A Field Guide to Marketing in the Cybersecurity Industry
Cybersecurity marketing is broken—not because budgets are small, but because buyers have changed. Security leaders today are highly technical, deeply skeptical, and overwhelmed by vendor noise.
This playbook is a practical, research-driven guide to modern cybersecurity marketing—built from real insights gathered from CISOs, security practitioners, and successful cybersecurity companies.
What This Playbook Covers:
This is not theory or recycled marketing advice. Inside, you’ll find:
- How cybersecurity buyers actually think, evaluate risk, and make decisions
- Why most cybersecurity marketing fails—and what successful companies do differently
- The psychological drivers behind CISO buying behavior, including fear, risk, and accountability
- How security teams evaluate vendors beyond demos and pitch decks
- What trust really looks like in cybersecurity marketing—and how to build it before selling
© 2026 Sales Strategies Hub. All rights reserved.