Join Us for
CyberMarketingCon 2024

Our team is here to assist you with everything you need to make the most of your CyberMarketingCon experience. Whether you're picking up your badge, grabbing the event schedule, or just need some directions, we’ve got you covered. The Registration Desk is your first stop for a smooth and organized day at the conference.

Join CyberRisk Alliance President, John Whelan, as he unpacks and distills a year’s worth of data and insight from across CyberRisk Alliance’s 11 brands, 250+ events, hundreds of campaigns, and behavior trends of 3+ million cybersecurity professionals into key highlights and trends.

To round out the session, Chief Commercial Officer, Jessica Vose will lead a panel discussion with a group of cybersecurity marketers representing a range of roles and titles who will discuss their biggest challenges, quandaries, and lessons learned from 2024, as well as their predictions as they peer through the looking glass into 2025.

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With the security market moving at light speed, discovering current security tool buyer behavior is a critical challenge that purveyors of such solutions must solve.  In 2023, ActualTech Media and Future B2B surveyed hundreds of security professionals and decision makers to learn about how they procure new services and what they actually needs.  This December, Future B2B is excited to release the highly anticipated sequel where we’ll uncover 2024 buyer behavior – as well as what’s changed since 2023 – and help overworked security tool marketing pros hone their messaging for an evolving market.  The results of our report will be unveiled in December in Philadelphia at CyberMarketingCon 2024.  A panel of pros will discuss the report and provide a forum for conference attendees to ask questions about how they can provide even better materials to busy security pros to help them do more and do better.

Reddit is seen as hostile, a community of basement dwelling neck beards, and generally designed to swallow the souls of marketers and sellers alike. While a lot of that holds true, for brands, there is still a significant amount of value to be gained, and ignoring a channel because it’s challenging to navigate is simply a missed opportunity. 

In this talk I’ll help you crawl, walk, and thrive as a brand on Reddit, stemming from my experience leading some of the largest communities on the platform. I’ll share real data and insights, help you avoid getting downvoted into oblivion, and find internal experts that are equipped to join conversations. However, I will not cover how to market, sell, or spam subreddits, because there is no value in that approach.

Are you ready to crack the code on how to transform your marketing strategy to deliver personalized experiences at scale?

Join Pentera's marketing leaders as they demonstrate how ABM evolves from a buzzword into a finely-tuned execution machine. 

This presentation will cover aligning every aspect of the strategy - from targeting, paid advertising, and remarketing to content creation, leveraging 6sense intent data, and SDR outreach. We'll explore how ABM integrates all these elements to generate demand within the target account's buying committee and secure lucrative accounts.

A prominent national security expert will discuss the opportunities available for commercial companies to assist the government and public sector in solving their pressing issues. The keynote will explore how commercial technologies and services can address challenges.Understand the key issues facing the public sector, such as misinformation.Explore opportunities for commercial companies to contribute solutions.Learn about the latest trends and needs in national security.

How do you build a GTM operating model where Marketing and Sales are 100% aligned.

How do you build a GTM plan with Sales from Global to Regional execution

How do you build a GTM plan with Channel Sales and Partners

Join Matt Johansen, a prominent cybersecurity expert and influencer with over 100k followers across social platforms, and Yuliya Gorenko, a marketing communications professional who has built influencer programs for several leading cybersecurity brands, as they unpack real-world case studies of successful brand-influencer partnerships in the cybersecurity space.

Matt and Yuliya will break down how brands can stand out in the crowded cybersecurity market by partnering with influential voices in the industry.

Prepare to get inspired and entertained as a marketer comes face-to-face with an influencer in this thought-provoking session!

Join us for a buffet lunch and plenty of networking with your fellow attendees!!

Product positioning is one of the first, and most foundational, exercises a product marketer goes through. It defines the parameters of the game you’re playing, and outlines how you’re going to win. It’s an agreement about who the competition is, how you’re different, and which buyers care the most. 

So why is it that, from endpoint to cloud, all our cybersecurity solutions sound so much the same?

