Stop by the Registration Desk on the 2nd Floor Foyer and pick up your badge, swag bag, official conference notebook, and official conference t-shirt!

Explore the Expo Hall, the Fun Station, and join one of the workshops that we have set up on Sunday!

Curious about Claude but not quite sure what to do beyond opening a chat and asking it questions? This hands-on beginner workshop is for you.

Designed specifically for cybersecurity marketers at CyberMarketingCon, this session will help you get comfortable using Claude for real marketing work — without requiring any technical or AI expertise.

We’ll cover the basics of how to work with Claude effectively, how to give it the context and direction it needs, and how to start using it across everyday workflows like research, campaign planning, content development, messaging, analysis, and more.

You’ll work through practical examples alongside other cybersecurity marketers and leave with ideas you can put to work immediately.

Bring your laptop and your corporate or personal Claude account. No AI expertise required!

Ready to move beyond one-off chats and start building repeatable AI workflows?

This hands-on workshop is designed for cybersecurity marketers at CyberMarketingCon who already use Claude and want to take the next step: turning the work you do repeatedly into reusable systems.

We’ll focus heavily on Claude Skills—what they are, when to use them, and how to build them around real cybersecurity marketing workflows. We’ll also explore more advanced ways to structure Claude around your work, connect context and resources, and create repeatable processes that can help you and your team work faster and more consistently.

Rather than spending the session perfecting individual prompts, we’ll think bigger: How do you teach Claude how you work once, then reuse that knowledge again and again?

Bring your laptop, your personal or corporate Claude account, and come ready to build!

Cybersecurity marketing is defined by constraint: dense jargon, complex concepts, and audiences who demand precision. The challenge isn’t a lack of creativity; it’s finding space to play, experiment, and make ideas feel truly memorable inside those constraints. This workshop is designed as a creative reset for marketers whose brains have been on “perform under pressure” for a little too long… or those who know they are over-relying on AI for tasks that used to feel fun.

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Using the bold, irreverent naming culture of roller derby as our playground—think Penelope Bruise, Hermione Danger, Momentum Mori—we’ll explore what happens when you step away from AI and lean back pure sporting instinct. We’ll treat derby naming as a proxy for branding; names must instantly signal identity, tell a mini-story, and provoke a reaction, just like the best campaigns.

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The workshop starts with a short individual warm-up to get people out of polished marketing mode and into free thinking. Attendees will quickly jot down the words, frustrations, and ideas that feel most “stuck” or overused in their day-to-day work—terms they’re tired of, value props that feel flat, or product areas that feel impossible to make exciting. This becomes our raw material.

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From there, we’ll move into guided prompts such as:* “If this product or problem were a derby skater, what kind of troublemaker would they be?”* “If you could lean into FUD as a joke, what would you really call this thing?”Participants will then work in small teams, remixing their raw material into surprising combinations: pairing technical jargon with unexpected metaphors, fusing emotional states with security concepts, and bending industry clichés until they become something stranger and more interesting. The focus is less on “getting it right” and more on seeing how far they can stretch a concept without compromising accuracy. Teams will, for example: - Take a word from someone else’s list and combine it with their own to create a new character or brand.- Build a “family” of three related derby names that could all be features of the same product.
Additional playful constraints will push their creativity further: limiting word counts, forcing a quick pivot from serious to absurd, or asking teams to defend a ridiculous name as if it were going into a boardroom deck. Each round builds on the last, moving from silly and safe to sharper and more deliberate.

As the workshop progresses, teams will converge on a brand concept and tagline born from this chaos—something that still nods to the original cybersecurity idea but now feels alive, specific, and ideally, fun to scream out loud.

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Throughout, we’ll surface the meta-lessons: how constraints can unlock creativity instead of shutting it down, and how embracing a bit of discomfort or a “bad idea” often leads to better ones.

Attendees won’t leave with a rigid framework or a perfect campaign. They’ll leave with at least one absurd-but-delightful concept, a renewed sense of creative confidence, and a reminder that even in a jargon-heavy, high-stakes industry, there’s room to play for points.

There will be NO NAPPING during this workshop, where everyone will stand up, talk, move around, and learn how to be a professional business “flirt.” We challenge both extroverts and introverts to come to this session and learn how to make in-person cold connections, find *the* person in the room you need to talk to, and qualify someone for a potential business relationship. Check out this video from our workshop at Cyber Marketing Con 2023. If you attended the 2023 workshop, come back again! This brand new workshop is loaded with new exercises.

