A must-watch for enterprise CMOs navigating the balance between AI-powered security threats and AI-powered marketing.
Karen Kaukol leads marketing at Entrust, a global digital identity and security company operating across 150 countries. After 17 years at First Data across product, digital marketing, and an IPO, she brings nearly three decades of experience marketing complex infrastructure that buyers often notice only when something goes wrong. Karen explains how CMOs can replace hype with candor, translate technical complexity into business outcomes, and connect brand trust to measurable revenue impact.
Why you should watch: If you market complex technology to sophisticated enterprise buyers, Karen's perspective on what actually builds trust versus what simply adds more AI hype will sharpen how you position, measure, and invest in your brand.
Karen explains:
- Why candor and transparency outperform fear-mongering when enterprise buyers are already exhausted by AI hype
- How to market security when AI is simultaneously powering the attack, the defense, and the marketing itself
- The way to translate dense technical concepts into business outcomes for increasingly cross-functional buying committees
- Why owning education and community can create an advantage before buyers ever enter the traditional sales funnel
- How to prove the connection between brand awareness, preference, consideration, and revenue with customer data
- Why brand building can become a measurable growth lever, not just a cost center
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