Zero to Flagship: The Campaign Architecture Behind 96% Engagement in One Quarter

9:25 am
-
10:10 am
CT

In Q1 2026, CIS launched its first-ever flagship campaign, Secure by Design, and the results rewrote our marketing playbook. In one quarter: 96% engagement rate to our campaign landing page, 85% audio completion rate, 3,000+ guide downloads, 1,400+ leads, and 900k+ paid media impressions. None of it happened by accident. This session is a candid, step-by-step breakdown of how we built an integrated paid, owned, and earned campaign around a single idea and made it work for two completely different audiences simultaneously. You’ll leave with a replicable framework, the lessons we learned, and the one number that surprised us most.

Session Agenda

  • _x0009_How to architect a flagship campaign when your brand spans multiple products, audiences, and mission areas and how we unified them under one story
  • _x0009_What we overhauled in our paid media strategy and why and how 900k+ impressions in a single quarter changed our thinking on cybersecurity audience targeting
  • _x0009_Why an 85% audio completion rate is the most surprising number in our deck and what it says about how cybersecurity buyers actually consume content
  • _x0009_The multi-audience challenge: reaching software vendors AND government procurement officers with the same campaign without diluting the message for either
  • _x0009_Earned media as a campaign amplifier, not a PR afterthought: how Dark Reading and MediaPlanet placements fit into a paid + owned + earned strategy

Speakers

Joy Hays

SVP, Marketing and Communications

Center for Internet Security

Joy Hays

SVP, Marketing and Communications

Center for Internet Security

Joy Hays is an experienced speaker who has taken the stage at SXSW, the Social Media Practitioner Summit (socialmedia.org), and corporate events for Fortune 200 companies including AT&T, Texas Instruments, and Capital One. Her talks sit at the intersection of brand storytelling and digital strategy: translating complex marketing challenges into honest, actionable conversations that resonate with both practitioners and leaders. Known for blending sharp analytics with creative instinct, Joy brings the same candor to the stage that she brings to her campaigns: no theory, no fluff, just what actually worked and why.

About this Session's Track

Demand Gen & Digital, GTM Engineering & MOPs

Dive into the latest demand gen, digital tactics, and marketing operations frameworks that drive pipeline growth, from innovative and automated campaigns to AI-driven GTM engineering.