Curious about Claude but not quite sure what to do beyond opening a chat and asking it questions? This hands-on beginner workshop is for you.

Designed specifically for cybersecurity marketers at CyberMarketingCon, this session will help you get comfortable using Claude for real marketing work — without requiring any technical or AI expertise.

We’ll cover the basics of how to work with Claude effectively, how to give it the context and direction it needs, and how to start using it across everyday workflows like research, campaign planning, content development, messaging, analysis, and more.

You’ll work through practical examples alongside other cybersecurity marketers and leave with ideas you can put to work immediately.

Bring your laptop and your corporate or personal Claude account. No AI expertise required!

Ready to move beyond one-off chats and start building repeatable AI workflows?

This hands-on workshop is designed for cybersecurity marketers at CyberMarketingCon who already use Claude and want to take the next step: turning the work you do repeatedly into reusable systems.

We’ll focus heavily on Claude Skills—what they are, when to use them, and how to build them around real cybersecurity marketing workflows. We’ll also explore more advanced ways to structure Claude around your work, connect context and resources, and create repeatable processes that can help you and your team work faster and more consistently.

Rather than spending the session perfecting individual prompts, we’ll think bigger: How do you teach Claude how you work once, then reuse that knowledge again and again?

Bring your laptop, your personal or corporate Claude account, and come ready to build!

Cybersecurity marketing is defined by constraint: dense jargon, complex concepts, and audiences who demand precision. The challenge isn’t a lack of creativity; it’s finding space to play, experiment, and make ideas feel truly memorable inside those constraints. This workshop is designed as a creative reset for marketers whose brains have been on “perform under pressure” for a little too long… or those who know they are over-relying on AI for tasks that used to feel fun.

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Using the bold, irreverent naming culture of roller derby as our playground—think Penelope Bruise, Hermione Danger, Momentum Mori—we’ll explore what happens when you step away from AI and lean back pure sporting instinct. We’ll treat derby naming as a proxy for branding; names must instantly signal identity, tell a mini-story, and provoke a reaction, just like the best campaigns.

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The workshop starts with a short individual warm-up to get people out of polished marketing mode and into free thinking. Attendees will quickly jot down the words, frustrations, and ideas that feel most “stuck” or overused in their day-to-day work—terms they’re tired of, value props that feel flat, or product areas that feel impossible to make exciting. This becomes our raw material.

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From there, we’ll move into guided prompts such as:* “If this product or problem were a derby skater, what kind of troublemaker would they be?”* “If you could lean into FUD as a joke, what would you really call this thing?”Participants will then work in small teams, remixing their raw material into surprising combinations: pairing technical jargon with unexpected metaphors, fusing emotional states with security concepts, and bending industry clichés until they become something stranger and more interesting. The focus is less on “getting it right” and more on seeing how far they can stretch a concept without compromising accuracy. Teams will, for example: - Take a word from someone else’s list and combine it with their own to create a new character or brand.- Build a “family” of three related derby names that could all be features of the same product.
Additional playful constraints will push their creativity further: limiting word counts, forcing a quick pivot from serious to absurd, or asking teams to defend a ridiculous name as if it were going into a boardroom deck. Each round builds on the last, moving from silly and safe to sharper and more deliberate.

As the workshop progresses, teams will converge on a brand concept and tagline born from this chaos—something that still nods to the original cybersecurity idea but now feels alive, specific, and ideally, fun to scream out loud.

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Throughout, we’ll surface the meta-lessons: how constraints can unlock creativity instead of shutting it down, and how embracing a bit of discomfort or a “bad idea” often leads to better ones.

Attendees won’t leave with a rigid framework or a perfect campaign. They’ll leave with at least one absurd-but-delightful concept, a renewed sense of creative confidence, and a reminder that even in a jargon-heavy, high-stakes industry, there’s room to play for points.

As AI makes it easier than ever to create content and campaigns, it's also making it easier than ever to sound exactly like everyone else. The more marketers rely on the same tools, prompts, playbooks, and best practices, the more the market becomes flooded with safe, predictable, and forgettable work.

In this keynote, Nathan Burke makes the bold claim that discomfort is becoming a competitive advantage. That being uncomfortable pushes the boundaries of your work towards what’s actually new, impactful, and worth making.