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CyberMarketingCon 2026 Welcome Reception: Choose Your Own Character

Every adventure starts with a character. Who will you be?

We’re kicking off CyberMarketingCon 2026 and our theme, Create Your Own Adventure, by inviting you to dress as your favorite character—from literally anything. Anything!

Here's some ideas: Indiana Jones, a medieval knight, an enterprising elf, Taylor Swift, the CISO at the last company that you sold into, Steve Jobs, Skyrim guards, a boxer, or someone entirely of your own creation.

Go all out or come as yourself (if you’re your own favorite character, that's totally fine)!

Join us to meet fellow adventurers, reconnect with friends, and get the CyberMarketingCon conference started!

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FedRAMP 20x is triggering a wave of “it’s easier now!” messaging — and it’s going to backfire.

20x doesn’t magically reduce effort; it moves the burden upstream from documentation theatre into engineering reality: continuous signals, continuous change visibility, continuous vulnerability response. That shift changes what buyers need to hear, what proof they’ll ask for, and how your marketing and sales motions should work.

In this session, I’ll break down how we’re positioning FedRAMP 20x at 38North Security to create demand without overpromising: the narrative, the content architecture, the ABM approach, and the practical GTM assets that convert “confused & stalled” teams into discovery calls.

You’ll leave with messaging frameworks, a content blueprint, and a simple way to build credibility in a market that’s drowning in hot takes.

A strategic and highly practical session that challenges how Field Marketing is evaluated in an AI-driven world; not another “AI will help marketers be more efficient” talk. Field marketing has long been misunderstood as booths, swag, and badge scans. But it’s so much more than that. This session is not about AI tools. It’s focused on what actually drives results at events and how to use AI more effectively to prove the impact field marketers can have in business outcomes. Attendees will leave knowing exactly where AI helps field marketing scale, and where human judgment is still non-negotiable. Ready to challenge lazy marketing and elevate your thinking in the field?

In cyber, we could say AI is like any other buzzword that has been used too broadly before (ahem, cloud security and Application Security Posture Management (ASPM)). But that would be ignoring the fact that AI IS in fact pervasive, and we are all in new territory. Sometimes it feels like we all jumped in at the same time to join the startup that is ‘AI.’ So we can’t avoid incorporating it into our positioning.

What we can do is incorporate it effectively while staying true to our own core message.

To do this, we first need to reframe our positioning process to think like a startup and form a hypothesis. Then we need to figure out your angle in the AI landscape, using real stories of other companies that have succeeded and failed at doing this. The third step is a hands-on workshop where you will build a hypothesis with those learnings in mind, ending with a clear view of where AI belongs.

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They say the way to someone's heart is through their stomach. Well, the way to someone's wallet is through their diaphragm...

This talk is about the mechanics of humor in B2B. Why irony builds trust with skeptical buyers. Why parody signals you actually understand your market. Why self-deprecation (we named ourselves after the least effective martial art, after all...) makes people lean in instead of scroll past. And why none of it works if the product underneath is mid.

--- On OnlyScans, Toilet Paper, and Other Things That Outperformed Our Whitepaper....How Humor Took Aikido from Zero to Unicorn.

Messaging moves fast, and it moves even faster in cybersecurity. We have historically accepted that our messaging houses are always a little behind. And then we scramble every time a startup launches a new security product, a new CVE reframes the conversation, an analyst report contradicts what your team has been saying in the field, or frontier model providers ship a feature that will “kill the cybersecurity market”. Even with the best version control and distribution, the document you have living in Google Drive somewhere is not enough.

Our team decided to stop trying to maintain a group of documents and build an AI-powered, living messaging system instead.

We created a Claude skill that contains our canonical positioning and messaging. It lives in GitHub as markdown files, not in Google Drive as a well-designed document. Every marketer on the team has access to it through Claude, and whether they type “/review-messaging” or just ask Claude to draft something, the skill runs to make sure what they’re working on is on message.

When messaging needs to change, which in cybersecurity is all the time, anyone can submit a messaging update request through a Slack workflow. An AI agent reviews those requests, cross-references them against the current skill files, and opens a GitHub pull request with proposed updates. A human reviews and merges it, and then the skill updates for everyone.

