Tony Welz, W2 Communications Tom Resau, W2 Communications By Tony Welz & Tom Resau

RSA Conference – Don’t Get Buried Under The Noise

W2 Communications has been embedded in the cybersecurity world since our inception — launching, branding and elevating clients since 2003.

To quote an insurance company ad: “We’ve seen a thing or two.” And, this time of year, when most industries are focused on the holiday season, end of year sales and planning for next year, many of our clients are already focused on the last week of February – the RSA Conference, the largest cybersecurity industry gathering of the year.

We’ve been planning for RSA 2020 since the last day of this year’s conference – looking at what worked; what’s becoming outdated; how reporters, analysts and vendors are changing their approach to the show; and where we can roll out new ideas. We’ve been working with clients to refine their strategies, focusing in on the audiences that matter most and building out activities that will help set them apart. The bottom line is RSA is increasingly whatever you make it – so have a plan.

The era of tidy announcements and alternating news cycles each day is ancient history. The show is now a 24×7 churn of expo hall traffic, inundating announcements and concurrent sessions conflicting everyone’s schedules. But beneath this noisy overcast are opportunities to network, build relationships with key influencers, and use RSA’s backdrop as the setting for publishing compelling content and observations differentiating a vendor’s approach to challenges that are the talk of the event.

This year, we’ve created this handy infographic that hits on some of the top line areas you should consider. Obviously there’s much more to RSA than we can fit into an infographic, but if this helps spark ideas or informs your planning, then it’s done its job.

If you have any questions, drop us a line and let’s talk about your goals for RSA and setting the stage for success.


Want to break through the noise and maximize your RSA investment?

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Tony Welz, W2 Communications

Tony Welz, Principal and Co-Founder

Founding W2 Communications to help set emerging and established technology companies apart from their competition, Tony thrives on creating innovative programs that deliver tangible results that align with clients’ corporate objectives.

During a career that spans more than 20 years in both corporate communications and agency-based technology marketing communications, Tony has directed aggressive awareness and credibility programs, managed crisis communications initiatives and developed executive and thought leadership campaigns. He has consulted with start-up and emerging businesses, as well as global organizations such as IBM and Network Associates (McAfee).

An expert in messaging and positioning, Tony ensures that clients’ value propositions are skillfully conveyed, and that technical topics are presented comprehensively yet clearly. Tony leverages a deep understanding of topics and issues that drive market news to create technology communications programs which position clients at the forefront of their industries. As a result, he has fostered long-term and trusted relationships with the industry’s top reporters, analysts and bloggers.

Tom Resau, W2 Communications

Tom Resau, Senior Vice President, Cybersecurity and Privacy Practice

Tom brings more than 15 years of experience in cyber security communications, including the creation and management of public sector, energy and financial services PR programs for Symantec’s corporate communications team. In addition, he has represented top information security vendors, consultants and systems integrators – including many focused on U.S. military and other government customers. Tom takes an intelligence-driven approach to creating unique activities and generating opportunities that set clients apart in this crowded industry. Tom’s clients often appear in top-tier business, broadcast and industry-trade media.

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