Messaging moves fast, and it moves even faster in cybersecurity. We have historically accepted that our messaging houses are always a little behind. And then we scramble every time a startup launches a new security product, a new CVE reframes the conversation, an analyst report contradicts what your team has been saying in the field, or frontier model providers ship a feature that will “kill the cybersecurity market”. Even with the best version control and distribution, the document you have living in Google Drive somewhere is not enough.

Our team decided to stop trying to maintain a group of documents and build an AI-powered, living messaging system instead.

We created a Claude skill that contains our canonical positioning and messaging. It lives in GitHub as markdown files, not in Google Drive as a well-designed document. Every marketer on the team has access to it through Claude, and whether they type “/review-messaging” or just ask Claude to draft something, the skill runs to make sure what they’re working on is on message.

When messaging needs to change, which in cybersecurity is all the time, anyone can submit a messaging update request through a Slack workflow. An AI agent reviews those requests, cross-references them against the current skill files, and opens a GitHub pull request with proposed updates. A human reviews and merges it, and then the skill updates for everyone.

We'll walk through what we built, how we built it, what broke, and what we're still figuring out. One of the questions we’ll answer is “When you make it easier to change messaging, does your messaging change more often?”. And we’ll share what it actually looks like when your canonical positioning is a GitHub repo with version history instead of a slide deck that nobody updates or looks at.

AI is reshaping cybersecurity faster than traditional product marketing can adapt. As enterprises move from copilots to autonomous agents, buyers are no longer evaluating features—they are evaluating trust, governance, and operational control. This session explores how cybersecurity PMMs must evolve from messaging products to defining categories, shaping executive narratives, and building the mental models CIOs and CISOs use to navigate the autonomous enterprise.

At my core, I am a product marketer. But, there is only one golden rule in my playbook and that is to win the trust of your sales team above all else.

For an enterprise buyer, the AE and the SE are the primary source of truth. When product marketing builds a deck, and the sales never uses it, it leads to fragmented and confusing messaging. The buyer sees one thing on the website and hears a different story from the seller. Fixing this alone can increase the impact to 100x.

Most product marketers tend to operate at a very high level. The sales decks they build sit in Google drive while sales builds their own versions. John -- are you using this deck from 2022??

In this talk, I will share a set of hard-earned principles that have helped me get invited to customer meetings, QBRs, EBCs and ensure sellers actually use what I build for them.

PS: This talk is not about version control on Sharepoint although we could all use a lesson on that.

Marketing new reality is fully dependent on AI - that’s a given. What you do with AI is a different thing, and in this session I would offer a blueprint for product marketers on how to build an efficient working platform all using Claude Code. The session will cover the pillars of the operating system, the skills that are required as minimum to kick such platform and the collaborative tools that can expand such platform across the entire team.

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.