Cyber leaders and their relationship with live events
In cyber, events are where we meet decision makers on a ground of their choosing - where we build bridges between brands and prospects, brands and talent, leaders and employees.
Cyber security decision makers are one of the toughest audiences in modern B2B marketing – and we should know, we’ve been designing live event experiences to engage them for decades.
Driven underground by the blunt intensity of modern digital marketing, they are fiendishly difficult to reach. But not impossible. Because when CISOs need solutions, they typically use the same reliable sources; they turn to their trusted network and community, including any forums they frequent… and they visit live events.
Who are the cyber leaders?
Cyber security leaders are under intense pressure - against a backdrop of multiplying threats, a growing shortage of skills, and often ambivalent organisational leadership who view them as a necessary cost rather than a value driver.
The CISO’s professional life is a zero-sum game of cat and mouse, with no pat on the back when disaster doesn’t strike yet again. The stress is real, and Gartner analysts suggest up to a quarter of top CISOs are planning to leave their current role.
Understandable then that, in our experience, what many cyber leaders have in common is a need to feel in control - they want to be the pursuer, not the pursued. They want to connect on their own terms.
The role of events
That’s why industry exhibitions and brand-owned cyber events are big business – they create a fertile lead generation and recruitment environment that nevertheless appeals to cyber professionals because it’s where their community comes together.
This need to connect explains why in-person events have been so fast to bounce back from their pandemic enforced hiatus, and it’s why live events are the secret weapon in the cyber marketer’s arsenal.
But faced with multiple solutions to any security problem and larger vendors consolidating functions into single, attractively priced platforms, cyber professionals have never had more choice.
Being visible is just the tip of the challenge. Delegates who are in market are there to window shop solutions, so being seen doesn’t translate into sales unless you can generate a connection over a relevant pain point.
And that connection starts with interaction – a conversation, a demo, an experience that links directly with their challenge. Sounds simple. It isn’t.
Connection by design
We design conferences and exhibition stand experiences that enable brands to meet this need, using creativity to deliver environments and experiences with connection at their heart. It’s how we’ve delivered CYBERUK, the UK’s premier cyber security conference and exhibition, for GCHQ and the National Cyber Security Centre since 2016. With airport-style security measures and strict accreditation, the event has become one of the world’s top showcases for cyber business, talent, and ideas.
Using technology: Our in-house data and digital team have a long history of pioneering cutting-edge technology in live events. From IoT to mixed reality and virtual (we were a first mover during the pandemic to keep clients in touch with their audiences), we deployed one of the industry’s first live generative AI experiences at Cannes Festival of Creativity - read more about that award winning project.
Using creativity: We deliver 'Rethink', Worldpay's international customer event series, reimagining their B2B expo as a traditional European piazza environment, taking inspiration from the way business relationships have been built for centuries in town squares around the world - read more.
Using display that wows: When PwC asked us to deliver a live thought leadership platform that would turn heads, we used the latest immersive display technology to build them a stage that stopped traffic at MWC.
So, if you need to build more meaningful connection into your international event strategy, generate leads, inspire employees, or find new ways to engage industry talent, our specialist team has skills and cyber industry experience to deliver.
Bray Leino Events is a full service, international events and experience agency serving brands and governments. We deliver upwards of 300 large-scale brand experiences every year - conferences, summits, exhibitions, roadshows and internal corporate events - from offices in the Europe, Asia, and the US - tech enabled, sustainably delivered, and with measurable ROI.
