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The Holy Grail for Cyber Marketers? Reaching the CISO with Valuable Thought Leadership

A talk by Mike Raeder, Michelle Schafer, Ryan Shopp and Young-Sae Song
Merritt Group, DeepInstinct and

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About this talk

As cyber marketers, we probably toss around the term “thought leadership” way too often but the truth is, being a thought leader is very important in this overly crowded industry where everything sounds like a massive echo chamber. Thought leadership is especially valuable when it comes to reaching the ultimate decision maker, the Chief Information Security Officer (CISO). To prove this point, Code Red PR surveyed 819 senior security decision makers globally and found that 74% of CISOs would pay a premium to work with a cybersecurity vendor who is a thought leader in its market sector. Further, 43% said they’ve used thought leadership content when making a final decision to select a cybersecurity company, and 35% have grown their business with an existing supplier because of strong thought leadership.

This panel session will dive deeper into the topic of thought leadership and the findings of this survey, highlighting real-world perspectives from top cyber-focused CMOs and CISOs. The panel will also address these burning questions and pressing topics: -How can thought leadership really influence cyber security purchasing decisions? -A look into the mind of a CISO – how do they spend their time and what types of marketing content, topics and media outlets do they find most valuable? -Examples of how top CMOs have built industry thought leaders and the key benefits from a marketing and sales perspective. -Tips for cyber marketing pros to better reach their target buyers.

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