We'll walk through what we built, how we built it, what broke, and what we're still figuring out. One of the questions we’ll answer is “When you make it easier to change messaging, does your messaging change more often?”. And we’ll share what it actually looks like when your canonical positioning is a GitHub repo with version history instead of a slide deck that nobody updates or looks at.

You don't need to be an AI expert to look like one. Three practical tactics that make your entire marketing team — and your whole company — think you've unlocked something nobody else has. Each takes under 3 hours to launch, works across your whole team, and drives real pipeline.

No coding, no AI background required.

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AI can get you to a first draft faster. Then comes the part that can eat up all the time you thought you saved: reviewing, revising, and trying to make it sound like something a credible human wrote. Even partially AI assisted works have many recognizable tells, including the "not X, but Y" construction, the notorious em dash saturation, vague or inflated claims, and dramatic fragments desperately trying to sound important.

Asking AI to "sound more human" doesn’t really fix the problem. The next draft may flow better but retain many of those telltale default patterns. And telling the model to “sound more human” often just produces a smoother version that still has AI fingerprints all over it.

In this fast-paced 15-minute session, you’ll see a live teardown of cybersecurity marketing copy and a practical, human-guided method for making that review process more focused and repeatable. Instead of rereading a draft and thinking, Something about this feels AI-ish, you’ll learn how to use AI to assist with the editing and concrete criteria for finding problem patterns, explaining why they weaken the copy, and proposing specific revisions for you to evaluate. All of which can strengthen even human written copy especially technical copy

The goal isn’t to eliminate every so-called AI trope. It’s to recognize when those patterns start piling up enough to undermine voice, credibility, and subject-matter expertise—and to spend your editing effort where it actually matters.

You’ve sponsored the booths, planned the dinners, and walked the expo halls. But what happens when you’re the one building the entire conference? Join Gianna Whitver for a behind-the-scenes look at building CyberMarketingCon—and what cybersecurity marketers can learn from creating an event that people choose to spend their time, budget, and travel days attending.

This session goes beyond booking a venue and finding speakers. We’ll explore the decisions that shape a conference before the first ticket sells: who it’s for, why it deserves to exist, how it supports your business goals, and what will make it worth coming back to. From programming and sponsorships to ticket sales and attendee experience, Gianna will share lessons from building a conference around a specialized community.

We’ll also get into the less glamorous—but essential—work: making the budget work, setting expectations with stakeholders, deciding where to invest, and figuring out what your team can realistically deliver. And we’ll talk about the difference between putting people in the same room and helping them genuinely connect.

Whether you’re considering a customer conference, partner summit, or industry gathering, come ready to think beyond the event checklist. The goal isn’t just to put on a conference. It’s to build something your audience would miss if it didn’t exist.

Independent doesn’t have to mean alone. This mixer brings together FAM professionals, freelancers, fractional marketers, consultants, and other independent experts working across the cybersecurity industry. Meet potential collaborators, exchange lessons from the field, and build a stronger network of people who understand the opportunities and realities of independent work.

What does it take to build a massive audience and turn that influence into a thriving business?
This panel brings together some of the most influential voices in cybersecurity to share how they built loyal communities, established powerful personal brands, and transformed their platforms into sustainable, full-time businesses.
From creating content that stands out in a highly technical industry to growing and monetizing an audience, landing meaningful brand partnerships, and building revenue streams beyond sponsored posts, these creators will offer an inside look at what it really takes to turn cybersecurity influence into a business.
Hear directly from the people who have built platforms that shape conversations, reach millions, and prove that a career in cybersecurity content can be much more than a side hustle.

Find your people at CyberMarketingCon. Held in our dedicated lounge in the Expo Hall aka Marketing Land, these hosted mixers bring together attendees with shared roles, challenges, and interests. Your host will help spark introductions and conversation, making it easy to form meaningful connections within your corner of the cyber marketing community.

Nonprofits & Friends of Nonprofits Mixer

Connect with the people using cyber marketing to advance important missions. This mixer welcomes nonprofit professionals, partners, supporters, volunteers, and anyone interested in helping nonprofit organizations grow their reach and impact. Come share ideas, discover potential collaborators, and meet others who believe in marketing for a cause.

Connect with fellow virtual attendees from around the world! Grab your favorite beverage, turn on your camera, and join an interactive networking session designed to make meeting new people easy.

