With the security market moving at light speed, discovering current security tool buyer behavior is a critical challenge that purveyors of such solutions must solve.  In 2023, ActualTech Media and Future B2B surveyed hundreds of security professionals and decision makers to learn about how they procure new services and what they actually needs.  This December, Future B2B is excited to release the highly anticipated sequel where we’ll uncover 2024 buyer behavior – as well as what’s changed since 2023 – and help overworked security tool marketing pros hone their messaging for an evolving market.  The results of our report will be unveiled in December in Philadelphia at CyberMarketingCon 2024.  A panel of pros will discuss the report and provide a forum for conference attendees to ask questions about how they can provide even better materials to busy security pros to help them do more and do better.

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.

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.

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.

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!

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

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.