Mastering Product Marketing in Cyber – Online Program
12 Sessions x 1 hour | Starting July 2025 | Online Sessions
Product Marketing in the World’s Fastest-Moving Industry
Cybersecurity stands as one of the most intricate and competitive sectors, presenting unique challenges and opportunities for product marketers. This course is tailored for experienced PMMs aiming to either transition into the cyber domain or amplify their impact within it.
Over 12 focused sessions, participants will delve into understanding technical buyers like CISOs and DevSecOps, positioning products in saturated markets, launching new offerings effectively, and leveraging AI to enhance PMM workflows. The curriculum combines real-world examples, frameworks, and tools from leading PMMs in cybersecurity.
This Program Is Designed For Marketing Professionals Who:
- Are transitioning into cybersecurity
- Need to launch and position cyber products effectively
- Want to sharpen their cybersecurity marketing strategies
- Are preparing for product marketing roles in cyber
Why Now?
The cybersecurity landscape is rapidly evolving, with increasing complexities and competitive pressures. As organizations prioritize digital security, the demand for adept product marketers in this space has surged. This course equips PMMs with the necessary skills and insights to navigate and excel in the cyber domain.
Curriculum Overview
Cyber Foundations – Technical Mini-Sessions
Before diving into the core PMM content, participants will receive a concise, practical introduction to key cybersecurity domains. These sessions are designed to ensure a shared technical baseline—no prior technical experience required.
Each session is 30 minutes:
- Endpoint Security / SOC
- Cloud Security
- Application Security (AppSec)
- DevSecOps & Supply Chain Security
Identity & Access Management (IAM)
Session 1: Welcome to Cyber: Threats, Trends, and What PMMs Must Know
- Key cyber market dynamics (AppSec, CloudSec, AI security, Zero Trust)
- B2B vs. B2C in cyber – distinguishing factors
- Role of a PMM in a cybersecurity organization
Session 2: Cyber Personas: Understanding CISOs, Developers, and Beyond
- Deep dive into key buyer/influencer personas in cyber
- Understanding the concerns of CISOs, DevSecOps, and AppSec leaders
- Techniques for uncovering real pain points (interviews, win/loss analysis, sales shadowing)
- Case study: Segmenting for enterprise vs. mid-market
Session 3: Messaging That Doesn’t Sound Like Everyone Else
- Common cyber messaging pitfalls
- Crafting value propositions that resonate with security buyers
- Utilizing AI tools for testing and refining messaging (e.g., ChatGPT, Claude)
- Case study: Repositioning in a saturated market
Session 4: Positioning in the Cyber Jungle: Categories, Competitors, and Claims
- Navigating crowded and overlapping categories (e.g., CNAPP, XDR, GRC)
- Competitive positioning and landscape mapping
- Category creation vs. category hijacking
- Case study: Lessons from companies entering or creating categories
Session 5: From Launch to Land: GTM Planning for Cyber Products
- Building integrated launch plans for new products/features
- Collaborating with sales, CS, and product teams for GTM readiness
- Identifying launch pitfalls in cybersecurity
- Case study: Launching a new module/offering
Session 6: Proof Over Promises: Content That Converts Skeptics
- Elements that make content credible in cyber (analyst insights, threat intelligence, peer voices)
- Effective formats: demos, webinars, security research, technical blogs
- Leveraging AI for rapid content generation and repurposing
- Case study: Utilizing third-party research in a product launch
Session 7: Analyst Relations & Validation: How to Influence the Influencers
- Key analysts: Gartner, Forrester, IDC, etc.
- Preparing PMM-led analyst briefings and participating in waves
- Strategic use of analyst quotes and involvement
- Case study: Transitioning from “challenger” to “visionary”
Session 8: Enabling Sales to Sell to Security Pros
- Developing competitive battlecards and handling objections in cyber
- Messaging enablement for SEs and field sales
- Establishing sales feedback loops and iterative PMM learning
- Case study: SE-first enablement playbook
Session 9: Metrics That Matter: Showing PMM Impact in Cyber
- KPIs across awareness, adoption, retention, and expansion
- Linking content and campaigns to pipeline
- Employing AI/ML tools to measure attribution and journey insights
- Case study: Dashboarding impact at scale
Session 10: AI as a PMM Force Multiplier
- Utilizing AI to analyze call transcripts (e.g., Gong), generate copy, research trends, competition
- Basics of prompt engineering for PMMs
- Real-world applications of AI in messaging, content, and intelligence
- Case study: Implementing ChatGPT in campaign planning
Session 11: Winning with Customer Stories and Communitie
- Capturing and activating case studies, champions, and references
- Building community-led growth in cyber (LinkedIn groups, Slack communities)
- Ethical considerations in storytelling around breaches/successes
- Case study: Scaling CISO councils and storytellin
Session 12: Executive Panel: Lessons from Cyber PMM Leaders
- Live panel with 3-4 leading PMMs from top cyber companies
- Sharing hard-won lessons, career pivots, and strategic bets
- Personal growth and team leadership in PMM roles
Spotted a Cybersecurity Marketing Role but Lacking Confidence to Apply?
Benefits
From hands-on experience to networking with top Cybersecurity professionals, this course provides everything you need to succeed in a dynamic Cyber career.
Expert Mentorship
Gain insights and feedback from cybersecurity experts in top-tier organizations.
Talk the talk, walk the walk
Graduates own a portfolio of case studies and projects, showcasing their marketing capabilities to potential employers.
Career Advancement
Gain exposure to potential recruitment opportunities in cybersecurity roles.
Alumni Network Access
Connect with other professionals in the G-CMO Academy alumni network for ongoing support and opportunities.
Leading the Program
Adi Bar-Lev
VP Brand & Communications, Pentera
Amit Daniel
Strategic Advisor to CEO and management, Self Employed
Aviv Cohen
CMO, Pentera
Caroline Rosenberg
Chief Marketing Officer, Cybersecurity Advisor and Seraphic Security
Leeron Walter
Head of Product Marketing @Cye
Yitzy Tannenbaum
Sr. Product Marketing Manager, Palo Alto Networks
Course Fee
Spots are limited. Reserve yours today and take the next step in leveling up your Marketing skills
- Standard Price: $1200
- 2+ Team Members: $1000 per participant
Start Your CyberPro Journey Today
Apply now by submitting your CV and LinkedIn profile to schedule your interview and secure your spot in the program!