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!
Selling cybersecurity into Government, Healthcare, and Education (GHE) requires more than great technology—it demands the right partnerships. Channel ecosystems shape how solutions are positioned, procured, and scaled. The ability to engage, enable, and empower partners often makes the difference between short-term wins and long-term growth.
In this session, we’ll explore the strategies behind building and sustaining high-impact channel partnerships. From aligning with mission-driven distributors and resellers to designing joint go-to-market motions that resonate across GHE sectors, you’ll learn practical approaches that drive measurable sales outcomes. These Industry Leaders will share how their partnership has delivered incredible success, offering lessons you can apply to accelerate your own growth.
How do you capture the attention of a government customer in a flooded market where trust, compliance, and credibility are non-negotiables? This session will explore what companies often overlook when trying to break into the public sector—like having proper certifications, understanding procurement expectations, and showing up at the right places. Featuring experts in legal strategy, marketing, communications, and government acquisition, this panel will walk through the foundational elements your business must have in place even to be considered—and how to go from being one of many to a must-have partner.
Key TakeawaysTrust is the Entry Point, Not the Bonus. In government contracting, credibility, compliance, and certifications are prerequisites—not differentiators. Companies must meet these standards just to get in the door.
Know the Rules Before You Play. Many businesses underestimate the importance of understanding government procurement processes, which can derail efforts before they even begin.
Visibility is Strategy. It's not enough to have a good product—companies must be seen in the right spaces, at the right time, by the right people in the government ecosystem.
Cross-Disciplinary Readiness is Key. Legal, marketing, comms, and acquisition experts all play critical roles in preparing a business to successfully engage government customers.
From Vendor to Vital Partner. The path to becoming indispensable starts with strategic preparation, but success lies in building trust-based relationships that position your business as a must-have solution, not just an option.
Everyone claims their product is "AI-powered" – but what does that actually mean to buyers, and how do you position AI features without falling into meaningless buzzword territory? In this hands-on workshop, Andrew Stiefel, Senior Product Marketing Manager from Endor Labs, will guide you through the critical decisions that shape effective AI positioning in cybersecurity products.
You’ll learn when AI is truly the product, when it’s just a feature or enabler—and why confusing an agent with an MCP server can kill your credibility. We’ll dig into when to give AI a personality (and when not to), how to navigate the technical skepticism of security buyers, and why “AI-powered” might be the worst phrase you can use. Through real-world examples and interactive exercises, discover how to position AI as either a core differentiator or enabling technology based on your audience, market maturity, and competitive landscape.
Key takeaways include:
Whether you're marketing an AI-native startup or adding AI capabilities to an existing solution, you'll leave with actionable strategies to cut through the AI noise and connect with security buyers who've heard it all.
Venture capital partners are more than just a source of funding—they’re strategic allies with deep networks, industry insight, and marketing muscle. But are you fully leveraging that relationship? In this session, we’ll explore how cybersecurity marketers can turn their VC partnerships into powerful marketing engines. From co-branded campaigns and thought leadership initiatives to event collaborations and product launches, we’ll cover real-world strategies for working with your investors to amplify reach, build credibility, and drive growth. We’ll also dive into best practices for communication, alignment, and setting mutual expectations—so you’re not just asking for help, you’re building a true marketing partnership. Whether you're an early-stage startup or scaling fast, this session will give you actionable ideas and frameworks to bring back to your next VC check-in.
Key Takeaways 1) How to Leverage Your VC’s Marketing Resources - Discover the often-overlooked marketing assets VCs bring to the table—from content distribution channels to brand credibility—and how to tap into them effectively. 2) Frameworks for Collaborative Campaigns - Learn how to co-create content, events, and PR initiatives with your VC partners to extend your reach and amplify your message. 3) Best Practices for Communication and Alignment - Get actionable tips on how to structure updates, set expectations, and keep your VC partners engaged as strategic marketing allies—not just investors. 4) Real-World Examples of High-Impact Partnerships - See case studies of cybersecurity companies that have successfully teamed up with their investors for impactful marketing outcomes.