In this workshop, we’ll pull back the curtain on product positioning and walk through a step-by-step process to find the game you are uniquely armed to win, based on the framework laid out in April Dunford’s book Obviously Awesome. Along the way we’ll stop and ponder the common pitfalls that cybersecurity marketers face along this journey, and how to side step them.

Podcasts have become vital tools for sharing knowledge and insights, particularly in technical fields like cybersecurity. "Threat Vector," led by David Moulton, serves as an essential guide through the complex landscape of cyber threats, offering expert interviews and in-depth analysis.

In this session, David will discuss the process behind creating "Threat Vector," highlighting the challenges and rewards of developing a podcast that resonates with industry experts. Attendees will learn about the foundational elements of podcasting, from initial concept development to content creation and audience engagement.

David's approach integrates his extensive background in storytelling, design, and strategic marketing, enabling him to tackle intricate cybersecurity topics and make them accessible to a broad audience. This session will dive into how to present intricate cybersecurity topics in an accessible and engaging manner and explore various techniques for producing compelling content and effective strategies for promoting a podcast to a wider audience.

Join David for an informative discussion on using podcasts as a medium for education and influence in the cybersecurity field. This session is ideal for anyone interested in starting a podcast or enhancing their approach to cybersecurity communication.

In a rapidly evolving industry, growth isn’t just about staying the course—it’s about adapting and thriving amidst change. In this session, top CMOs share their insights and strategies for navigating the challenges of today’s dynamic business landscape. Learn how these leaders are driving growth, fostering innovation, and leading their organizations through periods of transformation. Whether you’re facing market disruptions or internal shifts, this session will equip you with the tools and mindset needed to turn challenges into opportunities.

Cybersecurity has become a tired and crowded marketplace overshadowed by large legacy incumbents. New brands need to do everything they can to stand out. At cybersecurity startup dope.security, Art Director Ashley Wu was hired and given the broad assignment by dope CEO Kunal Agarwal, a passionate artist in his spare time, of creating something that “looked like a combination of Louis Vuitton and Balenciaga.” Since launching, dope’s branding from website logos to the jackets they’ve been giving away at conferences has been making major waves in the cybersecurity space. 

Ashley has done everything possible to have dope’s product and the problems they’re addressing – namely bringing a streamlined, easy-to-use approach to a market that is hamstrung by clunky sales processes and archaic technology – inform her branding decisions. Subsequently, every decision, from font to design, is built to communicate the brand goals – fashionable, innovative, simplistic and “dope”.

No matter how you define your funnel (yes, even if you still use MQLs), there’s a balance between understanding the math and being beholden to it. 

In this workshop, Sarah Hartland will walk you through a funnel projections template you can use to plan your marketing roadmap, document your assumptions, and set your targets for next year. In real-time, you’ll have a chance to plug in your funnel metrics, compare with peers, and check your math. 

To participate, you’ll need your laptop, whatever funnel metrics you have access to, and a general idea of your plans for next year. Not sure where to start, or not comfortable bringing real data to the session? Not to worry. This workshop will be just as useful if you use the provided example data.

Description:
Creating winning proposals is crucial for growing your business in the public sector. This workshop will provide practical advice on crafting compelling proposals and identifying RFP opportunities without the need for expensive tech and tools.

Format:
Interactive Workshop

Objectives:

Learn how to create effective proposals that stand out.
Identify cost-effective ways to find RFP opportunities.
Gain practical tips and tools to streamline the proposal process.

In a crowded marketplace, what sets the most successful new startups apart from the rest? This session uncovers the bold moves and innovative strategies that today’s emerging startups are using to capture attention and drive rapid growth. From disruptive marketing tactics to unique value propositions, learn how these rising stars are breaking through the noise and establishing themselves as industry leaders. Whether you're a startup founder or simply curious about what’s next in the business world, this session will provide fresh insights into how to stand out in a competitive landscape.

Choosing the right distributors and partners is essential for success in the public sector. This session will provide guidance on how to evaluate and select partners, negotiate terms, and ensure your product fits within their catalog without competing solutions.Through building teaming partnership relationships, you could dip your toe in the water and see if it is for you without learning all the ropes. You may get a smaller piece of pie, but it is a much faster way to see if this work is for you!

