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Merritt Group’s security practice is no stranger to the RSA Conference. For decades, we’ve been making the annual trek to San Francisco to support fast-moving client, media, analyst, and influencer conversations; network on the crowded show floor; and drive buzz for a whirlwind of client announcements and launches. But this year felt different. Louder. More frenetic. And at times, overwhelming.

RSAC 2025 delivered on scale, no doubt. From super creative, sprawling booths to wall-to-wall AI messaging, the conference was saturated with companies vying for attention. But somewhere between the headline buzz and the brand battles, a few key questions emerged: Are we actually moving the conversation forward, or are we just making more noise? And more importantly, is our collective mission to improve cybersecurity for all still clear? 

Read on for our top takeaways from this year’s conference.

 

Marketing in overdrive

 

The pressure to stand out at RSA is intense. As a result, many marketers are defaulting to bigger and way flashier tactics. Some likened RSA to an actual zoo, complete with literal puppies and goats (which were super cute, by the way!). Many vendors even had interactive booth games to get those coveted badge swipes. 

And while there’s no shortage of innovation in cybersecurity, much of what we heard and saw on the expo floor looked and sounded the same. AI messaging was plastered everywhere.  However, in many cases, it felt more like a checkbox than a real breakthrough. Messaging leaned heavily on familiar phrases, with few brands articulating a distinct point of view or tying their tech back to real-world impact.

 

PR’s moment to lead with substance

 

This is where public relations—and by extension, marketing—needs to step up. As PR professionals, we have a responsibility not just to communicate value, but to shape narratives that actually resonate. That means holding ourselves accountable for how we show up in moments like RSA.

Messaging doesn’t need to be loud to be effective. It needs to be clear, credible, and connected to what matters most to your audience. Flashy activations might generate short-term engagement (and badge swipes!), but lasting influence comes from substance.

 

The power of authentic influence

 

One of the most promising takeaways from RSAC 2025 is that, despite all the noise, there’s still a real appetite for authenticity and human connection. We saw it in the small, meaningful conversations between peers. We saw it in the success of thought leaders who chose depth over drama. And increasingly, we’re seeing it in the rise of influencer marketing across cybersecurity.

When executed thoughtfully, influencer strategies give brands a chance to cut through the static—amplifying credible voices, humanizing technical stories, and building trust with the right audiences. It’s not about chasing virality; it’s about forging relevance. Merritt Group recently partnered with Sapio Research and Code Red Communications to survey 200 IT security practitioners about the role of influencers in cybersecurity marketing. Our study found that 91% of respondents use influencer content to guide their cybersecurity choices and are regularly engaging with influencer content.

 

Looking ahead

 

As we head into Black Hat season and beyond, the challenge for cybersecurity marketers isn’t just how to break through—it’s how to stay grounded. The best brands won’t be the ones shouting the loudest. They’ll be the ones telling the right story, through the right messengers, at the right moment, and directed at the right audience.

If you’re looking to elevate your brand through meaningful, authentic influence, let’s talk. Because at the end of the day, real connection still matters most.

To learn how we can help you accelerate business growth in the ever-changing cybersecurity market, visit our Security Practice Group page. For more insight on adding influencers to your content mix, check out our B2B and B2G influencer marketing offering.