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Friday, May 3 • 3:00pm - 4:00pm
Beyond the Buzzwords: How Security Can Use Marketing Concepts to Prosper

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Beyond the Buzzwords: How Security Can Use Marketing Concepts to Prosper
Given today’s cybersecurity shortage and the hype that accompanies it (“1.5 million jobs will be unfilled by 2020! No, It’s 3 million!”), it would be easy to conclude that learning or keeping up with networking, coding, incident response, threat hunting, and the like is the critical factor for finding and retaining security employment. While it’s certainly true that cybersecurity practitioners will need technical skills—it’s a technical field, after all—there is another aspect to succeeding in the field in the future.
Marketing.
Yes, “marketing” is a dirty word to most security practitioners. Everyone who hears the term immediately conjures up images of vendor marketing departments — the people scorned by many hackers for not having an adequate level of technical knowledge, or the team that relies on catchy buzzwords to sell a product rather than focusing on actual features, capabilities, and technical differentiators. Though marketing people have been known to go overboard on jargon, taking a page out of marketing playbooks can help security practitioners ensure they are meeting the demands of the modern security team, one that understands and is aligned with business needs (vs. one focused on blocking and tackling security threats), and one that enables organizations to move faster with requisite levels of cybersecurity protection.
What will people learn from this talk:
Marketing isn’t about buzzwords (when done right); it’s about conveying information accurately, in a way that resonates with your audience.
Why is this important for security employment? Most non-security people don’t know the minute technical details about how security works and they don’t care. They don’t need to care (just like security pros don’t need to care about the nuances of building web traffic or conversion rates). People do care, however, if they can’t access their stuff. Executives care a lot when the company is distracted from making money. Cyber attacks, breaches, data loss all contribute to distractions from that goal. 


Ultimately, this talk will share marketing concepts you can easily apply to your security program and to ensuring future job security.

Speakers
avatar for Katherine Teitler

Katherine Teitler

Director of Content, Edgewise
Katherine Teitler leads content strategy and development for Edgewise Networks. In her role as Director of Content she is a storyteller; a translator; and liaison between sales, marketing, and the customer. Prior to Edgewise, Katherine was the Director of Content for MISTI, a global... Read More →



Friday May 3, 2019 3:00pm - 4:00pm
KEC 17 Market Square Suite 101, Knoxville, TN 37902, United States

Attendees (54)