Drawing from lessons learned building high-growth cybersecurity companies, working within cultures obsessed with continuous improvement, and embracing AI as a force multiplier rather than a crutch, Nathan will explore why complacency is the enemy of great work. He'll share practical ways to seek criticism instead of compliments, challenge conventional thinking, and push beyond the ideas that feel safe.

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Our industry publishes hundreds of "state of" reports, threat landscapes, and security surveys every year. Practitioners ignore most of them. But there are good news for marketers: The report practitioners actually read, cite, and share is also the one that does the most for your brand and your pipeline. Useful and effective are not opposites. But most security research is just more of the same: Recycled dwell-time stats, leading survey questions, "n=12 CISOs" passed off as data, and a single headline number nobody can map to their own environment.This session is a practical design guide for reports and surveys the practitioner actually wants to read. We'll cover survey design that doesn't generate garbage, metrics that survive a skeptical reader, why segmentation beats a scary average, and how to mine the telemetry you already own instead of running another opinion poll. The goal is produce content practitioners trust — which is the only research that earns the awareness and demand you were after in the first place.

Many marketers view working with industry analysts as a necessary evil and an opportunity to tell them everything about what makes their product or service great. Marketers may only interact with analysts during evaluations, then forget about them until the next one. Getting the most out of industry analysts, however, requires ongoing engagement and listening as much as (or preferably, more than) you speak. Embedding analyst interactions in your marketing roadmap can provide objective third-party insight at crucial points throughout the year. Hear from Recovering Marketer and Forrester VP and Research Director Joseph Blankenship (JB) who was a cybersecurity marketer for 10 years before joining Forrester as an analyst. JB will talk about what worked for him as a marketer, what he sees successful marketers doing as they interact with analysts, and how well-timed analyst interactions can inform your marketing roadmap. Session attendees will learn:•_x0009_Understanding what analysts really do and how they can inform your marketing•_x0009_Creating a playbook for ongoing, successful analyst engagement•_x0009_Embedding analyst interactions to inform your product and messaging launches

FedRAMP 20x is triggering a wave of “it’s easier now!” messaging — and it’s going to backfire.

20x doesn’t magically reduce effort; it moves the burden upstream from documentation theatre into engineering reality: continuous signals, continuous change visibility, continuous vulnerability response. That shift changes what buyers need to hear, what proof they’ll ask for, and how your marketing and sales motions should work.

In this session, I’ll break down how we’re positioning FedRAMP 20x at 38North Security to create demand without overpromising: the narrative, the content architecture, the ABM approach, and the practical GTM assets that convert “confused & stalled” teams into discovery calls.

You’ll leave with messaging frameworks, a content blueprint, and a simple way to build credibility in a market that’s drowning in hot takes.

A strategic and highly practical session that challenges how Field Marketing is evaluated in an AI-driven world; not another “AI will help marketers be more efficient” talk. Field marketing has long been misunderstood as booths, swag, and badge scans. But it’s so much more than that. This session is not about AI tools. It’s focused on what actually drives results at events and how to use AI more effectively to prove the impact field marketers can have in business outcomes. Attendees will leave knowing exactly where AI helps field marketing scale, and where human judgment is still non-negotiable. Ready to challenge lazy marketing and elevate your thinking in the field?

They say the way to someone's heart is through their stomach. Well, the way to someone's wallet is through their diaphragm...

This talk is about the mechanics of humor in B2B. Why irony builds trust with skeptical buyers. Why parody signals you actually understand your market. Why self-deprecation (we named ourselves after the least effective martial art, after all...) makes people lean in instead of scroll past. And why none of it works if the product underneath is mid.

--- On OnlyScans, Toilet Paper, and Other Things That Outperformed Our Whitepaper....How Humor Took Aikido from Zero to Unicorn.

From the Frontlines: Why Cybersecurity Product-Centric Marketing is Failing and What to Do About It

Cybersecurity buyers don't buy products in isolation anymore. They buy outcomes, platforms, and solutions to business risks.

