This SEO workshop is ideal for content marketers or digital marketers that know the basics of search engine optimization, but want to dig deeper into building an enterprise SEO strategy and mastering technical SEO. This session will cover essential skills, strategies and tools for managing an SEO program in house, and will share a number of tips related to search engine crawlability and discoverability, keyword research, content strategy, domain authority and technical website health. The session will also detail challenges unique to marketers working with B2B cybersecurity brands. Participants should come prepared to follow along with a laptop as we walk through a typical SEO audit, discuss high-value priorities and outline a long-term strategy.

This session will explore how leaders in cybersecurity can leverage social media platforms to become influential voices in the industry. From crafting compelling narratives to engaging with your audience authentically, learn the strategies that can turn founders and CEOs into recognized and respected figures online. Whether you’re just starting out or looking to refine your social media strategy, this session will provide you with the tools to elevate your digital presence and make a lasting impact.

Everyone wants to call themselves a thought leader and be an "influencer," but no one wants to work to be a thought leader. And, I'll be honest. I hate the word influencer, and so do the experts you're working with. In this session, we'll explore working with industry leaders who not only bring credibility and trust but also offer deep insights and innovative perspectives that can elevate your product's reach.

To take it a step further, we'll share how we used industry experts as part of a more cohesive launch and are still using those posts months later as some of most powerful ads, DMs from sales reps, and references in email.

As the digital landscape evolves, so do the threats that compromise personal and organizational security. In response, transformational security technologies—such as advanced encryption methods, phishing-resistant authentication, and AI-driven threat detection—have emerged as critical tools in safeguarding data and privacy. But what does it take to drive mass adoption of these technologies? Major transformation hinges not solely on their technical merits but significantly on effective marketing strategies that drive consumer awareness and acceptance.

In this session, a PR-pro turned CMO will share how marketers can bridge the gap between complex technical innovations and end-user understanding through looking at her own experiences steering two major industry shifts: the EMV chip migration and the transition from passwords to passkeys. She will explore the strategies her team utilized, including building industry-wide consensus, getting multi-stakeholder buy-in, developing concise and consistent messaging, and implementing tactical PR to drive mass adoption.

This session will provide valuable insights into the intersection of marketing and technological innovation, and inspire you to harness the full potential of strategic communication in driving industry transformation.

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

I'm Jon Selig: Half salesguy, half-stand-up comic, and all parental disappointment. The only thing colder than leads from trade show badge scans... ...are marketers' feet when trying to stand-out in a sea of cybersecurity sameness. Cyberattacks are to be taken seriously - but it doesn't mean humor should be avoided when it comes to educating and informing prospects how your company prevents them. Comedians use processes, skills, and methods to: 1) Understand their audiences 2) Relate to them by quickly highlighting their pains & challenges 3) Elicit emotional reactions that earn attention and time Join me for a hands-on workshop, where I’ll share with attendees how: - How tasteful, hyper-relevant humor impacts prospects and be used to stand out from the noise - Why we laugh at things - To transform a painful challenge you solve for your target persona into short-form, icebreaking hyper-relevant humor that gets them saying “that’s funny because it’s true” - How it can be deployed and exploited across sales & marketing channels

Securing funding is one of the most critical challenges for founders and CEOs in the cybersecurity industry. This panel brings together seasoned venture capitalists and successful founders to discuss the current investment landscape and what it takes to attract and secure funding in today’s market. From understanding investor expectations to positioning your company for growth, this session will provide actionable insights and strategies to help you navigate the complex world of venture capital. Whether you’re looking for your first round of funding or scaling with additional investments, this panel will offer invaluable advice to propel your business forward.

Are you ready to move beyond impressions and views to justify budget and resources? Join this session to explore how to shape quantitative analysis where only vibes and anecdotes exist now. With a spreadsheet in her heart and a sassy comment in her mouth, Pam will share her experience in Decision Sciences to walk through real-life examples in developing success measures like analyst report ROI and marketing program performance.

In today’s saturated podcast landscape, finding and thriving in a niche can be challenging and immensely rewarding. Join Kristin Demoranville, the visionary founder and CEO of AnzenSage and host of the Bites and Bytes Podcast, as she takes you on a journey through the creation and growth of her unique Podcast focused on the intersection of cybersecurity and the food industry. 

Launched in October 2023, the Bites and Bytes Podcast has rapidly gained traction, being listened to in 65 countries. This session will explore the strategies and insights behind starting a niche podcast within the cybersecurity sector. Kristin, who is not a marketer but a self-taught podcaster, will independently share her experiences, challenges, triumphs, and failures in producing, editing, and marketing her Podcast. 

Learn how she identified a crucial gap in the industry dialogue—cybersecurity in the food sector—and turned it into a compelling and accessible conversation that bridges two often overlooked areas. Attendees will gain valuable insights into the importance of following their instincts, embracing the discomfort of putting themselves out there, and the impact a well-targeted podcast can have. 

Discover how the Bites and Bytes Podcast has created a larger conversation about food industry cybersecurity, served as educational material for ESG graduate coursework at Northeastern University, and contributed to NATO’s cybersecurity food resilience training.

Category creation is a favorite topic among AR professionals, but has anyone ever attained it to obtain the ultimate differentiation that was originally imagined? Rarely that has been the case. But are there alternatives to it? There's a better way to achieve the same goals of creating distinction in front of the analysts and the entire market. Let's explore the meanders of this conundrum together in this session.