RANT Leading Ladies Roundtable - The Stark Art of Cyber Marketing

'Smashing the uncredible hype to make our audience marvel.'

The pressure on cybersecurity marketing to be louder, sharper, and more memorable to an incredibly tough audience – at scale – has never been more intense. We’re expected to explain complex technology, support the many needs of sales teams, satisfy leadership, get more and more and more leads, and somehow stand out in a vastly noisy and competitive ocean.

Meanwhile, we’re also drowning in innovation, from the myriad of latest-greatest martech tools to the shiny new features and wonderful science-projects-turned-new-products our organisations are churning out at speed.

The expectation from our stakeholders is wildly bolder claims, hugely bigger promises, a hefty sprinkle of invented terminology, and who cares whether it’s actually credible – it’s marketing, right? 😉

The slight snag is that our highly sceptical “marketees” – arguably one of the most difficult audiences known to humanity – don’t see it like that. Being untrusting is a mandatory part of their jobs, so in all of this chaos, how do we resonate with them in a meaningful way? What makes them pay attention, what makes them switch off, and what makes them send something straight to the group chat – for good or indeed terrible reasons?

Over the evening, we’ll compare notes on the pressure behind the work, the things that genuinely land, the things we have learned the hard way, and how AI is changing the mix. We may even avenge a few past marketing decisions while we’re there.

Dinner, drinks, sharp minds, and considerably less chance of becoming the comic relief or super-villain in the CISO WhatsApp chat.