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Case study · Wiz at SecTOR 2025

A booth full of people, and no way to know who they were.

Wiz ran a five-module branded experience at SecTOR 2025. Built in three days.

What the floor actually contained turned out to be measurable.

 

96%
of visitors chose to identify themselves
53%
turned out to be cyber buyers, 1.8x the conference benchmark
91 sec
of voluntary attention per person
3 days
from kickoff to live on the floor

None of this was promised in advance. It is what the floor contained, made visible by the experience.

SecTOR 2025, Toronto · 124 users, 119 unique contacts

The problem

High scan volume, low fit. Nothing separated a CISO from someone dropping off a resume.

Giveaways and scanners produce noise.

Wiz needed something that filtered for technical buyers, captured them without friction, and cleared a strict brand approval process on a tight timeline.

What ran

A Wiz-branded interactive experience. Five modules, QR entry, about 60 seconds to finish.

Each module unlocked a cloud security concept tied to Wiz's positioning. Lead capture sat inside the journey, not bolted on at the end.

Built and deployed in three days. Inside the approval window, outside the usual agency cycle.

 

What the floor turned out to contain

 

96% chose to identify themselves. 119 unique contacts from 124 users. Most booth activations lose 40% or more at the form step.

 

53% turned out to be cyber buyers. Against a 20 to 40% conference benchmark for who is actually in the room.

 

1 in 5 revealed themselves as decision-makers. CISO, CTO, VP, Director, Architect and Principal roles.

 

54% came from enterprise employers. Fortune 500 and Big Five Canadian banks.

 

91 seconds of voluntary attention on average. Time on branded content, not rep conversation.

 

64% engagement rate. At the 63% B2B website benchmark, on a conference floor.

What this does not show: conversion from contact to closed deal. That lives in Wiz's CRM, not ours.

We do not promise a lead-quality number. We surface who engaged, for how long, and on what, so the team can decide who to work first.

Why it worked

1

Self-selecting

Technical depth filtered casual passersby. Cyber pros leaned in.

2

Capture inside the journey

No form wall at the end. Users committed progressively.

3

Every step measured

Engagement tiered by depth, not just a list of names.

4

Three-day build

Live inside the brand approval window.

What people said on the floor

Unprompted reactions from attendees during the two days.

"This reminds me of Pokemon Go."

Attendee, SecTOR 2025

"This is the most interactive booth on the floor."

Attendee, SecTOR 2025

See what your next floor contains.

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Methodology and sources
Engagement Google Analytics 4, n=124 unique users at SecTOR 2025 (Oct 1 to 2). Engagement rate uses the GA4 standard: session of 10 seconds or more, a conversion event, or two or more page views.
Lead qualification Lead capture data, n=119 unique after deduplication. Qualified cyber buyer means C-suite, VP or Director, Architect or Principal, Manager or Lead, or senior individual contributor in a cybersecurity function. Students and non-cyber roles excluded.
Benchmarks B2B website engagement benchmark 63% (GA4 industry data). Conference lead quality 20 to 40% (industry range).
Limitations Downstream pipeline conversion requires Wiz CRM data and is not included here. Cost-per-lead comparisons available on request.