Description:
Demand generation in the federal and public sector space is distinct from commercial markets. This panel will delve into the strategies and nuances specific to generating demand within the public sector.

Format:
Panel Discussion

Objectives:

Understand the unique challenges of demand generation in the public sector.
Learn effective strategies tailored to government audiences.
Gain insights from experts with experience in federal demand generation.

Influencers are increasingly playing a pivotal role in shaping cybersecurity industry conversations. This session will explore how thought leaders and influencers are leveraging social media platforms to educate, influence, and drive discussions within the cybersecurity community. We’ll dive into best practices for using social media as a powerful tool to reach and engage your audience, as well as strategies for building a strong personal brand that resonates in this highly specialized field. Whether you’re looking to amplify your voice or simply understand the dynamics at play, this session will equip you with the insights needed to navigate and thrive in the digital age.

The stakes are high when you’re buying a cybersecurity solution. It’s expensive, and nobody wants to be the one who makes the wrong call. Sam Langrock and Mark Huber are sitting down for a fireside chat to show how you can use real-world proof—like customer stories and data-backed testimonials—to turn buyer fear into confidence.

In this session, we’ll cover the basics of experiential marketing, how to utilize B2C marketing tactics with highly technical B2B cybersecurity buyers, and how you can deploy it no matter the size of your organization or budget. Discover how experiential marketing can transform even the most technical B2B interactions into engaging, memorable experiences. By the end of this session, you'll be equipped to infuse your marketing strategies with creativity and memorable, emotional connection.  

What is Experiential Marketing?  Experiential marketing is a strategy used to engage the target audience by creating memorable experiences. By building an emotional connection between the brand and the consumer, you are able to stand out against a sea of competitors. That emotional connection also helps build loyalty with your customers which is increasingly necessary during this season of vendor consolidation in a rough economy.  

Experiential marketing is comprised of a few key elements which tap into both customer and event marketing on the B2B side:  

- Interactive experiences: Activities that encourage hands-on participation, such as interactive demos, workshops, or immersive events.

- Engage the senses: Using multiple senses to create a rich and memorable experience, including sounds, scents, visuals, and texture. This makes the experience more memorable to the attendee.

- Personalization: Tailor the experience to both the target persona and if possible, individual attendee preferences, often using data to customize the interaction. Research your attendees to discover brand preferences (what’s their favorite whiskey?).

- Brand storytelling: Make sure you are embracing your brand’s story, values, and most importantly, voice, through engaging narratives and interactive elements.

- Social Sharing: Encouraging participants to share their experiences on social media, which will amplify the reach and impact of the campaign.  

Experiential Marketing: Utilizing B2C tactics with a B2B audience Traditionally experiential marketing is used in B2C markets as the focus is on building a 1:1 connection with the consumer. When you think of B2C experiential marketing, you might think of pop-up shops, interactive experiences at festivals, or immersive branded events.   Why limit these experiential tactics to B2C audiences? Yes, the B2B purchasing journey is very different and less emotional than the B2C journey.

That said, who we are trying to engage with as B2B marketers are people and people make decisions with some level of emotion as a driving factor. Engaging your B2B target audience with B2C tactics is key to standing out amongst your competitors.  

Some ideas for B2B experiential marketing tactics include:

 - Immersive dinner events - shift your focus away from the steakhouse dinners and TopGolf outings. Instead focus on immersive events with unique, engaging themes.  

- Gamified workshops and interactive demos - no one wants to sit through a 20-30 minute demo. Instead focus on providing a hands-on education with actionable insights. Transform product demos into engaging, fun activities.

- Standing out at industry conferences - how do you stand out among hundreds of vendors at industry events? Cool swag and giveaways help, but those are quick hits and can sometimes attract the wrong crowd. Instead, focus should be on unique ways of telling your brand story. Pull in memorable moments in unique ways (neon green pants anyone?).  

- Working within a tight budget - All of these ideas can be deployed at any scale or cost. Sometimes deploying these tactics at a cheaper/smaller scale may require some ingenuity, but we will cover ways to execute at every scale.  (Ideas for execution will be covered in detail during the session, with the option for audience participation via group brainstorming or workshopping.)