Messaging moves fast, and it moves even faster in cybersecurity. We have historically accepted that our messaging houses are always a little behind. And then we scramble every time a startup launches a new security product, a new CVE reframes the conversation, an analyst report contradicts what your team has been saying in the field, or frontier model providers ship a feature that will “kill the cybersecurity market”. Even with the best version control and distribution, the document you have living in Google Drive somewhere is not enough.

Our team decided to stop trying to maintain a group of documents and build an AI-powered, living messaging system instead.

We created a Claude skill that contains our canonical positioning and messaging. It lives in GitHub as markdown files, not in Google Drive as a well-designed document. Every marketer on the team has access to it through Claude, and whether they type “/review-messaging” or just ask Claude to draft something, the skill runs to make sure what they’re working on is on message.

When messaging needs to change, which in cybersecurity is all the time, anyone can submit a messaging update request through a Slack workflow. An AI agent reviews those requests, cross-references them against the current skill files, and opens a GitHub pull request with proposed updates. A human reviews and merges it, and then the skill updates for everyone.

We'll walk through what we built, how we built it, what broke, and what we're still figuring out. One of the questions we’ll answer is “When you make it easier to change messaging, does your messaging change more often?”. And we’ll share what it actually looks like when your canonical positioning is a GitHub repo with version history instead of a slide deck that nobody updates or looks at.

AI adoption in cybersecurity is accelerating, but many organizations struggle to translate technical innovation into clear business value. Based on real-world enterprise deployments across regulated industries, this session explores how AI-driven security automation improves resilience, strengthens brand trust, and supports executive-level risk narratives.

In this session, we will examine how agentic AI frameworks in modern SOC environments affect customer confidence, operational maturity, and strategic differentiation. Attendees will gain practical insights for aligning AI-powered security initiatives with marketing, trust, and growth objectives.

Idea: You don't need to be an AI expert to look like one. Three practical tactics that make your entire marketing team — and your whole company — think you've unlocked something nobody else has. Each takes under 3 hours to launch, works across your whole team, and drives real pipeline. No coding, no AI background required. I'll give you all the info you need to launch one on the plane home

You've got product-market fit, a growing pipeline, and a sales team that needs air cover yesterday. But your brand still looks like it was built on a weekend and a free Figma trial. So how do you evolve — without blowing up what made you credible in the first place?

This candid fireside conversation between a VP of Marketing who's navigated this exact journey inside a high-growth cybersecurity startup, and the founder of a brand agency that specializes in B2B tech, digs into the messy, high-stakes process of brand maturation — when to do it, how to fund it, and how to bring your skeptical executive team along for the ride.

No brand theory. No agency pitches. Just the real frameworks, hard decisions, and lessons learned that marketing leaders need to hear before they walk into that rebranding conversation.

Product-led growth isn't just viable in cybersecurity, it's one of the most powerful tools available to resource-constrained teams looking to find product-market fit and build pipeline. Drawing on lessons learned from scaling Intruder to 3,000 customers with a PLG-first strategy, we'll cover how PLG accelerates demand gen and generates the kind of organic social proof that resonates in a sceptical buying environment, where the strategy genuinely falls short, and how to blend PLG with a sales-led approach as you grow. You'll leave with a practical lens for evaluating the role PLG can play in your business.

Municipal water infrastructure has become a prime target for cybercriminals, nation-state actors, and insider threats, making cybersecurity not just an IT concern, but a critical public health imperative. The 2021 Oldsmar, Florida incident, where a hacker attempted to poison a city's water supply by manipulating chemical levels remotely, and the Maroochy Shire breach that released millions of gallons of raw sewage, serve as stark reminders of what is at stake when water utilities remain unprotected.For cybersecurity professionals working on the go-to-market and business side of the industry, water utilities represent one of the most compelling and underserved market opportunities today. Thousands of municipal water systems nationwide operate with aging infrastructure, limited security budgets, and minimal OT specific expertise, creating both significant risk and significant demand for scalable, practical cybersecurity solutions.This session draws from real-world implementation experience securing water infrastructure for the City of Dallas, covering freshwater treatment plants, wastewater facilities, and flood control systems serving 3.5 million residents. Attendees will gain firsthand insight into how defense in depth strategies, including network segmentation, zero trust architecture, AI powered anomaly detection, and secure remote access, were successfully deployed across legacy operational technology environments without a single moment of unplanned downtime.Beyond the technical framework, this presentation unpacks the unique challenges of selling and marketing cybersecurity solutions to water utilities: navigating procurement cycles, communicating risk to non-technical municipal executives, and aligning solutions with regulatory mandates such as NIST SP 800-82 and ISA/IEC 62443.Whether you are crafting go-to-market strategy, building sales narratives, or developing content targeting critical infrastructure clients, this session delivers actionable intelligence to help cybersecurity organizations position their solutions effectively in one of the most important and fastest growing verticals in the industry.

