Cybersecurity marketing has long relied on the fear of hacks, breaches, and worst-case scenarios. That shouldn’t come as a surprise. No IT professional or CEO wants to see their name in a headline about a data breach or hack.

But at Palo Alto Networks, CMO KP Unnikrishnan is rewriting the playbook.

Instead of scaring customers into action, his team focuses on education, storytelling, and tailored interactive experiences that empower buyers to make informed decisions.

By prioritizing advisory-driven content, hands-on workshops, and AI-powered engagement, Palo Alto Networks is reiterating its stand as the trusted cybersecurity partner of choice. And in an industry filled with noise, that credibility is a game-changer.

Let’s get into his (refreshing) playbook.

Focusing on Education, Not Fear

Palo Alto Networks has a different philosophy to cybersecurity:

Instead of using fear tactics, Palo Alto Networks prioritizes:

• Advisory and Consulting – Helping businesses understand emerging threats, security gaps, and what they need to prioritize based on their unique risk profile.

• Thought Leadership – Engaging C-suite executives with insights on industry trends, AI security risks, and digital transformation challenges that impact their business.

• Storytelling & Creativity – Translating complex cybersecurity topics into engaging, easy-to-understand narratives for different stakeholders.

Palo Alto Networks doesn’t want to be another headache for potential clients, which is why their approach is designed to educate and guide, rather than to scare the you-know-what out of them.

But Unnikrishnan’s team doesn’t just pump out great content. They let their prospects get their hands dirty while being cognizant that it’s not one-size-fits-all.

Interactive Experiences to Build Trust

Palo Alto Networks emphasizes hands-on engagement to help buyers understand their security needs. Because what better way than to see how these platforms work than in the real world?

And since Unnikrishnan and his team know not every company (i.e. agile startup vs. slow-moving behemoths) has the same needs, they carefully segment cohorts and curate experiences.

Some of the key initiatives include:

• Executive engagement events – Connecting decision-makers with cybersecurity experts to discuss trends and challenges.

• Account-based workshops – Hands-on training that lets customers test Palo Alto Networks’ solutions in real-world scenarios.

• Live product demonstrations – Showcasing ease of use, integration, and automation capabilities.

By tailoring education and engagement to each buyer’s specific needs, Palo Alto Networks ensures that every interaction, whether with a Fortune 500 company or a fast-growing startup, is relevant, insightful, and valuable.

Of course, delivering that level of specificity at scale isn’t easy, which is why Palo Alto Networks has leaned into AI.

Harnessing the Power of AI

AI isn’t just a buzzword at Palo Alto Networks. It’s embedded into everything they do. From their cybersecurity products to customer engagement and marketing automation, AI is a foundational part of their strategy.

According to Unnikrishnan, the company integrates AI in three key ways:

1. AI-powered cybersecurity products – Advanced AI models detect and neutralize cyber threats faster than any human could.

2. AI co-pilots – AI-driven assistants help customers navigate cybersecurity solutions and enhance the user experience.

3. AI in marketing and customer engagement – AI automates marketing, personalizes outreach, and improves predictive analytics.

AI’s Growing Role in Marketing

It shouldn’t come as a surprise that a company that understands the importance of AI in its product would be an early mover on the marketing front.

Beyond security, AI plays an increasing role in predictive analysis, targeted marketing, and automation, allowing Palo Alto Networks to enhance customer engagement while staying ahead of threats.

So how is Unni ushering in AI as CMO?

AI-Powered Eduction

Palo Alto Networks is proof that an education-first approach to marketing leads to stronger, more sustainable customer relationships.

Rather than relying on urgency-driven fear (like the broader industry), the company is creating an informed customer base. One that trusts Palo Alto Networks as a strategic cybersecurity partner, not just a reactive vendor.

And with AI playing an increasingly critical role in cybersecurity and marketing, Palo Alto Networks is positioned to lead the industry into the future, not just by securing networks, but by reshaping how security is sold, explained, and experienced.

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