Episode Summary:

This week, we’re pulling back the curtain on one of the most significant shifts in cybersecurity events—RSAC’s bold rebrand and vision for the future. Joining us are two insiders, Ben Waring, Director of Global PR & Communications, and Jessica Porter, Senior Director of Marketing, who will reveal the strategy behind the transformation, the impact on the global security community, and what’s in store for 2025 and beyond. If you want the inside scoop on industry trends, new opportunities, and what’s next for the world’s leading cybersecurity event, this episode is a must-listen!

Timestamps:

01:26: RSAC’s rebrand: Why and what it means—RSAC is changing things up with a brand refresh that resonates with the cybersecurity community and aligns with its future goals.

03:28: Expanding RSAC beyond a conference into a year-round community – A cybersecurity conference is valuable, but what happens when the event ends? 

05:29: Behind the scenes of the rebrand: Process and key decisions – A rebrand of this scale takes time, strategic planning, and a deep understanding of the community’s needs. Ben and Jessica take us through the months-long process, their challenges, and the key decisions that shaped RSAC’s new identity.

09:07: Upcoming RSAC initiatives and events – What’s next for RSAC? We explore some of the new initiatives, expanded programming, and upcoming events. 

12:40: How RSAC engages vendors and cybersecurity professionals –RSAC is a large community that connects vendors, practitioners, and industry leaders. It enables exhibitors and sponsors to engage with attendees while emphasizing education and innovation.

20:45: The new “Cybersecurity Together” theme—Community is at the heart of everything RSAC does, and this new theme encapsulates its commitment to inclusivity, collaboration, and collective growth in the cybersecurity space. We discuss how this theme influences programming, partnerships, and plans.

25:13: Inspiration from other conferences and industry trends—From South by Southwest to niche industry gatherings, we discuss what RSAC has learned from other successful events and how those insights shape its future.

30:33 - Will RSAC move from San Francisco? – RSAC has called the Bay Area home for decades, but will it stay? 

34:02—Big announcement: RSAC expands to the Yerba Buena Center for the Arts—Growth is key, and RSAC is physically broadening its footprint by adding space at the Yerba Buena Center for the Arts. What does this mean for attendees, exhibitors, and programming? We break down the impact of this exciting development.

34:53 - RSAC introduces its booth (#S-3425) – For the first time, RSAC will have a dedicated booth where attendees can learn more about the brand's evolution, upcoming events, and community initiatives. Be sure to stop by!

Resources & Links

🔗 Stay updated at OneRSAC.com

🔗 Join the RSAC community: OneRSAC.com/joinus

📍 Visit RAC's booth at the concourse between North & South Expo (#S-3425)

Be sure also to follow our hosts on LinkedIn:

👉Gianna Whitver

👉Maria Velasquez

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!