In this session, you'll learn how to create unforgettable event experiences that capture attention, spark meaningful conversations, and drive measurable business outcomes. Through real-world examples and practical frameworks, we'll explore how creative concepts, booth experiences, customer engagement, and content strategy can all be intentionally designed to support pipeline generation and revenue goals.

Whether you're planning a flagship conference, executive event, or customer experience, you'll walk away with actionable ideas for balancing bold creativity with data-driven decision making, proving the impact of your programs, and turning every event into a growth engine for your business.

AI can get you to a first draft faster. Then comes the part that can eat up all the time you thought you saved: reviewing, revising, and trying to make it sound like something a credible human wrote. Even partially AI assisted works have many recognizable tells, including the "not X, but Y" construction, the notorious em dash saturation, vague or inflated claims, and dramatic fragments desperately trying to sound important.

Asking AI to "sound more human" doesn’t really fix the problem. The next draft may flow better but retain many of those telltale default patterns. And telling the model to “sound more human” often just produces a smoother version that still has AI fingerprints all over it.

In this fast-paced 15-minute session, you’ll see a live teardown of cybersecurity marketing copy and a practical, human-guided method for making that review process more focused and repeatable. Instead of rereading a draft and thinking, Something about this feels AI-ish, you’ll learn how to use AI to assist with the editing and concrete criteria for finding problem patterns, explaining why they weaken the copy, and proposing specific revisions for you to evaluate. All of which can strengthen even human written copy especially technical copy

The goal isn’t to eliminate every so-called AI trope. It’s to recognize when those patterns start piling up enough to undermine voice, credibility, and subject-matter expertise—and to spend your editing effort where it actually matters.

The promise of AI is speed and scale, but without guardrails, it becomes a free‑for‑all where every department speaks its own version of the brand. Everyone has it, but no one owns it. So your identity becomes a patchwork of inconsistent messages and AI-generated noise.

In this session, you’ll learn how to build a shared AI system - regardless of which tools you use - that solidifies your brand voice across every touchpoint. Content Workshop will also share findings of where cybersecurity companies map to the AI Marketing Maturity Model and share insights on how members can level up to keep pace with their contemporaries.

How well do you really know your fellow cybersecurity marketers? Find out in “Read the Room,” a fast-paced, interactive game show where the audience—and their opinions—take center stage. Using their smartphones, attendees will answer 10 thought-provoking questions about cybersecurity marketing trends, challenges, strategies, and preferences. Three randomly selected contestants will compete to predict the most popular response to each question, earning points for successfully “reading the room.” Along the way, we’ll reveal fascinating insights into what cybersecurity marketers really think about lead generation, content, webinars, AI, job satisfaction, and more. Come ready to vote, cheer on the contestants, compare your opinions with your peers, and discover whether you really know what makes today’s cybersecurity marketers tick. Bragging rights—and prizes—are on the line!

Most cybersecurity firms compete on the same claims: advanced detection, rapid response, superior technology. The result is a market where every vendor sounds identical and differentiation lives almost entirely in marketing spend. I built a different kind of firm.

Data Defenders serves municipalities, counties, nonprofits, and healthcare organizations, the organizations most cybersecurity vendors do not pursue. Six years ago, I entered into a managed security engagement with a mid-size Illinois city. I designed the governance architecture, managed dual IT and OT operations, and ran the program from implementation through sustained operations. That engagement produced 35,331 threats detected and mitigated, 351 high-severity threats eliminated, zero major security incidents declared, and operating costs 77% below what an equivalent in-house Security Operations Center would have required.

