SIA StartUps in Security Presents: The “Marketing That Matters” Series
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About the Series
Join marketing wizards from the Security Industry Association (SIA) StartUps in Security community to explore how to do marketing well for startups and small companies on a limited budget. This program is a series of highly interactive Zoom meetings where it’s all about dialogue. You ask your questions, we share ideas and give tips. Ready to take your marketing to a new level? This is the series for you!
This is not a typical webinar series. Each session is structured as an interactive workshop where participants can engage in a virtual meeting with peers, share experiences, discuss challenges and collaborate on solutions tailored to the realities of startup growth.
Participants will:
- Learn from industry peers and startup marketing leaders
- Participate in collaborative exercises and discussions
- Apply practical frameworks to their own business challenges
- Gain actionable insights specific to security industry startups
- Leave each session with strategies they can implement immediately
Who should attend?
- Startup founders and co-founders
- Marketing leaders and team members
- CEOs and executive leadership teams
- Sales leaders and business development executives
- Product marketing and go-to-market leaders
Series at a Glance
- When: Thursday, Oct. 1; Thursday, Oct. 29; and Thursday, Nov. 19, 2026 (1:00–2:00 p.m. ET)
- Where: Virtual/Zoom
- What: Interactive meeting open to SIA members only. Need help with your membership access? Email membership@securityindustry.org.
- NOTE: SIA’s Confidentiality Policy
Speakers
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Janet FennerPresident, Defined Marketing -
Kevin FriedmanPresident and Creative Director, Maize MarketingKevin Friedman is president and creative director of Maize Marketing, a full-service agency he founded in 2009. Based in Westlake Village, California, Friedman leads a team dedicated to creating impactful marketing experiences that help brands thrive. Under his leadership, Maize Marketing has grown into a recognized industry leader within the security and technology sectors, delivering results through strategic planning, content marketing, public relations and digital marketing. Friedman’s philosophy is rooted in a client-first mindset, prioritizing collaboration, approachability and tailored solutions. With nearly two decades at the helm, he remains passionate about guiding clients on a journey toward sustainable growth and long-term success.
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Jenna HardieDirector of Marketing and PR, HiveWatchJenna is the director of marketing and PR at HiveWatch, a leading security operations software company, where she shapes strategic communications, brand storytelling, and go-to-market initiatives for physical security and global security operations center solutions. With more than a decade of experience in marketing, communications and industry engagement, Hardie is a recognized voice in the security community and a three-time SIA Women in Security Forum Power 100 honoree. She serves on the Women in Security Forum Steering Committee and co-chairs the IlluminateHER Subcommittee, driving mentorship, inclusion and visibility for women in the security industry. Her work blends creativity, strategy and industry fluency to elevate both brand and career impact.
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Brian KarasFounder, Pelican ZeroBrian Karas is founder and president of Pelican Zero, a security industry advisory and consulting practice focused on helping companies expand their business. Karas has been involved with venture-backed startups and emerging technology companies for 25+ years. He has held executive management roles at security industry companies, including VideoIQ, Avigilon, FLIR, and others, with a focus on AI technologies and advanced solutions. In 2021, he started Pelican Zero, a security industry advisory and consulting practice focused on helping companies expand their business, raise funds, or navigate successful exits and acquisitions. Additionally, Karas participates in multiple industry groups and committees, including as Chair of the SIA Video and Vision subcommittee and a member of the SIA AI Advisory Board.
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