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Six months ago, ActualTech Media released the 2025 Cybersecurity Buyers Report, predicting a year defined by tighter buying cycles, exploding budgets, and AI hype-fueled chaos. Now, midway through the year, we’ve checked in with the market - and if you're in cybersecurity marketing, you're going to want to see what’s changed.
We’ve distilled the latest insights into a sharp, shareable infographic. But if you’re serious about staying ahead of the curve - and keeping your campaigns relevant - you’ll want the full guide in your toolkit.
Here’s why.
Yes, the money is still flowing - but it’s being spent faster and more cautiously. Buyers are moving quickly, but not impulsively. They expect integration clarity, airtight onboarding, and marketing that skips the fluff. Our guide spells out exactly what they want to see - and what’s causing drop-offs.
The data shows webinars remain a preferred channel, but long-form formats may be wearing thin. Buyers are tuning out bloated walkthroughs and tuning in to experiences that offer immediate value. The guide breaks down what’s working now - and what’s not - in the live-event landscape.
PoCs have gone from “let’s test this” to “please don’t break our stack.” Integration fears and compliance scrutiny are at an all-time high. The guide dives into how buyers are evaluating vendors post-demo - and how smart marketers are preempting objections before they arise.
Marketers used AI to scale. Now security teams are dealing with the consequences. Phishing campaigns have evolved, and CISOs are looking for vendors who understand the new threat models AI introduces. Our mid-year update explores how buyer priorities around AI have shifted.
Buyers aren’t just looking for solutions - they’re looking for partners who can take the pain out of audits, reporting, and regulatory alphabet soup. “Compliance-as-a-conversion-tactic” isn’t a buzzword; it’s a new pipeline builder. We explain how to capitalize.
This isn’t a rehash of the December report - it’s a mid-year reality check. Whether you’re planning campaigns, building content, or refining sales enablement, the insights inside can help you better align with what buyers actually care about right now.
Click on the image to view the full infographic, and remember to grab the full guide to sharpen your pitch, refine your nurture flows, and stay ahead of the pack.
