How to Turn One Vulnerability Into 12 Months of PR, Pipeline, and Panic

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.