Marketing a Society, Not a Product
w/ Gianna Whitver
Hosted by Peter Wheeler · 48 min
Show Notes
Gianna Whitver, CEO and co-founder of the Cybersecurity Marketing Society, walks through pitching a community as a business — and why that's harder than pitching software. She covers her GTM approach, the challenge of making security marketers feel seen, and what she'd do differently on her first pitch. Niching into cybersecurity marketing was a counter-intuitive strength that paid off.
Key Takeaways
Community businesses require a fundamentally different pitch than product businesses
Niching into cybersecurity marketing was a counter-intuitive strength
The pitch inside a pitch: getting people to join vs. getting them to buy
The Slap Summary
- ✓Community businesses require a fundamentally different pitch than product businesses
- ✓Niching into cybersecurity marketing was a counter-intuitive strength
- ✓The pitch inside a pitch: getting people to join vs. getting them to buy
Guest
Gianna Whitver · Cybersecurity Marketing Society
Gianna Whitver is the CEO and co-founder of the Cybersecurity Marketing Society, the world's leading community for marketers working in the cybersecurity industry. A serial entrepreneur, she has built multiple ventures at the intersection of community, content, and security marketing.