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!
In a world of infinite content and algorithmic sameness, reach is cheap — but resonance is rare. Today's best brands aren’t just selling products — they’re building worlds.
Don Jeter is the Chief Marketing Officer at Torq, one of cybersecurity’s fastest-growing startups. Recently featured in Forbes for building one of the industry’s most distinctive and disruptive brands, Don brings a world-builder’s mindset to B2B marketing. He sees brand as the most overlooked moat in business — built on belief, not features. It makes products memorable, customers loyal, and competitors irrelevant.
In this talk, Don will share how intentional world-building, emotional architecture, and creative conviction can transform your brand from a marketing function into a long-term strategic advantage.
You don’t need to be an engineer to build tools anymore. And if all you're using AI for is to ask for a pretty picture, you're using AI wrong. Today, to build an app, you need a laptop, a little audacity, and a few prompts. Whether it’s a budget tracker, a viral mini-site, a custom image generator, or a lead magnet disguised as a game, marketers can now create attention-grabbing apps without ever opening VS Code (if you even know what that is). This talk is about turning your ideas into reality with AI. We'll show you how to vibe code everything from scrappy internal tools to slick public-facing apps that drive pipeline, all without waiting on dev resources or asking for permission. The bar is on the floor, and if you're not taking advantage of these tools, you're falling behind. We'll pickup the keyboard and walk through how you can vibe code your way into your next promo.
Your product solves a real problem. Your campaign looks great. But the engineers and red teamers you're targeting call it "fluff," "immature," or "just another buzzword wrapper."
So what gives? Let's be real: I've seen cybersecurity campaigns that look beautiful and say absolutely nothing. As an award-winning red teamer turned solutions architect with a background in marketing, I know exactly why your technically-minded audience is ghosting your content—and I’m here to show you how to fix it. In this brutally honest session, we’ll bridge the gap between marketing teams and technical buyers who don’t owe you their attention. I’ll walk you through why your messaging isn’t landing, what practitioners like red teamers, engineers, and CISOs are actually looking for, and how to rebuild trust and relevance without relying on buzzwords, overpolish, or ghostwritten fluff. We'll case study real cybersecurity campaigns-the good, the bad, and the cringey-to highlight how technical buyers evaluate credibility, maturity, and trust at a glance. Then I'll share battle-tested strategies that I've personally used to help vendors go from being ignored on the show floor to closing deals through practitioner-aligned messaging. Whether you're building thought leadership, launching a product, or trying to get internal buy-in from engineering, this talk will give you the playbook for building messaging that resonates and converts.
Key Takeaways:
[My Sniff Test Scorecard to evaluate your own messaging before you ship it] maybe still in dev
We talk to CISOs, but practitioners decide whether your product wins. In this fast, framework-first session, Nick Muy breaks down the real people in cybersecurity—SOC analysts, SecOps, AppSec, GRC, vuln management, threat intel—and shows how their goals, pain, and daily workflows differ across industries (FSI vs. SaaS vs. retail/CPG).
We’ll map who buys, who uses, and who champions, then connect it to how boards and audit committees actually see security. You’ll learn why standards and regulatory pressure (think PCI DSS and its ripple effects) create urgency, how to align messaging with the right operator persona, and where value creation really starts.
Expect vivid “from the trenches” vignettes, simple visuals you can steal, and a clear path to refine ICP, packaging, and sales motions—so you stop pitching to a monolith and start winning real deals with the humans who matter.
In today’s fast-paced digital landscape, the confluence of marketing expertise and cybersecurity acumen is emerging as a cornerstone of effective business leadership.
Drawing on my personal journey—from a product marketer to the CEO of a dynamic organization—this paper explores how the principles of marketing and the imperatives of cybersecurity have been integral in shaping my professional evolution and strategic vision.
I detail how early experiences in product marketing instilled a customer-centric and data-driven mindset, while my immersion in cybersecurity highlighted the critical need for resilient, trust-based operations. Together, these disciplines have informed a business model where marketing is not just an afterthought but the fulcrum around which innovation, brand integrity, and security converge.
This narrative aims to spark a broader discussion on the symbiotic relationship between marketing and cybersecurity, and how their integration can drive sustainable growth and competitive advantage in an increasingly complex digital world.
Marketing as the Foundation of Business Strategy Marketing isn’t just about promotion—it’s about deeply understanding customers, their pain points, and their decision-making processes. A strong marketing foundation helps shape product development, sales strategies, and overall company positioning. As a CEO, leveraging marketing as a central pillar ensures that every business decision is made with a customer-first perspective, leading to stronger product-market fit and sustainable growth.
Key Takeaways
Cybersecurity as a Trust-Building Mechanism In an era where data breaches and AI-driven fraud are rampant, cybersecurity is no longer just a technical concern;it’s a brand imperative. A company’s ability to communicate trust, security, and resilience can be a key differentiator in the market. My background in cybersecurity has reinforced the importance of proactive risk management, transparency, and customer education in building long-term trust with clients and stakeholders. The CEO as a Marketer and Risk Manager The transition from product marketer to CEO revealed that leadership is about balancing growth and protection. A CEO must be both a storyteller—articulating a clear and compelling vision—and a risk manager, ensuring that the company’s foundation is secure. Integrating marketing and cybersecurity principles enables a CEO to scale a business effectively while maintaining the integrity and trust necessary for long-term success."
