Key takeaways from RSAC 2026.
Walking around the Moscone Center at RSAC 2026, I was struck by how many new cybersecurity companies seemed to have magically popped up since last year. However, I attended a panel on the State of Cybersecurity Investing that actually put this into perspective. The panelists shared that many cybersecurity startups are waiting for their Series A to get out of stealth – and when they do, they’re making a splash about it (look no further than the launch of Kevin Mandia’s Armadin…case in point).
Another alarming stat the panelists shared that put the crop of newcomers into perspective: there are roughly 9,900 companies worldwide that consider themselves a cyber company – and that doesn’t even include industry giants like Microsoft or Databricks that dabble in cyber as part of their broader capabilities. Cybersecurity isn’t just a crowded industry; it’s saturated, highly competitive and difficult to navigate for buyers and marketers alike.
For marketers, this creates a clear challenge. Cybersecurity demand is rising due to increased cyber threats, but cybersecurity marketing has become more complex and less differentiated. Buyers are overwhelmed, investors are more selective and media are inundated with pitches that sound increasingly similar, because being positioned as an “AI security company/platform/solution” is no longer a differentiator.
So how do cybersecurity companies stand out?
Clear, differentiated messaging that actually explains what you do
This sounds obvious, but RSAC proved otherwise. Walk the show floor or scan announcements and you’ll find countless companies leaning on vague, interchangeable language like “AI-powered,” “next-gen,” “autonomous.” Sure, it sounds cool, but those words don’t answer the core buyer question: What problem do you solve, and why should I care?
As my colleague Katelyn Holbrook recently shared on LinkedIn, “The companies navigating this well aren’t the ones shouting the loudest about AI. They’re the ones who can answer, clearly and honestly: what does AI make possible for us that wasn’t possible before — and for whom?” Answering that question will improve both buyer understanding and media interest.
Compelling narratives and perspectives
It’s not enough to have a good product story—you need a point of view. The most memorable brands at RSAC weren’t just trying to sell their latest capabilities; they were framing conversations. They addressed topics like threat detection, redefining resilience and AI risk with defined stances. Strong storytelling gives audiences something to chew on, react to, and engage with.
This is especially critical for media relations (my personal favorite). When we think about what’s going to break through to top-tier outlets, 9/10 times, it is not going to be another product pitch. Journalists want insight, context, data, and commentary that help them tell a broader story about where the market is going and what’s happening in the world. If you don’t have a compelling POV on these happenings—along with a team that’s able to act quickly—you will struggle to earn meaningful coverage.
A strategic, integrated approach to cybersecurity communications
In a saturated market, isolated efforts won’t move the needle. Product launches, funding announcements, thought leadership, or events like RSAC all need to work together as part of a cohesive program. The companies that stand out are those that maximize every moment, thinking big, and extending the life and reach of their news through coordinated public relations, content, social, and executive visibility. Effective cybersecurity communications programs align multiple channels to reinforce a consistent narrative to the audiences that matter most to your brand.
If you’re rethinking how your brand shows up in today’s growing cybersecurity ecosystem, V2 can help. We partner with high-growth B2B technology companies—like OneTrust and Datadog, who were both at RSAC— to build differentiated narratives, execute integrated communications programs, and drive meaningful visibility with the audiences that matter most. Reach out and learn more about how we can support your next phase of growth at [email protected].
Amanda Maguire is a Vice President at V2 Communications, where she develops communications strategies and drives media results for clients across cybersecurity and AI. She specializes in connecting company initiatives to timely news and trends, securing top-tier coverage in outlets including Forbes, The Boston Globe, and Inc., as well as USA Today, Yahoo Finance, and Business Insider.
V2 Communications is a B2B technology PR and integrated communications firm that helps high-growth companies stand out in crowded and complex markets, with deep expertise in cybersecurity, AI, data infrastructure, and enterprise technology. We partner with brands at critical inflection points to define positioning, sharpen messaging, and build sustained visibility through integrated programs that connect public relations, content, digital, and executive visibility. Our approach is designed for how modern buyers, media, and AI-driven platforms discover and evaluate companies, helping clients move beyond category noise with clear narratives, differentiated perspectives, and measurable business impact as they scale, launch new offerings, and enter new markets.