Decibel Partners reposted this
The RSAC Conference had 54+ AI SOC vendors on the floor this year, all competing in the same cyber-neon aesthetic. We decided to build a 1950s American diner instead. Chrome counter, red pendant lamps, checkered floors, Wagyu sliders, a robot named Droppert greeting guests by name, and a laminated diner menu that doubled as the product brochure. Last night it took 1st place at the Cybersecurity Marketing Society's Beautiful Booth Awards. 🏆 I couldn’t have done it without my rockstar team. Our Dropzone AI marketing team took on 54+ competitors and won with end-to-end support from Chantel Pszenny, Kim Fischer and Cubic Squared, who ran point from concept through on-site activation into post-show amplification. The insight isn't "do something weird." In a category where every booth opens with the same threat graph, the fastest way to be remembered is to build an experience that doesn't feel like cybersecurity at all. Human scale wins attention when the category is selling machine scale. Thanks to the Cybersecurity Marketing Society, especially to Gianna Whitver, Maria Velasquez and the anonymous judges. To everyone who stopped by, tried a slider, or met Droppert: see you at Black Hat! You won’t want to miss the Dropzone AI Diner v2, we have even more things cooking. 🍳 See all the winning booths here: https://lnkd.in/dRY2-mKG #CybersecurityMarketing #RSAC2026 #GrowthMarketing #B2BMarketing