SECURITY EVENTS via Brand Power

The cybersecurity event marketplace is huge and still showing signs of growth. It seems there's never a shortage of security practitioners looking to mingle. And of course for all you security vendors out there, opportunities galore!

Where Experience Counts

Usually I would kind of bury any sort of marketing pitch near the bottom, but this is one of those times I need to share something right up front. And that something is my experience in this area.

Having been on the security vendor side myself for many years (7 years with Juniper Networks both, 2 of which were in sales and 5 in product management + 3.5 years with Zscaler in the hybrid sales/marketing/product role), I count myself among the tops when it comes to working security events. During a peak year, my cadence was actually working 2.5 cities per week. Yes, that's right. It was nearly 50 speaking engagements per year, but when you factor out the holidays, PTO, and corporate training weeks, the results were nothing less than a steady stream of stages and booths at just about every security conference in the country. 

As I now work with all security vendors, it means that I, as well as my company, are uniquely positioned to provide the sustained guidance and support that every organization is looking for. And more importantly to you, the experience to help ensure that you get the most value out of your many cybersecurity event investments. 

 

Sound Familiar?

I'm betting this will resonate with you, from the CMO, to product, to field marketing, to sales:

You signed up for a security conference, paid your lofty booth/speaker fees, and start your process of ensuring that everything is all set up. Field marketing sends out all the booth kits, sales teams and speakers are briefed on where to be and and special requirements in terms of messaging or content, and things are looking pretty well set. 

Then everyone arrives and...
  • What hashtags should we be using for social media? And do we have any social media posts on tap? (shrug)
  • Is there a specific theme for this event that the attendees might know about and that we should be aligning with? (shrug)
  • Which vendors have the greatest social media presence for this event? And what's our strategy to beat them for the most attention? (sales: I just want a quiet place to do my email and follow up on my pipeline. But if you happen to see someone from this company or that company, please come get me.)
  • What's our immediate post event communications plan? (team: my plans are just to pack up and get out of here)
  • We have all these cute widgets here. If we can take pictures with a few people, who can make something engaging out of them so that we can post them like so...

SecureAccess Social Media Post

Now the event has concluded and field marketing reaches out to confirm the lead captures and get the thoughts. And...
  • How did it go? (sales: I'm just not sure if we should do that event again. I mean, it was okay, but they are all lower level people and blah-blah-blah...)

 

The Next Generation of Cybersecurity Conference Preparation!

Because we specialize in cybersecurity brand reputation monitoring for large enterprises, it should come as no surprise that we are doing the same for every cybersecurity conference provider out there (US Only). Not that any of them are paying us for this, as we aren't doing it for them, but rather for you.  

This means that we are tracking the entire public online footprint, wherever it can be found, just as though they were a large corporate account. This includes automated alerts, sentiment, mentions, hashtags, all of it. With this, we can glean some really great insight, such as:

  • Sponsor/vendor history
  • Relative size, right down to the city level
  • Top influencers (great for reaching out to references)
  • Top hashtags (because really, who is sales marketing wants to go searching for that?)
  • Agendas: Where a competitive threat might exist, we can easily look back to see their most recent events, isolating trends with their messaging and then providing an assessment on how to potentially counter that at the show. 
  • Rapid response via signals and alerts, providing the opportunity to rapidly create content within the optimal window. 
  • Top Attendees: Discovering and listing out which attendees are planning to attend, currently are attending, or just attended. Then connecting with them in the most ideal way possible (corporate Twitter account, personal Twitter accounts, LinkedIn...).

 

Cybersecurity Conference Providers Chart

The Bottom Line

The reason this exists is to make sure you are successful. That's it. We do this by making sure you are more prepared than ever for each and every one of your sponsorship opportunities, including participating in all the pre and post event calls as well as direct creative support during the event itself (more on that in another post). We know that that you get out of these events what you put into them. And we also know that when you are so much more prepared that everyone else, the gains often go disproportionately in your favor!

And we do it with real data, insight, and experience that others have yet to discover. 

 

Written by Kevin Peterson

Kevin Peterson is the founder and chief content officer at ZecurityAscent, where he is the combined marketing/cybersecurity thought leader in enhancing your corporate brand before a cyber crisis, so that you can quickly recover after one. His background includes over 30 years in various security-related roles (up to the Fortune 5), of which the majority are as a Silicon Valley security marketing and branding expert. Adding to this is his own professional brand as an author, blogger, speaker, and United States Air Force veteran.
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