All your favorite games from Super Cyber Friday are brought to the stage at Cyber Marketing Con. CISO Series producer David Spark will host games such as "What's Worse?!", "What Is Dave's Mom Talking About?", "I Object", and "That Totally SOCs". These are not trivia games. We'll challenge your creative and deductive thinking, plus your negotiation skills. Guaranteed fun!

Step into a world where nothing is as it seems! Join us for an evening of cocktails and networking at the Museum of Illusions. This unique venue offers a mind-bending experience that will spark conversations and connections. Enjoy a selection of handcrafted cocktails as you explore the interactive exhibits that challenge your perception of reality. This is not just a social event—it’s an opportunity to engage with fellow attendees in a truly memorable setting. Don’t miss out on this perfect mix of fun and networking!

Get a New Headshot! Want to refresh your headshot? A professional photographer will take your headshots and provide up to 3 edited photographs for you to keep and use!

Our team is here to assist you with everything you need to make the most of your CyberMarketingCon experience. Whether you're picking up your badge, grabbing the event schedule, or just need some directions, we’ve got you covered. The Registration Desk is your first stop for a smooth and organized day at the conference.

GTM in cyber is increasingly channel-driven. As customers adapt to economic headwinds by buying platforms over point solutions, direct sales becomes noisier and noisier.

At the same time as companies just starting channel programs and entering channel, channel is changing. The old ways of channel are dying…the new strategy of channel is community.

Channel - and its new evolution - is not an insurmountable conundrum, or an untamable beast. Existing marketing & GTM teams are primed to take advantage of channel-led growth. With a dose of team flexibility, a strong growth mindset, and some entrepreneurial thinking, any cyber business can become a cyber channel business. 

Charlene Ignacio, CEO of Fornix Marketing and long-term CMO, Channel Chief, and Multi-Industry CEO takes the stage to show cybersecurity product and services companies that they can launch into the channel successfully!

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Layoffs. Acquisitions. Megalomaniac CEOs. In the cybersecurity industry, even the most seasoned marketing leaders face challenges that no textbook can teach. Join veteran CMOs and brave audience members as they pull back the curtain on personal stories of campaign missteps, leadership struggles, and career-defining lessons learned the hard way. This interactive session delivers a candid, behind-the-scenes look at the highs and lows of cybersecurity marketing, offering actionable insights to help you sidestep common pitfalls and fast-track your professional growth. Whether you're a marketing veteran or just starting out, this is a must-attend session for those seeking to learn from the battle-tested experiences of industry leaders.

In this live version of the CMO Confidential podcast segment, 4 multi-time cyber marketing leaders will discuss the key factors that contribute to the success or failure of marketing leaders and their teams -- including real world success and horror stories. We'll share the behind the scenes tangibles and intangibles that can accelerate or limit results, career growth, job satisfaction, and more.

When it comes to cyber marketing, one of the most pressing challenges is strategically and successfully navigating the partner ecosystem. With myriads of partners and unlimited go-to-market opportunities with those partners, how can marketers ensure that the field and channel teams are investing strategically and purposefully? 

In this speaking session, Maryam will leverage her own expertise and experiences working across marketing and channel teams to offer tactical advice on how marketing professionals can effectively influence channel leads to pursue and maintain more strategic partner relationships that drive revenue. 

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Whether you are rich with proprietary data from your own in-house tech and talent, or looking to develop thought leadership that integrates the insights of others, starting with a strong marketing strategy and mix of content can set you up for success and a generous pipeline. Hear from a panel of threat research experts and marketers that have generated and influenced millions of dollars of pipeline opportunities based on threat research programs. 

• Understand the 3-legged stool of threat research for marketing: proprietary data and disclosures, trend analysis, and the craft of the customer-centric story 
• How to keep separation between research and marketing to maintain agnosticism and credibility for your research organization
• The roadmap for a holistic marketing strategy for your threat research 
• A look at a tactical playbook to activate and squeeze every last drop of marketing juice from your threat research 
• Advice for measuring the success of your marketing program for threat research

This panel will dive into using gift cards as a marketing strategy to secure meetings with potential cybersecurity prospects. We'll discuss the effectiveness of using gift cards as an incentive, the pros and cons associated with this tactic, and the various ways gift cards give buyers "the ick" and whether that's overcomable.

