By Alexis Harrison
This week at Black Hat USA, over 20,000 attendees will descend on Las Vegas, including security engineers, researchers, CISOs, public and private sector security professionals from across the globe. Unlike RSAC, Black Hat briefings and expo only run two days – so you need to be strategic and make the most of your time at the show. Even last minute smart prep, smart media targeting, real-time social amplification, and strong on-the-ground organization can help your messaging get noticed at Black Hat USA 2025 – and lay a strong post-show foundation. Below are just a few ways companies can maximize their presence at one of the biggest cybersecurity shows of the year. Spoiler alert – it’s not too late to plan a successful event!
Harness the Key Themes: Leverage the key conference themes and ideas (AI, threat research, privacy, emerging threats) and, where appropriate, strategically adapt your talking points to address them. It will help with last-minute media interviews or conversations with prospects on the show floor.
Plan your time wisely: Black Hat offers more content and information than one person can absorb in a few days. Focus on sessions or booths most relevant to your business goals or where you can connect with prospects. If you can, be sure to attend the keynotes – remember, business hall passes provide access to the keynote stage. This year, keynote speakers include industry veterans Mikko Hypponen, Jennifer Granick and Chris Inglis.
Check out the competition: Trade shows like Black Hat are the perfect opportunity to take a close look at the competition. Make time to walk the expo floor, visit competitor booths, and observe how their sales and demo teams talk about their products or solutions. While vendors are increasingly reducing the marketing materials at their booths, they continue to conduct demos. Talk to booth staff to understand their positioning and use those insights to inform your approach.
Offer expert commentary on trending topics: If you’ve taken advantage of the tips above, go the extra step and share your opinions and perspectives on what you’ve seen – good and bad. Whether it’s through social media or a blog post, timely analysis on trends can position you as a strong and credible voice in the industry.
Engage at networking events: Black Hat is packed with receptions, parties, and after-hours gatherings—prime opportunities to build relationships in a more relaxed setting. Whether you’re connecting with peers, prospects, or media, come prepared with a concise message and stay professional. These organic conversations can open doors to future business opportunities.
Post Black Hat: Like all security shows, Black Hat provides an opportunity for you to build new relationships and reconnect with customers, reporters, colleagues (current and former). You can’t let those relationships go dormant once you leave the showfloor. Instead, keep reporters apprised of news announcements made during the event and availability for any follow-ups. Many reporters will continue to cover the show a few weeks past the event. Post-show is a good opportunity, especially if you haven’t had much success ahead of the event, to offer reporters your perspective on particular learnings and sessions. Also, thank reporters for their time. It’s a busy few days, and reporters are inundated with meeting requests and sessions, and their time is a commodity.
