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Join Us for
CyberMarketingCon 2024

In Person & Virtual
December 8-11, 2024
Philadelphia, PA

3.5

Event packed days

400+

Conference Attendees

30+

Experienced speakers

10+

Hands-On Workshops

Watch Our Promo Video!

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Title Sponsor

A Big Thanks to Fornix Marketing

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New Year, More Tracks, More Fun

Cybersecurity marketing is specific, often technical, and constantly changing. Stay up-to-date with the latest in marketing in the cybersecurity industry while networking with your peers.

A Conference for Cybersecurity Marketers

Cybersecurity marketing is specific, often technical, and constantly changing. Stay up-to-date with the latest in marketing in the cybersecurity industry while networking with your peers.

Who we areGot Questions? Book a Meeting
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Amazing Speakers

Real marketers from real cybersecurity companies will share their strategies, tactics, and ROI.

Workshops & Sessions

Gain inspiration, insight, and new perspectives. Apply learnings to your business immediately with hands-on workshops.

Networking

This industry is small. We’re working to make it smaller. Leave this conference with new partnerships and connections to last a career.

Consults from Experts & Cybersecurity Professionals

Meet with experts in the field and gain insights you won’t be able to find anywhere else!

Our speakers

Meet our speakers

Conference Agenda At a Glance

Agenda subject to change!

✈️ Traveling in? ✈️ Here's our recommendation:
We will have hands-on workshops on Sunday starting at 1pm. That said, book your flight to arrive at least before the opening night reception on Sunday!
And leave after 4pm EST on Wednesday.

12:00 pm
-
7:00 pm
Hands-On Workshop!
Welcome Experience: Expo Hall & Registration Open

The Expo Hall opens today! Pick up your swag bag, enjoy the Wine Welcome, chat with our wonderful sponsors, and enjoy the Opening Reception - all within the Expo Hall!

1:00 pm
-
1:55 pm
Hands-On Workshop!
Workshop: AI Alchemy: Hands-on AI-Powered Content Marketing

Unlock the power of AI in your cybersecurity marketing strategy with the hands-on workshop, "AI Alchemy: Hands-on AI-Powered Content Marketing." This one-hour session is specifically tailored for cybersecurity marketers and CMOs looking to harness advanced AI tools to enhance and streamline their content marketing workflow. Participants will explore AI’s pivotal role in creating compelling blog posts, designing lead magnet eBooks, developing robust LinkedIn content calendars, and editing high-quality videos. We’ll also delve into measuring content performance with AI analytics and navigating the future of AI-driven SEO. By the end of the workshop, you’ll acquire practical skills and strategic insights to elevate your content marketing campaigns, streamline workflows and maintain a competitive marketing edge in the cybersecurity industry.

Anushika Babu
1:00 pm
-
1:55 pm
Hands-On Workshop!
Workshop: Who's Your Source? Combining Self and Software Attribution

Nowadays, extended buyer journeys mean demand generation no longer aligns neatly with demand capture, blurring the lines of how prospects discover your brand. This session addresses the critical challenge of accurately tracking lead sources in a cookie-less world. In this workshop and case study, we'll cover how marketing teams of any scale can merge software-based and self-sourced attribution in their marketing automation platform and leverage that to enhancing their strategy to bridge the gap between initial interest and final conversion. Attendees should expect to walk away with actionable insights to build self- and software-based attribution programs, and leverage their existing data to inform their budget allocation and sales strategies. In this case, we will review both the operational foundation, as well as a case study in how a small marketing team built a budget plan based on data from a self- and software-sourced attribution program to move away from granular, line-item budget review to channel specific investments that freed up more time and room for experimentation.

Chris Singlemann
2:00 pm
-
2:55 pm
Hands-On Workshop!
Workshop: Make Your Own AI Tools: How to Reduce Platform Spend, Get Superpowers, and Gain More Efficiency Creating Your Awesome Toolbox

In an AI-powered buzzword world and lots of new SaaS's being created, the truth is that "No tool fits all needs", and you probably don't need a bunch of platforms to perform daily - or even less regular - tasks: you can create your own and become super powerful spending 1/3 than before and having 2-3x more results.

Bruno Baldo
2:00 pm
-
2:55 pm
Hands-On Workshop!
Workshop: Helping the Nerds Talk Good: Engaging with and Aligning with Technical Practitioners

Every marketer has experienced the struggle of creating amazing assets or messaging, only for the rest of the organization to go rogue. Sales does their own thing. Product builds features that don't support the overall vision. Leadership pulls their hair out wondering why nobody can say things they way they can.

More often than not, the reason for this is a lack of cross-company alignment and buy-in from your most important stakeholders. Either they were never engaged in the first place or the ""marketing"" efforts were just seen as an arts and crafts exercise.

This session explores a new workshop model for building beyond the typical ""brand exercise"" and creating an organization-wide messaging foundation that's a living, breathing source of truth to align the whole enterprise.

This engaging workshop is built around engaging card exercises that anyone can use. Lower the guard of even the most technical of practitioners. Draw out the Big Ideas, Stories, Mantras, and other fundamentals you need to create authentic, differentiated, and un-boring marketing for your company.

Participants will receive a sample card deck and step-by-step workshop resources.

Key takeaways:
The audience will walk away understanding:
- Why technical messaging fails when it hits human ears
- What core principles to keep in mind when developing marketing content with technical practitioners

They'll be equipped with:
- A concrete (and fun) workshop approach for engaging their stakeholders and eliciting messaging that is authentic
- Tactics and techniques for engaging with organizational stakeholders for deeper meaning
- An understanding of “first-principles” messaging and how to create alignment with their cross-functional teams
- A method for creating playbooks that balance head, heart, and gut as appropriate to the channel and audience
- An example of a messaging system that provides a whole-organization resource for branding, content, and all other business decisions

Participants will receive sample cards and links to resources, including workshop worksheets and templates.

Joel Benge
3:00 pm
-
3:55 pm
Hands-On Workshop!
Workshop: Positioning Workshop

This is a live positioning workshop, where we will walk through the key decision points for solid positioning, and use ChatGPT to come out with tagline outputs and the start for the rest of a positioning Bill of Materials. You should be prepared to make judgment calls about target audience, your unique value proposition, and the competition. In the case of competing companies in the same room, no one will be required to speak up, but it is encouraged, so others can hear the thought process. You will have the tools you need to go through a positioning exercise with your executives, coming out of this session.

Positioning is an exercise in decision-making, not wordplay. The key decisions to make are target audience, what the business needs to accomplish in the next 8 months, and who is the main competitor you want to position against in that timeframe. With those decisions, coming up the positioning deliverables (tagline, statement, pitch) are a simple exercise.

Story Tweedie-Yates
4:00 pm
-
4:55 pm
Hands-On Workshop!
Workshop: Yes, Your Customer Knows More Than You: Tactics for Launching a VoC Program at Technical Companies

Yes, your customer knows more than you, let me show you just how much: tactics for launching a Voice of Customer program at technical companies

Working in the highly technical space of cybersecurity often means that internal teams think they know more than customers know about what to build, sometimes going so far as to ignore customer requests just to build what internal teams deem cool. 

In this presentation, I will illustrate the phased approach to re-centering your organization on the customer. From the monthly internal newsletters to regular customer research, to helping product teams collect and prioritize feature ideas and product feedback that results in a delightful product experience.

