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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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In this episode of Consulting Leaders, we speak with Manoj Tandon, host of the Security Confidential Podcast and CEO of Dark Rhiino Security. With over 220 podcast episodes and nearly a decade building a cybersecurity consultancy from scratch, Manoj shares how he's grown both a business and a brand by leading with education, trust, and long-term relationships.
Manoj dives deep into why cybersecurity is not just an IT problem but a business and people problem, and how his podcast became a key marketing engine to convey that message. He unpacks the journey of turning insights from CIA operatives, red teamers, and C-suite leaders into client trust, strategic engagement, and long-term contracts. If you’re in professional services and navigating long sales cycles, this episode is a masterclass in relationship-first marketing.
Whether you're a cybersecurity founder, consultant, or marketer, Manoj’s approach to podcasting, positioning, and client success offers a blueprint for building authority and driving real outcomes.
What You’ll Learn in This Episode:
- How Security Confidential grew to 222 episodes without chasing vanity metrics
- Why cybersecurity is a business problem and how to position it that way
- The podcast-to-client journey: how warm leads turn into signed deals
- Farming vs. hunting in consulting and why both are critical to growth
- Why personalization and relationships win in a saturated security market
Episode Breakdown with Timestamps:
[00:00] The origin story of Security Confidential and its link to Dark Rhiino
[02:53] From passion project to brand builder: how the podcast supports sales
[06:19] The Red Bull analogy: podcasting as proof of elite performance
[08:33] Selling outcomes, not tools: flipping the cybersecurity sales funnel
[13:13] Real stories from CIA and Navy guests and why people are the real risk
[17:12] Turning listeners into clients: warm engagement and the long game
[24:42] Hunting vs. farming: building trust across the consulting lifecycle
[31:12] Unlocking scale: what’s next for growth and how AI might help
Follow Manoj Tandon:
- LinkedIn: https://www.linkedin.com/in/manoj-tandon-drs/
- Security Confidential: https://www.linkedin.com/company/securityconfidential/
Follow Hussam & Guillaume:
- Hussam on LinkedIn: https://www.linkedin.com/in/hussam-ali-6bb69186/
- Guillaume on LinkedIn: https://www.linkedin.com/in/guillaume-jouvencel/
- Gha Marketing Website: https://ghapodcast.com/
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- Instagram: https://www.instagram.com/gha_marketing/
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