Selling cybersecurity software to the U.S. government requires a fundamentally different approach than selling to commercial enterprises. While many companies attempt to recycle their private-sector marketing materials, success in the federal space demands a strategy tailored to the unique missions, structures, and decision-making processes of government buyers.

In this workshop, Katherine Hennessey will outline how companies can develop targeted communications for federal civilian agencies, the Department of Defense, and the Intelligence Community—three groups that share commonalities but require distinct messaging. Participants will also engage in a hands-on exercise designed to illustrate how to translate these principles into practice for their own organizations.

Attendees will walk away with a practical framework for repositioning their value proposition in language that resonates with public-sector decision-makers.

Brief bio:  Katherine Hennessey has spent two decades helping cybersecurity and technology companies succeed in the U.S. federal market. She specializes in developing go-to-market strategies, business development programs, and advocacy campaigns tailored to the unique needs of government buyers. Katherine currently leads a dedicated business unit at NightDragon focused on public-sector business enablement, where she works across the firm’s portfolio to accelerate growth and impact with federal, state, local, and international government customers.

SIEM Marketing in the mid-market is a whole new challenge. Buyers are more informed, more risk-conscious, and more collaborative in how they evaluate tools. At this growth stage, security vendors often hit a wall; messaging that worked in the early days doesn't resonate with cross-functional decision makers. Instead of selling to a single engineer or founder, you're now marketing to stakeholder groups that include CISOs, DevSecOps leads, and business-minded buyers, and they all have different definitions of value.

In this session, Alexis Horn, Director of Product Marketing at Graylog, shares how he evolved Graylog's Go-to-Market approach to speak directly to this new class of buyers. You'll learn how to modernize your persona-based messaging, align it to revenue-driving discovery motions, and address the common blockers mid-market SIEM buyers throw up.

If you're scaling from startup to mid-market and watching conversion slow, this session will show you how to realign your messaging and GTM rhythm for today's buyer reality.

1. How to scale messaging beyond founder-led sales and early adopters
2. How to identify and target multiple buying personas inside a mid-sized org
3. How to turn 'We already have a SIEM' into a mid-market wedge opportunity
4. How to align messaging with MEDDPICC discovery for a more qualified pipeline
5. How to frame product outcomes that resonate with both technical and business stakeholders

‍

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.

What does it take to break into a crowded cybersecurity landscape, win attention against billion-dollar incumbents and buzzy disruptors, and still drive real revenue impact?

 In this session, Valerie Zargarpur, VP of Marketing at Hopper, shares the behind-the-scenes strategy and execution behind Hopper’s stealth launch—how a lean team built a GTM motion that stood out in a saturated market while aligning deeply with high-conviction technical buyers.

 Stealth launches aren’t what they used to be. In today’s noisy landscape, attention is currency, and differentiation is survival. Whether you're launching a seed-stage startup or rebranding an existing product, this session will help you think more strategically about breaking through the noise and converting interest into traction.

Attendees will learn how to:
 - Position a startup against both legacy platforms and emerging competitors without relying on fear-based or buzzword-heavy messaging
 - Build a GTM engine that balances storytelling with technical depth for high-conviction buyers like CISOs, AppSec leaders, and DevSecOps teams
 - Create a differentiated narrative that connects emotionally with developers and aligns with security buyer pain points (without relying on buzzwords like “AI”)
 - Show value in the first 5 minutes of interaction—website, deck, demo, or POC—using real examples from Hopper’s launch

Most B2B marketers think LinkedIn is the only paid channel for serious pipeline generation—but Reddit can be an underutilized goldmine. In this 25-minute session, Silvio (Founder & CEO, AdConversion) and Mickey Bowen (Head of Creative, AdConversion) will break down how B2B companies can add Reddit into their ad mix to reach highly engaged, niche communities.

We’ll cover:
Where Reddit fits into a larger paid media strategy and how to align it with other channels like LinkedIn.B2B campaign strategies that actually work on Reddit, from targeting to budget allocation.Creative that converts—how Reddit ads demand a different tone, style, and approach than LinkedIn or Meta.

The world seems to be changing at a feverish pace. AI is eating software, hardware...maybe even your job.In the cybersecurity industry, GTM teams and cyber defenders alike are trying to untangle AI truth from fiction and build strategies to take advantage of - and protect against - the disruption this still-novel technology will bring. Beyond the endless sea of AI snake oil, there is truth in the massive changes AI will have on the cybersecurity industry. There are also vital trends and movements happening beyond AI, which are going under-noticed (or unnoticed) due to the AI hype. Futurist, investor, thought leader Dr. Chenxi Wang is here to explain the signal in the noise of AI in cyber, and share key infrastructure, cultural, societal, and "frontier tech" changes that will impact the cybersecurity market in 2026, so that you can understand what's coming next and how the industry is changing.

- Why today’s marketing leaders are shaping not just demand—but destiny
- In an age of disruption, cyber marketers must be both credible and growth focused
- How it is key to make a brand that both stands out with authenticity and impact

‍

GenAI isn't just transforming products — it's also redefining how cybersecurity marketing teams create, and compete. For everything from GTM effectiveness, to content creation, we now have the world's most powerful innovation at our disposal. The opportunity to move faster, go bigger, and make Marketing the most effective business unit within the entire organization - is here. But how do you make the most of it?

Join Chris Hines, VP of Product & Corporate Marketing, and Jenna Quigley, VP of Growth Marketing at Cyera, as they unveil the AI-driven playbook they use to help make Cyera the fastest growing data security company in the world.

What you'll walk away with:
-Learn to use AI to create content that actually connects, and scale production, without sacrificing your brand voice or creativity
-Smart ways to get your brand showing up in AI responses - because that's the next wave of SEO
-Prompt tips that make your execs sound like the thought leaders they are - even if you're ghostwriting on a deadline;)
-The new KPIs for modern marketers - what matters now given AI is part of your stack

Plus, you'll get plug-and-play prompts, hear about their favorite tools, and learn quick tips that you can start using immediately after this session.