Thereasa Roy
4:00 pm
-
4:55 pm
Hands-On Workshop!
Workshop: Solo Sorcery: Creating & Iterating on Your Cybersecurity Startup's First Marketing Budget

Developing a marketing budget is a Herculean task, and the process is even more daunting for a solo marketer attempting to craft a startup’s first marketing budget. I have over 15 years of experience developing and managing marketing budgets at multiple startups and a passion for the budgeting process that I’m eager to share with my fellow cybersecurity marketers. Yes, I’m passionate about budgets, and I’ll shout it from the rooftops! In my workshop, I’ll walk through the steps that a solo marketer or early-stage team should follow when creating their company’s first-ever marketing budget. Marketers will find value in this workshop whether their startups are in the “Fiercely Frugal” range or the “Gotta Get Growth” stage.I truly enjoy the budgeting process, and can’t wait to share my passion and hard-earned experience with other cybersecurity marketers. Let’s make some budgeting magic!

5:00 pm
-
7:30 pm
Hands-On Workshop!
Opening Night Reception & Networking in the Library (Sponsored by Punch!)

Join us on the 33rd floor library for our opening night reception and networking, sponsored by Punch! Decompress from your travel, meet your fellow conference-goers, and get excited for the days ahead. 

Enjoy the official drink of the conference: the "[C]hief [M]ocktail [O]fficer".Thanks to our sponsor Punch!

8:00 am
-
5:00 pm
Hands-On Workshop!
Registration Desk Open!

Our team is here to assist you with everything you need to make the most of your CyberMarketingCon experience. Whether you're picking up your badge, grabbing the event schedule, or just need some directions, we’ve got you covered. The Registration Desk is your first stop for a smooth and organized day at the conference.

9:00 am
-
9:25 am
Hands-On Workshop!
Surviving and Thriving as a Brand on Reddit

Reddit is seen as hostile, a community of basement dwelling neck beards, and generally designed to swallow the souls of marketers and sellers alike. While a lot of that holds true, for brands, there is still a significant amount of value to be gained, and ignoring a channel because it’s challenging to navigate is simply a missed opportunity. 

In this talk I’ll help you crawl, walk, and thrive as a brand on Reddit, stemming from my experience leading some of the largest communities on the platform. I’ll share real data and insights, help you avoid getting downvoted into oblivion, and find internal experts that are equipped to join conversations. However, I will not cover how to market, sell, or spam subreddits, because there is no value in that approach.

Elliot Volkman
9:00 am
-
10:00 am
Hands-On Workshop!
Opening Remarks & Keynote

Join us for the opening remarks of the conference. Learn how to navigate the conference and what to expect on this exciting day.

9:30 am
-
9:55 am
Hands-On Workshop!
GTM: Marketing & Sales Alignment to Drive Growth

How do you build a GTM operating model where Marketing and Sales are 100% aligned.

How do you build a GTM plan with Sales from Global to Regional execution

How do you build a GTM plan with Channel Sales and Partners

May Mitchell
10:00 am
-
10:55 am
Hands-On Workshop!
Headline Talk

Join us for our Headline Talk!

11:00 am
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11:25 am
Hands-On Workshop!
Reaching 100% ABM Integration Across all Marketing Channels

Are you ready to crack the code on how to transform your marketing strategy to deliver personalized experiences at scale?

Join Pentera's marketing leaders as they demonstrate how ABM evolves from a buzzword into a finely-tuned execution machine. 

This presentation will cover aligning every aspect of the strategy - from targeting, paid advertising, and remarketing to content creation, leveraging 6sense intent data, and SDR outreach. We'll explore how ABM integrates all these elements to generate demand within the target account's buying committee and secure lucrative accounts.

Aviv Cohen
11:00 am
-
11:55 am
Hands-On Workshop!
We Can Solve Hard Things: National Security Opportunities for Commercial Companies

A prominent national security expert will discuss the opportunities available for commercial companies to assist the government and public sector in solving their pressing issues. The keynote will explore how commercial technologies and services can address challenges.Understand the key issues facing the public sector, such as misinformation.Explore opportunities for commercial companies to contribute solutions.Learn about the latest trends and needs in national security.

Lawrence Nunn
11:30 am
-
11:55 am
Hands-On Workshop!
Cracking the Code to Cybersecurity Influencer Marketing: Brand-Influencer Perspective

Join Matt Johansen, a prominent cybersecurity expert and influencer with over 100k followers across social platforms, and Yuliya Gorenko, a marketing communications professional who has built influencer programs for several leading cybersecurity brands, as they unpack real-world case studies of successful brand-influencer partnerships in the cybersecurity space.

Matt and Yuliya will break down how brands can stand out in the crowded cybersecurity market by partnering with influential voices in the industry.

Prepare to get inspired and entertained as a marketer comes face-to-face with an influencer in this thought-provoking session!

Matt Johansen and Yuliya Gorenko
12:00 pm
-
1:30 pm
Hands-On Workshop!
Complimentary Buffet Lunch & Networking

Join us for a buffet lunch and plenty of networking with your fellow attendees!!

1:30 pm
-
2:25 pm
Hands-On Workshop!
Public Relations and Events in National Security Tech
Joy Schoffler, Debbie Sallis, Shaun McDougall, Jennifer Morris
1:30 pm
-
2:25 pm
Hands-On Workshop!
Workshop: Beat Bobby Fischer: Positioning Your Cybersecurity Product for the Win

Product positioning is one of the first, and most foundational, exercises a product marketer goes through. It defines the parameters of the game you’re playing, and outlines how you’re going to win. It’s an agreement about who the competition is, how you’re different, and which buyers care the most. 

So why is it that, from endpoint to cloud, all our cybersecurity solutions sound so much the same?

In this workshop, we’ll pull back the curtain on product positioning and walk through a step-by-step process to find the game you are uniquely armed to win, based on the framework laid out in April Dunford’s book Obviously Awesome. Along the way we’ll stop and ponder the common pitfalls that cybersecurity marketers face along this journey, and how to side step them.

Scott Taschler
1:30 pm
-
1:55 pm
Hands-On Workshop!
Cultivating Trust, Humility, and Generosity to Attract Continuous Growth

Don't you love a good deep fake or AI-generated content marketing piece or chatbot conversation? No?!?... Same! Twins! Ditto! What's the best cure to life being progressively more artificial... we believe it's authenticity. We believe in establishing and building and reinforcing trust. We believe in humbly sharing our knowledge with others who want to learn. We believe in being generous with our abundance so that everyone else can benefit. And, we believe this is good for business. Join us for a session where we'll show you how you can build and establish trust, build an audience of knowledge seekers, and choose generosity as a go-to-market strategy for your organization. We've seen it work. We do it all day, every day, and it's good for business, our team, our hearts, and everyone else involved. And it's FUN! We'll share strategies and tactics to increase your return on influence (ROI) that'll lead to handshakes and hugs and continuous and sustainable growth.

Jason Blanchard, Deb Wigley
1:30 pm
-
2:25 pm
Hands-On Workshop!
From Concept to Mic: Crafting a Hit Podcast with Impact

Podcasts have become vital tools for sharing knowledge and insights, particularly in technical fields like cybersecurity. "Threat Vector," led by David Moulton, serves as an essential guide through the complex landscape of cyber threats, offering expert interviews and in-depth analysis.

In this session, David will discuss the process behind creating "Threat Vector," highlighting the challenges and rewards of developing a podcast that resonates with industry experts. Attendees will learn about the foundational elements of podcasting, from initial concept development to content creation and audience engagement.

