It’s that time of year. Marketing teams are under water with event strategy for booths, parties, and everything else. The media are hiding from public relations professionals. Chief information security officers (CISOs) are running from salespeople. Everyone is bracing themselves for extroversion. Presenters are frantically sifting through data to bring together presentations. Yup, it’s RSA Conference prep time.
I wanted to do a guide on how to get through the conference with your sanity, energy, and key performance indicators (KPIs) intact, but from the lens of a different mix of contributors: one of this year’s keynoters, company founders, an industry analyst, a former journalist-turned-executive, tech leaders, and, of course, marketers. Tips range from everything from keeping your body and mind in good shape with a “power break” to tricks for making the most of your networking to getting out of your comfort zone.
I’ve been going to RSA Conference since it was still in San Jose, CA, since the early aughts, minus COVID, and that is a blessed curse of being a marketer. I will be there again this year, representing my company as well as speaking at the event, but I want to leave all the tips for maximizing your time to the array of experts I described above. In their own words, here we go.
Bill Brenner, 21-year RSA Conference veteran as journalist, researcher, and executive
For the newcomers: RSAC is big, loud and overwhelming, like the force of a waterfall coming down on top of you. When those moments hit, remember that you are one person and can’t get to everything. Prioritize what you most need from the conference and shape the meetings, sessions and keynotes you attend around that. The older I get — the more RSACs I notch — the more I care about seeing friends above all.
For those of us who are “of an age”: The industry has changed so much in the last 20 years, and the evolution of RSAC has reflected that. It has gotten bigger as we have gotten older. Remember when the show floor was only in Moscone South? By the next decade, exhibitors occupied Moscone South and North. Today, every square inch of that level is full of exhibits.
I haven’t gone to many talks in recent years because networking time has become my top priority. But whenever there’s a talk friends are doing and that everyone is excited about, I make the time. When I find old friends, they’re usually accompanied by people I haven’t met before. And so new relationships are born. When you can mix the old and new into your networking, a rich learning experience is assured.
Nicole Drake, Senior Product Marketing Manager, Vectra AI
Equip and Prepare your team: Success at events starts before you even arrive. Ensure your team is well-prepared with a solid understanding of the key conversations you want to drive.
Prioritize Quality over Quantity: Time is limited, and everyone is competing for attention. Focus on the depth of engagements rather than the sheer number of interactions. In my experience, some leaders measure event success by the number of scanned leads or demos. However, months later, many of these leads fizzle out. While big events help with overall brand awareness, meaningful impact from high-quality leads – those identified through early discovery, thoughtful planning, and active listening really help to move the needle and create trusting relationships in the long-run.
It’s ok to say no to someone if they are not a good fit for your product/solution, you don’t need to be everything to everyone. Trying to appeal to everyone dilutes your differentiation, and prospects/customers can sense that.
Lead With Intention: Approach every aspect of the event with purpose, from booth design and messaging to the content you share and the conversations you engage in. Events are what you make of them. They offer rare opportunities to build relationships that may not happen otherwise—so make every interaction count.
Casey Ellis, Founder and Advisor, Bugcrowd
Plan with Purpose: Decide on one or two key goals for the week – Whether it’s meeting people, attending certain talks, or diving into a particular topic in the villages. Conferences like RSAC are overwhelming, so having a focus and sticking to it will help you prioritize and avoid burnout.
Big Rocks First: I’ll tend to go into a conference with key talks that I want to catch, events to attend, and people that I absolutely don’t want to miss. The trick here is to keep this list small and organize everything else around filling in the gaps.
Optimize for Serendipity: Some of the best connections and conversations happen outside the formal sessions. Make time to walk the expo floor, chat with vendors, and strike up conversations in lounges or nearby hotel lobbies. For me, the most valuable thing about RSAC is the community.
Have a Wingperson: Know who of your peers and friends will be there and try to have one or two people that you’re “doing the conference with” – This helps keep you on-track, and can be incredible for making sure that you, and they, are looking after themselves.
Balance Work and Rest: Remember, it’s a marathon, not a sprint. Schedule downtime to recharge – Whether it’s a quiet dinner with friends, a walk down by the Embarcadero, or a little time to stare at a wall in your hotel room. You’ll be more effective and present for the rest of the week.
Chris Eng, Cybersecurity Consultant and Advisor
Be cognizant of the need to recharge and build downtime into your day. For example, I often go sit on a bench in Yerba Buena and enjoy lunch by myself, which helps me regenerate energy for the afternoon. Similarly, an hour in the hotel room before going out to evening events work wonders.
