How to Maximise your Impact at Cybersecurity Events, According to Industry-Leading Journalists and Analysts
With large-scale trade shows in full swing, the tech industry calendar is busier than ever. These events aren’t just for networking and business growth. When done correctly, they also provide an opportunity for successful media engagement. But in cybersecurity especially, the growing number of vendors at these shows means companies must work even harder to cut through the noise.
Brands need a strategic approach to ensure that their message resonates not just with potential customers, but with the journalists and analysts shaping the industry conversation.
That’s why TFD sat down with Beth Maundrill, Editor at Infosecurity Magazine, and Rik Turner, Senior Principal Analyst at Omdia, for whom covering trade shows is second nature, to hear their expert perspectives. In discussion with TFD’s Conor Heslin, and Gemma Goatly, Director, they shared insights on how brands and startups can successfully navigate cybersecurity trade shows, what truly captures their interest, and how to make the most of these events.
Want to watch the full recording? Find it here
What trends and technologies can we expect at upcoming trade shows?
The discussion kicked off with an exploration of the key cybersecurity themes expected to dominate upcoming industry events.
As Beth noted, the best approach to securing trade show coverage is to focus on what readers want to hear; it’s all about providing insights that help them navigate current security challenges. From ransomware’s continued evolution to the complexities of compliance with global regulations like NIS2, businesses are looking for actionable intelligence rather than content that’s overly reliant on cliches and buzzwords.
One of the hotter topics hitting the headlines is quantum computing. While more companies want to discuss it, Beth cautioned that it may not currently be a top priority for CISOs, based on her recent conversations. Instead, practical concerns like risk management, supply chain security, and compliance with regulatory frameworks are at the forefront for CISOs and security leaders. AI is also inescapable, particularly in areas like authentication, agents, and regulation.
Rik highlighted another major shift in cybersecurity: the move from reactive to proactive security strategies. With security operations teams stretched thin due to skill shortages and evolving threats, there has been an increasing focus on getting ahead of the “tsunami of threats”, rather than playing catch-up. AI is deeply embedded in this trend, not just as a tool for defence but also as a risk factor itself. Issues concerning data security when using AI and how to protect private information from being accessed are something that is becoming increasingly important.
Are industry events still worth attending for companies?
Despite the rise of digital engagement, in-person trade shows remain a crucial touchpoint for cybersecurity brands. As Conor pointed out, these events serve as industry meeting places where key players can get together to discuss trends, assess the competition, and plan for the year ahead. Beyond just showcasing products, they offer a strategic opportunity to build relationships and stay connected to the broader security landscape.
Beth highlighted the unique value of large-scale events like Infosecurity Europe, which she has a behind-the-scenes insight into, thanks to the show’s affiliation with Infosecurity Magazine. For companies, they provide a powerful platform to generate leads, raise awareness, and discover emerging technologies they might not have engaged with otherwise. For visitors, trade shows are an efficient way to network, explore new innovations, and tick multiple business objectives off their list in one place. From a media perspective, these gatherings act as a one-stop shop, offering journalists the chance to connect with multiple industry leaders within a short time frame, something that would be far more challenging if they were reliant on individual outreach.
Rik reinforced the importance of attending by emphasising the ability to "read the room" and gauge industry sentiment. Trade shows aren’t just about visibility; they’re about understanding the trends that are shaping the market in real time. In an industry as fast-moving as cybersecurity, brands that choose to sit them out risk falling behind. As he put it, in today’s landscape, “you can’t afford not to be there.”
How can brands best engage with the media and analyst community?
Trade shows offer a prime opportunity to connect with journalists and analysts in person. But, all our panellists agreed that a 365-day approach to media relations is key. Rather than waiting until the event rush, building relationships throughout the year can help companies engage more meaningfully with the media at these events and beyond.
Beth noted that in the weeks leading up to a trade show, her inbox becomes incredibly oversaturated and hard to navigate. She advised against vague pitches and emphasised the importance of being upfront about who your spokespeople are and what they can talk about. Bringing a customer along to discuss real-world product applications can also be a powerful way to engage media.
Conor reinforced the need for ongoing engagement, suggesting that companies use trade shows as a content creation opportunity. Capturing key moments, whether through video, interviews, or blog content, can extend the conversation beyond the event itself and create long-term media opportunities. Ensuring that pitches align with the publication’s style and editorial focus is also crucial for gaining traction.
For Rik, the most compelling stories come from people doing something different. He values the chance to meet startups and emerging players and prefers to have these conversations away from crowded booths where it’s easier to hear and ask thoughtful questions. Vendors should also be prepared to discuss general industry trends and acknowledge competitors. Those claims of having “no competition” won’t fly. Instead, explaining how a company differentiates itself makes for a much stronger and more noteworthy narrative.
Also, both Beth and Rik agreed that product demos alone don’t cut it. Journalists and analysts want insights they can’t get from flicking through a marketing leaflet. Rik also highlighted the forgotten importance of follow-ups. He often asks vendors to scan his event badge for a future profile, yet less than 30% follow through with sending him their information. Beth found a similar lack of engagement post-event, despite the huge opportunity this presents. Ultimately, trade show media engagement isn’t a simple one-and-done effort. Brands that actually nurture these relationships pre and post-show are the ones that stand the best chance of maximising these trade shows. So if you’re interested in hearing about how TFD can help you on this journey, get in touch.