In today’s fast-paced security market, understanding how buyers choose tools and services is more critical than ever. Beginning in 2023, ActualTech Media surveyed hundreds of security professionals and decision-makers to uncover how they evaluate, select, and purchase new solutions.

This December, ActualTech will release the highly anticipated third edition of the Security Buyer Report—revealing 2026 buyer behavior, highlighting shifts since 2025, and equipping security marketers with insights to sharpen their messaging for an evolving market.

The report will debut live at CyberMarketingCon 2025 in Austin, where ActualTech Media will break down the findings and engage with attendees on how to better support busy security professionals in making informed decisions.

Webinars have become one of the most powerful tools in cybersecurity marketing—but not all are created equal. In this session, three veteran marketing pros share their insider knowledge on what makes webinars successful. This interactive session will explore best practices for planning, promoting, and delivering engaging cybersecurity webinars that resonate with technical audiences and drive measurable results.

From crafting compelling content to boosting audience engagement and maximizing ROI, our experts will provide practical tips and real-world examples you can put into action right away. Whether you’re new to webinars or looking to refine your strategy, this panel will equip you with proven tactics for success.

Liz Brink: From Conversations to Conversions: Leveraging LLMs to Deepen Customer Understanding in Cybersecurity

Cybersecurity marketers are sitting on a goldmine of untapped data: call recordings with customers and prospects. This session will explore how to leverage Large Language Models (LLMs) to analyze these transcripts at scale, uncovering critical insights into customer pain points, buying behaviors, and the true value proposition of your solutions. Attendees will learn practical techniques for using LLMs to build "problem trees" that can transform discovery, QBRs, objection handling, SEO strategy, and more, driving more effective marketing and sales alignment.

Maggie Miller: Meet Your AI Teammate: AI’s Role in Modern Marketing Teams

AI isn’t just a tool—it’s a teammate. In this session, we’ll explore how forward-thinking marketing leaders are creating digital twins of core roles—from content strategists to insights and planning leads—to simulate decisions, accelerate execution, and scale smarter. Drawing on real-world examples from a corporate marketing team's journey in cybersecurity, you’ll see how AI is reshaping our content lifecycle—from editorial planning to distribution—by acting as a strategic partner. This isn’t about shortcuts or automation hacks. It’s about using AI to elevate thinking, not just increase output. We’ll dive into how AI teammates can help scale content creation, optimize social media strategy, and stress-test messaging in real-time—unlocking speed and scale without sacrificing voice, quality, or trust.

Matt LaMontagne: Doubling Down on AI: How Bugcrowd Rewrote Its GTM Story

What happens when a company ditches the traditional lead-gen playbook and goes all-in on ABM? For Bugcrowd, it sparked a full-blown Go-To-Market transformation. 

In this session, we'll reveal how Bugcrowd unlocked the full potential of ABM to build a 100% account-based motion, break down silos between marketing and sales, and drive serious pipeline and revenue growth. From predictive intent and AI Email to Sales Intelligence, this is ABM in the real world, at scale, with results to prove it.

In cybersecurity, trust and clarity can’t wait behind gated forms or buried whitepapers. Buyers expect instant answers, seamless discovery, and proof that you understand their challenges—before they ever talk to sales. Yet too many cybersecurity websites still function like static brochures: traffic drops, conversion rates stall, and high-intent buyers leave without engaging.

This session explores how forward-thinking cybersecurity marketers are transforming their websites into AI-native growth engines. We’ll share how leading cybersecurity brands are using AI-powered search, dynamic content discovery, and real-time buyer engagement to deliver 7–10× higher conversions—while making every content investment work harder.

You’ll walk away with a playbook for:

Converting visitors through value-first, trust-driven engagement:

Your website is no longer just a marketing channel—it’s the front door to growth.

Let’s make sure it’s ready.