Marketing Security Products & Services

Based on CSO’s Pandemic Impact Survey fielded in March right when the effects of COVID-19 started to be felt, 61% of security leaders expressed greater concern about attacks targeting work from home employees. Another 73% said that the impact of this pandemic will alter the way businesses evaluate risk for at least the next five years.

With this in mind, security focused marketers are instrumental in ensuring security decision-makers have the necessary tools and knowledge to make their most informative purchase. Compiling insight from IDG’s buyers journey research – 2020 Role & Influence of the Technology Decision-Maker and 2019 Customer Engagement – this security specific research guide outlines who’s involved in the security purchase process, the content types and sources security buyers rely on, and their likelihood to seek out a new vendor.

View the key findings below and download the security sample slides for additional insight. The sample slides are just a glimpse of the research - request a meeting with an IDG sales executive to walk through the full security purchase process to help you better understand how to market security products and services in today's business climate. 


Key Findings:

  • Slightly more than half of security focused IT decision-makers are likely to consider a new vendor over the incumbent(s) when making a quick purchase decision.
  • IT continues to be the primary budget holder for security purchases (82%) compared to 70% of the time for overall technology purchases.
  • The top sources of information during the security purchase process are tech content sites, webcasts and webinars, and white papers.
  • The majority (96%) of security-focused ITDMs have watched a tech-related video for business purposes – be sure to understand their preferred device type to watch these videos.

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