Be clear on your goals for the event, whether it’s exploring career prospects, getting feedback on an idea, learning more about certain topics, meeting specific people, and so on. This will help you prioritize when there are overlapping options to pick from.
Don’t oversubscribe to parties and happy hours. Turn FOMO into JOMO (Joy of Missing Out) and prioritize quality time with small groups of friends/colleagues. Conversations at a 4- to 6-person dinner can be so much more fulfilling, especially in contrast with the dozens of 2-minute interactions you’ve had all day long.
Some large events are unavoidable, of course. Pair up with extroverted friends who will bear the brunt of the small talk and “people-ing”. Practice conversational exits so you can easily move on.
After an interesting conversation with someone new, jot down some quick notes. Use those notes to add context when you connect with the person later on LinkedIn.
Bronwen Hudson, Marketing Lead, RevealRisk
Lesson 1: You will always have FOMO. Accept it as part of the experience. My best advice? Make choices that keep your boundaries intact regardless of the pressure to party, to drink, to take swag, and so on.
Lesson 2: If you’re involved with a booth, make friends with a couple of event staff ASAP. Thank them, offer them a swag item, have a chat and a joke. Later, it is almost guaranteed they will save your life in some way or another (with an extension cord or a drill in all likelihood).
Lesson 3: Make a bag of booth essentials:
Mints, or those Listerine strips are best (no gum).
New travel sized deodorant and/or body spray (for you or others).
Lip balm. Buy a pack of six and you’ll be a hero, too.
Stationery kit: Sharpies, pair of scissors, roll of packing tape. These will be your friends at the end of the show!
When in doubt, take two deep breaths in through your nose and out through your mouth. You’re going to be FINE!
John Fokker, Head of Threat Intelligence, Trellix
As a seasoned RSA Conference attendee (and someone giving a keynote this year), let me share a few practical tips that go beyond the usual advice.
First, if your schedule allows it, start each morning with a brief workout—this jump-starts your energy and mental clarity for the busy day ahead. Find a good breakfast place outside of the hustle and bustle to enjoy some of the fine food San Francisco has to offer. Plan your day with a balance of meaningful meetings; it’s easy to over schedule, but allowing buffer time ensures you can fully engage in conversations without feeling rushed.
Speaking of pacing yourself, it’s tempting to attend every party or after-hours event, but try to moderate your evening activities. This helps me maintain your stamina during sessions, discussions, and, of course, my mainstage keynote.
Finally, don’t underestimate the value of downtime—short breaks can rejuvenate you between sessions. By staying strategic and keeping your energy levels steady, you’ll make the most of your RSAC experience.
Maria Graham, Senior Account Executive, Security and Networking Solutions, PDI Technologies
Let’s be real – RSAC is crazy! Your brain gets bombarded from all sides – noisy vendor booths, non-stop meetings, and after-hours events that somehow feel mandatory. It’s a lot.
When it all gets too much, try these quick sanity-savers:
Sneak in some deep breaths between sessions (nobody will notice!)
Find a quiet spot for a quick mental reset when you’re about to snap
Use your walks between venues to clear your head
Don’t cram your schedule – give yourself breathing room
Decide what actually matters each morning before the chaos starts
Keep water and snacks handy (conference hunger is real and so is getting hangry!)
Have one place for all your notes so ideas don’t vanish
Pack noise-canceling headphones for instant peace
Scout out a couple “escape spots” away from the madness
Try the 5-4-3-2-1 trick: notice 5 things you see, 4 you feel, 3 you hear, 2 you smell, 1 you taste, to help ground you
These little mental breaks will help you handle the constant switching without completely short-circuiting!
Fernando Montenegro, Vice President and Practice Lead, Cybersecurity, The Futurum Group
Have a plan: You can spend time roaming expo floor, watching talks, chatting up with strangers, reconnecting with friends from industry, checking in with your vendors, hanging out hallway-con-style, doing research on a particular topic, attending adjacent breakfast/lunch/happy hour/dinner events, and more. All are valid options, but which ones work for YOU? What do YOU want out of the event?
Include travel time between things: It’s rare that your next meeting/event/ is at the same place as your previous one or right next to it. As a rule of thumb, assume a minimum 15 minutes between events.
Many talks either fill to capacity quickly or have long queues to enter. Plan accordingly, consider pre-registering if that is an option.
Do you REALLY want that swag? Personal preference, of course, but generic expo floor swag is, well, generic.
