Orchestrating Outcomes: How product marketing needs to evolve to support AI-first buyer's journeys

11:15 am
-
12:00 pm
CT

Cybersecurity deals don't start when a buyer discovers your product. They start when something goes wrong — a competitor breach, a failed audit, a board question nobody could answer. Risk realization is the actual trigger. And from that moment, buyers aren't shopping for a product. They're buying risk reduction, internal credibility, and the ability to defend their decision if something fails anyway.

By the time cybersecurity buyers reach your website, they've already oriented in AI search, validated shortlists with peers, and formed opinions you can't easily change. Your content isn't introducing them to you. It either confirms or disproves what they already believe. Deals then range from 3 to 18 months, and they stall most often not at technical evaluation, but at procurement and CFO sign-off, where business justification is everything.

Product marketing needs to evolve to support the new journey and new buying committee. Learn how product marketing can impact the deal outcomes with the right AI stack.

Session Agenda

  • This session introduces the Proof Chain: a five-layer framework for how cybersecurity deals actually close — from AI search presence to narrative credibility, technical validation, CFO-grade commercial justification, and social authority. Each layer maps to the stage where deals advance or stall, with one metric connecting PMM output to a deal outcome.

Speakers

Ashish Malpani

Vice President of Product and Growth Marketing

iBase-t

Ashish Malpani

Vice President of Product and Growth Marketing

iBase-t

Ashish Malpani leadsProduct and Alliances Marketing at Corelight. In his 20 years of experience, hehas held marketing and product leadership roles at information security andsystems companies, including HID Global, Dell-EMC, and Gemalto (Thales). A passionatestoryteller and traveler, Ashish can be found exploring a new country orworking on his next novel in his free time. He holds M.B.A. from the Universityof Texas and M.S.E. from Purdue University.

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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.