Swap marketing ideas, discuss your favorite conference takeaways, and build lasting relationships with peers who understand the world of cybersecurity marketing and GTM.

Refuel, connect, and keep the energy flowing! Lunch will be served in the Expo Hall, giving you time to explore the booths, meet sponsors, catch up with new connections, and continue the search for your conference buddy.

Looking for people who share your interests? Grab a seat at one of our Birds of a Feather tables, organized around specific topics and areas of interest. It’s an easy, informal way to exchange ideas and enjoy lunch with even more folks who truly “get” your world.

Refuel, connect, and keep the energy flowing! Lunch will be served in the Expo Hall, giving you time to explore the booths, meet sponsors, catch up with new connections, drink some coffee, explore the treasure hunt and the Gacha machines, and continue the search for your conference buddy.

Have a burning challenge? Budget to deploy for 2027? Get to know the CyberMarketingCon expo hall and learn about specific vendors that can help with a guided walkthrough! Meet exhibitors, discover tools and services that could support your marketing goals, and collect coins along the way to use at the gacha machines.Let's meet outside the expo hall entrance (Moontower Hall). We will stop for approximately 1-2 minutes at each booth.It’s a great way to get oriented, start conversations, determine which vendors to spend more time with, and stock up on coins for more chances to play. Bring your curiosity and questions—you’ll leave ready to explore on your own.Here are the sponsors in the Expo Hall this year:

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Platinum Sponsors

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Content Workshop: Content Workshop helps ambitious brands turn expertise into stories, experiences, and systems. Through developing and deploying a brand storytelling system, we help cybersecurity brands demonstrate expertise, earn trust, and stand out in crowded markets. Website: contentworkshop.com

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CyberEdge Group: CyberEdge is the largest, fastest-growing marketing and research firm dedicated to serving cybersecurity marketing teams. CyberEdge is comprised of more than 50 veteran consultants with experience serving all IT security industry segments. CyberEdge gives you the edge you need to generate quality leads, shorten sales cycles, and defeat the competition. Website: cyberedgegroup.com

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Miscreants: Miscreants is a creative agency built for the cybersecurity industry. We combine practitioner-level cybersecurity expertise with performance-driven creative to help companies build awareness, earn credibility, and accelerate growth. We know the ecosystem at every level, practitioners, buyers, founders, investors, and analysts, and that perspective shapes everything we create. Website: miscreants.com

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Gold Sponsors

AdConversion: AdConversion helps B2B SaaS companies generate predictable pipeline through paid media. We combine hands-on execution with education, managing over $40M in annual ad spend while helping more than 11,000 marketers master paid media. Website: www.adconversion.com‍

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Influ2: Influ2 is a contact-level ABM platform that addresses a reality traditional account-based marketing ignores: people make decisions, not accounts. Ready to bring your ABM to the contact level? Website: www.influ2.com

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‍Informa TechTarget: Informa TechTarget connects global technology buyers and sellers through 220+ targeted digital properties—including Dark Reading, TechTarget Security, and Cybersecurity Dive—reaching 58 million audience members. Our unique and powerful set of capabilities including market intelligence, journalism, marketing solutions, and buyer intent data, drives breakthrough go-to-market success for leading cybersecurity companies. Website: informatechtarget.com

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ISMG: ISMG is an intelligence and education firm focused exclusively on Cybersecurity, Information Technology, and Artificial Intelligence. With over 2 million B2B subscribers worldwide, our global media properties, events, education outlets, and advisory services provide security professionals and senior decision-makers with industry and geo-specific news, research and intelligence. Website: ismg.io

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Silver Sponsors

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SponsorsBrand Makers: Brand Makers helps businesses build unforgettable brands through promotional products, custom merchandise, company stores, kitting, fulfillment, and on-site activations. From trade shows and employee onboarding to client gifts and recognition programs, we create branded experiences that people use, remember, and enjoy every day together. Website: brandmakers.com

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DELVEin (formerly Delve Risk): DELVEin delivers verified intelligence on enterprise decision makers, helping go-to-market teams understand who they're engaging with before the meeting starts. Born in cybersecurity and built on OS-INT research, DELVEin is expanding across the executive landscape, equipping sales and marketing teams with real insight into the leaders shaping today's enterprises. Website: www.delverisk.com

