Brand VS Demand: Debating the Role of Social in Cyber

4:15 pm
-
5:00 pm
CT

Is social media a brand-building tool or a demand engine? In cybersecurity, where buyers are skeptical, buying cycles are long, and trust is everything, the answer shapes budgets, headcount, and who social reports to. This panel will shed light on the question: Is social a brand function or demand engine?

Along the way, our three panelists will take on the questions dividing social teams regarding metrics, content, advocacy, and organizational structure.

Attendees will leave with:

  • A clearer framework for defining brand and demand goals for social, and the metrics that match each
  • Practical arguments for positioning social with leadership and securing a seat at the table
  • Ideas for structuring, resourcing, and reporting social in a cyber organization

Speakers

Lexi Croisdale

Director of Global Content

Varonis

Lexi Croisdale

Director of Global Content

Varonis

Lexi Croisdale is a marketing leader whose passion is rooted in visual storytelling, B2B content marketing, and organic growth. As the Director of Global Content Marketing at Varonis, she has scaled the company's LinkedIn and YouTube channels, editorial engine, and creator/influencer marketing programs. She also leads an organic growth team and function that spans thought leadership, social media, video production, brand narrative, AEO, and more, including spearheading marketing for Varonis Threat Labs. YouTube program. She brings a fresh perspective on what it actually takes to lead creative teams and earn executive buy-in for “brand awareness” initiatives.

Danielle Schmidt

Director, Social Media

Everpure

Danielle Schmidt

Director, Social Media

Everpure

Danielle is a marketing leader specializing in human-centered social media strategies for B2B and SaaS companies. With 10+ years of experience across social, content, communications, and brand, she's passionate about translating technical topics into stories people actually want to engage with.

As Director of Social at Everpure (formerly Pure Storage), she leads a global social program focused on building awareness and brand equity. She previously led global initiatives at Lenovo, Nutanix, AttackIQ, JupiterOne, and IQVIA. Danielle champions an integrated approach where all parts of marketing work together to tell a unified story.

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Marc Lean

Director, Organic Content & Social Media

Huntress

Marc Lean

Director, Organic Content & Social Media

Huntress

With a background in television production, Marc has been turning great content into social media gold for the last dozen years. He started his career as a production assistant for AXS TV and worked his way through editing, digital content strategy, and brand storytelling before landing in cybersecurity. Basically he got tired of scripted drama and wanted the real thing. He has moonlighted as a replay operator for the Denver Broncos since 2007 and proudly sports his 2015 Super Bowl Ring at all formal gatherings. At Huntress, Marc leads the content and organic social teams, where he helps tell the story of a company on a mission to bring enterprise-grade cybersecurity to every business, not just the ones with enterprise-grade budgets.

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About this Session's Track

Brand / Comms / Public & Analyst Relations / Social Media

Learn how to craft compelling brand narratives, leverage social channels, and manage analyst and media relations to elevate your company’s voice in an extremely crowded market.