Those are not marketing claims. They are documented operational outcomes, and they have produced the thing most cybersecurity firms spend their entire marketing budget trying to manufacture: proof.

This session examines what six years of operating in the market nobody builds for teaches about firm positioning, client delivery, and the strategic value of doing the work before writing the case study.

During WWII, David Stirling walked into British Army HQ with a one-page memo and bold claim: a team of 60 men could destroy more enemy aircraft than the entire Air Force. BBC's series the Rogue Heroes follows what happened next - which turns out to be the most accurate description of how to build an empowered growth team that I've ever seen. This talk maps the SAS founding story chapter by chapter onto the real experience of building a growth team at my previous position at BitNinja: starting from a culture where nothing shipped on Friday, customer work got thrown away at 4pm, and releases were avoided so nothing would break - and ending with a team the rest of the company modeled itself after, weekly sprints, churn cut in half, and trial-to-paid conversion doubled. Executive alignment, 'stealing equipment', the first catastrophic failure, thwarting the negative voices, friendly competition, leading from the front - it's all there. History doesn't repeat, but it rhymes, and so do playbooks.

Most cybersecurity companies treat marketing, events, and alliances as support functions. That’s the mistake.

In high-performing MSSPs, these functions are not overhead, they are revenue-driving, customer-facing engines that directly influence pipeline, deal velocity, and trust.

This session breaks down how to operationalize a true commercial strategy model where alliances, marketing, and events are aligned around shared revenue outcomes, not vanity metrics.

Drawing from real-world experience scaling over $10M in new cybersecurity revenue and building Microsoft-aligned partner ecosystems, I will walk through how to:

• Turn alliances into a net-new logo engine through build-with and sell-with motions• Use events as confidence accelerators that shorten sales cycles• Reframe marketing from impressions to pipeline influence• Align everything with RevOps to measure what actually drives growth

This is not theory. It’s a practical blueprint for leaders who want to move from fragmented GTM efforts to a unified system that produces measurable revenue.

Rebranding a cybersecurity company isn’t just about logos or taglines—it’s a full-on overhaul that demands focus, cross-functional alignment, and, frankly, a whole lot of grit. In this session, I’ll take you behind the scenes of what it takes to lead a company through a successful rebrand—especially when it sometimes feels like your actual job is herding cats and managing executive egos. I recently led this process at Silverfort, where we reimagined the brand from the ground up. One of the toughest challenges? Getting a room full of smart, passionate execs to let go of legacy messaging and rally around a single, focused brand strategy. (Tl;DR: it required some hard conversations, resetting expectations around timelines, and constantly keeping scope creep in check.) I'll take you through some of most critical lessons I learned along the way—from setting realistic timelines and resourcing the work properly, to navigating internal dynamics and spotting red flags in agency contracts.

Let me tell you about the one thing that got me most excited this past year: the signals-based GTM conversation hit an all-time high. Marketers are talking about it, building toward it, posting about it, and that makes my demand-gen soul so happy. But most of that conversation is still happening at the layer of capture: which signals to collect, which platforms to use, how to score and correlate them.

So now let me tell you about one thing I’m shocked to not see more of this past year: The layer underneath, aka how you actually architect the first-party signals themselves. And it's the layer that determines whether your signal-based GTM engine is interchangeable with every competitor's, or genuinely unique to your brand and your product.

I like to call this part the intersection of taste and strategy when it comes to building a signal-based GTM engine. The signals you design are downstream of the use cases you choose to lead with, the language you choose to use, the formats you choose to publish in, the moments you choose to build around. A team with strong brand instinct and strong PMM partnership will design a completely different signal arsenal than a team next door, even if they're selling into the same ICP.

This session is a practitioner's walkthrough of how to architect first-party signals at the source, in a way that's genuinely yours. We'll walk through how to architect first-party signals across paid media, content, and launch motions, all anchored in the PMM positioning and use cases that make every signal legible to sales.

The payoff is two engines running in parallel: an evergreen GTM engine that continuously surfaces accounts in-market, and a launch engine you can activate around specific moments with surgical precision.

The math checks out:

(Custom-designed first-party signals with intention and taste) + (second and third-party signals) = high-fidelity, multi-stage detections of high-intent accounts.