The panelists have used this tactic, and they want to share the good, the bad, the ugly, and the major opportunities that have come out of it!

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Join us for lunch with CyberTacos and W2 Communications!

CMOs and other C-suite executives need to be equipped with the knowledge to effectively negotiate their offers, severances, and other critical aspects of their contracts. This session, led by experienced lawyers, will provide you with the insights and strategies needed to navigate these complex negotiations. Learn the key elements of executive contracts, how to protect your interests, and how to pre-negotiate your severance agreements. Whether you’re stepping into a new role or preparing for a transition, this session will empower you with the legal know-how to make informed decisions and secure the best possible outcomes.

In today’s competitive landscape, data-driven decision-making is paramount for successful marketing strategies. Intent data, which reveals insights into the buying signals and interests of prospects and customers, is revolutionizing regional marketing strategies. In this presentation, we will delve into three use cases and discuss how to harness intent data across different marketing functions to drive growth and enhance account engagement: - Field Marketing: Prioritizing Accounts and Ending the “Spray & Pray” marketing approach, and focus on strategies that yield measurable results. - Channel Marketing: Identify Partner cross-selling opportunities and net-new opportunities for your organization. Gain insights into maximizing the potential of your channel relationships and expanding your market reach. - Corporate Events: Enhancing Executive Meetings: How to incorporate intent data to level up executive meetings strategy at corporate events, making your corporate events more impactful and strategically aligned with business goals. This is your opportunity to supercharge your marketing efforts with the power of intent data. Whether you're focused on field marketing, channel marketing, or orchestrating high-stakes corporate events, this session will equip you with the knowledge and tools to achieve extraordinary results.

New SEC regulations took effect in December 2023, mandating publicly traded companies disclose "material cybersecurity incidents" within four days of an attack. December 2024 will mark one year since these rules kicked in. If the current pace of disclosures continues, there will be approximately 70 disclosure reports filed in the first year.

As a cybersecurity marketing content writer with journalism training and a deep interest in research, I have been obsessively tracking these disclosures by reading companies' SEC filings, compiling relevant statistics, and following news coverage related to the disclosures.

Already, there are emerging definite patterns of behavior that contain critical lessons for cybersecurity marketers. Even for cybersecurity companies targeting smaller, non-public entities, there is much to be gained by a deep dive into this new data.

This session will unveil insights from my findings, emphasizing the importance of research for marketers and providing actionable takeaways to help improve content marketing.

Marketing threat intelligence and vulnerability discoveries demands a sophisticated blend of credibility, strategic collaboration with internal and external parties, and impactful communication. This session explores strategies for collaborating with research teams, responsibly pitching cybersecurity findings, working seamlessly with vendors on patch management, engaging with others in the research community for validation, and crafting compelling narratives for media coverage. Attendees will learn how to integrate these efforts into a holistic marketing strategy that maximizes media impact and drives brand awareness while upholding ethical standards and elevating researcher credibility and profiles.

Your marketing leadership team has decided to create a new category. Now what? 

Join this session and learn how operationalize a new category launch into a multi-threaded demand generation campaign. We'll take you through all the steps – from messaging to MQLs – and give you a real-world case study of how Cloudflare launched the connectivity cloud category and translated that into tangible pipeline.

Attendees will learn: 

- How to get alignment across various marketing and sales functions
- Critical content requirements needed to launch a campaign
- Best practices in rolling out the demand generation launch across the organization

Cybersecurity moves fast, and "the channel" is a hot topic these days. Understanding the value-added reseller (VAR) perspective is crucial for developing effective channel partner relationships. This panel session brings together the entire marketing leadership team from GuidePoint Security to share their unique insights and experiences. Join us as we delve into the intricacies of VAR partnerships, discuss successful strategies, and share how you can build amazing partnerships with value-added resellers including a perspective from GuidePoint Security's very own CMO! 

