What Actually Works in Cybersecurity Marketing? | Chris Gaebler, Protegrity

Cybersecurity marketing is crowded with fear-based messaging, AI-washing and activity that looks productive but fails to create meaningful pipeline. So, what actually works? In this episode of No More Cyber BS, Damien Barker speaks with Chris Gaebler, Chief Marketing Officer at Protegrity, about what cybersecurity marketing teams should stop doing, where budgets are being wasted and how marketers can build both trust and revenue. Chris shares his experience of marketing cybersecurity and data-protection technology, including how Protegrity is evolving its positioning around AI security, data leakage and the safe use of sensitive enterprise data. They discuss: • Why understanding the customer is still underfunded • The problem with FUD and fear-based cybersecurity marketing • How to balance long-term brand building with short-term pipeline • Why events should be used for customer research, not just lead collection • How Protegrity is repositioning around AI security and data protection • The marketing metrics that matter beyond website traffic • Why cybersecurity marketers need to think like entrepreneurs • How AI is changing traditional marketing roles • Why partners and value-added resellers remain an underrated channel • What Palo Alto Networks and CrowdStrike get right about marketing Chris also explains why marketers must stop defining themselves by individual tactics and start taking responsibility for solving the commercial problems holding their company back. Connect with the host and guest Host — Damien Barker:   / damienbarker   Guest — Chris Gaebler:   / chrisgaebler   Learn more about Protegrity: https://www.protegrity.com/ Explore Avetix Cyber: https://avetixgroup.com/industry/cyber Subscribe for more honest conversations with the marketing leaders shaping the cybersecurity industry. #CybersecurityMarketing #Cybersecurity #B2BMarketing