Let's face it—cyber product marketing is more chaotic than ever. Constant launches, events, messy messaging, and content chaos leave most PMMs ready to throw in the towel as we're asked to do more with less. After 12 years inside the storm—across startups, scaleups, Splunk, and now Cisco—I realized something had to give. So I started building something new.

In this talk, I'll introduce Narrative to Audience (NTA)—a practical, narrative-first system designed to radically simplify the PMM experience. We'll cover:
• Part 1: The Journey — My story navigating through the cyber maze for twelve years and seven vendors.
• Part 2: The Complexity — Lessons from orchestrating messaging across massive portfolios and ever-shifting orgs.
• Part 3: The Shift — Why I started building a new system powered by AI to put narrative—and sanity—back in the PMM's orbit.

AI isn't a threat to product marketers if we harness it. It's an opportunity to escape the grind and focus on what matters: crafting stories that land and building trust with our audience.

Top 3 Takeaways:
1. A practical framework (NTA) to simplify your role as a Cyber PMM - Learn how Narrative to Audience brings clarity and focus to messaging, content, and buyer engagement—without burning you out.
2. Survival tips from inside the GTM machines of Dell, VMware, Splunk and Cisco - Get real-world insights on navigating messaging complexity at scale, and how to survive (and lead) without authority.
3. How AI can become your ally, not your replacement - Discover how AI can help Cyber PMMs fight digital chaos, cut through the hype, and do more with less.

‍

Security buyers are overwhelmed by tools, vendors, and noise. In a market leaning toward consolidation and simplicity, the message is clear: make it easier. This session explores how cybersecurity marketers can lead the way by collaborating.
We'll unpack how "better together" storytelling, co-branded events, and aligned go-to-market plays are reshaping the way buyers discover and trust new solutions. By joining forces, we not only meet buyers where they are, we offer clarity, community, and value. Learn how to build strategic alliances that reduce marketing costs, expand reach, and, most importantly, deliver a unified experience for the overwhelmed security buyer.

Key Takeaways
- Real examples of successful cross-vendor campaigns, events, and programs
- Tips for amplifying reach and pipeline without multiplying spend
- Why buyers are craving simplicity and how joint marketing efforts deliver it

When a small startup spotted a blind spot in identity security - millions of non-human identities (NHIs) running unchecked - we turned that gap into a market. This talk shares the inside playbook run by a 2-person marketing team building a category and shaping it to their favor: working with analysts to identify and coin the term NHI, initiating and publishing research-led assets people actually bookmark and competitors refer to (OWASP NHI Top 10, CSA State of NHI report), and running relentless education loops that convert curiosity into budget lines.

I'll discuss the bumps, wins, and gritty ongoing work of staying the category frontrunner even as new vendors pile in. If you own product marketing, positioning, or content, you'll leave with a tested framework for creating a new category and obtaining thought-leadership, or at least feel inspired that it can actually be done.

- Craft "door-opener" content (data-backed, research-led) that cuts through the noise and makes an unknown problem into a new cybersecurity market.
- Come up and execute flagship projects (reports, frameworks, workshops) to make the problem a priority and create budget sections.
- Lock in leadership signals (benchmarks, community hubs, speaker slots) so competitors reinforce your narrative, not theirs.
- Identify unique customer use-cases and tying them to business outcomes.

Topic: launching a product that isn't real, and might not be for N months.

How many of us have been asked to have a big product launch for a feature that won't actually get to customers for 6+ months? And then get equal attention once it's actually live? (Answer: Every single person here who is in product marketing or communications.) Receiving this mandate swirls with questions, like:
- How do I launch something now and still make it cool when it's GA in 8 months?
- How do I hype up collateral, the media, sales, customer success when it's not real yet?
- What are success metrics now vs at GA?

Let's turn these stomach-churning fire drills into wins for your marketing team, your company, and most importantly, the security teams who will (eventually) use your product. In this session, we'll use case studies of (not quite yet) product launches to uncover:
- A framework to decide what to do now vs at GA
- Enablement steps to win hearts and minds today and at GA
- KPIs to continually measure success
- Bonus: Ways to align your broader organization on the benefits of launching an available product

Brand is still misunderstood. It’s seen as a campaign, a logo, or a line item in the budget. In reality, brand is the multiplier behind trust, pricing power, market differentiation, and long-term growth.

As a seasoned creative director and brand strategist, I'll explore the growing disconnect between executive leadership and the true value of brand equity. Drawing from real-world experience building brands in cybersecurity, B2B SaaS, and high-growth tech, I'll break down how companies unintentionally erode their brand and what it takes to rebuild it as a strategic asset.