David's approach integrates his extensive background in storytelling, design, and strategic marketing, enabling him to tackle intricate cybersecurity topics and make them accessible to a broad audience. This session will dive into how to present intricate cybersecurity topics in an accessible and engaging manner and explore various techniques for producing compelling content and effective strategies for promoting a podcast to a wider audience.

Join David for an informative discussion on using podcasts as a medium for education and influence in the cybersecurity field. This session is ideal for anyone interested in starting a podcast or enhancing their approach to cybersecurity communication.

David Moulton
1:30 pm
-
2:25 pm
Hands-On Workshop!
Growth During Change: CMO Perspectives

In a rapidly evolving industry, growth isn’t just about staying the course—it’s about adapting and thriving amidst change. In this session, top CMOs share their insights and strategies for navigating the challenges of today’s dynamic business landscape. Learn how these leaders are driving growth, fostering innovation, and leading their organizations through periods of transformation. Whether you’re facing market disruptions or internal shifts, this session will equip you with the tools and mindset needed to turn challenges into opportunities.

2:00 pm
-
2:25 pm
Hands-On Workshop!
How Not to Fail at Community

When my previous boss asked me to start a community for the company, I said no. I knew it was destined to fail. 

There's a lot of reasons to start and run a community, and a lot of reasons NOT to. One must consider time, resources, need, and value. 

In this bold but informative talk, Gianna Whitver, CEO & Co-Founder of the Cybersecurity Marketing Society, will share the steps, resources needed - and the decision criteria - to starting vibrant, healthy, growing community.

Gianna Whitver
3:00 pm
-
3:30 pm
Hands-On Workshop!
Reinventing Brand Design in Cybersecurity

Cybersecurity has become a tired and crowded marketplace overshadowed by large legacy incumbents. New brands need to do everything they can to stand out. At cybersecurity startup dope.security, Art Director Ashley Wu was hired and given the broad assignment by dope CEO Kunal Agarwal, a passionate artist in his spare time, of creating something that “looked like a combination of Louis Vuitton and Balenciaga.” Since launching, dope’s branding from website logos to the jackets they’ve been giving away at conferences has been making major waves in the cybersecurity space. 

Ashley has done everything possible to have dope’s product and the problems they’re addressing – namely bringing a streamlined, easy-to-use approach to a market that is hamstrung by clunky sales processes and archaic technology – inform her branding decisions. Subsequently, every decision, from font to design, is built to communicate the brand goals – fashionable, innovative, simplistic and “dope”.

Ashley Wu
3:00 pm
-
3:55 pm
Hands-On Workshop!
Workshop: Funnel-nomics: A Practical Process for Setting Next Year s Funnel Targets

No matter how you define your funnel (yes, even if you still use MQLs), there’s a balance between understanding the math and being beholden to it. 

In this workshop, Sarah Hartland will walk you through a funnel projections template you can use to plan your marketing roadmap, document your assumptions, and set your targets for next year. In real-time, you’ll have a chance to plug in your funnel metrics, compare with peers, and check your math. 

To participate, you’ll need your laptop, whatever funnel metrics you have access to, and a general idea of your plans for next year. Not sure where to start, or not comfortable bringing real data to the session? Not to worry. This workshop will be just as useful if you use the provided example data.

Sarah Hartland
3:00 pm
-
3:55 pm
Hands-On Workshop!
Rapid Rise: How High Profile Startups are Standing Out

In a crowded marketplace, what sets the most successful new startups apart from the rest? This session uncovers the bold moves and innovative strategies that today’s emerging startups are using to capture attention and drive rapid growth. From disruptive marketing tactics to unique value propositions, learn how these rising stars are breaking through the noise and establishing themselves as industry leaders. Whether you're a startup founder or simply curious about what’s next in the business world, this session will provide fresh insights into how to stand out in a competitive landscape.

3:00 pm
-
3:55 pm
Hands-On Workshop!
GTM through Partnerships in the Public Sector
3:30 pm
-
3:55 pm
Hands-On Workshop!
Crafting Connections: Building Community and Trust with Cybersecurity Professionals

In the rapidly evolving landscape of cybersecurity, the role of marketing has become more crucial than ever. As marketers, we’re tasked with not just promoting products but truly connecting with practitioners to build trust and share knowledge. Join Chris Cochran, VP and Head of Marketing at AKA Identity, as he draws from his unique journey—from Marine Corps intelligence to cybersecurity leader to leading marketing initiatives—to guide you through an empathetic approach to reaching cybersecurity professionals.This session will delve into the challenges marketers face in crafting effective messaging and share strategies for connecting through genuine storytelling, supportive communities, and valuable content. Chris will explore how marketers can navigate the delicate balance between selling and serving, recognizing the pain points practitioners encounter daily. Discover how to build trust, resonate with your audience, and elevate your brand by embracing empathy and understanding all without serving 20 years as a cybersecurity practitioner.

Chris Cochran
4:00 pm
-
4:55 pm
Hands-On Workshop!
Workshop: Strategy of Capture: How to Identify Opportunities and Craft Proposals that Don t Suck!

Description:
Creating winning proposals is crucial for growing your business in the public sector. This workshop will provide practical advice on crafting compelling proposals and identifying RFP opportunities without the need for expensive tech and tools.

Format:
Interactive Workshop

Objectives:

Learn how to create effective proposals that stand out.
Identify cost-effective ways to find RFP opportunities.
Gain practical tips and tools to streamline the proposal process.

Hillary Coover
4:00 pm
-
4:55 pm
Hands-On Workshop!
Demand Generation in the Federal and Public Sector

Description:
Demand generation in the federal and public sector space is distinct from commercial markets. This panel will delve into the strategies and nuances specific to generating demand within the public sector.

Format:
Panel Discussion

Objectives:

Understand the unique challenges of demand generation in the public sector.
Learn effective strategies tailored to government audiences.
Gain insights from experts with experience in federal demand generation.

4:00 pm
-
4:55 pm
Hands-On Workshop!
Social Media & Influencer Panel

Influencers are increasingly playing a pivotal role in shaping cybersecurity industry conversations. This session will explore how thought leaders and influencers are leveraging social media platforms to educate, influence, and drive discussions within the cybersecurity community. We’ll dive into best practices for using social media as a powerful tool to reach and engage your audience, as well as strategies for building a strong personal brand that resonates in this highly specialized field. Whether you’re looking to amplify your voice or simply understand the dynamics at play, this session will equip you with the insights needed to navigate and thrive in the digital age.

4:00 pm
-
4:25 pm
Hands-On Workshop!
Beyond the Battlecard: Bootstrapping a Competitive Intelligence Program That Works

Not all companies have dedicated resources or teams to analyze the competitive landscape. Those who do, are lucky. But everyone else has to find creative ways to properly scale a Competitive Intelligence (CI) program that provides value to internal stakeholders, while maintaining some level of work/life balance. This charter often falls on the marketing professional as a part-time side hustle to simply "get done in your spare time." This is even more daunting of a responsibility within the cybersecurity space, as the competitive landscape shifts and changes on dime. This session provides tips and tricks from a CI professional who has been in the cybersecurity trenches for over two decades.