Headcrab. Kinsing. Operation CuckooBees. The cyber marketing space is buzzing with research. Sometimes it’s a race to break news and others it’s a slow burn that requires careful planning and creativity. PR and marketing pros must translate technical findings for the masses, and authentically communicate them to deliver value for the community, drive interest with media, and ultimately, raise the company’s profile. And as more vendors create teams to explore the latest threats, cutting through industry noise becomes more difficult. 

Jennifer Tanner, SVP at Look Left Marketing, will lead a panel discussion with seasoned pros Bill Keeler (Semperis, Cybereason), Nicole Canulla (Aqua Security, Kaspersky, ESET), and Jessica Lavery (Black Kite, Veracode). Sharing real experiences and lessons learned, they will offer tips for effectively building relationships with global research teams across cultures, discuss crafting stories that capture headlines and provide strategies for navigating challenges in threat research marketing.

Common strategies for attracting attention and building a brand are, frankly, incredibly expensive. Start-up marketers that want to educate buyers and create demand are often left feeling stuck with tight budgets and high expectations. In this session, serial startup marketer Sarah Hartland will share scrappy, high-ROI strategies the Endor Labs demand generation team used to build the revenue funnel in the company’s second year of selling. She’ll cover specific examples from 2024, plus lessons learned and future plans. If you’ve ever heard the advice to “be the television show, not the commercial” and cried in Series A frustration, this talk is for you.

Defining, tracking, communicating, and managing to the most meaningful funnel metrics can make or break the success of your marketing efforts. But there are myriad things you can measure – so deciding on the KPIs for your business is absolutely critical. In this presentation, we will share how ThreatConnect has developed a metrics-driven approach across marketing and sales. We’ll share dashboards and processes we use to ensure they remain front and center for everyone in the go-to-market organization and up to the executive team and the Board. We'll start by emphasizing the importance of KPIs in measuring marketing effectiveness and informing strategic decisions. We'll discuss how to establish baselines and define different categories of metrics based on your organization's unique goals and requirements. Next, we'll delve into specific examples of metrics that could be relevant depending on your marketing objectives. Whether you're focused on lead generation, brand awareness, customer retention, or other objectives, we'll provide a comprehensive overview of the KPIs that can accurately measure your progress. We’ll show examples of actual dashboards we used for board, business, and operational marketing purposes that you can replicate at your company. A critical aspect of working with KPIs is how you use them to drive your business. We’ll cover the meeting and review cadence you need to ensure you’re using metrics to manage your business, not just producing them for reports. We'll share best practices for choosing the right metrics to present, defining the right cadence for reporting, and crafting compelling narratives around your data. Finally, we'll explore how to set up a robust technology infrastructure that enables seamless tracking, analysis, and reporting of these KPIs. We'll discuss various tools and platforms that can help automate these processes and provide real-time insight, as well as when to leverage internal teams vs contractors for each. By the end of this presentation, attendees will leave equipped with practical strategies to enhance marketing performance measurement and drive more informed decision-making. Join us to discover how to make your metrics matter.

Nowadays, extended buyer journeys mean demand generation no longer aligns neatly with demand capture, blurring the lines of how prospects discover your brand. This session addresses the critical challenge of accurately tracking lead sources in a cookie-less world. In this workshop and case study, we'll cover how marketing teams of any scale can merge software-based and self-sourced attribution in their marketing automation platform and leverage that to enhancing their strategy to bridge the gap between initial interest and final conversion. Attendees should expect to walk away with actionable insights to build self- and software-based attribution programs, and leverage their existing data to inform their budget allocation and sales strategies. In this case, we will review both the operational foundation, as well as a case study in how a small marketing team built a budget plan based on data from a self- and software-sourced attribution program to move away from granular, line-item budget review to channel specific investments that freed up more time and room for experimentation.

In an AI-powered buzzword world and lots of new SaaS's being created, the truth is that "No tool fits all needs", and you probably don't need a bunch of platforms to perform daily - or even less regular - tasks: you can create your own and become super powerful spending 1/3 than before and having 2-3x more results.

