As product marketers, your role is pivotal in translating cutting-edge cybersecurity solutions into compelling narratives that resonate with your audience. Our yearly CyberMarketingCon is designed not only to keep you in the know but also to supercharge your product marketing efforts in the cybersecurity sector.
If you’re in product marketing, here’s a sneak peek at some of the sessions slated for this year’s CyberMarketingCon:
Workshop: 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 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?
Failure to Launch: The 3 Ps For Successful Product Launches
Beth Barach, Director of Product Marketing at Onapsis
Product launches are for everyone, although the onus typically falls on product marketing to get them right. Join this session to hear how to build a successful launch strategy, keeping People, Process, and Performance in mind.
Actionable takeaways:
- How to build a launch steering committee
- How to build a launch calendar and plan
- How to make artifacts to keep everything on track
- How to project manage and lead a launch
- How to measure a launch
To Create or Not to Create: Navigating the New Category Discussion
Kelly O’Dwyer-Manuel, VP – Brand and Communications at Axiomatics
As cybersecurity innovation continues to ramp up, attracting new companies, solutions, and funding, many executive leaders bring their marketing teams a new challenge: creating a new category to match the unique solution they’re bringing to market. But what is involved in creating a new category, both from a risk and reward point of view?
In this session, security marketing veteran Kelly O’Dwyer-Manuel will walk through the considerations involved in creating a new category and how it impacts the entire marketing mix, from prospecting and events to analyst relations and thought leadership.
Key Takeaways:
- The timeline, resources, and budget required to create a new category
- How to engage analysts as a means to gain mindshare and influence buyers
- Field marketing considerations, with a particular emphasis on events
- Getting the sales team’s buy-in as they shift gears
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 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.
Interested in these sessions?
We’d love to see you at CyberMarketingCon in Austin, TX, this December. Purchase your tickets now to attend in person or virtually for the December 10-13 event.
.png)