When Sara Dacey from ThreatConnect joined us as a featured speaker during our co-hosted CyberSecurity Marketing Society event, she broke down how virtual experiences have become a repeatable—and measurable—part of their demand generation strategy.
With over $3M in pipeline influenced, 6 new meetings, and 5 sales-qualified leads generated from just two events, the numbers show that these aren’t just feel-good moments. They’re pipeline drivers.
“We’re very intentional with who we invite,” said Sara. “We’re targeting high-priority accounts, top-tier prospects, and even our existing customers. These aren’t mass invites—they’re highly curated.”
The strategy behind their success:
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Sales-led invites. BDRs, AEs, and CSMs invite contacts directly, driving stronger attendance and accountability.
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Multi-touch value. Even those who can’t attend still receive kits or follow-ups, keeping the momentum going.
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Tailored formats. Whether it’s a whiskey tasting or an espresso and chocolate pairing, each event is selected with the target audience in mind.
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Customer engagement too. ThreatConnect doesn’t stop at pipeline—events are also used to strengthen relationships with existing customers and push expansion conversations forward.
“The events aren’t just about showing up. They’re about giving people something memorable to associate with our brand—so when the follow-up happens, there’s a warmer door,” Sara added.
By using Priority Experiences for both new prospect outreach and customer expansion, ThreatConnect is showing how a well-executed virtual event can move people through every stage of the funnel.
As Sara put it: “It’s about creating space for conversation—not forcing one.”