From Product to Movement: How Cybersecurity Companies Manufacture Gravity

2:45 pm
-
3:10 pm
CT

Cybersecurity marketing has a scale obsession. More leads. More content. More outbound. And oftentimes - more noise.

But the fastest-growing companies in the space- even the likes of Wiz, Cyera, and Island- don't win (just) because they scaled faster. They win because they built gravity.

They created narratives so clear, so opinionated, and so aligned with how the world was changing, that customers, talent, and markets started pulling toward them.

This talk breaks down what “gravity” actually means in cybersecurity marketing- and how to engineer it. We’ll explore a practical framework for building gravity in the unbelievably noisy cybersecurity market of 2026.

It will be drawing from hands-on experience advising 50+ B2B startup CEOs on positioning, both during my time at Atreo (a B2B branding agency specializing in cybersecurity) and as an independent advisor. This includes cybersecurity companies like JFrog, Adaptive Shield, Axis Security, Bionic, Cybellum, Cato Networks and Claroty.

Session Agenda

  • *Why most cybersecurity marketing finds it difficult to stand out despite massive budgets
  • *How high-growth companies align narrative with real market shifts
  • *The difference between attention and attraction
  • *How even startups with small audiences can build movements
  • *A practical framework for designing narrative-driven growth

Speakers

Shlomi Ashkenazy

Positioning Advisor, Head of Marketing

Rein Security

Shlomi Ashkenazy

Positioning Advisor, Head of Marketing

Rein Security

Shlomi Ashkenazy is Head of Marketing at Rein Security and a B2B marketing and positioning expert who specializes in turning complex technologies into clear, compelling market narratives.

Over the past decade, he has worked with 50+ VC-backed startups across cybersecurity, AI, DevOps, fintech, and even quantum computing, helping founders move from “we have a great product” to “we’re defining a movement.”, changing thier karma as a result. His work focuses on positioning, product marketing, and building movements that drive real growth, often helping companies scale to 8-figure ARR and beyond.

Before Rein, Shlomi was Head of Marketing at Cybellum, and the Strategy Director at Atreo, one of the leading B2B tech branding agencies, where he led positioning and brand work for companies like JFrog, Axis Security, Bionic, Cybellum, and Claroty. Prior to that, he spent five years at Monitor Deloitte, building growth strategies for both startups and enterprises.

He sees his work as a mix of engineering and creativity. Designing positioning, categories, and messaging systems that do not just explain a product, but make the market move.

About this Session's Track

GTM, Strategy & Exec Leadership

Hear from seasoned executives on crafting go‑to‑market strategies, aligning cross‑functional teams, and leading transformative growth initiatives.