Security has a branding problem. We're the "department of no," a cost center, the team leadership side-eyes when budgets get tight. But it doesn't have to be this way. Want to sell your security program more effectively? Learn from marketing. It's time to steal a page from their playbook and start selling security like it's the hottest product.

Marketers sell the business by deeply understanding their buyers – their hopes and woes – and designing programs that appeal to their needs. They also demonstrate that marketing is a valuable investment. This session will show you how to use marketing skills to change perceptions of your security program, get more buy-in, challenge assumptions, and prioritize effectively.

Great marketers get inside buyers' heads, craft resonant messages, and prove ROI. Security teams need to do the same. If you want leadership to take security seriously, stop selling fear and start selling value.

You'll learn how to:

- Understand your stakeholders like a marketer. Want a DLP control? Figure out what keeps Sales up at night. Pushing AppSec? Understand how developers ship code.

- Craft messages that make people care. Security wins aren't just about reducing risk—they're about accelerating the business. Learn how to frame security to get execs nodding.

- Align security with the metrics that matter. Leadership cares about shipping faster, reducing costs, and staying out of the headlines. Speak their language, and you'll get budget.

Security's value depends on buy-in. Sell it right, and you won't just keep your budget—you might even grow it.