Infosec Europe 2025 Recap: Essential Insights for Cybersecurity Marketing & PR Pros
A key event in the cybersecurity calendar, and a highlight in Babel’s own diary, Infosecurity Europe 2025 was the focal point for our cyber team. This year’s 30th-anniversary celebration certainly didn’t disappoint. We had a jam-packed few days, networking and learning about the rapidly evolving cybersecurity landscape – not to mention hosting our own exclusive event at Roe, where we gained invaluable perspective from our guest of honour, Rik Turner, Chief Analyst of Cybersecurity at Omdia, on mastering the cybersecurity buying journey.
But first, let’s unpack our top takeaways from Infosec Europe 2025 for B2B cybersecurity marketing and communications professionals.
Quantum Computing: The Cybersecurity Frontier Demanding Your Attention
Kicking off strong, we were treated to not one but two keynote giants. Graham Cluley, a veteran in the cybersecurity field, unpacked the transformation of cyber threats over the past three decades. He was followed by Professor Brian Cox, who captivated the audience with his (as always) profound insights into the intersection of quantum computing and cybersecurity.
Who doesn’t love a bit of Brian.
The compelling case for urgent adoption of post-quantum cryptography was clear.
Why?
To meet the advancements and increasing complexity of cyber threats – which have moved from isolated incidents to sophisticated, state-sponsored attacks.
Key Themes from Infosec Europe 2025 for Marketers:
The Quantum Imperative
A recurring theme throughout the conference was the profound impact of quantum computing on cybersecurity. Experts discussed the potential risks quantum technologies pose to existing encryption standards and the necessity for post-quantum cryptography to future-proof digital security. This represents a new frontier for cybersecurity communications.
The live Security Visionaries podcast also debated the wisdom of snap adoption of new, shiny technologies to combat threats, urging careful consideration before leaping feet-first into a perceived solution.
Marketing Insight: Think about how you need to be communicating about quantum security now. Critically, how are you going to educate potential prospects and customers about the impact of quantum computing on cybersecurity? By getting ahead of the pack and developing valuable thought leadership, you can establish your brand as a leader in this space while also preparing your audience for the upcoming shift.
As they say, Rome wasn’t built in a day. So if quantum technologies are part of your roadmap, it’s time to start the demand generation cycle and build that momentum before your competitors.
AI and Cybersecurity: A Double-Edged Sword in Focus
Always a favourite subject, AI in cybersecurity was a hot topic. Which is unsurprising considering it’s probably one of the most talked about topics in 2025.
Once again, it adopts its guise as both friend and potential foe. While AI can significantly aid threat detection and response, it also encourages the rollout of more sophisticated attacks, such as deepfakes and automated phishing campaigns.
Let’s be frank. AI will be commonplace, no matter what sector or technological offering.
Marketing Insight: It won’t be enough to put a powered by AI sticker on your products, solutions or services to differentiate your brand. Instead, focus on the customer benefits that your AI technology enables and how it can address the new attack vectors AI also creates. It’s more important to educate your audience on the evolving threat landscape and how they can address them, rather than harp on about the AI technology powering your solution.
Make your opinion mean something rather than join the noise clamouring for attention on the industry’s latest buzzword.
Ransomware: A Persistent Threat with Evolving Recovery Needs
Ransomware attacks remain a significant concern. Our client, Veeam’s Cyber Resilience and Proactive Strategies Report, revealed that 98% of organisations have a roadmap in place to respond to a ransomware attack. However, insight gathered in conjunction with Coveware showed that planning for the recovery phase is as important as planning for the prevention of an attack itself.
Attacks are inevitable, and no one is infallible. It’s not a matter of if…but when.
Marketing Insight: Emphasise not just prevention, but also robust recovery and resilience strategies in your messaging. The industry needs to continue to educate the market that there is no silver bullet. What matters more is how you can support customers from attack to recovery and provide insight on best practices. After all, you are the experts and live and breathe this. Whereas your audience is crossing their fingers hoping it never happens.
Giving them the peace of mind that you can support the entire ransomware lifecycle, from pre-emption to rapid recovery, will help put you in good standing when it comes to vendor selection, as they know you’ve got their back no matter what happens.
Innovations and Solutions: The Path Forward for Cyber Brands
The landscape was certainly not all doom and gloom, as it often is in the cyber market. Many exhibitors showcased cutting-edge technologies designed to address these advancements in cyber threats.
Okta presented an AI-driven identity threat protection system, and Cloudflare’s unified security platform could be the answer to harnessing the power of AI for good, not evil. All clearly demonstrating that while the threat landscape evolves at a frightening pace, the tools to meet it head-on are already being deployed. For cybersecurity brands, showcasing these innovations is crucial.
More importantly, showcasing them in the wild will help you stand out from the crowd and provide potential buyers with the social proof they need to make a decision.
Diversity and Inclusion in Cybersecurity: Building a Stronger Workforce
Featured prominently within the Women in Cyber segment, numerous talks and panels highlighted the continued shortfall of a diverse workforce in cybersecurity.
Speakers called for more organisations to “get uncomfortable” in the pursuit of creating a more welcoming environment for both neurodiverse and female team members. Discussions focused on mentorship, allyship, and finding your crowd of champions to take your personal brand forward.
Speakers emphasised the importance of creating inclusive environments to foster innovation and address the challenges of burnout and retention in the cybersecurity field.
All big issues to tackle for brands wanting to enhance their employer branding proposition.
Marketing Insight: Consider how your brand can support and champion diversity and inclusion initiatives within your own communications and community engagement efforts. This helps build a positive brand image and attracts top talent. Consider how you might highlight this to potential employees and explore opportunities for industry collaborations. These are always more powerful than going it alone.
Beyond the Expo Floor: Babel's Exclusive Infosec Europe Event
All the talks at Infosec gave us plenty to mull over, and what better way to let these ideas ruminate than a delectable meal with friends and colleagues?
The Babel team hosted an evening of lively discussion with the industry’s senior professionals and Omdia’s very own Rik Turner at Roe.
Amongst unpacking the findings from Babel’s recent whitepaper on Mastering the Cybersecurity Buying Journey (including the very delicate balance to tread between long-term brand building to influence apparently snap decision-making), we covered:
- The often understated influence of trade media for B2B business and tech news, when compared to the big household names. This highlights the critical role of targeted PR for cybersecurity brands.
- The role of Agentic AI in cyber: a powerful tool for defenders, but one that also introduces new risks for cybersecurity communications.
- Weaving in a theme from Infosec itself, we discussed the landing of Quantum security – the ultimate ‘sleeping giant’ topic, finally gaining momentum with vendors, analysts, and journalists.
Final Thoughts for Cybersecurity Marketers & Comms Pros
It’s clear that cybersecurity is evolving at a speed we’ve seldom witnessed before. As the industry advances, building a safer cyber world will require innovation, inclusivity, and a proactive approach to addressing emerging risks.
With no shortage of new tools emerging, it can be hard for prospects to find the best ones, and even harder to get your brand name to the top of the purchase list in such a crowded market. For cyber brands keen to accelerate growth, cut through the noise, and capitalise on what was an incredible week at Infosec Europe 2025, let’s talk!
