Insight Report

A new reality, a new approach—and a return to growth?

How the recession affected cybersecurity marketing teams and shaped future strategies.

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The last two years have forced cybersecurity marketing teams to rethink everything—from budget allocation to campaign focus and content strategy.

Our latest Cybersecurity Marketing Trends Report reveals how B2B cybersecurity vendors are responding: adopting integrated, ROI-driven tactics that balance brand building with demand generation.

Download your free copy to discover the key marketing priorities, tactics and investment trends shaping the cybersecurity landscape in 2025 and beyond.

Inside the Cybersecurity Marketing Trends Report:

Between 2022 and 2024, cybersecurity marketing teams have been navigating economic uncertainty, shrinking budgets, and an increasingly saturated vendor landscape. This report, based on research with over 375 senior cybersecurity marketing and comms leaders across the US, UK and Europe, explores how the industry is responding.

You’ll get data-backed insights on how marketing leaders are shifting towards more integrated, channel-neutral strategies that prioritise ROI, credibility, and long-term customer engagement.

From the rise in webinar and podcast investment to a renewed focus on mid-funnel lead nurturing, this report outlines the marketing tactics and budget decisions that will define cybersecurity marketing success in 2025 and beyond.

Whether your goal is brand visibility, thought leadership, lead generation, or proving marketing impact, this report will help inform your strategy for the year ahead.

What you’ll learn in this report:

  • Why 56% of cybersecurity vendors are facing flat or declining marketing budgets—and how they’re doing more with less

  • The shift towards mid-funnel content: Webinars, podcasts and email marketing now top the investment priority list

  • How PR and media relations are regaining prominence as marketers focus on building credibility and visibility

  • Which tactics are delivering measurable ROI—and why performance-based strategies are dominating

  • How cybersecurity brands are embracing integrated, multi-channel approaches to maintain engagement across the full buyer journey

  • What the next two years look like for cybersecurity marketing leaders balancing innovation with financial reality

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