We will take people from the audience and build their entire GTM motion from start to finish, TAM, messaging, contact data, and everything else you need to hit the ground running in 60 minutes. Will ask them who they sell to, what their product is, and build the entire thing in Clay using AI to craft messaging and qualification triggers, and then pull all the contact data and validate it in less than an hour.

What you will learn:
What high-impact activities to focus on to build brand awareness and credibility.

The value of multi-pronged campaigns – the relevant content and distribution channels that drive results without breaking the bank.

The importance of building social media advocacy within an organization and among external stakeholders.

 How to demonstrate the value of Marketing to company leaders and increase resources and budget allocation.

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The media landscape isn’t just evolving—it’s being completely rewritten. In the wake of the Trump administration, the rise of hyper-partisan platforms, a growing distrust in traditional institutions, and shifting media business models, the rules for engaging with the press have changed dramatically. For PR and marketing professionals in cybersecurity—a field where trust, credibility, and authority are everything—understanding how to navigate this new environment isn’t optional, it’s essential.

This panel, moderated by a PR veteran with deep experience in cybersecurity communications, brings together seasoned marketers and communicators from leading cybersecurity companies to unpack how today’s media ecosystem works—and how to make it work for you.

We’ll explore how legacy media no longer monopolizes the narrative, and why your next media “hit” might come from a journalist’s Substack, a LinkedIn influencer with 100,000 followers, or a podcast host with niche authority over your exact target buyer. The media gatekeepers have multiplied. Newsletters, podcasts, and personality-driven platforms now command audiences that rival—if not surpass—those of traditional outlets. Meanwhile, influencers with credibility in tech and security circles can drive just as much impact as journalists.

We'll examine how this shift is impacting cybersecurity coverage specifically. Traditional outlets are shrinking their security desks or folding them into broader tech beats, while independent creators are gaining traction by offering deep-dive coverage and opinion-driven analysis that resonates with technical audiences and decision-makers alike. We'll also look at how the mainstreamization of cybersecurity news—fueled by nation-state hacks, ransomware headlines, and election interference—has raised the stakes for how brands show up in media conversations.

From there, the discussion will turn tactical: How do PR and marketing teams in cybersecurity adapt to this fragmented, personality-driven ecosystem? What should outreach look like when targeting newsletter writers, LinkedIn voices, and podcast hosts? How do you balance relationships with traditional reporters versus new media creators? And what does success look like when impressions aren’t the only metric that matters?

Panelists will share firsthand examples of media strategies that work in this new environment, from co-creating content with influencers to rethinking media training to prepare spokespeople for non-traditional formats.

Attendees will walk away with tips on:
- How to build and nurture relationships with independent creators, influencer-analysts, and newsletter and podcast editors and publishers.
- How to map media targets to your buyer personas—because your customers might be reading different sources than you think.
- How to measure PR success across legacy and emerging media channels, including how to define ROI from newsletter placements or podcast interviews.
- How to get buy-in internally for engaging with “non-traditional” voices—especially in risk-averse environments.

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This session is designed for those interested in launching a Customer Marketing Pillar within their company, or for those looking to revitalize an existing program that isn't growing. The focus will be on Building and Launching a Customer Marketing Program: Your 30, 60, 90-Day Action Plan, providing actionable steps to drive success.        

Program Success Essentials:
Key elements for program success include strong leadership support, goal setting, and alignment, as well as consistent program measurement and reporting to track progress.
Customer-Centric Focus: Prioritizing customer engagement, advocacy, and rewards ensures a customer-driven approach that aligns with overall program goals.
Sustainability & Education: Program sustainability is crucial, alongside providing value through education to ensure long-term effectiveness and continued customer loyalty.

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