The Creator of Exposure Management w/ Jennifer Johnson (JJ). On Category Creation, IPOs, and the Future of Cyber Marketing in the AI Era

About this episode

JJ is an elite marketing visionary and category creator, shaping the narrative for cybersecurity giants like Tanium, Tenable, and CrowdStrike. In this episode, we pull back the curtain on the birth of the "Exposure Management" category at Tenable, exploring the strategic shift from legacy vulnerability management to holistic risk framing pre-IPO. JJ breaks down the "magic triangle" of category creation, the delicate dance of gaining executive and sales alignment, and the critical role industry analysts like Gartner play. We also dive into the future of marketing, the massive disruption of agentic AI, and how emerging technologies are spawning entirely new cybersecurity categories like AIDR.