At our yearly CyberMarketingCon, we aim to present you with sessions that will not only keep you up-to-date but empower your marketing endeavors. This is where industry frontrunners and visionary minds convene to shape the roadmap of cybersecurity marketing for the days to come.
If you’re in demand generation, content marketing, or digital marketing, here’s a sneak peek at some of the sessions slated for this year’s CyberMarketingCon:
Building Human-Based Communities…Take That AI!
Deb Wigley, Community Co-Creator at Black Hills Information Security, and Jason Blanchard, Excitement Co-Creator at Black Hills Information Security
What is the one thing AI can’t do that every human can? Build genuine human relationships with other humans. In this session, Jason and Deb will discuss how community building around content, fun, and excitement, can be the center of your marketing strategy.
There is a lot of work, techniques, and methodology that goes into building genuine and thriving online and in-person communities. Deb and Jason will share that the community is messy, hard to measure, and takes a long time to do. But, once you’ve built a self-sustaining community, they’ll become your entire marketing team and word will spread far and wide about who you are and what you do!
Be Brave, Not Boring: Using Storytelling to Build Bold Brands
David J. Ebner, President at Content Workshop
David will share how the power of storytelling can evolve your brand and help your marketing efforts thrive. Stories incite emotion and say something about the world we are all trying to navigate. They create shared emotional experiences that bond the audience and the storyteller.
But to tell good stories is to take risks. Narratives that center on the product or run on fear ultimately turn out to be boring and forgettable. 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.
3 Playbooks Cybersecurity Companies Are Using to Increase Retention & Drive Expansion
Seth Steinman, VP of Marketing at PreVail, Gar Smyth, VP of Revenue Marketing Operations at Mimecast, and Ryan Murray, Director of Business Development & SMB Sales at Cobalt
As generating new business gets more difficult, companies are shifting their focus this year to retention and expansion to increase revenue and valuations. How does this shift impact marketing? And what can marketers do to drive revenue (and valuation) in this economic climate?
Seth, Gar, and Ryan will share their top-performing playbooks to generate and protect revenue this year, especially in light of the shift in focus to retention and expansion. By the end of this session, you’ll walk away with trends of how cybersecurity buyers are purchasing this year and how relationships and buyers have become a new source of pipeline.
Marketers’ Most Important Impact Going into 2024: Retain + Expand
Seth Steinman, VP of Marketing at PreVeil
Seth will discuss how, in the current economy, investors are no longer looking for grow-at-all-costs. They want to see healthy, well-run businesses with strong unit economics and industry-leading retention. Seth will walk through some of the ways that marketing teams should lean into this new paradigm and ensure our success metrics include both net retention and gross retention.
If you attend this session, you’ll walk away with specific tactics to deploy to improve gross retention and ways you can improve net retention.
Break the Internet: The 5 Secrets to Making Cybersecurity Content Go Viral in 2024
Tom Orbach, Senior Growth Marketing at Wiz
In this session, Tom will reveal the explosive strategy behind his “Viral Post Generator,” which garnered a staggering 2 million users in just seven days. In addition, Tom will cover case studies such as CISOtopia (an April Fools prank he created for Wiz that went insanely viral), and the power of employee advocacy. Learn from his experiences as a growth marketing leader at Wiz, and unlock the secret to making anything, including ordinary cybersec content, go viral.
Panel: Critical Components of Winning Demand Gen
Maria Velasquez, Co-founder at Cybersecurity Marketing Society; Manny Ataebi, SVP of Marketing at Eureka Security; Staci Northhouse, Sr. Marketing Operations Specialist at NetSPI; Tom Kish, VP of Marketing at CardinalOps; and Aileen Casmano, Director of B2B Demand Generation at VISO TRUST.
Demand generation and growth marketers in the cybersecurity industry are experiencing a rapid shift in tactics and best practices. The goal is to create a strong pipeline of leads using various methods such as intent data, content syndication, buying signals, and the double funnel. However, with the abundance of information available, our attention span and patience are becoming increasingly limited.
So what gives? What does it take to build and implement an effective demand gen strategy?
Join our panel of industry experts as we discuss the critical components of winning demand-gen marketing. From identifying your target audience and creating compelling content to developing a strong lead nurturing process and leveraging the right marketing channels, we’ll explore the key tactics and best practices that can help you generate quality leads, increase conversion rates, and ultimately drive revenue growth.
Whether you’re a seasoned marketer or just getting started, this panel session promises to offer valuable insights and actionable tips to help you succeed in today’s competitive digital landscape.
10-Exit Playbook from a CMO
Dan Lowden, CMO at Blackbird.AI
Join Dan Lowden, CMO at Blackbird.AI and former CMO at HUMAN Security, as he shares the marketing playbook that he’s honed over the past 10 companies he’s exited as a CMO. Learn from his experiences as a CMO and unlock the secret to crafting an exit playbook that actually works.
Interested in these sessions?
We’d love to see you at CyberMarketingCon 2023! Purchase your in-person or virtual tickets now.
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