Thinking about launching or scaling your customer advocacy program? Wondering how to seamlessly integrate the engagement power of your community platform's gamification and functionality to fuel that advocacy? This session is designed specifically for customer marketing, customer advocacy, and community management professionals who are ready to break down silos and create a unified, high-impact customer experience across all their programs. Learn how to act with more confidence, direction, and strategy by discovering innovative ways to connect your community platform with your advocacy initiatives. We'll explore how to leverage gamification, discussions, and community features to identify, nurture, and reward your most passionate customers, turning them into powerful brand advocates. Discover how this integrated approach not only enhances the customer journey but also delivers significant marketing results without requiring a massive budget increase. Walk away with actionable insights and inspiration to unify your customer programs, supercharge your advocates, and achieve a greater return on your existing investments.
Strategies for Seamless Integration: Attendees will learn concrete methods and best practices for effectively integrating their community platform's features (like gamification) with their customer advocacy programs to create a unified and engaging experience. Maximizing Existing Investments: Participants will discover how to leverage their current community platform and existing customer base to build and scale a powerful advocacy program without significant new financial investment, aligning with the need to control costs. Turning Community Engagement into Advocacy: Attendees will gain insights into how to identify, nurture, and reward engaged community members to become active brand advocates, amplifying their marketing reach organically and cost-effectively. Creating a More Impactful Customer Journey: The session will demonstrate how a unified approach to community and advocacy enhances the overall customer experience, fostering stronger loyalty, driving greater engagement, and ultimately leading to better marketing results.
I'll share how our marketing team at Wiz uses AI in our daily work. No theory, just practical stuff we've learned. I'll walk through our internal processes, our prompt library, and how we train the team to use these tools effectively.
One of the biggest challenges of marketing teams is enabling and empowering everyone to use more AI (for everything), but we managed to solve it at Wiz. You'll see real examples like how we used Claude and Midjourney to quickly create 70+ themed items for our "WizMart" grocery store booth at RSAC, and how we used Bolt to build full website mockups in a fraction of the usual time. This is about concrete ways to make yourself and your colleagues from the marketing team more productive using AI.
How to build a prompt library that actually gets used:
Real examples of AI-powered projects that saved us weeks of work
How to train your team to write effective prompts without becoming AI experts:
Everyone talks about Product-Market Fit (PMF) as the milestone to watch. But for B2B founders—especially in complex categories like cybersecurity—PMF is not the signal to scale. Instead, it's the point where a new challenge begins: can this product be sold repeatably, by someone other than the founder?
In this session, we break down the myth of PMF and the chaos that follows when founders scale prematurely. You'll walk away with a framework for testing repeatability, validating your GTM, and building a sales engine that actually works—before hiring the wrong team or burning through cash.
>Why PMF doesn't equal repeatable revenue (especially in B2B) >The hidden stage between PMF and scale: the repeatability gap >How to test sales motion before building your sales team >Common growth-stage pitfalls and how to avoid them >What "founder-product fit" and "sales-model fit" really look like
Building a Signal-Led GTM Playbook with an AI Stack
Let's set the stage: Everyone is still talking about how the MQL model doesn't work anymore, isn't sustainable for business growth, and isn't optimized for how the buyer's journey has completely changed. So (most) teams started to dabble in demand generation, and shook up the industry with a model that prioritizes building real demand/pipeline together with your GTM team, not collecting PDF downloads to pass to an SDR immediately.
2024-2025: Here's where things took a wild, but exciting turn in the past year. DG strategies are built around creating multiple touchpoints in a buyer's journey to educate them, provide value, evangelize your POV, and ultimately make them want to consider your product once it comes time to buy.
Sure, you can track those touchpoints and tell a cohesive customer journey story once a deal closes, but what are you doing with all of those touchpoints to make your GTM engine even more efficient/strategic in capturing and converting that demand faster?
Oh, and your leadership/board came knocking at your door, asking how you're using AI??
Enter: Signal-Led GTM with an AI Stack. This is built on the foundation of demand gen and ABM, but evolves into a playbook that creates and captures buying signals using AI tools (like Hockeystack) that can automatically feed high-intent accounts into your sales machine (outreach, direct to SDR/AE) with the appropriate sequences ready to go based on their signals.
So much more to unpack here, but we really want to share the playbook that we have built and evolved over the past two years, which we know is the now and future.
Here are the key questions we can answer & insights we can give:
Building a cybersecurity startup isn't just about having a good idea or great technology, it's about thinking clearly in a highly complex, fast-moving, and crowded environment. In this talk, we'll explore the mental models and first-principle thinking frameworks cybersecurity founders can use to make strategic decisions, identify real opportunities, and avoid common pitfalls. We'll examine how to think about market structure, buyer psychology, product wedge, and long-term defensibility through reusable lenses that apply across different segments of the industry. Rather than focusing on trends or one-off tactics, this session is about how to reason from fundamentals - how to choose what to build, how to position it, and how to design a company the market rewards. Whether you're early in your journey or already scaling, this session will help you replace guesswork with clarity and pattern recognition. You'll walk away with strategic models that can be applied to navigate pricing, product-market fit, ecosystem dynamics, and go-to-market choices more effectively.
> Gain 10+ mental models that can be used to think through product, market, and strategy decisions as a cybersecurity CEO > Learn how to apply first-principle thinking to complex go-to-market and product development choices, especially in crowded categories > Understand how to identify high-leverage opportunities using concepts like data gravity, control points, and ecosystem positioning > Discover how to avoid common traps by seeing the invisible incentives driving buyers, partners, and competitors