Alysse Nockels
4:30 pm
-
4:55 pm
Hands-On Workshop!
Experiential Marketing: Implementing B2C Tactics in a Highly Technical B2B Cyber Market

Overview: In this session, we’ll cover the basics of experiential marketing, how to utilize B2C marketing tactics with highly technical B2B cybersecurity buyers, and how you can deploy it no matter the size of your organization or budget. Discover how experiential marketing can transform even the most technical B2B interactions into engaging, memorable experiences. By the end of this session, you'll be equipped to infuse your marketing strategies with creativity and memorable, emotional connection. What is Experiential Marketing? Experiential marketing is a strategy used to engage the target audience by creating memorable experiences. By building an emotional connection between the brand and the consumer, you are able to stand out against a sea of competitors. That emotional connection also helps build loyalty with your customers which is increasingly necessary during this season of vendor consolidation in a rough economy. Experiential marketing is comprised of a few key elements which tap into both customer and event marketing on the B2B side: - Interactive experiences: Activities that encourage hands-on participation, such as interactive demos, workshops, or immersive events. - Engage the senses: Using multiple senses to create a rich and memorable experience, including sounds, scents, visuals, and texture. This makes the experience more memorable to the attendee. - Personalization: Tailor the experience to both the target persona and if possible, individual attendee preferences, often using data to customize the interaction. Research your attendees to discover brand preferences (what’s their favorite whiskey?). - Brand storytelling: Make sure you are embracing your brand’s story, values, and most importantly, voice, through engaging narratives and interactive elements. - Social Sharing: Encouraging participants to share their experiences on social media, which will amplify the reach and impact of the campaign. Experiential Marketing: Utilizing B2C tactics with a B2B audience Traditionally experiential marketing is used in B2C markets as the focus is on building a 1:1 connection with the consumer. When you think of B2C experiential marketing, you might think of pop-up shops, interactive experiences at festivals, or immersive branded events. Why limit these experiential tactics to B2C audiences? Yes, the B2B purchasing journey is very different and less emotional than the B2C journey. That said, who we are trying to engage with as B2B marketers are people and people make decisions with some level of emotion as a driving factor. Engaging your B2B target audience with B2C tactics is key to standing out amongst your competitors. Some ideas for B2B experiential marketing tactics include: - Immersive dinner events - shift your focus away from the steakhouse dinners and TopGolf outings. Instead focus on immersive events with unique, engaging themes. - Gamified workshops and interactive demos - no one wants to sit through a 20-30 minute demo. Instead focus on providing a hands-on education with actionable insights. Transform product demos into engaging, fun activities. - Standing out at industry conferences - how do you stand out among hundreds of vendors at industry events? Cool swag and giveaways help, but those are quick hits and can sometimes attract the wrong crowd. Instead, focus should be on unique ways of telling your brand story. Pull in memorable moments in unique ways (neon green pants anyone?). - Working within a tight budget - All of these ideas can be deployed at any scale or cost. Sometimes deploying these tactics at a cheaper/smaller scale may require some ingenuity, but we will cover ways to execute at every scale. (Ideas for execution will be covered in detail during the session, with the option for audience participation via group brainstorming or workshopping.)

Valerie Zargarpur
5:00 pm
-
5:55 pm
Hands-On Workshop!
CISO Series Game Show

All your favorite games from Super Cyber Friday are brought to the stage at Cyber Marketing Con. CISO Series producer David Spark will host games such as "What's Worse?!", "What Is Dave's Mom Talking About?", "I Object", and "That Totally SOCs". These are not trivia games. We'll challenge your creative and deductive thinking, plus your negotiation skills. Guaranteed fun!

David Spark
6:30 pm
-
9:30 pm
Hands-On Workshop!
Cocktails at the Museum of Illusions!

Step into a world where nothing is as it seems! Join us for an evening of cocktails and networking at the Museum of Illusions. This unique venue offers a mind-bending experience that will spark conversations and connections. Enjoy a selection of handcrafted cocktails as you explore the interactive exhibits that challenge your perception of reality. This is not just a social event—it’s an opportunity to engage with fellow attendees in a truly memorable setting. Don’t miss out on this perfect mix of fun and networking!

8:00 am
-
5:00 pm
Hands-On Workshop!
Book Your Extras & Freebies for Today!

Get a New Headshot! Want to refresh your headshot? A professional photographer will take your headshots and provide up to 3 edited photographs for you to keep and use!

 

8:00 am
-
5:00 pm
Hands-On Workshop!
Registration Desk Open!

Our team is here to assist you with everything you need to make the most of your CyberMarketingCon experience. Whether you're picking up your badge, grabbing the event schedule, or just need some directions, we’ve got you covered. The Registration Desk is your first stop for a smooth and organized day at the conference.

9:00 am
-
9:55 am
Hands-On Workshop!
Keynote: Old Channel is Dead. The Future is Community.

GTM in cyber is increasingly channel-driven. As customers adapt to economic headwinds by buying platforms over point solutions, direct sales becomes noisier and noisier.

At the same time as companies just starting channel programs and entering channel, channel is changing. The old ways of channel are dying…the new strategy of channel is community.

Channel - and its new evolution - is not an insurmountable conundrum, or an untamable beast. Existing marketing & GTM teams are primed to take advantage of channel-led growth. With a dose of team flexibility, a strong growth mindset, and some entrepreneurial thinking, any cyber business can become a cyber channel business. 

Charlene Ignacio, CEO of Fornix Marketing and long-term CMO, Channel Chief, and Multi-Industry CEO takes the stage to show cybersecurity product and services companies that they can launch into the channel successfully!

 

Charlene Ignacio
10:00 am
-
10:55 am
Hands-On Workshop!
Headline Talk

Join us for our Headline Talk!

11:00 am
-
11:55 am
Hands-On Workshop!
CMO Confidential Live: Why Marketing Leaders Succeed or Fail

In this live version of the CMO Confidential podcast segment, 4 multi-time cyber marketing leaders will discuss the key factors that contribute to the success or failure of marketing leaders and their teams -- including real world success and horror stories. We'll share the behind the scenes tangibles and intangibles that can accelerate or limit results, career growth, job satisfaction, and more.

Charles Gold
11:00 am
-
11:25 am
Hands-On Workshop!
Demystifying Partner Ecosystem Marketing Strategies

When it comes to cyber marketing, one of the most pressing challenges is strategically and successfully navigating the partner ecosystem. With myriads of partners and unlimited go-to-market opportunities with those partners, how can marketers ensure that the field and channel teams are investing strategically and purposefully? 

In this speaking session, Maryam will leverage her own expertise and experiences working across marketing and channel teams to offer tactical advice on how marketing professionals can effectively influence channel leads to pursue and maintain more strategic partner relationships that drive revenue. 

 

 

Maryam Lahiji
11:00 am
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11:25 am
Hands-On Workshop!
From Brand to Demand: Launching a New Category and Creating a Full-Funnel Campaign

Your marketing leadership team has decided to create a new category. Now what? 

Join this session and learn how operationalize a new category launch into a multi-threaded demand generation campaign. We'll take you through all the steps – from messaging to MQLs – and give you a real-world case study of how Cloudflare launched the connectivity cloud category and translated that into tangible pipeline.

 

Attendees will learn: 

- How to get alignment across various marketing and sales functions
- Critical content requirements needed to launch a campaign
- Best practices in rolling out the demand generation launch across the organization

Martin Sanchez and Vivian Wei
11:00 am
-
12:00 pm
Hands-On Workshop!
Good to the Last Drop: Extract the Value of Threat Research for Your Marketing Program

Whether you are rich with proprietary data from your own in-house tech and talent, or looking to develop thought leadership that integrates the insights of others, starting with a strong marketing strategy and mix of content can set you up for success and a generous pipeline. Hear from a panel of threat research experts and marketers that have generated and influenced millions of dollars of pipeline opportunities based on threat research programs. 