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‍DemandView: DemandView is a Chicago-based content syndication and B2B lead generation company. It differentiates itself through AI-driven enrichments, including cell phone data provided at no extra charge to boost conversion rates, and EngageSMS, a lead-nurture feature that follows up with leads via SMS as an alternative to email-based nurture. Website: demandview.aiDemandWorks: For more than a decade, DemandWorks has helped B2B brands and agencies turn content into conversations and conversations into customers. Through AI-powered syndication, account-based advertising, conversational email, and intent-driven targeting, we help technology, SaaS, and enterprise marketers reach and engage the buying committees that matter most, driving measurable pipeline growth. Website: www.dwmedia.com

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‍Energize Marketing: Energize Marketing helps B2B technology marketers power their pipeline through audience intelligence, demand generation, ABM, custom content and research, webinars, and experiential programs. Combining access to verified decision-makers with authoritative content and behavior-informed activation, Energize helps cybersecurity, fintech, and enterprise technology brands engage the right buyers and drive measurable results. Website: www.energize-marketing.com

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‍EngageTech: EngageTech is a B2B sales acceleration company specialising exclusively in technology and cyber. We combine a proprietary buyer database, AI agents and elite SDR talent to deliver guaranteed pipeline outcomes. Founded in 2009, 1,700+ customers served, 8 global offices, 160 employees, 14 languages. Website: www.engagetech.io

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‍GatherHQ: Gather allows marketing teams to run market research and customer research instantly. Test message/positioning, create thought leadership content, or conduct competitor analyses in minutes. Website: gatherhq.com

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Hacker Valley Media: Hacker Valley Media is a creative media agency at the intersection of cybersecurity and entertainment. Founded by cybersecurity practitioners, we create podcasts, livestreams, video series, live events, and thought leadership that make cybersecurity approachable and engaging, bridging the gap between technical expertise and imaginative storytelling for audiences of all backgrounds. Website: hackervalley.com

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Hill & Partners: For over 30 years, we’ve been focused on supporting our clients with all of their event and trade show needs: planning, solving challenges and building long-lasting relationships. This is how Our People Become Your People. Website: hillpartners.comLogicLogicMagic: LogicLogicMagic® blends creative philosophy with proven growth strategy. We specialise in brand and demand generation for technology companies, with deep cyber expertise – having worked with Okta, Cloudflare, Axonius, Zscaler and OpenText Cybersecurity. We partner with marketers who know that creativity isn't a nice-to-have; it moves audiences from awareness to action. Website: www.logiclogicmagic.com‍

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Navattic: Give your prospects a modern buying experience. Use Navattic's agents, demo automation, and interactive demos to let users explore your product on their own schedule. Website: navattic.com

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ProExhibits: ProExhibits is a women-owned exhibit and event solutions company based in the heart of Silicon Valley, with over 35 years of experience delivering custom and rental exhibits, permanent environments, and full turnkey services. Trusted by top brands like Dropzone AI, ManageEngine, and Veracode, we are an established experiential build partner for the cybersecurity industry. Website: www.proexhibits.com

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‍SANS: SANS stands to empower cybersecurity professionals with the practical skills and knowledge they need to make the world a safer place. Our mission and vision guide every decision we make, ensuring our programs remain rigorous, relevant, and focused on real-world cybersecurity impact. Website: sans.org

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Sequel.io: Sequel.io turns webinars and video into a GTM engine. Host live & on-demand video right on your website, where what people watch and ask connects with first-party site behavior. Then Sequel's agents turn that context into programs, content, and personalized follow-up. Trusted by Orca Security, Riskified, Vercel, & more. Website: sequel.io

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Sharper B2B Marketing: Sharper B2B Marketing is a full-service marketing agency specialising in the B2B tech industry. Thanks to our unique blend of Fresh Ideas & Firepower, we have the expertise, industry know-how and fearless creativity to deliver top-calibre marketing programs to make you and your B2B marketing sharper. Website: sharperb2b.com

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Storylane: Storylane is the #1 rated demo automation software, trusted by 5,000+ marketing and sales teams to simplify B2B buying and selling: build guided demos, sandbox environments, and Hubs with Demo Suite. Train RepX, our AI chatbot, to engage inbound buyers, answer product questions, and hand off qualified leads. Website: www.storylane.io

