8 Insights from the Cybersecurity Marketing Survey

Across our interviews with experts and survey results, cybersecurity marketers highlighted some key – and some surprising – insights:

1. Us marketers aren’t in it for the money. While the survey confirmed that, yes, cybersecurity marketers are well-compensated, this is not the driving force for most of us in this industry. Respondents report the top two main drivers of working in the industry are the fast pace of change and the fact that, as cybersecurity marketers, we are doing good.
2. (But we are in it for the equity.) At the same time, survey respondents rated equity highly important in deciding on what opportunities to take. 32% of respondents stated that equity is absolutely vital to joining a company, and 48.83% reported they own equity in their current company.
3. We need more technical support resources. No, we don’t mean “have you tried turning your laptop off and on again?” On the top of cybersecurity marketers’ request list: more involvement in marketing from the technical members of the company.
4. We’re building media companies. During the pandemic, marketers turned inward. While third-party virtual events during the pandemic received a largely negative rating by respondents, self-hosted events and content production activities were a resounding success for many companies.
5. We’re thinking more and more like consumer marketers. Cybersecurity marketing is changing, and B2B marketing in general is becoming more like consumer marketing. Innovative cybersecurity companies are embracing traditionally consumer, digital-first marketing strategies and advocating for their organizations to adopt and accept these modern marketing practices.
6. We’re all saying the same darn thing. Leaders and on-the-ground marketers agree: with limited ICPs and an increasingly crowded marketplace, cybersecurity companies largely sound, act, and sell the same – leading to the increasing importance of differentiation, positioning, creativity, and strong brand.
7. Marketing contribution to the pipeline has caught up to sales. Respondents confirm that marketing is a leading driver of revenue to companies – in fact, marketing now edges out sales contribution to revenue by a small margin.
8. Remote work is here to stay. We’re never going back to the office full time – woohoo! 😎

Read more blogs from the survey here or download the report here.