Cybersecurity Marketing: What’s Working Now

The Security Revenue Live Show by the Cyber GTM Alliance brought together top cybersecurity marketing leaders for a candid conversation on how modern GTM teams are adapting to a rapidly shifting buyer landscape. Hosted by Taylor Wells, the panel featured Aviv Cohen (CMO, Pentera), Steve Garrison (VP of Marketing, Stellar Cyber), May Calceta Wong (Jericho Security), and Isabel (The Cyber Canon).

In a market flooded with AI tools and automation promises, what’s actually driving results? According to this panel: real relationships, smarter data, tighter sales alignment—and a healthy dose of patience.

Here are the key takeaways and tactical strategies you can put into play.

1. Human Connection Still Wins—Powered by AI

“People only buy from people they trust or connect with,” said Steve Garrison. In cybersecurity—where skepticism runs high—face-to-face moments like dinners and small events remain unmatched.

• Aviv: Meet people, feed the funnel, and keep it in person.

• May: White-glove, direct CISO engagement builds trust.

• Steve & Isabel: Let AI support—not replace—relationships.

Takeaway: Blend tech with trust. Human connection is still your strongest differentiator.

2. The Hybrid Model: AI as Efficiency Driver

AI can scale personalization—if the data is clean and a human guides it.

• Steve: AI-generated, persona-based emails now see 20%+ opens and 70%+ clicks—after six months of database cleanup led by Olivia.

• Isabel: Too much AI interaction without human touch risks damaging your brand.

Takeaway: Use AI to sharpen processes, not automate relationships.

3. Bridging Sales + Marketing: One Funnel, One Team

May stressed a shift from MQL counts to pipeline accountability.

• Weekly and monthly GTM syncs are essential.

• Shared tools like Slack and ClickUp keep Sales, SDRs, and Marketing in lockstep.

• Measurement is on pipeline, not just leads.

Takeaway: GTM alignment is no longer optional—it’s table stakes.

4. Brand vs. Demand? You Need Both

The panel agreed: without brand recognition, demand gen won’t work.

• May: “Brand is the foundation—it helps everything.”

• Isabel: “If you don’t have brand, forget about doing demand gen.”

• Steve: Invest 5% in targeted branding (e.g., MSSP Alert) and track qualitative attribution (“How did you hear about us?”).

Takeaway: Be known first. Demand gen succeeds when brand opens the door.

5. Creative Plays That Punch Above Their Budget

Memorable, low-cost ideas can outperform big ad spend.

• Aviv: A children’s book on cyber parenting that went viral, and a Super Bowl-adjacent “Gary the Goat” campaign that made a small slot feel huge.

• Steve: A $100 gold-branded clicker for CISOs that became a talking point.

Takeaway: Smart creativity builds brand faster than banner ads.

Final Takeaway: Creativity, Brand, and Communication Win

The fastest-growing GTM teams in cybersecurity:

• Blend creativity with AI-enabled execution

• Invest in brand—and play the long game

• Communicate proactively across departments — as Isabel noted, “If you don’t say anything, people are going to assume nothing’s happening.”

Smart creativity beats big spend. Memorable moments build brand faster than banner ads.

Final Takeaway: Communication, Creativity, and Patience Win

The fastest-growing GTM teams in cybersecurity:

• Blend creativity with AI-enabled execution

• Invest in brand—and play the long game

• Communicate proactively across departments — as Isabel noted, “If you don’t say anything, people are going to assume nothing’s happening.”

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