In this special episode of Authenticated, Confide brings together a powerhouse panel of security operators, marketers, and founders to dissect the brutal realities of go-to-market in cybersecurity. From failed conference booth investments to relationship-first community building, this conversation goes deep on why most vendors still miss the mark, and what it actually takes to build trust with today’s security buyers.
Whether you’re a CISO, product marketer, founder, or GTM leader in security, this episode cuts through the noise with raw, unfiltered truths about what works, what backfires, and where the future of security GTM is headed.
Key Themes We Cover
Why cybersecurity is one of the hardest GTM motions in tech—period
The myth of the CISO as the sole buyer (and who actually influences decisions)
How real community works—and why fake ones backfire
Why founder curiosity and customer obsession are the biggest predictors of success
The buyer psychology behind trust, timing, and transference
What not to do at RSAC (and how to rethink your event strategy)
The role of failure, redemption, and authentic messaging in building credibility
Tactical ways to break through cynicism and engage skeptical security practitioners
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