Creator Campaigns, LinkedIn Strategy, and RIP to the Funnel with CrowdStrike, LinkedIn, and Sandra Liu
Episode Summary:
Gianna sits down with Vab Dwivedi, VP of Digital Experience at CrowdStrike, Sandra Liu, a cybersecurity creator with over 200,000 LinkedIn followers, and Eric Becker, Enterprise Account Director at LinkedIn. They covered the CrowdStrike and Sandra Liu creator campaign, why LinkedIn reaches cybersecurity buyers differently than any other platform, how Vab thinks about measurement when the buying journey isn't linear, and why content quality will always matter more than volume.
About the Panelists:
Vab Dwivedi is the VP of Digital Experience at CrowdStrike, where he leads digital marketing strategy. Before CrowdStrike, he spent nearly 20 years in consumer marketing, most recently at Yeti.
Sandra Liu is a cybersecurity creator known as WithSandra, with over 200,000 followers on LinkedIn. She creates cybersecurity education and news content for audiences ranging from beginners to senior security professionals, drawing on her background as a security analyst.
Eric Becker is an Enterprise Account Director at LinkedIn, where he works with brands on creator and video strategies, including thought leader ads, BrandLink, and creator discovery.
Links & Resources:
- Vab Dwivedi on LinkedIn
- Sandra Liu on LinkedIn
- Eric Becker on LinkedIn
Cyber Innovation Conference:
The Cyber Innovation Conference is happening October 26th and 27th in Washington, D.C. CISOs, founders, and active investors in one room, with sponsor slots purposefully capped. Society members get 10% off your sponsorship when you mention Cybersecurity Marketing Society or CMS at sign-up.
👉 https://www.cyberinnovationconference.com/sponsors
CyberMarketing Con 2026:
CyberMarketing Con is back November 15th through 18th in Austin, Texas, and virtually. 700+ cybersecurity marketers, 4 days of sessions, workshops, and networking built for go-to-market teams in cybersecurity. Tracks for product marketing, field marketing, CMOs, and founders and CEOs. Get your ticket before prices go up on October 1st.
👉 cybermarketingconference.com
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- Gianna Whitver on LinkedIn
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, our Instagram page, or our podcast LinkedIn page.
See you on the next episode!
