmagazine.com/contact-us Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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    28 分
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