  • Understand the 3-legged stool of threat research for marketing: proprietary data and disclosures, trend analysis, and the craft of the customer-centric story 
  • How to keep separation between research and marketing to maintain agnosticism and credibility for your research organization
  • The roadmap for a holistic marketing strategy for your threat research 
  • A look at a tactical playbook to activate and squeeze every last drop of marketing juice from your threat research 
  • Advice for measuring the success of your marketing program for threat research
Pam Cobb, Tricia Howard, Mitch Mayne
11:00 am
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11:55 am
Hands-On Workshop!
Workshop: Your Channel Marketing Scorecard
11:30 am
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11:55 am
Hands-On Workshop!
What They Don't Want You to Know...Creatively Manage Show Site Services and Venue "Rules" to Maximize Your Trade Show Budget
Sarah Thaler
11:30 am
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11:55 am
Hands-On Workshop!
Twelve Months, Tight Budget: A Series A Demand Gen Roadmap

Common strategies for attracting attention and building a brand are, frankly, incredibly expensive. Start-up marketers that want to educate buyers and create demand are often left feeling stuck with tight budgets and high expectations. In this session, serial startup marketer Sarah Hartland will share scrappy, high-ROI strategies the Endor Labs demand generation team used to build the revenue funnel in the company’s second year of selling. She’ll cover specific examples from 2024, plus lessons learned and future plans. If you’ve ever heard the advice to “be the television show, not the commercial” and cried in Series A frustration, this talk is for you.

Sarah Hartland
12:00 pm
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1:30 pm
Hands-On Workshop!
CyberTacos Lunch by W2 Communications

Join us for lunch with CyberTacos and W2 Communications!

1:30 pm
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2:25 pm
Hands-On Workshop!
Workshop: Becoming a Leader
1:30 pm
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2:30 pm
Hands-On Workshop!
Channel Pannel (MSPs & MSSPs)
1:30 pm
-
2:30 pm
Hands-On Workshop!
Navigating Executive Contracts: What Every CMO Needs to Know

CMOs and other C-suite executives need to be equipped with the knowledge to effectively negotiate their offers, severances, and other critical aspects of their contracts. This session, led by experienced lawyers, will provide you with the insights and strategies needed to navigate these complex negotiations. Learn the key elements of executive contracts, how to protect your interests, and how to pre-negotiate your severance agreements. Whether you’re stepping into a new role or preparing for a transition, this session will empower you with the legal know-how to make informed decisions and secure the best possible outcomes.

1:30 pm
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2:30 pm
Hands-On Workshop!
Unlocking the Power of Intent Data for Strategic Field, Channel, and Corporate Events Marketing

In today’s competitive landscape, data-driven decision-making is paramount for successful marketing strategies. Intent data, which reveals insights into the buying signals and interests of prospects and customers, is revolutionizing regional marketing strategies. In this presentation, we will delve into three use cases and discuss how to harness intent data across different marketing functions to drive growth and enhance account engagement: - Field Marketing: Prioritizing Accounts and Ending the “Spray & Pray” marketing approach, and focus on strategies that yield measurable results. - Channel Marketing: Identify Partner cross-selling opportunities and net-new opportunities for your organization. Gain insights into maximizing the potential of your channel relationships and expanding your market reach. - Corporate Events: Enhancing Executive Meetings: How to incorporate intent data to level up executive meetings strategy at corporate events, making your corporate events more impactful and strategically aligned with business goals. This is your opportunity to supercharge your marketing efforts with the power of intent data. Whether you're focused on field marketing, channel marketing, or orchestrating high-stakes corporate events, this session will equip you with the knowledge and tools to achieve extraordinary results.

Rebekah McAdams and Michelle Radlowski
1:30 pm
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1:55 pm
Hands-On Workshop!
Lessons for Marketers from the First Year of SEC Cyber Attack Disclosures

New SEC regulations took effect in December 2023, mandating publicly traded companies disclose "material cybersecurity incidents" within four days of an attack. December 2024 will mark one year since these rules kicked in. If the current pace of disclosures continues, there will be approximately 70 disclosure reports filed in the first year.

As a cybersecurity marketing content writer with journalism training and a deep interest in research, I have been obsessively tracking these disclosures by reading companies' SEC filings, compiling relevant statistics, and following news coverage related to the disclosures.

Already, there are emerging definite patterns of behavior that contain critical lessons for cybersecurity marketers. Even for cybersecurity companies targeting smaller, non-public entities, there is much to be gained by a deep dive into this new data.

This session will unveil insights from my findings, emphasizing the importance of research for marketers and providing actionable takeaways to help improve content marketing.

Joan Weiner Levin
2:00 pm
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2:25 pm
Hands-On Workshop!
Guardians of the Grid: Ethical and Impactful Marketing of Threat Intelligence

Marketing threat intelligence and vulnerability discoveries demands a sophisticated blend of credibility, strategic collaboration with internal and external parties, and impactful communication. This session explores strategies for collaborating with research teams, responsibly pitching cybersecurity findings, working seamlessly with vendors on patch management, engaging with others in the research community for validation, and crafting compelling narratives for media coverage. Attendees will learn how to integrate these efforts into a holistic marketing strategy that maximizes media impact and drives brand awareness while upholding ethical standards and elevating researcher credibility and profiles.

Zenobia Godschalk, Paul Asadoorian
3:30 pm
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4:25 pm
Hands-On Workshop!
Workshop: How to Build a Full-Funnel Cybersecurity Advertising Program

Description: 

Considering ads to scale demo requests, trials, or awareness for your cyber company? 

Learn how to connect advertising efforts together across the customer journey and build a scalable program from the ground up. 

Objective: 

Participants will be paired into groups and work together to build their first full-funnel paid media strategies using The Five Stages Model and learn about the S.C.A.L.E Framework for building their paid media programs from the ground up. 

Silvio Perez
3:30 pm
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3:55 pm
Hands-On Workshop!
Funnel Metrics that Matter: Go Beyond Producing Metrics to Actually Using Them to Drive Your Business

Defining, tracking, communicating, and managing to the most meaningful funnel metrics can make or break the success of your marketing efforts. But there are myriad things you can measure – so deciding on the KPIs for your business is absolutely critical. In this presentation, we will share how ThreatConnect has developed a metrics-driven approach across marketing and sales. We’ll share dashboards and processes we use to ensure they remain front and center for everyone in the go-to-market organization and up to the executive team and the Board. We'll start by emphasizing the importance of KPIs in measuring marketing effectiveness and informing strategic decisions. We'll discuss how to establish baselines and define different categories of metrics based on your organization's unique goals and requirements. Next, we'll delve into specific examples of metrics that could be relevant depending on your marketing objectives. Whether you're focused on lead generation, brand awareness, customer retention, or other objectives, we'll provide a comprehensive overview of the KPIs that can accurately measure your progress. We’ll show examples of actual dashboards we used for board, business, and operational marketing purposes that you can replicate at your company. A critical aspect of working with KPIs is how you use them to drive your business. We’ll cover the meeting and review cadence you need to ensure you’re using metrics to manage your business, not just producing them for reports. We'll share best practices for choosing the right metrics to present, defining the right cadence for reporting, and crafting compelling narratives around your data. Finally, we'll explore how to set up a robust technology infrastructure that enables seamless tracking, analysis, and reporting of these KPIs. We'll discuss various tools and platforms that can help automate these processes and provide real-time insight, as well as when to leverage internal teams vs contractors for each. By the end of this presentation, attendees will leave equipped with practical strategies to enhance marketing performance measurement and drive more informed decision-making. Join us to discover how to make your metrics matter.

