Security has a branding problem. We’re the “department of no,” the cost center, the team leadership side-eyes when budgets get tight. But here’s the thing—it doesn’t have to be that way.
If you’d like to get better at selling your program, there’s a lot to learn from what might sound like an unlikely source: Marketing. It’s a marketer’s job to sell the business, and the best marketers do it by deeply understanding buyers — from hopes to woes — and then designing programs around appealing to their needs. But that’s not all; they also have to show that marketing is money well spent. In this session, we’ll cover how you can use marketing skills to change the way your security program is perceived, to get more buy-in for security initiatives, challenge your own assumptions and prioritize more effectively. It’s time to start selling security like it’s the hottest product in town!

You’ll learn how to:
- Understand your stakeholders like a marketer.
- Craft messages that make people care.
- Align security with the metrics that matter.