Keep an open mind: The conference brings together all types of people, from newbies to veterans and everything in between, including investors, marketers, policy people, and more. Be open to different viewpoints, be respectful, and have a wonderful time!
Mariana Padilla, Co-Founder and CEO of HACKERverse.ai
Every three hours or so, I like to find a quiet corner in Moscone to reset. Listening to white noise or calming sounds helps clear my mind and prevent conference burnout.
Large afterparties may be exciting, but unless you’re just there to booze it up, they rarely offer decent networking opportunities. Instead, focus on smaller, more curated gatherings, where real connections are made.
Be authentic in conversations—genuinely listen to what others are working on, rather than just pitching yourself. Long-term relationships drive success in cybersecurity, so think beyond just this event.
Start reaching out NOW to the key people you want to meet before schedules fill up.
Don’t overdo it with the free caffeine available on the expo floor. Too much caffeine late in the day keeps me up and prevents a good night of sleep. There’s nothing worse than sleeping poorly during an important conference.
Lastly, follow up in real-time—sending a quick LinkedIn message or email while the conversation is fresh will set you apart.
Jen VanAntwerp, Owner at JVAN Consulting and Founder at Sober in Cyber
I travel with a heating pad, as well as icy hot patches that can be worn under my clothes if I start to ache after running around all day. If there’s even just 15-20 minutes to spare, I head to my room for a “legs up“ power break. To enjoy a power break, take your shoes off, lay on the bed facing the opposite direction, scoot your too shy close to the headboard, and rest your legs at around a 90° angle. This is also a great time to place that heating pad under your lower back.
After even just a 10-minute power break, I feel refreshed and ready to tackle the rest of the day. Before going to bed, jot down a list of the people you’ve met, the things you’ve discussed, and any information you’ll need for follow-ups.
I take a picture of any business cards I’ve been given before placing them in my pocket or bag (which saved my bacon once when I accidentally put some cards through the laundry!).
If you’re trying not to drink, always have a non-alcoholic beverage in your hand. That cuts down on the number of people who might ask, “whatcha drinking?”.
Gianna Whitver, Co-Founder and CEO, Cybersecurity Marketing Society
RSAC Conference is the biggest networking opportunity of the year. Everyone is there: CEOs to security practitioners to investors. It’s your best time to network…as long as you don’t burn out!
Sign up for the parties early (like now!) – skip the big blowouts and attend some of the smaller, intimate ones. Reach out to advance to the party sponsors or host.
Make sure to schedule meetings in advance. LinkedIn can be cringey, but announcing your attendance can help others plan to meet you.
At the event, take breaks often. Try to cushion your meetings with 3-5 minutes in between for notes and action items on the meeting and just to heal your introverted soul a little.
Thankfully the setting – despite its flaws sometimes – garners plenty of opportunity to step outside and do some deep breathing when it all becomes too much! Hang in there, you’ve got this!
Jeffrey Wheatman, SVP, Cyber Risk Strategist, Black Kite
Make sure you set up your agenda in advance. It’s tempting to wait until the last minute to decide what you want to attend. That is a rookie mistake. Aside from the fact that it’s super overwhelming, the popular sessions get booked out.
Don’t get too hung up on “tracks” – there are going to be sessions that are interesting but not in your track. Step outside your comfort zone
If you have time, see if the speakers have spoken elsewhere and check them out if you can – nothing worse than hitting a session and having the speaker be low energy or awkward.
I usually skip sessions given by “circuit speakers” – they are everywhere, including YouTube
Make sure you leave time to network and connect with friends and colleagues
Skip the big parties – too crowded, too noisy, and why wait in line?
Don’t party too hard the first few days.
Strike a balance between big topics, niche sessions, and interactive content. One of the coolest sessions I’ve seen was a book club session.
Get there a day early, if you can, especially if you are crossing multiple time zones.
I’m grateful to those who pitched in for this guide and I hope it serves both newbies and oldies alike. I would add two things to this list. The first is something that my sales and marketing teams have heard from me for decades: “NO HUDDLING.” If you send a group, that group should divide and conquer rather than always be together. You will force multiply your outcomes. The second is, given the diverse network of attendees from CEOs, founders, venture capitalists, policy makers, security leaders and practitioners of all types, if you’re a vendor or trying to gain business, be sure to send folks who can have strategic conversations with any of those profiles and actively mentor those who can’t yet while they do it, as it will help better show the breadth of your expertise.
Related: Beyond the Buzz: Rethinking Alcohol as a Cybersecurity Bonding Ritual