Arpine Babloyan, Charles Gold
3:30 pm
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4:30 pm
Hands-On Workshop!
The VAR Partner Perspective: Insights from GuidePoint Security's Marketing Leaders

Cybersecurity moves fast, and "the channel" is a hot topic these days. Understanding the value-added reseller (VAR) perspective is crucial for developing effective channel partner relationships. This panel session brings together the entire marketing leadership team from GuidePoint Security to share their unique insights and experiences. Join us as we delve into the intricacies of VAR partnerships, discuss successful strategies, and share how you can build amazing partnerships with value-added resellers including a perspective from GuidePoint Security's very own CMO! 

3:30 pm
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4:30 pm
Hands-On Workshop!
Hacking Threat Research Marketing: Proven Strategies for Success

Headcrab. Kinsing. Operation CuckooBees. The cyber marketing space is buzzing with research. Sometimes it’s a race to break news and others it’s a slow burn that requires careful planning and creativity. PR and marketing pros must translate technical findings for the masses, and authentically communicate them to deliver value for the community, drive interest with media, and ultimately, raise the company’s profile. And as more vendors create teams to explore the latest threats, cutting through industry noise becomes more difficult. 

Jennifer Tanner, SVP at Look Left Marketing, will lead a panel discussion with seasoned pros Bill Keeler (Semperis, Cybereason), Nicole Canulla (Aqua Security, Kaspersky, ESET), and Jessica Lavery (Black Kite, Veracode). Sharing real experiences and lessons learned, they will offer tips for effectively building relationships with global research teams across cultures, discuss crafting stories that capture headlines and provide strategies for navigating challenges in threat research marketing.

Bill Keeler, Jennifer Lavery, Nicole Canulla, Jennifer Tanner
3:30 pm
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4:30 pm
Hands-On Workshop!
CyberCMO Session

Session coming soon!

4:00 pm
-
4:25 pm
Hands-On Workshop!
Sports Marketing...Not Just for the Big Companies!

Imagine reallocating your RSA budget from a traditional 10x20 booth with ephemeral swag to a comprehensive marketing strategy that provides sustained brand exposure over eight months, allow you to broadcast your brand into hundreds of thousands of homes, aligns with charity events featuring influencers, and supports your sales efforts with memorable experiences for your prospects. See how I activated MindPoint Group's marketing budget and grew our brand over two years with the MLS.

Casey Barnett
4:30 pm
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4:55 pm
Hands-On Workshop!
Project PowerUp: Taking a complicated topic and making it into a powerful human story

In December 2023, I published the piece of content that I'm most proud of producing in my 10+ years in cybersecurity marketing: Project PowerUp. This was a story about how one of my colleagues found a way to help the power grids in Ukraine be more resilience against an aspect of the current war that hadn’t had much media attention: the effects of deliberate GPS disruptions affecting vital electrical equipment. It's quite a complicated story - I mean, for starters, who knew how important GPS was to maintaining power? Especially in a war zone? The problem itself was unique and complicated, and the solution even more so. But I knew the best way to tell the story, make it resonate, and keep people reading, was to make it a human story. How my colleague believed he could find a solution against seemingly insurmountable challenges. How all he kept thinking about was how many lives this could save - whether that's helping a hospital that may not have reliable backup power, or giving a child just five more minutes of their childhood watching cartoons. I worked with my colleague and multiple teams inside and outside of Cisco (including a late night call with the U.S government!) to get this piece published that covers the whole story - from my colleague first hearing about this unique situation over dinner, to trying to find a solution, to building one and getting everything tested and shipped over to Ukraine - with a constant theme running throughout: the longer this took for us to get these devices into Ukraine, the more days Ukrainians would be threatened with grid instability. This presentation will tell the story of the creation blog, and how I approached a very technical subject matter with a strong human story.

4:30 pm
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5:25 pm
Hands-On Workshop!
CMO: Master of the SDR/BDR Domain

Approximately half of CMOs/marketing organizations are responsible for sales development as part of their domain. This is for good reason - it truly enables lead-to-opportunity control and accountability. But often it is not until marketing-sourced sales qualified leads outpaces sales capacity that SDR/BDR ownership and execution lends itself to executive and sales scrutiny. When is the optimal time to take the helm? What key measurements help ensure success and remediate failure? How best to construct and manage insource and outsource resources? What are the most important enablement tools, operating processes, and management structure? How best to set management and sales expectations when you're a VC-backed start-up to a mature VC/PE-based organization? How is managing SDRs/BDRs different from other marketing staff? Why, when, and where does PLG and SLG change the equation for taking the keys or handing over the keys? Get real-world perspectives, advice, and best practices from this expert/practitioner panel on how to effectuate a SDR/BDR program as part of cyber marketing demand.

Scott Gordon
5:00 pm
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5:25 pm
Hands-On Workshop!
Launching from Stealth Mode: The Ultimate Guide

In this talk, we will focus on a very significant, very exciting and very stressful event in the life of a startup, launching from stealth mode, often managed by a one (overextended) person marketing team.

We will cover why companies enter and exit stealth mode in the first place and what launching from stealth mode actually means. We'll discuss realistic expectations of doing it well and avoidable pitfalls. We'll dive into the practical aspects and the infrastructure needed for the launch: website, PR, analytics, remarketing, PPC, and support from the startup ecosystem. And we will dive into the launch results of the recently acquired startup Entitle where I led the project.

Dean Pe'er
5:00 pm
-
5:25 pm
Hands-On Workshop!
Leave Me the F*ck Alone: A Rant from the Other Side

While I was Chief Security Architect at Walmart, and even now, I am flooded with requests for "just 20 minutes" of my time. I likely received requests for more than a decade of my time with any given month. It was/is that bad. These were typically from BDRs being forced to send them, and measured on sending them. The result was clearly not 20 minutes of my time, but a great animosity against the companies. 

I asked CISOs at many of the Fortune 50 companies if they ever accepted a message, and the answer was laughter. People who follow me on LinkedIn are familiar with my complaints, but many people also saw my response to a sincere question as to "Well, how should I approach you?" That response had more than 80,000 views, and was shared widely within the sales and marketing community. 

This session covers my experiences being deluged with messages, including the funnier experiences with accidentally being sent the scripts they used. It also especially includes my advice for marketers on how to have a higher probability of getting responses from cybersecurity leaders.

Ira Winkler
5:30 pm
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5:45 pm
Hands-On Workshop!
LIVE COMEDY: Phishing for Laughs - A Comedian's Looks At Cybersecurity

I'm a stand up comedian and cybersecurity marketer. Since one of the categories for "type of session" is Stand-Up Comedy, I'd love to give the people what they want! I've been performing comedy for close to two decades, at clubs and private parties. This session would be a humorous look at the cybersecurity industry and my personal story of how I got into cybersecurity marketing.

Joan Weiner Levin
5:45 pm
-
6:45 pm
Hands-On Workshop!
The Marquee Awards & Prize Raffle: Charity Awards Ceremony

Join us for the Marquee Awards Ceremony and Passport to Prizes Raffle!

