From Unknown to Unavoidable: How to Position, Campaign, and Launch Your Way to Market Leadership

2:45 pm
-
3:10 pm
CT

Cybersecurity marketing has a sameness problem. Most companies sound alike, look alike, and compete for the same keywords. The messaging doesn't land with buyers and the campaigns blur together. A few companies figure out how to cut through, and it comes down to how they think about brand, their category, and pipeline.

I've been lucky to work on exactly that. I've repositioned a company mid-flight and launched campaigns that moved board-level metrics and got the industry actually talking.

In this session, I'll walk through what I've learned about positioning that sticks, campaigns people remember, and how to launch into a market that creates impact. I'll share a practical framework you can apply to your own role.

Session Agenda

  • 1. How to identify a category creation opportunity, and claim it before your competitors do. I'll walk through the signals that tell you a market is ready to be defined and how to get your company there first.
  • 2. What makes a cybersecurity campaign memorable and actionable. I'll share the framework I use to build campaigns that cut through a crowded, fear-driven market like cybersecurity.
  • 3. How to launch out of stealth with momentum. I'll walk through how to build anticipation, earn credibility, and create excitement so you're not just announcing a product but staking a claim in the market.
  • 4. How to measure and defend brand investment. I'll walk through the metrics and reporting frameworks I've used to connect brand and category work to business outcomes.

Speakers

Andrea Bailiff-Gush

VP of Marketing

Stealth

Andrea Bailiff-Gush

VP of Marketing

Stealth

Andrea Bailiff-Gush is a collaborative and transformational leader with 15+ years of experience building marketing functions and teams in cybersecurity. She has led marketing teams across various growth milestones, from Seed to acquisition including Reco, AppOmni, and Kenna. She is currently the VP of Marketing at a cybersecurity startup in stealth mode. She brings a passion for growing businesses and teams to drive profitable outcomes and better well being for their customers.

About this Session's Track

Product Marketing & Cybersecurity Perspective

Gain technical and market intelligence on positioning cybersecurity products, telling the right story, and translating complex technical capabilities into compelling customer value propositions.