In cybersecurity marketing, being a one-person team can feel like steering a ship through uncharted waters. At our yearly CyberMarketingCon, we strive to bring you sessions that will help you navigate your role as a solo marketer and help you succeed, even with limited resources.
If you’re a one-person marketing team, here are the sessions we think you need to attend either in person or virtually at CyberMarketingCon:
A.I. Workshop: Practical AI Techniques for High-Performance Marketers
Anushika Babu, CMO at AppSecEngineer
In this workshop, Anushika shares how leveraging AI in marketing for cybersecurity companies brings cost savings and lead generation benefits. Embracing AI technologies empowers cybersecurity companies to drive marketing success, saving costs and generating quality leads in the competitive landscape.
Anushika leads this immersive workshop that delves into practical use cases of AI in marketing specifically tailored for cybersecurity companies. With a focus on demand generation, inbound marketing, content marketing, and digital marketing, this workshop is designed to provide hands-on sessions and real-world case studies, ensuring participants gain actionable knowledge to apply in their workplaces immediately. We will deep-dive into the potential of AI and revolutionize marketing strategies.
MITRE ATT&CK for Marketing
Evin Safdia, Director, Product Marketing at Cato Networks
The MITRE ATT&CK Framework brings amazing value to organizations by using real-world tactics and techniques to evaluate security methods and harden infrastructure. Security marketers should understand how the framework is used and can be aligned with messaging to build credibility.
Let’s explore this together, not as a sales or marketing tool in itself, but as a way to advance our interactions with technical professionals.
- What is MITRE ATT&CK?
- How is it used by organizations?
- Why is it important to marketers?
- How do we incorporate it into our daily work?
How to Turn Your Website into Your Best Sales Rep!
Abhishek Anbazhagan, Product Marketing Manager, Palo Alto Networks
Abhi has spent more than 50 hours analyzing 100+ SaaS companies generating between $20-$300M in revenue and compiled over 150 great examples of customer marketing, objection handling, excellent use of social proof, and proactive de-positioning of competition/substitutes right from the prospect’s first interaction with the product.
In this session, you’ll learn how to apply these elements of great product marketing that helped these startups become category leaders and enough tricks to turn your website into your best sales rep. Abhi also shares best practices in messaging Social proof, Customer Success, ROI Calculators, Before/After, Objection handling, as well as the best ways to talk to your ideal customer profiles.
Revving Up Your Cybersecurity Event Marketing: Strategies for Success and 4x ROI!
Anthony Viera, Senior Marketing Manager at DomainTools
Anthony will share his insights into the critical components that are the ingredients to a successful event marketing strategy. Prework, enablement, messaging, presence, impact, and postwork. Using this approach, you will learn how to create a powerful cybersecurity event marketing strategy that will drive business growth and help you execute like a pro.
You’ll also learn how to create a culture of accountability and success that maximizes your event marketing ROI. You’ll leave the session with actionable insights that will help you transform your event marketing game and get a greater return on your investment.
Leveraging Contractors in a Down Economy – Lessons from CMOs
Leslie Kesselring, Founder at KessComm Cyber PR; Melissa Goldberger, CMO, SafeBreach; Anna Tutt, CMO at Oort; and Tyler Shields, VP Product Marketing at Traceable
In a down economy where every penny counts, CMOs are asked to do more with less while growing their programs and keeping pace in a fiercely competitive market. Often, this means bringing on individual or agency contractors to augment internal staff or fill the gaps when there are layoffs or hiring freezes. This moderated panel discussion with top cyber CMOs will share real-world challenges, lessons, and advice on the art of building your team leveraging contractors.
This panel will share which marketing programs are the best fit for leveraging contractors, what to look for in contractor partnerships, and how to work with contractors as part of the team to get the best results.
Sales & Marketing Alignment Across 4 Companies
Panel session with Amanda Lemmers, Sr Director of Marketing at Interpres Security; moderated by Megan Dubofsky, CMO & Operating Partner at Ten Eleven Ventures
Finding alignment between sales and marketing can often be difficult due to the bifurcated nature of the two departments. Across the last 4 companies that Amanda Lemmers has led marketing at, she has worked with the same VP of Sales. How have they managed to work so well together that they’ve literally become a ‘package deal’? Join this panel session, moderated by Megan Dubosfsky, to learn about:
- Alignment — and keeping alignment — across multiple companies
- The cadence and activities that keeps them in lockstep
- The joint KPIs that work
- How to create a mutually beneficial working relationship with your sales counterpart
Be Brave, Not Boring: Using Storytelling to Build Bold Brands
David J. Ebner, President and Lead Content Strategist at Content Workshop
David will share how the power of storytelling can evolve your brand and help your marketing efforts thrive. During this session, David will discuss how to use storytelling to turn a boring brand into a brave one. He’ll uncover the foundational elements of storytelling and what makes memorable stories versus forgettable ones. He will also share what makes a good story, like humanizing the hero, overcoming obstacles, and instilling urgency, and what makes a bad story, like hero-izing the product and disorganized plots (aka, random acts of marketing). By the end of this session, you’ll be ready to craft story-first content that builds an emotional connection between your brand and your target audience.
How to Build a Product Marketing Function on a Shoestring Budget
Kristen Cooper, SecOps Product Marketing Lead at Google
In this session, Kristen will share how to build a product marketing function with an almost nonexistent budget. Most of us don’t often get the luxury of a big budget or a big staff, but that shouldn’t stop you from building a product marketing function that can kick butt and take names! Join Kristen to dig into how to choose the product marketing activities that will give you the most bang for your buck and set you up for future growth and success.
How to Utilize Participation in Trade Organizations to Become a Subject Matter Expert
Ashley Barton, Director of Growth at LBMC Information Security
In this session, Ashley will share how he was recruited to serve on the Information Systems Security Association (ISSA) and InfraGard Board to develop those relationships into being viewed as a subject matter expert as opposed to a sales rep. During this talk, Ashley will share how he went from a salesperson at an advisory firm to a trusted subject matter expert who is responsible for over 5 million in annual revenue. If you’re a trusted advisor salesperson – they will come to you.
Fix Your GA4 Workshop
We know the recent change to GA4 has left many of us in a lurch and struggling to find the data we want to share for our KPIs. This Workshop will focus on helping you fix your Google Analytics after the recent shift to GA4.
Workshop: Customer Marketing: Do you have a (winning) strategy?
Hunter Talpas, Senior Demand Generation Marketing Manager at Cobalt
Customer Marketing means something different to everyone. However, the fundamentals of Customer Marketing are Engagement, Retention & Advocacy. You need to pay attention to each pillar of Customer Marketing to have a robust (and successful) Customer Marketing motion. In this session, we will review the makeup of each pillar and how you can get started creating & implementing your Customer Marketing Strategy.
Memoirs of a Marketing Guinea Pig – How To Survive (and Thrive) as the First Marketing Leader
Brandon Hoe, VP of Marketing, Oxeye
Brandon will share the lessons he learned from being the first marketing executive at four early-stage cybersecurity companies. In this session, Brandon will cover the foundational activities you need to do first, how to build an effective marketing effort using first principles, leveraging force multipliers to amplify your efforts, and how to be an effective leader.
Interested in these sessions?
We’d love to see you at CyberMarketingCon in Austin, TX, December 10-13. Purchase your tickets to attend in person or virtually today!
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