1. Black Hat 2019 Tactic Guide
Updated: August 26, 2019

2. Overview – Event Information
Dates: August 5-9, 2019
Location: Mandalay Bay, Las Vegas
Sponsor Level: Platinum, 20 x 30’ Booth
Expo Hours:
Wednesday: 9 am to 6 pm
Thursday: 9 am to 6 pm

3. Black Hat Flowchart

4. Black Hat 2019 – Acquisition Diagram
IDENTIFY TARGETS
SOCIAL MEDIA
GEO-TARGETING
PAID SEARCH
MEETING REQUEST LANDING PAGE
BLACK HAT LANDING PAGE

5. Black Hat 2019 – FLUP Diagram
THANK YOU
CAMPAIGN LANDING PAGE
CALL/LQT
NURTURE
RETARGETING

6. Black Hat 2019 - Acquisition
Pre- BH
, social, paid search, display
Targeted to audience
Landing page
Teaser intro to campaign (visually)
Speaker profiles, topics, times, locations
Raffle
Post- BH
Post-show outreach and retargeting
CTA is TAOC landing page
The Art of Cybersecurity Landing page
Standard ongoing process/activities of nurturing, retargeting, qualifying, etc. because…

7. Social & Geo-Targeted Mobile Ads
Social Media Ads:
Geo-Targeted Mobile Banners:

8. Pre-event
MCP link: Marketo:

9. CISO Threat Research Dinner

10. RSAC 2019 – Reception Diagram
IDENTIFY TARGETS
RECEPTION EVENT BH
THANK YOU
INVITATIONS
REMINDER
CAMPAIGN LANDING PAGE
RSVP LANDING PAGE
FOLLOW UP CALL
RETARGETING 10

11. RSAC 2019 - Acquisition Pre-RSAC RSAC & Tabletop Tap House Reception
A list of invitees to be developed
Existing customers
Net new targets
Analyst/industry experts
Select press
Invitations to go out in February
Select VIP mail invites
A reception-specific landing page will be created for the RSVPs
Event details and teaser
Simple RSVP options
RSAC & Tabletop Tap House Reception
Printed invites will go out during RSAC to further recruit executives to attend the reception
Photobooth and art backdrops at the event to engage people with the campaign (NOTE: This did NOT work well at the reception)
Post-RSAC & Tabletop Tap House
Attendees
Thank you to go out following the event
CTA to drive to the new campaign landing page
Non-attendees
to go out with a high-level overview of the campaign (they won’t have seen it yet), driving to the LP

12. Threat Research Dinner Package
Includes:
Invitation
Reminder
Confirmation
Registration page:
MCP:
Marketo:

13. Landing Pages

14. Black Hat Event Landing Page
Landing page to drive people from mobile advertising, social and SEM. Included is speaker information, booth activity, time/date/location and social media posts
External Links (vanity): Raffle Only
Post-event (referenced on Sticker) – designed to continue…

15. Black Hat Meeting Request
Landing page to drive people from mobile advertising, social and SEM. Included is speaker information, booth activity, time/date/location and social media posts
HTML:
Marketo Link:

16. Black Hat Raffle Landing Page
Landing page to drive people from mobile advertising, social and SEM. Included is speaker information, booth activity, time/date/location and social media posts
HTML:
Marketo Link:

17. Event Items

18. Event Items
Column Art:
Stickers:
Pop Socket + Packaging:
Print Ad (American Airlines Magazine):
Handout postcards:
Theater schedule posters:

19. Black Hat Booth Demo station headers Demo station keyboards
Demo station monitors
Monitor shroud
Partition Plex Wall
Storage room back wall
Storage room sign
Demo Pod Videos:
Artists, Booth, Campaign and Other Videos available in the Corporate Event Tactic Guide:

20. Other Items Follow-up Email Templates:
Daily Summaries (sent to Newsbank):

21. Questions? Please contact the Global Events & Marcom Team: Director of Events – Scott Perry Marketing Events Manager – Cydnee Cox (NABU) Marcom Operations – Cara West Integrated Marketing – Megan Stamy