Thales showcased cybersecurity innovations at Gitex 2024

What is your key message for this Gitex?
At Gitex, our focus was on showcasing how we empower businesses to be secure, agile, and resilient in the face of ever-evolving cyber threats. We at Thales presented its leadership in cybersecurity, showcasing how it helps organizations detect, respond, and prevent cyber threats using advanced technologies such as encryption, access management, and digital identity protection.

What are the unique challenges and opportunities of marketing in the META region?
While it’s true that there are challenges, I see these more as opportunities to adapt and innovate. For example, the region’s cultural diversity requires tailored, localized strategies that allow us to get creative with our messaging and customer engagement. By understanding local nuances, we can craft campaigns that truly resonate with different audiences. When we talk about opportunities, Middle East is one of the most exciting regions for marketing today, offering unparalleled opportunities for growth and innovation.  With major industry events such as Gitex provide excellent platforms for B2B engagement. These events allow companies to network with key decision-makers, showcase their innovations, and establish strategic partnerships. It’s an exciting time to be part of this rapidly evolving market.

In your opinion, how are emerging technologies like AI and machine learning shaping the future of cybersecurity?
Emerging technologies like AI and Machine Learning are playing a pivotal role in shaping the future of cybersecurity by enhancing the ability to detect, prevent, and respond to increasingly sophisticated cyber threats. Building trust around the power of these technologies is critical in conveying their importance for businesses looking to stay protected in an increasingly complex threat environment.

“Events like Gitex  provide unique opportunities to engage with our target audience, showcase our products, and establish our brand in the cybersecurity space.”

What marketing trends are you most excited about for the cybersecurity industry in the coming years?
One of trends that excites me is the increasing use of personalization and account-based marketing (ABM). Given the specialized nature of cybersecurity and the diverse needs of different industries, tailoring marketing messages to specific sectors such as finance, healthcare, and government has become essential. ABM allows for highly targeted campaigns that speak directly to the pain points of C-level executives, enhancing relevance and engagement.

“Events like Gitex  provide unique opportunities to engage with our target audience, showcase our products, and establish our brand in the cybersecurity space.”

What impact do events like Gitex have on your marketing calendar, and how do you maximize ROI from such events?
Events like Gitex  provide unique opportunities to engage with our target audience, showcase our products, and establish our brand in the cybersecurity space. These events are key touchpoints where we can connect directly with decision-makers, partners, and potential clients, making them essential for driving business growth. But when it comes to ROI, it’s kind of like the gym membership, you know it’s worth it, even if the results aren’t immediately visible. In all seriousness though, Gitex is one of those events where the value is sometimes intangible at first. You might not come back with a suitcase full of signed deals, but the exposure, the networking, and the buzz around new innovations can be priceless. So, I’d say the ROI is like a good mystery, sometimes it’s an instant payoff, sometimes it’s a slow burn, but it keeps you coming back for more!