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.

You don’t need to be an engineer to build tools anymore. And if all you're using AI for is to ask for a pretty picture, you're using AI wrong.
  
 Today, to build an app, you need a laptop, a little audacity, and a few prompts. Whether it’s a budget tracker, a viral mini-site, a custom image generator, or a lead magnet disguised as a game, marketers can now create attention-grabbing apps without ever opening VS Code (if you even know what that is).
 
 This talk is about turning your ideas into reality with AI. We'll show you how to vibe code everything from scrappy internal tools to slick public-facing apps that drive pipeline, all without waiting on dev resources or asking for permission.
 
 The bar is on the floor, and if you're not taking advantage of these tools, you're falling behind. We'll pickup the keyboard and walk through how you can vibe code your way into your next promo.

- Vibe coding in our sense = building marketing tools with AI, no devs required.
 - Use GPTs, SOM vibe coding tools, and YouTube to spin up real stuff, fast.
 - From internal ops to external campaigns, build once, scale impact.
 - Building micro-tools doesn't require a 500k budget anymore.
 - The best marketers aren’t just thinking about ideas, they’re shipping them.

In today’s fiercely competitive cybersecurity landscape, third-party advocacy is an underleveraged force multiplier that drives enhanced revenue growth, customer loyalty, and sales productivity. This presentation will reveal how organizations can systematically transform customers, industry peers, and analysts into powerful brand advocates—drawing inspiration from review-centric platforms like Amazon, where authentic user perspectives drive trust and purchasing decisions. Attendees will gain actionable frameworks for launching and scaling advocacy programs, including strategic advocate identification, value-based engagement, and technology integration for quantifiable results.

Case studies will illustrate how customer- driven narratives accelerate deal closure, boost upsell opportunities and deepen customer relationships. The session will also explore the often-overlooked ROI of advocacy in B2B contexts, demonstrating how even modest programs can yield measurable results across all growth stages - from stealth startups to established public companies.

Attendees will leave equipped to:

- Harness authentic customer and peer voices to build trust and competitive differentiation
- Quantify advocacy’s direct impact on revenue, retention, and productivity
- Apply proven frameworks for launching or optimizing advocacy programs
- Transform reviews and testimonials into scalable demand engines

Your product solves a real problem. Your campaign looks great. But the engineers and red teamers you're targeting call it "fluff," "immature," or "just another buzzword wrapper." 

So what gives?
 
 Let's be real: I've seen cybersecurity campaigns that look beautiful and say absolutely nothing. As an award-winning red teamer turned solutions architect with a background in marketing, I know exactly why your technically-minded audience is ghosting your content‚Äîand I‚Äôm here to show you how to fix it.
 
 In this brutally honest session, we‚Äôll bridge the gap between marketing teams and technical buyers who don‚Äôt owe you their attention. I‚Äôll walk you through why your messaging isn‚Äôt landing, what practitioners like red teamers, engineers, and CISOs are actually looking for, and how to rebuild trust and relevance without relying on buzzwords, overpolish, or ghostwritten fluff.
 
 We'll case study real cybersecurity campaigns-the good, the bad, and the cringey-to highlight how technical buyers evaluate credibility, maturity, and trust at a glance. Then I'll share battle-tested strategies that I've personally used to help vendors go from being ignored on the show floor to closing deals through practitioner-aligned messaging.
 
 Whether you're building thought leadership, launching a product, or trying to get internal buy-in from engineering, this talk will give you the playbook for building messaging that resonates and converts.

Key Takeaways
 1) The 3 credibility signals technical buyers look for and the 3 red flags that kill trust instantly
 2) How to translate technical capabilities into outcomes that matter, without dumbing anything down
 3) A reusable Credibility Layering Framework to craft messaging that works across stakeholders (execs, CISOs, engineers)
 4) How to interview technical SMEs and turn it into authentic, engaging content (no ghostwriting required)
 [My Sniff Test Scorecard to evaluate your own messaging before you ship it] maybe still in dev
 5) Real-world examples of cyber campaigns that failed and how a red teamer would've rewritten them to succeed.

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Cyber buyers don’t trust cold calls—they trust people. In this 25-minute, practitioner-led talk, Redapt’s Maria Graham shows how sellers cut through a crowded market by leading with authenticity, building durable relationships, and guiding buyers through complex evaluations without the gimmicks. We’ll unpack practical ways to earn referral-driven deals, align your motion with how CISOs actually buy, and ignore vanity KPIs in favor of what moves revenue. You’ll leave with a repeatable blueprint for trust-first selling—portable across companies and resilient to market noise.