The kind of intent that actually warrants action, whether that's sales follow-up or a use-case-specific event invite that lands because you already know exactly what that account cares about.

Don't worry, I'll come with receipts: how I built these demand gen engines from scratch, multiple times across cybersecurity startups, including real campaign architectures and correlation logic.

And what do you walk away with? The architecture and framework to design a signal-based GTM engine that's uniquely yours, because you designed the first-party signals flowing into it from the ground up.

Cybersecurity marketing has a scale obsession. More leads. More content. More outbound. And oftentimes - more noise.

But the fastest-growing companies in the space- even the likes of Wiz, Cyera, and Island- don't win (just) because they scaled faster. They win because they built gravity.

They created narratives so clear, so opinionated, and so aligned with how the world was changing, that customers, talent, and markets started pulling toward them.

This talk breaks down what “gravity” actually means in cybersecurity marketing- and how to engineer it. We’ll explore a practical framework for building gravity in the unbelievably noisy cybersecurity market of 2026.

It will be drawing from hands-on experience advising 50+ B2B startup CEOs on positioning, both during my time at Atreo (a B2B branding agency specializing in cybersecurity) and as an independent advisor. This includes cybersecurity companies like JFrog, Adaptive Shield, Axis Security, Bionic, Cybellum, Cato Networks and Claroty.

Learn why humans remain in the driver’s seat of AI, and how a lean marketing team used a small budget, AI to scale smarter, and human trust to generate 10,000x ROI. Yes, 10,000x!

This real-world case study shows marketers how to hack growth, amplify what works with AI, and become the star of their company.

You are a product marketer at a fast-growing multi-product company. Your messaging is built alongside other products and together with other product marketers. Your launch depends on a roadmap someone else controls. The platform story belongs to everyone and no one. It's frustrating and sometimes feels like you cannot produce your best work.

Drawing on a decade at Cloudflare, Proofpoint, and Veracode, this session covers how PMMs at larger companies can move fast and deliver successful work — even when ownership is messy.

You'll leave with a practical approach for aligning with peer PMMs quickly, delivering work you're proud of, and calmly dealing with bloated launches and messaging conflicts.

What if your newest “employees” could onboard instantly, retain institutional knowledge, collaborate across departments, and scale your team’s expertise 24/7?

In this session, Juliana Slye of Government Business Results (GBR) will demonstrate how GBR is building an interconnected ecosystem of custom GPTs that function like specialized digital team members across marketing, proposal development, operations, research, and business growth.

These GPTs go far beyond simple chatbots. Juliana has developed role-based AI systems, including a Go-To-Market Strategist, Federal Product Marketer, Copy Editor, Brand Assistant, and even a “Condenser” designed to simplify overly complex or lengthy content. Each GPT is built with a distinct function, voice, workflow, and expertise area, allowing them to work independently or collaboratively as part of a layered AI operational framework.

Rather than using AI as a standalone tool, GBR has developed GPT systems that build on one another to create scalable workflows that accelerate onboarding, improve consistency, reduce bottlenecks, and preserve institutional knowledge across the organization.

Attendees will learn how to design GPTs that mirror real employee functions, create AI systems that collaborate together effectively, and establish a practical framework for scaling expertise across a growing organization without sacrificing quality, brand integrity, or operational efficiency.

This session is designed for GovCon leaders, marketers, operations teams, and growth strategists who want to move beyond AI experimentation and into practical implementation that drives measurable business impact.

Cybersecurity marketing has a sameness problem. Most companies sound alike, look alike, and compete for the same keywords. The messaging doesn't land with buyers and the campaigns blur together. A few companies figure out how to cut through, and it comes down to how they think about brand, their category, and pipeline.

I've been lucky to work on exactly that. I've repositioned a company mid-flight and launched campaigns that moved board-level metrics and got the industry actually talking.

In this session, I'll walk through what I've learned about positioning that sticks, campaigns people remember, and how to launch into a market that creates impact. I'll share a practical framework you can apply to your own role.

Most marketing orgs still treat social as a downstream execution function — the place where campaigns go to be posted. That's a mistake, and the companies still making it are leaving one of their biggest strategic advantages sitting idle.