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‍The Pipeline Group: The Pipeline Group (TPG) helps B2B technology companies build predictable pipeline through data, AI, technology, and elite revenue development. Its Pipeline Operating System and TPG Terminal platform provide real-time visibility, operational discipline, and measurable revenue performance, enabling revenue leaders and private equity operating partners to drive predictable growth. Website: www.thepipelinegroup.io

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‍Unboxed Experiences: Built for field and ABM marketers. Unlike vendors that ship and host, Unboxed Experiences builds anticipation from the moment guests register: teasers, live box tracking, countdowns, hands-on moments like smoking your own whiskey. Give prospects and partners reasons to attend. Scan at our booth for a free $200 experience box. Website: unboxedexperiences.com

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Userled: Userled is the agentic ABM platform for enterprise-first marketing teams. It turns CRM and intent data you own into personalized microsites, LinkedIn ads, and sales plays – built, launched, and optimized by governed AI agents. Marketers set the strategy and agents run the motion, so lean teams can operate at enterprise scale. Website: www.userled.io

Make the most of your CyberMarketingCon experience with these complimentary experiences. Reserve your spot in advance—or stop by to see if a walk-in time is available.

Podcast Studio

Record a podcast, interview, or video in a private, professional studio. Four microphones and an AV technician are included, so all you need to bring is your idea. Walk-ins are welcome when the studio is available.

One-on-One Expert Consultations

Get complimentary, personalized advice from experienced professionals—including cybersecurity industry analysts. Book a session to discuss marketing, channel strategy, graphic design, career strategy, your LinkedIn presence, or the cybersecurity market.

Professional Headshot

Refresh your LinkedIn photo, speaker profile, or professional bio with a polished new headshot. Visit the headshot studio in the Expo Hall, located behind the Fornix Marketing booth. Walk-ins are welcome when space is available.

Fun Station & Postcards

Add some personality to your conference badge with stickers, supplies, and badge ribbons—or write and mail a postcard to someone back home. Stop by the Fun Station in the Expo Hall aka Marketing Land whenever you’re ready for a creative break.

Stop by the Registration Desk on the 2nd Floor Foyer and pick up your badge, swag bag, official conference notebook, and official conference t-shirt!

Good morning, CyberMarketingCon! Join us at 8:00 AM for complimentary coffee and breakfast, catch up with fellow attendees, and explore the booths in the Expo Hall, aka Marketing Land!

We’ll have a set number of breakfasts ready to welcome you, available first come, first served while supplies last.

There’s plenty to explore: send a postcard from our fun station, drop in for a fresh headshot, catch content on the Expo Hall stage, or settle into a seat for networking and meetings. Come grab a bite and start the day with us!

How do you get someone to open a door, bend a rule, or trust a stranger? Magicians, con artists, and social engineers have spent generations figuring it out.

In this funny, interactive keynote, Brian Brushwood (host of Discovery's Scam School and National Geographic's Hacking the System) takes you on a fun, funny tour inside the attacker's mindset. Through stories and demonstrations, he explores how trust, urgency, authority, and familiarity can be used to steer decisions, and why smart people are still vulnerable to a convincing story.

For cybersecurity marketers, it's a look at the human behavior behind the headlines: how believable deception gets constructed, why it works, and how understanding those mechanisms can help us recognize manipulation. Expect a talk that's fun, funny, and just a little bit dangerous.

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Most growth marketing sessions focus on channels, tools, or that magic campaign that'll solve everything. This isn't one of them.

In this session, Nicole Gates, VP of Global Growth Marketing at Varonis, shares the three things she found actually determine whether your growth team scales or stalls: the metrics you choose to optimize for, the people you hire (and why), and the culture that makes growth at the center of everything you build.

Because real growth happens when your strategy becomes shared thinking and your team can carry the vision without you in the room.

This session is for marketing leaders at every stage of building - whether you're making your first growth hire, restructuring a team that's outgrown its design, or trying to figure out why a talented team isn't producing the results the strategy promised.

In Q1 2026, CIS launched its first-ever flagship campaign, Secure by Design, and the results rewrote our marketing playbook. In one quarter: 96% engagement rate to our campaign landing page, 85% audio completion rate, 3,000+ guide downloads, 1,400+ leads, and 900k+ paid media impressions. None of it happened by accident. This session is a candid, step-by-step breakdown of how we built an integrated paid, owned, and earned campaign around a single idea and made it work for two completely different audiences simultaneously. You’ll leave with a replicable framework, the lessons we learned, and the one number that surprised us most.