Cogent says "Field is already a major pipeline engine" and is hiring a Field Marketing Manager to build the event calendar, plus Enterprise AEs for Mid-Atlantic, South Florida, Ohio Valley, Pacific Northwest, Southern California, Mountain / Southwest and TOLA, and Major AEs for Atlanta and Toronto. Yet cogent.com/events shows "Upcoming events: No items"; the only listing is one past webinar, and the Black Hat page from August is still the most recent event page. A CISO in a new territory who checks the site sees nothing to attend.
First action
Pick the first three territories and book a venue and a partner co-host for each.
How to measure it
Qualified meetings from field events
- Now
- –
- Target
- 30 per quarter
- By
- 2 quarters
Steps
Pick territories
Three of the new AE regions with the most target accounts.
Field Marketing Manager 2 days
Choose the topic
One research finding per event, presented by Cogent Research.
Director, Content Marketing 3 days
Find co-hosts
A regional reseller or advisory firm for each event.
Channel Account Manager 1 week
Publish the dates
Events page entries with registration; archive the Black Hat page.
Performance Marketing Lead 2 days
Invite
Target-account lists, LinkedIn by region and partner invites.
Performance Marketing Lead 2 weeks
Run and follow up
Meetings booked within 48 hours, per the follow-up SLA.
Field Marketing Manager per event
Report
Event-to-meeting and pipeline per event.
Sales Operations Analyst monthly
Why it works
Publish a quarterly regional series on the events page: one executive roundtable or dinner per new AE territory, built around Cogent Research findings ("The Detection Gap", the attack-path report), co-hosted with a regional partner from the channel team, with registration, the AE named as host and a post-event recording or summary. Retire the Black Hat page into a past-events archive. Promote each event with LinkedIn targeting by region and invite lists from target accounts.
Regional events give each new AE a reason to meet target accounts in their first quarter, and research-led topics draw CISOs who would not take a cold demo. An events page with dates also signals momentum to everyone else who visits.
Ready to use
ChecklistRegional roundtable kit
[ ] Territory, AE host and partner co-host [ ] Research finding as the topic [ ] Events page entry with registration [ ] 60 named invitees from target accounts [ ] LinkedIn regional promotion [ ] Follow-up within 48 hours [ ] Summary or recording posted [ ] Event-to-meeting report
Risks and how to handle them
Low attendance in new regions
Cap at 12 seats and invite 60 named accounts.
AE not yet hired in a region
Start with regions where the AE is in seat.
Evidence
- HiringField Marketing Manager (New York, posted August 21, 2026): "Field is already a major pipeline engine for us"; the role builds "the field marketing operating system: event calendar, target-account planning, pre/post-event workflows, rep and partner coordination, follow-up SLAs" and reporting "that shows which programs create real pipeline", with a mix of "executive roundtables, dinners, roadshows, conferences, partner activations".Source
- HiringRegional sales and channel build-out posted September 24-29, 2026: Enterprise Account Executives for Mid-Atlantic, South Florida, Mountain / Southwest, Ohio Valley, Pacific Northwest, Southern California and TOLA; Major Account Executives for Atlanta and Toronto; Mid-Market AEs in New York and San Francisco; and Channel Account Managers East, Central and West who "Recruit, activate, and grow strategic resellers, advisory firms, service providers, and technology partners" and "generate pipeline sourced or influenced by partners".Source
- Your websiteEvents page (checked twice on October 22, 2026): "Upcoming events" shows "No items"; the only past event listed is the webinar "AI Broke the VM Program: A New Playbook for Zero-Day Response". A separate page for Black Hat 2026 (August 3-7, booth 5536, with a customer racing experience) is still live and in the sitemap.Source
- Your websiteCogent Research reports: "The Detection Gap" analysed 69,159 CVEs and found average time-to-exploit fell "from 125.3 days to 0.5 days between January 2025 and April 2026" and "Over 54% of all CVEs published since January 2025 have no detection signature from Tenable, Qualys, or Rapid7"; a Q4 2026 "Beyond the Human Horizon" report on attack paths; an October 21, 2026 post finds the average Fortune 500 company has 2,266 assets running vulnerable PHP and "Only 16 of them need to be fixed first".Source