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!
Most cybersecurity companies struggle to get noticed. But if your threat research team finds something real, something with impact, you've got gold. The question is: what do you do with it? This session is about turning one research finding into a strategic marketing engine that drives attention, influence, and pipeline for months. I'll walk through how we transformed a single vulnerability discovery into a multi-channel campaign that lasted over a year: headlines, analyst briefings, CISO webinars, inbound leads, outbound hooks, and press quotes that wouldn't die. We didn't just launch a report. We launched a narrative—and we stayed in control of it long after the initial splash. Even the manufacturer with the vulnerability threatened to sue us for "destroying their reputation." (They didn't.) If you've got a threat research team, this talk will show you how to use it. If you don't, you'll want to build one.
Just as marketing technology underwent a profound transformation in recent years, the sales tech stack is now experiencing its own dramatic evolution. Whether your team includes in-house or outsourced SDRs, supports complex enterprise sales, or operates a high-velocity, product-led growth (PLG) model, the modern sales team demands a new generation of intelligent tools and processes.
Join two experts as they provide a clear, practical exploration of the modern sales technology stack, pinpointing the essential tools and practices necessary at each stage of your sales cycle. Our speakers are not affiliated with any technology vendors, so this discussion is strictly about abstracting technology capabilities into actionable insights, not about pitching products.
You'll discover:
Don't miss this opportunity to gain clarity on how to design a tech stack that empowers your sales team to perform at peak efficiency, intelligence, and velocity—no matter your sales approach.
Advertising on social media is expensive and most cybersecurity companies struggle to turn their leads into revenue. Fortunately, it does not have to be that way. From Wiz to SentinelOne, we have cracked the code on how to drive performance for cybersecurity. In this session, you will learn how to use LinkedIn advertising to turn your dream accounts into sales ready leads that not only result in pipeline growth;but also, millions of dollars in bookings.
Key Takeaways- How to identify and advertise to every target account in your total addressable market - Tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns - Proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more, exclusively for CyberSecurity - The exact copy, creative, offers and call to actions we use across millions of dollars of spend to drive tens of millions in revenue
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.
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.