9:00 pm
-
10:00 pm
Hands-On Workshop!
Nighttime Comedy Entertainment
7:00 pm
-
7:00 pm
Hands-On Workshop!
CEO Dinner

Join an intimate and exclusive gathering of industry leaders at the CEO Dinner, an evening dedicated to fostering high-level connections and conversations. This invite-only event offers a unique opportunity for CEOs and founders in the cybersecurity space to engage in candid discussions in a relaxed and sophisticated setting. Enjoy a gourmet meal and premium beverages while networking with peers who share your challenges and ambitions. Whether you're looking to forge strategic partnerships or simply exchange ideas with fellow visionaries, this dinner is designed to inspire collaboration and growth at the highest level. 

7:00 am
-
1:00 pm
Hands-On Workshop!
Registration Desk Opens!

Our team is here to assist you with everything you need to make the most of your CyberMarketingCon experience. Whether you're picking up your badge, grabbing the event schedule, or just need some directions, we’ve got you covered. The Registration Desk is your first stop for a smooth and organized day at the conference.

8:00 am
-
8:50 am
Hands-On Workshop!
Wednesday Morning Coffee & Networking: Live at CyberMarketingCon!

Every week on Wednesday, we host "Wednesday Morning Coffee and Networking". Meeting virtually is great, but why not take it hybrid? In this week's session of Wednesday Morning Coffee and Networking, we are going to flip the script a little bit and make this an in-person/virtual* hybrid event, held at CyberMarketingCon. Just like the sessions online, drop in and say "hi" or stay a while! Either way, we are glad to have you! See you there!

Andy Tzortinis
9:00 am
-
10:00 am
Hands-On Workshop!
Opening Remarks & Keynote

Join us for the opening remarks. Learn how to navigate the conference and what to expect on this exciting day.

10:00 am
-
10:55 am
Hands-On Workshop!
Headline Talk

Join us for our Headline Talk!

11:00 am
-
11:55 am
Hands-On Workshop!
From Old News to Next Big Thing: Reinventing a Cybersecurity Brand

Whether you’re marketing a scrappy startup recently out of stealth, a leading global player or a vendor looking to break out of a crowded pack, odds are the that the cybersecurity landscape has evolved faster than you can build the brand—or demand (from prospects, investors or other audiences)—that you desire. And likely for good reason: even today’s most in-demand cyber technologies and hottest companies can be old news tomorrow as the market moves quickly to address the next big regulation, the risks of the newest-fangled innovation, or reporting from the latest quadrants, waves, and radars. While product roadmaps and engineering innovation may keep up, a brand’s reputation and results take a hit if marketing doesn’t stay ahead and perception lags reality. This panel will bring together marketers who have been on the front lines of reinventing cybersecurity brands at various stages and degrees to share what worked, what didn’t and what they’d recommend if they got to do it all again.

11:00 am
-
12:55 pm
Hands-On Workshop!
Workshop: Crawl, Walk, Run: Leveling Up Your SEO skillset

This SEO workshop is ideal for content marketers or digital marketers that know the basics of search engine optimization, but want to dig deeper into building an enterprise SEO strategy and mastering technical SEO. This session will cover essential skills, strategies and tools for managing an SEO program in house, and will share a number of tips related to search engine crawlability and discoverability, keyword research, content strategy, domain authority and technical website health. The session will also detail challenges unique to marketers working with B2B cybersecurity brands. Participants should come prepared to follow along with a laptop as we walk through a typical SEO audit, discuss high-value priorities and outline a long-term strategy.

David Oltean
11:00 am
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11:55 am
Hands-On Workshop!
CyberCEO Summit: Famous for the Product: Leveraging Social Media for Opportunity Creation

This session will explore how leaders in cybersecurity can leverage social media platforms to become influential voices in the industry. From crafting compelling narratives to engaging with your audience authentically, learn the strategies that can turn founders and CEOs into recognized and respected figures online. Whether you’re just starting out or looking to refine your social media strategy, this session will provide you with the tools to elevate your digital presence and make a lasting impact.

11:00 am
-
12:00 pm
Hands-On Workshop!
Influencing with Influencers: But Don't Say Influencers

Everyone wants to call themselves a thought leader and be an "influencer," but no one wants to work to be a thought leader. And, I'll be honest. I hate the word influencer, and so do the experts you're working with. In this session, we'll explore working with industry leaders who not only bring credibility and trust but also offer deep insights and innovative perspectives that can elevate your product's reach.

To take it a step further, we'll share how we used industry experts as part of a more cohesive launch and are still using those posts months later as some of most powerful ads, DMs from sales reps, and references in email.

Joseh Barringhaus
11:30 am
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11:55 am
Hands-On Workshop!
From Niche to Necessary: Crafting a Successful Cybersecurity Podcast in a Specialized Industry

In today’s saturated podcast landscape, finding and thriving in a niche can be challenging and immensely rewarding. Join Kristin Demoranville, the visionary founder and CEO of AnzenSage and host of the Bites and Bytes Podcast, as she takes you on a journey through the creation and growth of her unique Podcast focused on the intersection of cybersecurity and the food industry. 

Launched in October 2023, the Bites and Bytes Podcast has rapidly gained traction, being listened to in 65 countries. This session will explore the strategies and insights behind starting a niche podcast within the cybersecurity sector. Kristin, who is not a marketer but a self-taught podcaster, will independently share her experiences, challenges, triumphs, and failures in producing, editing, and marketing her Podcast. 

Learn how she identified a crucial gap in the industry dialogue—cybersecurity in the food sector—and turned it into a compelling and accessible conversation that bridges two often overlooked areas. Attendees will gain valuable insights into the importance of following their instincts, embracing the discomfort of putting themselves out there, and the impact a well-targeted podcast can have. 

Discover how the Bites and Bytes Podcast has created a larger conversation about food industry cybersecurity, served as educational material for ESG graduate coursework at Northeastern University, and contributed to NATO’s cybersecurity food resilience training.

11:30 am
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12:00 pm
Hands-On Workshop!
How to Drive Mass Security Tech Adoption through Strategic Marketing

As the digital landscape evolves, so do the threats that compromise personal and organizational security. In response, transformational security technologies—such as advanced encryption methods, phishing-resistant authentication, and AI-driven threat detection—have emerged as critical tools in safeguarding data and privacy. But what does it take to drive mass adoption of these technologies? Major transformation hinges not solely on their technical merits but significantly on effective marketing strategies that drive consumer awareness and acceptance.


In this session, a PR-pro turned CMO will share how marketers can bridge the gap between complex technical innovations and end-user understanding through looking at her own experiences steering two major industry shifts: the EMV chip migration and the transition from passwords to passkeys. She will explore the strategies her team utilized, including building industry-wide consensus, getting multi-stakeholder buy-in, developing concise and consistent messaging, and implementing tactical PR to drive mass adoption.


This session will provide valuable insights into the intersection of marketing and technological innovation, and inspire you to harness the full potential of strategic communication in driving industry transformation.

12:00 pm
-
1:30 pm
Hands-On Workshop!
Complimentary Buffet Lunch & Networking

Join us for a buffet lunch and plenty of networking with your fellow attendees!!

12:00 pm
-
1:00 pm
Hands-On Workshop!
Channels and Distribution in the Public Sector

Description:
Choosing the right distributors and channel partners is essential for success in the public sector. This session will provide guidance on how to evaluate and select partners, negotiate terms, and ensure your product fits within their catalog without competing solutions.

