The SIEM Buyer Has Changed: Messaging Strategies That Drive Mid-Market Growth

SIEM Marketing in the mid-market is a whole new challenge. Buyers are more informed, more risk-conscious, and more collaborative in how they evaluate tools. At this growth stage, security vendors often hit a wall; messaging that worked in the early days doesn't resonate with cross-functional decision makers. Instead of selling to a single engineer or founder, you're now marketing to stakeholder groups that include CISOs, DevSecOps leads, and business-minded buyers, and they all have different definitions of value.

In this session, Alexis Horn, Director of Product Marketing at Graylog, shares how he evolved Graylog's Go-to-Market approach to speak directly to this new class of buyers. You'll learn how to modernize your persona-based messaging, align it to revenue-driving discovery motions, and address the common blockers mid-market SIEM buyers throw up.

If you're scaling from startup to mid-market and watching conversion slow, this session will show you how to realign your messaging and GTM rhythm for today's buyer reality.

How to frame product outcomes that resonate with both technical and business stakeholders: