The agenda is subject to change. To experience the full conference, we recommend you arrive to attend the first workshop (12pm CT on Sunday, Dec 7) or at least the Opening Night Reception (7pm CT on Sunday, Dec 7) and leave after 3pm CT (CyberMarketingCon) or 8pm CT (CyberCEO Summit) on Wednesday Dec 10. Save the sessions you like on the conference app!
When a small startup spotted a blind spot in identity security - millions of non-human identities (NHIs) running unchecked - we turned that gap into a market. This talk shares the inside playbook run by a 2-person marketing team building a category and shaping it to their favor: working with analysts to identify and coin the term NHI, initiating and publishing research-led assets people actually bookmark and competitors refer to (OWASP NHI Top 10, CSA State of NHI report), and running relentless education loops that convert curiosity into budget lines.
I'll discuss the bumps, wins, and gritty ongoing work of staying the category frontrunner even as new vendors pile in. If you own product marketing, positioning, or content, you'll leave with a tested framework for creating a new category and obtaining thought-leadership, or at least feel inspired that it can actually be done.
How do you capture the attention of a government customer in a flooded market where trust, compliance, and credibility are non-negotiables? This session will explore what companies often overlook when trying to break into the public sector—like having proper certifications, understanding procurement expectations, and showing up at the right places.
Featuring experts in legal strategy, marketing, communications, and government acquisition, this panel will walk through the foundational elements your business must have in place even to be considered—and how to go from being one of many to a must-have partner.
Trust is the Entry Point, Not the Bonus. In government contracting, credibility, compliance, and certifications are prerequisites—not differentiators. Companies must meet these standards just to get in the door.
Know the Rules Before You Play. Many businesses underestimate the importance of understanding government procurement processes, which can derail efforts before they even begin.
Visibility is Strategy. It's not enough to have a good product—companies must be seen in the right spaces, at the right time, by the right people in the government ecosystem.
Cross-Disciplinary Readiness is Key. Legal, marketing, comms, and acquisition experts all play critical roles in preparing a business to successfully engage government customers.
From Vendor to Vital Partner. The path to becoming indispensable starts with strategic preparation, but success lies in building trust-based relationships that position your business as a must-have solution, not just an option.
Everyone claims their product is "AI-powered" – but what does that actually mean to buyers, and how do you position AI features without falling into meaningless buzzword territory? In this hands-on workshop, Andrew Stiefel, Senior Product Marketing Manager from Endor Labs, will guide you through the critical decisions that shape effective AI positioning in cybersecurity products.
You’ll learn when AI is truly the product, when it’s just a feature or enabler—and why confusing an agent with an MCP server can kill your credibility. We’ll dig into when to give AI a personality (and when not to), how to navigate the technical skepticism of security buyers, and why “AI-powered” might be the worst phrase you can use. Through real-world examples and interactive exercises, discover how to position AI as either a core differentiator or enabling technology based on your audience, market maturity, and competitive landscape.
Key takeaways include:
Whether you're marketing an AI-native startup or adding AI capabilities to an existing solution, you'll leave with actionable strategies to cut through the AI noise and connect with security buyers who've heard it all.
Venture capital partners are more than just a source of funding—they’re strategic allies with deep networks, industry insight, and marketing muscle. But are you fully leveraging that relationship? In this session, we’ll explore how cybersecurity marketers can turn their VC partnerships into powerful marketing engines.
From co-branded campaigns and thought leadership initiatives to event collaborations and product launches, we’ll cover real-world strategies for working with your investors to amplify reach, build credibility, and drive growth. We’ll also dive into best practices for communication, alignment, and setting mutual expectations—so you’re not just asking for help, you’re building a true marketing partnership.
Whether you're an early-stage startup or scaling fast, this session will give you actionable ideas and frameworks to bring back to your next VC check-in.
Key Takeaways:
As the cybersecurity landscape rapidly evolves in an AI era, so must the marketing structure and skills necessary for leaders and individual contributors for the modern marketing organization. This panel brings together leading CMOs from top cyber companies to share what are those top skills, how you can develop skills necessary to build stronger relationships with GTM teams, gain alignment cross-functionally and ultimately help you with career progression.
Knowing the impact when leveraging mentors and sponsors:
Growth-minded marketers are increasingly looking beyond traditional tactics and turning to the power of ecosystems—partnerships, channels, and alliances—to amplify reach and accelerate revenue. This panel brings together experienced partnership, channel, and alliance marketing leaders to unpack how these roles are reshaping the modern marketing playbook.
We'll explore how collaborative go-to-market strategies unlock new audiences, how co-marketing with partners delivers measurable impact, and what it takes to build programs that scale. Whether you're in brand, demand gen, or product marketing, this session will show how aligning with the partner ecosystem isn't just a nice-to-have—it's a powerful growth multiplier.
Ecosystem Marketing Drives Growth: Partnership, channel, and alliance marketing strategies are essential tools for marketers looking to scale their impact and accelerate revenue beyond traditional marketing approaches.
Collaboration Unlocks New Opportunities: Co-marketing and aligned go-to-market strategies with partners enable marketers to access new audiences, strengthen brand presence, and deliver greater value to customers.
Marketing Must Embrace Ecosystems: For marketers in any function—whether brand, demand generation, or product marketing—working within partner ecosystems is no longer optional; it's a strategic advantage for staying competitive and driving results.
