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GTM teardowns of dev-tool event campaigns.

Most conference marketing is unexamined. A booth gets booked, a budget gets spent, and nobody writes down what actually worked. These are independent teardowns of campaigns worth studying: what the company decided, what it cost, and which parts are borrowable by a developer-tool, security or AI infrastructure team.

RSAC 202612 min read
Aikido at RSAC 2026
How a Belgian dev-tool startup won the noisiest conference in security by treating the booth as the least important asset of the week.
- Budget moved from booth to earned media, a party and a landing page matched to searcher intent
- A plywood decoy booth in the opposite hall generated more coverage than the real one
- Paid actors in Neo costumes worked as walking, photographable media
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GTM teardowns of dev-tool event campaigns.

Aikido at RSAC 2026

Want your own campaign torn down?