- The Real Definition of Brand
- Brand is not your logo, your tagline, or your campaign. It’s a system of trust and perception that influences how people choose, pay, recommend, and stay.
- The Brand Equity Blind Spot in the C-Suite
- 71% of CEOs conflate brand with reputation. Less than 10% come from marketing backgrounds. The result? A disconnect that leads to reactive marketing, misaligned KPIs, and weak differentiation.
- Why Brand is a Business Strategy, Not Just a Marketing Function
- Learn how brand equity impacts pricing strategy, qualified leads, retention, talent attraction, and customer confidence.
- The Hidden Cost of Underfunding Brand
- From short-sighted campaign cycles to positioning, you'll see how underinvesting in brand creates problems across the entire business.
- What Great Companies Get Right
- Examples and case studies of companies that treat brand as a moat, not a megaphone and the returns they see because of it.
- Reframing the Brand Conversation
- Practical tactics for CMOs, VPs, and marketers to communicate the value of brand in ways that resonate with finance, product, and executive leadership.

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.

1. Our simple process for integrating AI tools into a busy marketing team
2. How to build a prompt library that actually gets used
3. Real examples of AI-powered projects that saved us weeks of work
4. Common mistakes we made and how to avoid them
5. How to train your team to write effective prompts without becoming AI experts

At $15B, the global cyber insurance market is still in its infancy, but experts project it'll more than double by 2030, and the influence exerted by the insurance ecosystem is bound to grow alongside. Insurance is frequently assessing what is 'reasonable security' and which security controls and technologies are must-haves. So how do you position your company to benefit from underwriting mandates, broker referrals, and legal expertise?

This panel leverages experts with decades of experience across the entire cyber insurance ecosystem to answer that question and much more. Listen and engage with the CRO/CMO duo that helped build the largest incident response business in the world, thanks to strong relationships with insurers and law firms, a cyber insurance broker that’s actively shaping applicants into “good risk”, and an underwriter responsible for assessing and managing cyber risk for a huge portfolio of companies.

Key Takeaways:
- Understand insurance as a channel rather than insurance as a client
- The key personas that compose the cyber insurance ecosystem, their role in policyholders' buying journeys
- The main challenges cyber insurance pros are facing and their latest interests in technology and service vendors
- How to gain mindspace (and referrals) from the cyber insurance space
- Commonly avoidable pitfalls and ineffective approaches to marketing in the cyber insurance world

In today’s world, sales and marketing teams are under pressure to deliver both growth and efficiency. That takes more than ad hoc collaboration—it requires a shared operating rhythm built around activities and metrics that actually matter. Not a meeting where marketing vents about webinar signups. Not a meeting where sales scrambles for last-minute sponsorship dollars. This session cuts past the noise and dives into the weekly and monthly cadences that truly unify sales and marketing—driving real action, alignment, and impact.
 
 We’ll cover recommended weekly dashboards and performance benchmarks for companies of all sizes, and discuss how to align sales and marketing teams to shared behaviors, build proactive planning motions, and run regular reviews that actually mean something.

Key Takeaways
 1. Interlocking alignment – How to get sales and marketing in sync—by region and by level—with shared goals and language.
 2. Inputs and outputs – How to build a dashboard of metrics that truly drive collaboration and pipeline performance.
 3. Meeting cadence – How to create weekly and monthly meetings that people won’t just show up for—they’ll get value from.
 4. Benchmarks – How to set targets and reporting that reveal what’s working, what’s not, and how you stack up.
 5. Channels for communication – How to design always-on communication loops—so nothing important gets lost in Slack purgatory.

Ready to take the plunge into the EMEA market? It's a wild ride, but when done right has huge potential! Expanding into this dynamic region offers immense growth potential, but let's be real—navigating 115 countries, each with its own unique flavour, can be a bit of a culinary (and cultural) adventure. Timing and strategy are your secret ingredients for success. 

Join Hannah Laurence as she dishes out the essential considerations for mapping out your EMEA market strategy where she explores: 
- Maximising your ROI with smart spending and targeting the right EMEA markets 
- Cracking the code on cultures and tailoring your campaigns to the local market 
- Supercharging your reach with strategic local partnerships 

Whether you're just starting your journey or considering taking the leap, this session will share actionable insights and practical strategies to help you unlock growth opportunities.

1. Learn how to maximise your ROI by identifying the most strategic markets in EMEA to target, ensuring your marketing spend is optimised for growth. 
2. Understand the importance of tailoring your marketing campaigns to resonate with diverse local cultures across EMEA, enhancing campaign effectiveness and brand acceptance. 
3. Discover how forming strategic partnerships with local businesses can supercharge your market reach, providing valuable insights and facilitating smoother market entry.

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.