Live Webcast|1 hour

Stop Selling Tools: How to Market Cybersecurity Customers Will Buy

Attendees will leave with:

  • Practical ideas they can use to strengthen their cybersecurity message
  • Support sales conversations
  • Build longer-lasting client relationships.
November 3, 2026
1:00 PM ET

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Cybersecurity may be one of the fastest-growing opportunities for MSPs, but it remains one of the hardest services to market effectively. Too many providers lead with technical tools, complicated terminology, or fear-based messaging that business leaders do not understand.

In this live discussion, Peter Busam of Equilibrium Consulting joins Michael Siggins to explore how MSPs can turn cybersecurity expertise into clear, compelling marketing. The conversation will cover buyer-specific messaging, co-managed security positioning, trust-building content, and ways to demonstrate ongoing value after the sale.

Event Speakers

Peter Busam
Founder & Owner at Equilibrium Consulting, LLC

Pete Busam is the founder and owner of Equilibrium Consulting, LLC, a management consulting and outsourced marketing firm specializing in assisting channel and technology services organizations with establishing partner relationships, and directing IT channel strategy, design and execution.

He has more than 35 years of experience in the channel, where he began as a technician. Since then, he has operated several successful technology services providers and continues to be recognized by clients, partners and channel publications for his outstanding performance, commitment and contributions to the industry.

His thought-provoking insights on the channel have been published by numerous industry-leading trade publications, including CRN, ChannelPro, Channel Futures and Channel Insider. An industry thought leader, he has given presentations and participated in panel discussions at numerous channel events over the years. He has also provided commentary on the industry for The Philadelphia Business Journal, Entrepreneur and the Wall Street Journal.

Fully committed to the communities he immerses himself in, Pete is an active member with GTIA, The Sales Association Sales Leader Council, Forbes

Michael Siggins
Publisher & Content Director at CyberRisk Alliance

Michael is Publisher & Content Director for MSSP Alert, ChannelE2E, and ChannelPro.
Michael is a 35-year IT media veteran, having spent 15 years at IDG working with brands including Computerworld, CIO, and Network World. Twenty years ago, he founded the ChannelPro Network and built it into a thriving community of MSPs and service providers—which today remains a leading resource for the IT channel.
Michael has hosted IT webinars and events throughout his career and has led the creation of content and marketing programs that have informed and influenced IT audiences worldwide. A natural storyteller, he focuses on helping vendors and technology providers build trust and meaningful relationships with channel partners and business leaders.