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From Buzzword → Reality: How to Make Your Messaging Resonate at Conferences
“Come at me with "XDR", come at me with "SOAR", come at me with "cyber resilience". That's fine. But then give me the meat and potatoes behind it. What it really means. Vendors have to change the way they lead with buzzwords.
Dani Woolf
25 Aug • Read Time: 7 minutes
Most vendors still believe flashy booths, aggressive pitches, and endless buzzwords are the way to win over CISOs.
The truth?
These tactics are a fast track to losing credibility.
CISOs like Leo Cruz aren’t impressed by gimmicks—they’re looking for real solutions and meaningful conversations.
If your strategy is all about pushing products, it’s time to change your game.
POLL: What’s the most important factor for capturing your attention at a cybersecurity tradeshow? |
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Who is Leo Cruz?
Leo Cruz isthe Chief Information Security Officer (CISO) of St. Joseph's School for the Deaf.
Alongside this role, he also works as an advisor architect for Cisco, leveraging his expertise to contribute to the broader tech community.
Leo's passion for cybersecurity is evident in his diverse involvement within the industry.
He was part of the Network Operations Center (NOC) at Black Hat USA 2022, where he gained valuable insights into the behind-the-scenes operations of one of the world's leading cybersecurity conferences.
His experience spans from ensuring network safety to conducting surveillance, showcasing his hands-on approach to security.
Committed to giving back to the community, Leo sits on several boards across the education and vendor-agnostic spaces.
He is particularly focused on the education sector, driven by a mission to provide positive and empowering experiences for individuals of all ages looking to enter the cybersecurity field.
Leo's dedication to continuous learning is exemplified by his recent achievement of earning a B.A. in Cybersecurity and Forensics.
His approach to cybersecurity emphasizes the human element, valuing the importance of services and people over just technology.
Known for his candid feedback and willingness to share his experiences, including failures and successes, Leo is a respected voice in the cybersecurity community.
He is motivated by the dynamic nature of his work and the opportunity to engage in new, challenging conversations with colleagues and friends every day.
Leo Cruz represents a new generation of cybersecurity leaders who combine technical expertise with a strong commitment to education, community engagement, and the human aspects of security.
Pro Tip for Connecting with Leo
Be genuine.
Show real interest in making a positive impact on the cybersecurity community.
Avoid aggressive selling and focus on meaningful, service-oriented conversations.
That’s the way to earn Leo’s trust.
Insights and Key Takeaways
Building Authentic Relationships with CISOs
Insight: Authenticity is Key to Building Trust
Leo Cruz emphasizes that authentic interactions, not aggressive selling tactics, are what truly resonate with CISOs. At Black Hat USA 2022,
Leo observed a clear shift toward more genuine conversations among vendors and buyers.
"There was a shift from competition to camaraderie among vendors.".
CISOs are wary of vendors who are overly aggressive and more focused on closing deals than building relationships.
To gain their trust, marketing and sales teams need to prioritize sincere, problem-solving interactions over hard selling.
“Some vendors were really just trying to understand how the pandemic impacted us as humans.”
This approach not only fosters better connections but also differentiates you from competitors in the crowded cybersecurity space.
Prioritizing Community Engagement
Insight: CISOs Value Vendors Who Give Back
Leo’s motivation for working in cybersecurity is rooted in giving back to the community and empowering the next generation of security professionals.
He believes that providing a positive experience for newcomers to the field is essential for industry growth.
“If we give kids and adults trying to break into the industry a positive experience from the start, they’ll feel empowered.”
Marketing and sales teams can adopt this approach by offering educational resources, sharing industry insights, and supporting initiatives that help grow the cybersecurity community.
“The right people pushed me and mentored me, and it's why I want to give back to the community.”
When you focus on adding value, rather than just selling products, you create deeper, more meaningful connections with potential buyers.
This strategy not only builds trust but also aligns with the broader mission of strengthening the cybersecurity industry as a whole.
Lead with Service, Not Selling
Insight: Service-Driven Vendors Stand Out
Leo highlighted that the vendors who made a lasting impression at Black Hat were those who led with a service-oriented approach.
“It’s the small vendors that lead with, ‘We’re not really selling a technology; we’re selling a service that can help the human being become more efficient in their role.”
When marketing to CISOs, focus on how your product can make their day-to-day tasks easier, safer, and more efficient.
Position your product as a solution that enables security professionals to do their jobs better, rather than just another tool to add to their tech stack.
“The vendors that stood out to me were the ones offering services that make security practitioners more efficient.”
This service-driven mindset will resonate with CISOs and help establish your brand as a trusted partner.
Buzzwords Need Substance
Insight: Buzzwords Only Work When Backed by Real Solutions
Buzzwords like “XDR,” “SOAR,” and “cyber resilience” can capture attention, but only if they’re followed by tangible insights and use cases.
“If you understand what the buzzword means and back it up with data, that’s when it becomes a reality.”
Using buzzwords in marketing isn’t inherently bad; it becomes problematic when they lack context or real meaning.
Make sure that your marketing messages explain how your solution truly delivers on these buzzwords.
Provide case studies, success stories, and evidence that show how your product aligns with the buzzword and brings real value to the buyer.
“Come at me with XDR or SOAR, but give me the meat and potatoes behind it.”
This approach adds credibility to your message and makes your solution more compelling.
Optimize Post-Event Follow-Up
Insight: Personalized Follow-Ups Are More Effective
Leo explained that post-event follow-ups need to be personalized and tailored to the conversations that occurred at the event.
After a conference or event, don’t rely on generic thank-you emails.
Instead, reference specific discussions, challenges, or topics that were covered during your interaction.
“If the follow-up is generic, I’ll likely ignore it. But if it’s tailored to our conversation, I’ll respond.”
Mentioning a unique point from your conversation shows the recipient that you were truly listening and value the relationship.
This personalized approach makes follow-ups more effective and increases the likelihood of continued engagement.
My Final Thoughts
The biggest takeaway from my conversation with Leo Cruz is that authenticity, service, and personalization are the driving forces behind successful vendor relationships with CISOs.
If you’re still relying on aggressive sales tactics or generic outreach, it’s time to pivot. CISOs, like Leo, are looking for genuine partnerships and real solutions that can help them protect their organizations and communities.
Be honest, lead with service, and make your outreach personal.
It’s not just about making the sale—it’s about building a lasting, trustworthy relationship.
Until next time,
Dani
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