Breaking Through in Cybersecurity Marketing Booths, Buzz, and B2B Brilliance: A Cyber Marketer’s Guide to RSAC 2025
Episode Summary:
We’re back from RSAC Conference 2025, and what a week it was! Gianna and Maria recap their third RSAC Conference rodeo in style in this live-recorded, post-conference edition of Breaking Through in Cybersecurity Marketing.
We break down the boldest, weirdest, and most wonderful marketing moments from the show floor (and the streets of San Francisco), including:
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CrowdStrike’s genius geo-targeted Uber ads
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Sweet Security’s literal singing swag truck
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Wiz’s cloud security toy store (!!)
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And Rubrik’s nostalgic retro arcade booth
We also launched something big: The Cybersecurity Marketing Practice, our brand-new advisory service for cyber founders and venture capitalists (VCs). We threw a sold-out marketer party, handed out coloring books at the Marketer Oasis, and supported early-stage startups through the AWS Cyber Accelerator.
Timestamps:
00:29 – Live from the floor: our third RSAC, and it’s bigger than ever
01:31 – RSAC’s rebrand: the “C” is for Community (and we’re here for it)
02:25 – From live events to digital presence: how RSAC is evolving
03:35 – Uber ads from CrowdStrike? B2B finally gets playful
05:20 – Singing trucks & yellow cups: Sweet Security stands out
06:09 – Wiz’s Toy Store & Rubrik’s retro arcade
07:06 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine
07:50 – We launched something new: The Cybersecurity Marketing Practice
09:38 – Talking to founders & VCs: our GTM strategy braintrust
10:23 – Our RSAC Party for Marketers: 220+ guests and community magic
13:42 – CyberMarketingCon 2025: theme reveals–Marketing Time Machine (deep dive)
14:27 – Foundations + Innovations: rebuilding cyber marketing from the ground up
15:44 – Speaker preview: Connor from Amnis & Don Jeter from Torq
18:23 – Enter the Beautiful Booth Awards (by May 20!)
📢 What’s Next
- Product Marketing Workshop – Boston | July 2025
Led by Beth Barach, this half-day workshop is in-person and hands-on. Become a product marketing wiz. Reg. page will be live soon!
- CyberMarketingCon 2025 – Austin, TX
December 7–10, 2025 Get your ticket TODAY: cybermarketingconference.com
This year’s theme: Marketing Time Machine. Explore both the foundational skills and innovative tactics every cyber marketer needs now.
- Beautiful Booth Awards – Apply by May 20!
Flashy or scrappy, we celebrate smart booths of all sizes. Apply now.
🔗 Links & Resources:
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🎧 Follow the Hosts:
Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. Join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, our Instagram page, or on our podcast LinkedIn page, and keep up with us on X.
See you in the next episode!