Social leaders are operating at the intersection of every capability a modern CMO needs: they're building brand perception in real time, extracting audience intelligence at a scale and speed no research team can match, managing influencer ecosystems that create distribution no paid budget can replicate, and sustaining the awareness-level trust that turns cold markets into warm pipelines. That's not a content job. That's the CMO's job.

This panel brings together four practitioners who've built social functions at some of the most recognized names in cybersecurity — and makes the case, directly and from experience, that the social leader role is the best training ground for marketing leadership in B2B today. Not because social is growing in importance (everyone already says that). But because the skills, instincts, and market proximity it requires are the exact things that separate great CMOs from average ones.

The conversation will be direct, practitioner-led, and deliberately provocative. Expect real examples, honest disagreement, and a reframe of what marketing leadership should look like in a category where brand trust is the only durable competitive advantage.

According to Gartner, 74% of B2B buying committees experience conflict during the decision process. It’s no wonder when most marketers are only building content for one buyer per product or solution. Most cybersecurity marketers in particular have been so focused on grabbing CISO mindshare that we’ve had tunnel vision: marketing to one person on a committee that is usually made up of six or more.

In this hands-on workshop, you'll apply a “Consensus Architecture,” that solves this exact problem. This architecture maps the committee, identifies what each stakeholder needs to feel safe enough to say yes to a buying decision, and builds content that appeals to the whole buying group.

In this workshop you will:- Map a real buying committee for your typical sale- Identify the content gap for each of the key stakeholders for a purchase- Build an outline that your champion can use to drive internal alignment- Leave with a repeatable process you can apply to every product and solution in your portfolio

Come with a deal in mind and leave with a repeatable framework that will have a tangible impact on revenue.

Yonesy Núñez, CISO at Surf AI, is trading the war room for a stage — acoustic guitar in hand.

This isn't a panel. It isn't a keynote. It's a live jam session where cyber marketers get rare, unfiltered access to one of cybersecurity's most recognizable CISOs — one who also happens to play. Yonesy has spent years at the center of enterprise security, building a reputation that precedes him in every room he walks into. Now he's bringing that same presence to CyberMarketingCon, taking live questions from the audience, riffing on what marketers get right (and spectacularly wrong), and answering honestly about what actually influences a CISO's buying decisions, vendor relationships, and attention.

Part performance, part conversation, part something you haven't seen at a conference before.

Just follow the music.

There's a moment every marketing leader knows: your team is talented, your campaigns are running, and somehow the CEO still isn't sure what marketing is actually doing for the business.

This session is about making sure that moment never happens again.

The framework is built around two connected tools: a KPI-driven strategic roadmap and a quarterly marketing review (QMR) that together become the operating system for your entire marketing org. The roadmap is built from the top down: executive business goals translated into channel-level KPIs that every team member owns. The QMR is where those KPIs are reported, defended, and connected back to strategy by everyone.

But the deeper purpose of this framework isn't just accountability. It's orientation. When your team is heads-down in the minutiae, the roadmap is the hundred-thousand-foot view that answers the question every campaign should be asking: does this move our metrics? Creativity doesn't go away. Ideas still matter. But they get filtered through the strategy, not in spite of it.

And for the leader in the room who is the head of marketing with or without the title, this framework does something else entirely. You already operating at the executive level and this proves it. The C-suite, sales, finance, and new leadership will see a marketing org that isn't just executing tasks but executing a vision, with full command of how marketing connects to revenue, operations, services, and growth.

If you want Marketing off the CEO’s worry list, this is how you build the team that makes it possible.

AI search has become a real acquisition channel, and cybersecurity companies are competing for a spot in the answer. Some of the strategies we're seeing will compound over time. Others will work for a bit and then stop. In this session, Scott Johnson, Founder of Amplifyed, walks through what cybersecurity marketers should be doing, what they should stop doing, and a simple way to see what AI really thinks of your brand instead of guessing.

Want to learn something about the cyber marketing space, and have a little fun along the way? CISO Series is back with a brand new variety of games for our on-stage contestants and our audience can play. We may play some of your favorites, but we're going to lean into our new games like "Vendor Blender," "Cyber Feud," "Red Team Rover," and "What Are They Talking About?" We’ve got lots of games, lots of silliness, and plenty of prizes.

