In this episode of Audience First, Dani Woolf welcomes cybersecurity expert and CISO of CYE, Ira Winkler. They delve into vendor practices, inclusion in cybersecurity events, and the need for meaningful content from marketers. Winkler highlights his initiative, CruiseCon, designed to be inclusive for all levels of professionals, and shares advice on building genuine relationships in the field. The conversation also touches on the challenges and dynamics of cybersecurity conferences like Black Hat and RSA. Key Takeaways:

• Ensure that events provide access not only to executives but also to practitioners at all levels, enabling broader networking and learning opportunities.

• Push for an end to the tiered experiences at events like Black Hat and RSA, advocating for equal opportunities and benefits for all attendees, regardless of status.

• If you're in sales or marketing, do thorough research on your targets. Avoid aggressive, impersonal tactics like cold-calling and spamming LinkedIn. Instead, personalize your outreach.

• If you're a small cybersecurity startup, target mid-sized companies to build credibility and grow sustainably, rather than immediately chasing large enterprises.

• Invest in creating thought leadership content that addresses real problems and delivers value to practitioners, rather than just promoting products.

• As a conference attendee or organizer, push for sessions that offer substantial research and insights, avoiding vendor pitches disguised as informative talks.

• Advocate for a balance between commercialization and the original mission of conferences like Black Hat, ensuring that they continue to offer valuable content.

• Whether interacting with current executives or former leaders, always treat individuals with respect and tailor your approach to their unique experiences and needs.

• Encourage conference organizers to reassess and reallocate session content to maintain high-quality and relevant tracks, ensuring that attendees receive maximum value.

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