You’ll learn:

- How to build a credible personal brand that outlives any logo
- Relationship plays that lead to referrals (and how to run them without being pushy)
- Which KPIs matter for sellers—and which to ignore
- How to shepherd buyers through complex, multi-stakeholder decisions

We talk to CISOs, but practitioners decide whether your product wins. In this fast, framework-first session, Nick Muy breaks down the real people in cybersecurity—SOC analysts, SecOps, AppSec, GRC, vuln management, threat intel—and shows how their goals, pain, and daily workflows differ across industries (FSI vs. SaaS vs. retail/CPG). We’ll map who buys, who uses, and who champions, then connect it to how boards and audit committees actually see security. You’ll learn why standards and regulatory pressure (think PCI DSS and its ripple effects) create urgency, how to align messaging with the right operator persona, and where value creation really starts. Expect vivid “from the trenches” vignettes, simple visuals you can steal, and a clear path to refine ICP, packaging, and sales motions—so you stop pitching to a monolith and start winning real deals with the humans who matter.

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In today’s fast-paced digital landscape, the confluence of marketing expertise and cybersecurity acumen is emerging as a cornerstone of effective business leadership. Drawing on my personal journey—from a product marketer to the CEO of a dynamic organization—this paper explores how the principles of marketing and the imperatives of cybersecurity have been integral in shaping my professional evolution and strategic vision. I detail how early experiences in product marketing instilled a customer-centric and data-driven mindset, while my immersion in cybersecurity highlighted the critical need for resilient, trust-based operations. Together, these disciplines have informed a business model where marketing is not just an afterthought but the fulcrum around which innovation, brand integrity, and security converge. This narrative aims to spark a broader discussion on the symbiotic relationship between marketing and cybersecurity, and how their integration can drive sustainable growth and competitive advantage in an increasingly complex digital world.

Marketing as the Foundation of Business Strategy
 
Marketing isn’t just about promotion—it’s about deeply understanding customers, their pain points, and their decision-making processes. A strong marketing foundation helps shape product development, sales strategies, and overall company positioning. As a CEO, leveraging marketing as a central pillar ensures that every business decision is made with a customer-first perspective, leading to stronger product-market fit and sustainable growth. 

Key Takeaways

Cybersecurity as a Trust-Building Mechanism
 
In an era where data breaches and AI-driven fraud are rampant, cybersecurity is no longer just a technical concern;it’s a brand imperative. A company’s ability to communicate trust, security, and resilience can be a key differentiator in the market. My background in cybersecurity has reinforced the importance of proactive risk management, transparency, and customer education in building long-term trust with clients and stakeholders.
 
The CEO as a Marketer and Risk Manager
 
The transition from product marketer to CEO revealed that leadership is about balancing growth and protection. A CEO must be both a storyteller—articulating a clear and compelling vision—and a risk manager, ensuring that the company’s foundation is secure. Integrating marketing and cybersecurity principles enables a CEO to scale a business effectively while maintaining the integrity and trust necessary for long-term success."

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Thinking about launching or scaling your customer advocacy program? Wondering how to seamlessly integrate the engagement power of your community platform's gamification and functionality to fuel that advocacy? This session is designed specifically for customer marketing, customer advocacy, and community management professionals who are ready to break down silos and create a unified, high-impact customer experience across all their programs.
 
 Learn how to act with more confidence, direction, and strategy by discovering innovative ways to connect your community platform with your advocacy initiatives. We'll explore how to leverage gamification, discussions, and community features to identify, nurture, and reward your most passionate customers, turning them into powerful brand advocates. Discover how this integrated approach not only enhances the customer journey but also delivers significant marketing results without requiring a massive budget increase. Walk away with actionable insights and inspiration to unify your customer programs, supercharge your advocates, and achieve a greater return on your existing investments.

Strategies for Seamless Integration: Attendees will learn concrete methods and best practices for effectively integrating their community platform's features (like gamification) with their customer advocacy programs to create a unified and engaging experience.
 
 Maximizing Existing Investments: Participants will discover how to leverage their current community platform and existing customer base to build and scale a powerful advocacy program without significant new financial investment, aligning with the need to control costs.
 
 Turning Community Engagement into Advocacy: Attendees will gain insights into how to identify, nurture, and reward engaged community members to become active brand advocates, amplifying their marketing reach organically and cost-effectively.
 
 Creating a More Impactful Customer Journey: The session will demonstrate how a unified approach to community and advocacy enhances the overall customer experience, fostering stronger loyalty, driving greater engagement, and ultimately leading to better marketing results.

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

Everyone talks about Product-Market Fit (PMF) as the milestone to watch. But for B2B founders—especially in complex categories like cybersecurity—PMF is not the signal to scale. Instead, it's the point where a new challenge begins: can this product be sold repeatably, by someone other than the founder?

In this session, we break down the myth of PMF and the chaos that follows when founders scale prematurely. You'll walk away with a framework for testing repeatability, validating your GTM, and building a sales engine that actually works—before hiring the wrong team or burning through cash.

>Why PMF doesn't equal repeatable revenue (especially in B2B)
>The hidden stage between PMF and scale: the repeatability gap
>How to test sales motion before building your sales team
>Common growth-stage pitfalls and how to avoid them
>What "founder-product fit" and "sales-model fit" really look like