Most organizations think they understand why they win and lose deals until the data tells a different story. This session walks through multiple real-world case studies where GTM teams moved from anecdotal assumptions to an evidence‑driven win/loss program that reshaped their targeting, messaging, and enablement strategy through embodying a detective mindset.

This session shares the frameworks, workflows, lessons learned, and how GTM teams can replicate the approach.

Cybersecurity marketing is at a familiar point.Everyone is secure.Everyone is compliant.Everyone has AI.

And, yes ! Everyone sounds the same.

Buyers are overwhelmed, vendors blur together, and AI is making it easier than ever to produce content that looks good but doesn’t actually move anything forward. More activity, less clarity.

This session explores how to cut through that noise, not just by standing out, but by building a marketing engine that actually performs.

Drawing from hands-on experience in GRC and compliance marketing (where buyers are often thinking, “I probably need this… I just don’t know why yet”), we’ll focus on what works when the product is complex, the stakes are high, and differentiation is hard.

Key takeaways:- How to simplify complex cybersecurity messaging into something buyers actually understand (and act on)How to align marketing, sales, and customer success so the story holds up beyond the first touch

- How to use modern tools and AI to automate manual work, increase speed, and scale output, without sounding like everyone else using AI

-How to inject creativity in a crowded market to elevate brand and create real recall

- How to connect strong positioning to pipeline, turning clarity into a repeatable, higher-performing marketing system

This won’t be a theory-heavy session or a “10-step framework.”

Just practical lessons on how to operate in an AI-driven market where the goal isn’t more content.

AI is reshaping cybersecurity faster than traditional product marketing can adapt. As enterprises move from copilots to autonomous agents, buyers are no longer evaluating features—they are evaluating trust, governance, and operational control. This session explores how cybersecurity PMMs must evolve from messaging products to defining categories, shaping executive narratives, and building the mental models CIOs and CISOs use to navigate the autonomous enterprise.

Jen and Gianna talk about the future of the Society and take feedback

Join us for CyberCMO Summit introductions. We'll talk about the Summit and give every CMO in the room a chance to introduce themselves.

Security practitioners don't trust marketing. So what do you do? You stop doing marketing the way everyone else does it.

Four things that actually work:

Community over content. Builders are starved to connect, learn, and trade war stories. Give them a space to do that and you don't need a nurture sequence.

Brand as a bridge. Know your audience. When your buyer demographic skews heavily male, lean into what resonates with them culturally: gaming, sci-fi, cyberpunk aesthetics. Brand becomes a shared language for storytelling and connection, not just a logo exercise.

Put your researchers in front of the camera. The people doing the hard work are your most credible voice. Coach them to get to the point, then get them in front of press and on stage.

Treat journalists and influencers like VIPs. First-class outreach for news drops, not a press release blast. The difference shows.

AI-generated “spokespeople” are showing up everywhere—but the real value isn’t in letting them speak for you. It’s in how fast they help you get to a strong, human-ready message.

This session breaks down how to build Spokespeople GPTs—custom AI models trained on a brand’s voice, expertise, and guardrails—to rapidly generate drafts, talking points, FAQs, and scenario responses without replacing human judgment.

Attendees will learn how these GPTs can compress hours of prep into minutes, support comms and marketing teams under pressure, and reduce risk by standardizing first drafts—while keeping humans firmly in control of the final output.

No hype, no “AI replaces your team” narrative—just a practical framework for using AI as a speed layer in modern marketing and communications.

Threat research is one of the most powerful marketing assets in the industry, but it won’t go anywhere without a production engine behind it.

This session gives a behind-the-scenes look at the content engine behind Varonis Threat Labs. Discover how to translate complex threat research into narratives that enterprise audiences actually trust, that journalists actually want to cover, and that make an impact on deals. It started with world-class research and zero marketing muscle. What came next was equal parts strategy, creativity, and scale.

From editorial standards and thought leadership to CTF activations at Black Hat and DEF CON, this is a behind-the-scenes look at what it really takes to build a threat research brand. Attendees will leave this session with inspiration and a repeatable framework for doing it yourself.