The RSA annual show is a crucial opportunity for cybersecurity companies to discuss current and future challenges and provide expert resources for business leaders to advance their security and build stronger, smarter teams.
With the 34th edition of RSAC just around the corner, we’ve spoken with seasoned cybersecurity marketing and PR experts to uncover how you can make the most of the show:
How can companies stand out at big industry events like RSA?
RSA is one of the industry’s tentpole events, so cutting through the noise among other exhibitors can be difficult. One way around this is prioritizing strategic collaboration, as Karen Pakes, VP of Marketing at Salvador Tech, highlights:
“At massive scale events such as RSA, I recommend capitalizing on the fact that so many industry players are around to partner with and hold a separate event or dinner. Strength comes in numbers, and by joining forces with other companies that are not your direct competition, you double your chances for reaching your ICP in a more effective and intimate way and attracting more attention to your business.”
These larger events are often filled with companies with large budgets and booths that can hog the limelight. But to Rebecca Cradick, Vice President of Global Communications at Armis, you’ve got to stay in your own lane and do a few things right:
“RSA is the biggest cyber event on the yearly calendar, but it can be overwhelming for attendees with the mainstream conference, intensity of the show floor and all the side activities that are booked by vendors with evening events and parties. Unless you have a very big budget, the big sponsors lock out all the major brand opportunities so to stand out, you need to be clever and gritty. The media are maxed but would consider interesting news, especially before the show starts for the day so a breakfast event or drinks with seats (and WIFI!) could work. Do your homework though – no one is going to miss a key announcement or keynote for your event. Dinner with key customers, pre-booked meetings and scheduled activity is non-negotiable, you cannot ‘wing’ this show. The key is to focus on doing 1-2 things very, very well.”
It seems that concentrating on getting a few essential things right is a common thread in prep for the show, as David Moss, Chief Commercial Officer at Radiflow, adds:
“I’d advise companies to stand out by focusing on a big theme. Zero in on the single thing that encapsulates the vision and value of the company. This theme should be woven throughout the communications and marketing strategy and also communicated through social and traditional media.”
It’s clear that marketers and comms professionals need to be strategic, organized and make the most of the companies around them to have the best bet of sticking out at RSA.
We also can’t forget the power of a good tradeshow booth, as Mark Pearce, Sales & Marketing Director at Goldilock, puts:
“To make a memorable impact at major industry events like RSA, companies should spotlight their groundbreaking technology with a high-impact, interactive booth that visually demonstrates their unique qualities. Thought leadership sessions, bold social media engagement and exclusive networking events will reinforce credibility. Offering unique, memorable giveaways, showcasing powerful customer testimonials and implementing a strategic follow-up plan will ensure a lasting impact.”
How can companies get the most value from a marketing perspective?
Industry shows are a fantastic marketing tactic for lots of companies to improve sales and build relationships. But it’s important to understand that you can’t just turn up to a show with a booth and expect leads to come through your door.
David Moss understands this and puts it simply:
“There are two key elements of a marketing strategy that deliver the most value. Firstly, educational content marketing; create informative and engaging content that educates your audience about cybersecurity threats and solutions — including blog posts, whitepapers, webinars and infographics. Secondly, partnerships and collaborations; partner with other companies, industry influencers, and organizations to expand your reach and tap into new audiences.”
For Mark Pearce, the aim at the event is clear:
“It’s ultimately about captivating attendees with immersive, hands-on demos, a striking booth presence and smart networking tools to drive high-value engagement. Securing speaking slots and thought leadership opportunities will reinforce your authority in the cybersecurity space, positioning you as a go-to innovator.”
As a startup, your approach to getting the most marketing value will slightly differ from larger brands. Patrick McBride, serial startup CMO, notes:
“If you’re a cybersecurity startup heading to RSA, keep your agenda tight and laser-focused. The real fuel for early-stage companies isn’t flashy booths or big branding, it’s deep, meaningful conversations with the people who will use and buy your product.
Your top priority? Validating product-market fit and refining your messaging. Mid-to-late-stage companies go to RSA to generate leads, build awareness and push deals forward. You? You’re there to collect intel from real buyers and sharpen your go-to-market approach.
Start by identifying who holds the budget in your target organizations — maybe a CISO, or in larger enterprises, one of their direct reports. Then, optimize for conversations. Instead of splurging on a booth, lock in a nearby suite or shared space for sit-down meetings.
Pre-game your RSA strategy: Leverage your investors, executives and team to schedule meetings in advance. This isn’t about hoping for chance encounters on the expo floor — it’s about targeted, high-value discussions that shape your next moves.
RSA is noisy. Cut through the chaos. Be where the decision makers and product users are, have the right conversations and leave with the insights you need to win.”
Final thoughts:
RSA is busy, so simply turning up to the show at your polished company booth won’t be enough. Making the most of strategic company collaborations, placing focus on a few key marketing activities and keeping your efforts consistent under the umbrella of your company’s vision and values will all help you to have a fruitful show.
Have fun, and remember: be proactive, be strategic and be bold.
Want to see a friendly face at the event? Drop us a message. We’d love to chat over a coffee! Contact us at hello@rlyl.com
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