Creator Campaigns, LinkedIn Strategy, and RIP to the Funnel with CrowdStrike, LinkedIn, and Sandra Liu

SPEAKER_1 (0:02)

You're listening to the CyberWire Network, powered by N2K. Welcome to the Breaking Through in Cybersecurity Marketing podcast, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer.

Gianna Whitver (0:29)

Hello, everyone. Hi, and welcome to our webinar. I'd like to thank LinkedIn for supporting us. They've been a partner of ours for over a year now. We love LinkedIn. We use LinkedIn. All of you know LinkedIn, and they are the ones who came together and said, hey, why don't we put together a webinar about creators, and what are leading cybersecurity companies and creators doing together? So I'm super, super excited for Becoming the Voice of Cybersecurity, CrowdStrike, LinkedIn, and Sandra Liu on the New Rules of Trust, which is why you're all here today.

This webinar is about AI, and before I introduce our amazing panelists, just some background. AI is reshaping how buyers discover and evaluate information. You all know that as marketers, it is the same in cybersecurity.

At the same time, creators, practitioners, and executives are emerging as some of the most trusted voices in the cybersecurity industry. Today, we are going to be exploring what that means for modern brands and how marketers can build authentic trust in this new era that we're all living in today. That is the kickoff for an introduction of our amazing and talented and wonderful panelists. We have Vab Dwivedi. He is the Vice President of Digital Experiences at CrowdStrike. Thank you, Vab, for being on today.

Vab Dwivedi (1:47)

Gianna, good to see you.

Gianna Whitver (1:48)

We have Sandra Liu, a cybersecurity creator with more than 200,000 followers on LinkedIn. Sandra, thank you so much for being on.

Sandra Liu (1:56)

Thank you for having me. Excited to be here.

Gianna Whitver (1:58)

And we have Eric Becker, a Senior Account Executive at LinkedIn and an expert on LinkedIn's products that relate to creators and video and all other sorts of things. Hi, Eric.

Eric Becker (2:09)

Thank you everyone for joining and thank you to Gianna for partnering with us on this.

Gianna Whitver (2:13)

I want to share a very quick introduction to what a Creator Campaign can look like when in the cybersecurity industry featuring yours truly here, Sandra.

Sandra Liu (2:21)

What if the future of cybersecurity comes down to who wins the AI arms race? Because right now, attackers are already using AI to move faster, automate attacks, and scale in ways that we've never seen before. So the real question is, can defenders keep up? That's exactly where CrowdStrike is changing the game. They're not just layering AI into existing tools. They've built a purpose-driven, agentic platform that can actually reason and take action, securing both organizations and the AI systems they rely on. As someone who's worked as a security analyst, I can tell you firsthand how much time gets lost in alert fatigue, which is exactly why this kind of shift matters. CrowdStrike's Falcon platform acts like a force multiplier for your security team, helping you operate at a completely different level. We're talking about an agentic SOC, where intelligent agents handle detection, triage, investigation and response across endpoints, identities, Cloud and SAS, all with human insights and guardrails built in. There are already more than 10 out-of-the-box agents available today, and with Charlotte AI AgentWorks, teams can even build their own. But the real advantage here is a combination of data and human judgment. These agents are trained on years of real experience from SOC operators, incident responders, and threat hunters. So instead of analysts getting buried in alerts all day, they're stepping back while actually leading and directing AI agents to start moving at machine speed. For security leaders, this is the kind of shift that separates teams that stay ahead from the ones playing catch-up. For those in their cybersecurity career journeys, this is where the SOC is going. The people who understand agentic security now are going to be the ones leading teams in the near future. The AI era is already here. The only question is, who holds the advantage? If you want to understand how the modern SOC is transforming and what that means for your team or your career, check out CrowdStrike's Virtual AI Summit to see how the AI advantage is shaping the future of security through the link in my bio.

Gianna Whitver (4:13)

So let's kick off. This is the new world that we're operating in, the new world where media, creators, trust, and brands are converging. For years, creators were viewed as a consumer marketing tactic. We see them on Instagram, TikTok, you see creators on social media platforms, where all of us are like shopping for clothes, or looking at olive oil, or whatever we're doing online, right? So for years, they've been viewed as a consumer marketing tactic. Maybe, Vab, can you answer this? What are you seeing today that makes creators a critical part of the B2B buying journey and a new and emerging part of the B2B buying journey especially in cybersecurity?