Objectives:

Learn how to choose the right distributors and channel partners.
Understand the negotiation process and key considerations.
Gain insights on evaluating and ensuring product fit within a distributor’s catalog.

1:00 pm
-
1:55 pm
Hands-On Workshop!
Workshop: "Be the Hack": Humor's Impact on CS Marketing

I'm Jon Selig: Half salesguy, half-stand-up comic, and all parental disappointment. The only thing colder than leads from trade show badge scans... ...are marketers' feet when trying to stand-out in a sea of cybersecurity sameness. Cyberattacks are to be taken seriously - but it doesn't mean humor should be avoided when it comes to educating and informing prospects how your company prevents them. Comedians use processes, skills, and methods to: 1) Understand their audiences 2) Relate to them by quickly highlighting their pains & challenges 3) Elicit emotional reactions that earn attention and time Join me for a hands-on workshop, where I’ll share with attendees how: - How tasteful, hyper-relevant humor impacts prospects and be used to stand out from the noise - Why we laugh at things - To transform a painful challenge you solve for your target persona into short-form, icebreaking hyper-relevant humor that gets them saying “that’s funny because it’s true” - How it can be deployed and exploited across sales & marketing channels

1:00 pm
-
1:55 pm
Hands-On Workshop!
CyberCEO Summit: VC, Debt, and Other: Navigating the Funding Landscape for Cybersecurity Companies

Securing funding is one of the most critical challenges for founders and CEOs in the cybersecurity industry. This panel brings together seasoned venture capitalists and successful founders to discuss the current investment landscape and what it takes to attract and secure funding in today’s market. From understanding investor expectations to positioning your company for growth, this session will provide actionable insights and strategies to help you navigate the complex world of venture capital. Whether you’re looking for your first round of funding or scaling with additional investments, this panel will offer invaluable advice to propel your business forward.

1:00 pm
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1:30 pm
Hands-On Workshop!
No Data, No Problem: Measuring Success With Incomplete Metrics

Are you ready to move beyond impressions and views to justify budget and resources? Join this session to explore how to shape quantitative analysis where only vibes and anecdotes exist now. With a spreadsheet in her heart and a sassy comment in her mouth, Pam will share her experience in Decision Sciences to walk through real-life examples in developing success measures like analyst report ROI and marketing program performance.

Pam Cobb
2:00 pm
-
2:30 pm
Hands-On Workshop!
Stop Thinking Category Creation - Do These Things Instead

Category creation is a favorite topic among AR professionals, but has anyone ever attained it to obtain the ultimate differentiation that was originally imagined? Rarely that has been the case. But are there alternatives to it? There's a better way to achieve the same goals of creating distinction in front of the analysts and the entire market. Let's explore the meanders of this conundrum together in this session.

2:00 pm
-
3:00 pm
Hands-On Workshop!
CyberCEO Summit: What Modern Demand Gen Actually Looks Like

Gone are the days of relying on the Serious Decisions matrix like it’s gospel. It’s 2024 (almost 2025), and let’s face it—traditional demand gen tactics are falling flat. Channels that used to deliver are now ghost towns, and the playbook needs a serious upgrade. This session dives into what’s actually working in modern demand generation and what you should be leaving behind. We’ll explore the unconventional strategies that are cutting through the noise, driving results, and making waves in the cybersecurity space. If you’re ready to ditch the old rules and embrace the new world of demand gen, this session is for you.

 

2:30 pm
-
3:00 pm
Hands-On Workshop!
Click and Tell: Quick Tips to Improve Your Cyber Email Game

More likely than not, you’ve heard that email marketing is dead. But despite what some say, email marketing remains a cornerstone of effective communication with prospects and customers alike. With the ability to generate $42 for every $1 spent, email is also one of the most cost-effective marketing channels. But, like dating, not everyone has “game.” From dwindling audience lists to battling it out with the new Google and Yahoo bulk sender rules, email can be a scary path to go down. That’s why in this session I’ll provide actionable insights and practical strategies for enhancing your cybersecurity email marketing campaigns. Don’t miss this opportunity to *click* with your audience and *deliver* more value, one email at a time.

3:00 pm
-
4:00 pm
Hands-On Workshop!
Closing Keynote: Future-Proofing Cybersecurity Marketing: Embracing Long-Term Thinking for Sustainable Success

Marketers face the daunting challenge of navigating dynamic trends, emerging technologies, and evolving customer behaviors. Amidst this complexity, the need for long-term thinking in marketing has never been more critical. This keynote will passionately explore the imperative for cybersecurity marketers to adopt a strategic, forward-looking approach that transcends short-term tactics and embraces sustainable, future-proof strategies. Drawing on Palo Alto Networks’ rich experience with the platformization strategy, we will delve into the benefits of long-term thinking in driving both product and marketing decisions. We'll explore the transformative power of forging genuine partnerships with customers, fostering deep connections that endure. Join us as we uncover actionable strategies and best practices to empower enterprise cybersecurity marketers to thrive in the digital age and build enduring success for their organizations.

4:00 pm
-
5:00 pm
Hands-On Workshop!
Afterparty! After the Conference

Wrap up an incredible week at CyberMarketingCon by joining us for the afterparty—a night of celebration, networking, and unwinding after all the sessions and discussions. The location is still under wraps, but we promise it will be worth the wait. Expect a vibrant atmosphere, great music, and the perfect opportunity to connect with fellow attendees in a more relaxed setting. Whether you’re looking to continue the conversations from the day or just kick back and have some fun, the afterparty is where you’ll want to be. Stay tuned for more details on the venue—this is one event you won’t want to miss!

 

Fun & Networking!

Fun is part of our mission at CyberMarketingCon. With each event day, we'll have different outings and networking opportunities.

Philadelphia has so much to offer!

  • Drinks & Delicious Food
  • Holiday Market
  • Rothman Ice Skating Rink
  • Historical Landmarks
  • Philly Cheesesteaks

Explore Philadelphia With Us!

CyberMarketingCon will be held December 8-11 in the heart of downtown Philadelphia, PA this year. Come to learn, network, and enjoy what this pretty little gritty city has to offer!

Stay at the Loews Hotel!

We negotiated a heavily discounted rate for you at the beautiful 4-star Loews Hotel in Center City Philadelphia where CyberMarketingCon 2024 will be taking place! Rooms will be starting at $179 per night during the conference (and even before or after if you want to extend your trip)

A True Classic

Directly across from the Pennsylvania Convention Center, the historic hotel is located in the heart of Center City and within walking distance of the Reading Terminal Market, Independence Hall, Philadelphia Museum of Art, and Barnes Foundation to name a few of the city’s most popular attractions.

Philadelphia has so much to offer!

  • Conference-only discount
  • Newly opened Spa and Salon
  • Fitness center and Peloton biks
  • On-site FedEx
  • Uniquely local restaurant, Bank & Bourbon

What Past Attendees are Saying!

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See You in Philadelphia

CyberMarketingCon will be held December 8-11 in the heart of downtown Philadelphia, PA this year. Come to learn, network, and enjoy what this pretty little gritty city has to offer!

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faq

Attendees frequently ask

Who is this conference for?
How do I book my discounted hotel room?
Are there discounts for groups?
Will the sessions be livestreamed?
What is the refund policy? 
Can I speak at the conference?
Will food be provided?
I tried to book some extra days to explore Philadelphia but I am getting an error message. 
Is there going to be a recording?
Where do I park?
Do you have information that I can share to convince my company to let me attend?
I have other questions.