Four lessons from RSAC to maximise your presence at Infosecurity Europe

Infosecurity Europe is Europe’s leading security-focused event, attracting over 13,000 professionals in the space. With such significant foot traffic, it acts as a catalyst for visibility, influence, and growth in the security market. With budgets tightening, buying cycles lengthening, and a sea of lookalike solutions crowding the space, it offers something rare: direct access to high-intent buyers, influential analysts, and top-tier media. It’s a chance to not only generate leads but to build credibility and momentum that lasts long after the event ends.

This year’s Infosec couldn’t come at a more critical time. The cybersecurity landscape is in flux: AI has moved from hype to frontline reality, new regulations (NIS2, DORA, EU AI Act) are tightening compliance demands, and trust, both in technology and its messaging, is becoming increasingly important. For marketing leaders, the stakes are high. To make a real impact, you need to cut through skepticism, deliver value fast, and stake your claim as a leader in security innovation.

Having just returned from the RSA Conference (RSAC), we saw firsthand what works on the exhibition floor and in the media spotlight. RSAC wasn’t just a showcase of cutting-edge tech; it delivered valuable lessons in how to seize attention, tell a compelling story, and leave a lasting impression through PR, AR, and content. 

Here are four marketing and communications lessons we learned from RSAC that can supercharge your Infosec Europe strategy:

1. Story-First Booths Win Attention

At RSAC, the most crowded booths weren’t always the flashiest, they were the ones with a clear, compelling narrative. 

Vendors whose value props presented simple, powerful messages (e.g., “We stop ransomware fast”) cut through the noise. Smart use of visuals and interactive demos anchored these stories, turning passing interest into actual engagement.

We recommend prioritising clarity over complexity at Infosec. Refine your messaging to tell a sharp story in seconds and train your booth staff to become expert storytellers.

2. Media & Analyst Engagement Starts Early

RSAC showed that brands who locked in pre-show briefings and provided journalists and analysts with newsworthy updates before the event began dominated the headlines. On-site, we saw a sharp drop-off in availability as diaries filled fast.

If you haven’t already, you need to begin your Infosec influencer outreach now. Line up interviews and briefings ahead of time, prepare exclusive content, and offer insightful commentary on key market issues.

3. Partnerships and Ecosystems Are Headline-Makers

One standout trend at RSAC was the spotlight on partnerships. Vendors co-hosting sessions, sharing booth space, or launching joint solutions attracted more buzz and conveyed credibility by showing they were integrated into the broader ecosystem. 

Don’t be afraid to explore co-marketing opportunities with partners to amplify your presence at Infosec and showcase how your solutions can be integrated.

4. Live Demos Drive Conversions

We saw a notable shift at RSAC: attendees flocked to hands-on demos and interactive experiences that showed products in action. Those offering live breach simulations, real-time analytics, or AI-driven threat detection held attention far longer than static displays.

At Infosec, invest in creating a demo that proves your value live. Make it memorable, practical, and directly linked to the challenges your prospects are trying to solve.

Your Infosec Europe Action Plan

Taking these RSAC lessons forward, here’s how to fine-tune your Infosec strategy for maximum impact:

• Sharpen Your Message: Refine your key messages to be simple, benefit-led, and easy to remember.
• Book Early: Secure media and analyst interviews now to avoid last-minute scrambles.
• Co-Create with Partners: Team up with tech partners to deliver joined-up campaigns.
• Show, Don’t Tell: Build a compelling live demo and train your team to deliver it flawlessly.
• Prep Your Content: Have thought leadership pieces, press materials, and customer case studies ready to roll.

It’s also critical to ensure you’re running the right CRM playbook - we’d always recommend using HubSpot to:

• Automate pre- and post-event email workflows that keep your leads warm.
• Build smart lists and segments to tailor your outreach before, during, and after the show.
• Use meeting links and tracked CTAs to make booking simple and capture intent signals.
• Set lead-scoring rules to quickly spot who’s ready for sales.
• Keep an eye on live dashboards to track progress and tweak your plan as needed.

Final Thought

Infosec Europe offers a huge opportunity, but only if you hit the ground running. The brands that succeed are the ones that prepare early, tell a clear story, and deliver something people remember. Take these RSAC insights, make them your own, and get ready to make a real impact in 2025.