As the cybersecurity landscape rapidly evolves in an AI era, so must the marketing structure and skills necessary for leaders and individual contributors for the modern marketing organization. This panel brings together leading CMOs from top cyber companies to share what are those top skills, how you can develop skills necessary to build stronger relationships with GTM teams, gain alignment cross-functionally and ultimately help you with career progression.
Key Discussion Topics· What are the key marketing roles for driving growth in the AI Era· What are the key skills CMOs are looking for· How do CMOs build a culture of continuous learning· Knowing the impact when leveraging mentors and sponsors
Traditional channel resale motions are fading, while cloud marketplaces, alliances, and value-added services are reshaping how products reach customers. In this panel, leaders across the ecosystem will dive into what it takes to succeed in this evolving environment—from packaging solutions with partners, to leveraging marketplace consolidation, to creating “better together” stories that resonate with buyers. We’ll explore how to make products stickier by aligning them with adjacent technologies and services, and why ecosystem messaging is no longer optional—it’s critical. Expect candid takes on what’s working, what’s obsolete, and how to prepare your GTM strategy for the next wave of inorganic sales and partnerships.
Growth-minded marketers are increasingly looking beyond traditional tactics and turning to the power of ecosystems—partnerships, channels, and alliances—to amplify reach and accelerate revenue. This panel brings together experienced partnership, channel, and alliance marketing leaders to unpack how these roles are reshaping the modern marketing playbook. We'll explore how collaborative go-to-market strategies unlock new audiences, how co-marketing with partners delivers measurable impact, and what it takes to build programs that scale. Whether you're in brand, demand gen, or product marketing, this session will show how aligning with the partner ecosystem isn't just a nice-to-have—it's a powerful growth multiplier.
Key TakeawaysEcosystem Marketing Drives Growth: Partnership, channel, and alliance marketing strategies are essential tools for marketers looking to scale their impact and accelerate revenue beyond traditional marketing approaches.
Collaboration Unlocks New Opportunities: Co-marketing and aligned go-to-market strategies with partners enable marketers to access new audiences, strengthen brand presence, and deliver greater value to customers.
Marketing Must Embrace Ecosystems: For marketers in any function—whether brand, demand generation, or product marketing—working within partner ecosystems is no longer optional; it's a strategic advantage for staying competitive and driving results.
We're bringing a panel of influencers to share how they work, how they grow their influence, and how to best work together!
In this talk, I will describe and show how AI automations will enable a solo marketer or a tiny marketing team to perform the job of an entire marketing department. I'll also demonstrate how the CMO of the future will help sales teams to be super-efficient and effective by finding the right people, at the right time, with the right message.
Using an AI automation platform, I will show everyone how this person will command a team of hyper-specialists who focus on and excel at narrow sets of activities. These advances in technology, paired with creativity and some engineering, will result in the superhero CMO - the one-person marketing department who can (nearly) do it all.
AI automations can significantly multiply the output and effectiveness of a single marketer
CMOs of the future will not be hamstrung by lack of budget, only lack of creativity
Tools and techniques that are heralding the age of the superhero CMO
A walkthrough of an actual automation workflow that saves loads of time and money (specific use case TBD)
Apply red team and blue team methodologies to create competitor proof messaging. This session teaches you to exploit competitor messaging weaknesses while stress testing your own claims using the same attack methods.
You'll see examples of reconnaissance techniques applied to cybersecurity vendors to identify messaging gaps, then participate in a quick exercise testing sample claims against common buyer objections. Learn how to build defensible messages using statement, evidence, and boundary components that survive competitive attacks.
Leave with a competitor intelligence checklist, attack prompt templates, and a scoring system for evaluating claim strength. No security background required.
Key Takeaways:Competitor reconnaissance playbook: Find messaging gaps in 15 minutes using public sourcesDefensible message structure: Statement + evidence + boundary approach to solid claimsAttack prompt library: Five buyer objections that expose weak messagingStress test scoring system: Rate claim strength and get stakeholder buy inBoundary templates: Set clear limits without sounding defensive
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