In the rapidly evolving landscape of cybersecurity, the role of marketing has become more crucial than ever. As marketers, we’re tasked with not just promoting products but truly connecting with practitioners to build trust and share knowledge. Join Chris Cochran, VP and Head of Marketing at AKA Identity, as he draws from his unique journey—from Marine Corps intelligence to cybersecurity leader to leading marketing initiatives—to guide you through an empathetic approach to reaching cybersecurity professionals.This session will delve into the challenges marketers face in crafting effective messaging and share strategies for connecting through genuine storytelling, supportive communities, and valuable content. Chris will explore how marketers can navigate the delicate balance between selling and serving, recognizing the pain points practitioners encounter daily. Discover how to build trust, resonate with your audience, and elevate your brand by embracing empathy and understanding all without serving 20 years as a cybersecurity practitioner.

Imagine reallocating your RSA budget from a traditional 10x20 booth with ephemeral swag to a comprehensive marketing strategy that provides sustained brand exposure over eight months, allow you to broadcast your brand into hundreds of thousands of homes, aligns with charity events featuring influencers, and supports your sales efforts with memorable experiences for your prospects. See how I activated MindPoint Group's marketing budget and grew our brand over two years with the MLS.

Approximately half of CMOs/marketing organizations are responsible for sales development as part of their domain. This is for good reason - it truly enables lead-to-opportunity control and accountability. But often it is not until marketing-sourced sales qualified leads outpaces sales capacity that SDR/BDR ownership and execution lends itself to executive and sales scrutiny. When is the optimal time to take the helm? What key measurements help ensure success and remediate failure? How best to construct and manage insource and outsource resources? What are the most important enablement tools, operating processes, and management structure? How best to set management and sales expectations when you're a VC-backed start-up to a mature VC/PE-based organization? How is managing SDRs/BDRs different from other marketing staff? Why, when, and where does PLG and SLG change the equation for taking the keys or handing over the keys? Get real-world perspectives, advice, and best practices from this expert/practitioner panel on how to effectuate a SDR/BDR program as part of cyber marketing demand.

Board meetings don’t have to be acrimonious, even when things aren't going as well as expected. In this insightful session, Gary Servis, Operating Partner at Insight Partners, will share his extensive experience serving on boards and navigating the often tricky dynamic between marketing executives and board members. Gary will provide real-world strategies on how to effectively communicate (at the levels that work for the board), align on priorities, and turn potential conflicts into productive conversations. After the presentation, the floor will open for an engaging discussion with the CMOs present where you can ask questions, share your experiences, and gain practical advice for making your next board meeting a success.

In this talk, we will focus on a very significant, very exciting and very stressful event in the life of a startup, launching from stealth mode, often managed by a one (overextended) person marketing team.

We will cover why companies enter and exit stealth mode in the first place and what launching from stealth mode actually means. We'll discuss realistic expectations of doing it well and avoidable pitfalls. We'll dive into the practical aspects and the infrastructure needed for the launch: website, PR, analytics, remarketing, PPC, and support from the startup ecosystem. And we will dive into the launch results of the recently acquired startup Entitle where I led the project.

While I was Chief Security Architect at Walmart, and even now, I am flooded with requests for "just 20 minutes" of my time. I likely received requests for more than a decade of my time with any given month. It was/is that bad. These were typically from BDRs being forced to send them, and measured on sending them. The result was clearly not 20 minutes of my time, but a great animosity against the companies. 

I asked CISOs at many of the Fortune 50 companies if they ever accepted a message, and the answer was laughter. People who follow me on LinkedIn are familiar with my complaints, but many people also saw my response to a sincere question as to "Well, how should I approach you?" That response had more than 80,000 views, and was shared widely within the sales and marketing community. 

This session covers my experiences being deluged with messages, including the funnier experiences with accidentally being sent the scripts they used. It also especially includes my advice for marketers on how to have a higher probability of getting responses from cybersecurity leaders.

I'm a stand up comedian and cybersecurity marketer. Since one of the categories for "type of session" is Stand-Up Comedy, I'd love to give the people what they want! I've been performing comedy for close to two decades, at clubs and private parties. This session would be a humorous look at the cybersecurity industry and my personal story of how I got into cybersecurity marketing.

Join us for the Marquee Awards Ceremony and Passport to Prizes Raffle!