What Drives B2B Buyers When Purchasing Cybersecurity Solutions Survey research shows that cybersecurity buyers are predominantly Millennials, who are informed decision-makers that want to make an impact.

Posted: Feb 3, 2025

Cybersecurity has never been more crucial. With cyber threats getting more relentless and sophisticated, businesses everywhere are putting it at the top of their priority list. It’s not just an IT thing anymore—it’s shaping how companies actually run.

For B2B cybersecurity buyers, it’s a mix of challenges and serious potential. Companies aren’t just checking boxes—they’re hunting for partners who bring next-level tech and truly get their specific security headaches and compliance pressures.

All this urgency is driving insane growth in the industry, which is fueled by demand for smarter threat protection, better risk management, and locking down those compliance requirements.

Traditional security measures just don’t cut it anymore. B2B buyers are looking for versatile, integrated solutions that fit seamlessly into their systems. They want approaches that not only address their most pressing vulnerabilities but also evolve with their needs—smart, adaptable, and always a step ahead.

Understanding what drives B2B buyers in the cybersecurity market is crucial for staying ahead in a highly competitive space. This blog post dives into key insights about these buyers, using data from The 2024 B2B Buyer Beat Dashboard—an extensive resource that gathers input from 1,500 decision-makers worldwide. These findings, highlighted in the B2B Buyer Beat Insights and Trends Report, offer a comprehensive look at the major developments and underlying factors shaping buyer behavior today.

We asked: What insights can we gather about buyers purchasing cybersecurity products?

Dashboard Screenshots

Cybersecurity Marketing Trends & Industry Pathways

  • With the growing use of AI by both defenders and attackers, organizations are prioritizing tools that utilize artificial intelligence for threat detection and prevention. On the defensive side, AI is automating incident responses and enhancing the capabilities of Security Operations Centers. However, adversaries are also deploying AI for more advanced phishing schemes, deepfakes and business email compromises, adding complexity to the threat environment. In fact, since Q4 2022, malicious phishing emails have surged by 1,265%, with credential phishing attacks—targeting users’ login details—seeing a 967% rise.

  • Many enterprises are transitioning toward Zero Trust security models, which focus on verifying every access attempt regardless of the user’s location. This shift is particularly relevant for organizations with distributed workforces and cloud environments. Buyers are increasingly investing in platforms that integrate Zero Trust principles, which reduces risks from insider threats and lateral attacks within networks. Gartner estimates that by 2025, over 60% of organizations will implement Zero Trust frameworks as part of their core cybersecurity strategy. This trend highlights the shift from traditional perimeter-based security to continuous verification models that reduce insider threats and lateral attacks within networks.

  • The global cybersecurity market was valued at USD 179.8 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 14.82%, reaching USD 412.1 billion by 2028. This impressive growth is the result of rising cyber threats, the expanding attack surface and increased digitalization—all of which has heightened the demand for advanced security solutions across industries.

1. Cybersecurity buyers don’t browse for long

More than half of cybersecurity buyers finalize their vendor selection in a few months, showing a clear understanding of their needs and the ability to evaluate options efficiently.

A pie chart of Cybersecurity Vendor Selection Timing

  • 53% of cybersecurity buyers select a vendor within 1-3 months. Notably, 30% make their decision in 3-6 months, which means that most cybersecurity buyers are making buying decisions in less than half a year. This reflects a trend toward faster purchasing cycles. This may be driven by increased pressure to adopt new technologies quickly to remain competitive, especially in areas like cybersecurity and cloud services.

  • The fast-paced nature of the cybersecurity process is backed by the fact that 37% of organizations involve just 2–5 stakeholders. Fewer people in the approval process means fewer delays caused by internal alignment or differing opinions. This streamlined decision-making structure helps organizations respond quickly to business needs and emerging security threats.

  • When it comes to making the actual purchase, factors that can slow the process down include major shifts in the market (19%), which indicates that buyers are sensitive to external disruptions and search for solutions that are in touch with current trends and future risks. Right behind that is competitive assessment (18%), which highlights how much buyers care about doing their homework to find the option that feels like the best long-term fit and value.

Enterprises are under pressure to quickly adopt new cybersecurity technologies to mitigate emerging risks.

A recent report by McKinsey & Company highlights a troubling trend: the costs related to cybercrime are expected to increase by 15% annually, potentially reaching $10.5 trillion by 2025. This surge is driven by several factors, including the rise in remote work, the need for regulatory compliance and a significant uptick in ransomware attacks.

By 2025, organizations are expected to invest around $101.5 billion in cybersecurity service providers—a clear sign that proactive spending on security is no longer optional but essential.

One of the most promising advancements in cybersecurity is the integration of artificial intelligence (AI) tools. These technologies empower companies to detect and address vulnerabilities proactively.

Research from EY demonstrates that AI achieves over 90% accuracy in identifying various cybersecurity threats, making it a no-brainer for organizations to implement. In addition, AI enhances incident response through automation, which enables companies to mitigate attacks in real time.

To seize these opportunities, buyers need to simplify how they make decisions. Smaller, more agile teams help avoid delays from internal disagreements, making it easier to act quickly against evolving threats. This speed is especially crucial in cybersecurity, where even a short delay can leave companies exposed to greater risks.

The push for efficiency also ties into the growing reliance on cloud infrastructure and remote work, driving the need for adaptable, decentralized solutions like never before.

Bottom line: Time is of the essence for enterprises to adopt AI-driven cybersecurity solutions and streamline their decision-making processes to stay ahead of rising cyber risks and prevent costly delays.

2. Purchasing is done by Millennials

Millennials now dominate cybersecurity purchasing decisions, making it crucial for marketers to tailor their strategies with this generational insight in mind.

A bar chart showing Cybersecurity Buyers by Generation

  • More than half of cybersecurity buyers are Millennials (52%), indicating that this generation holds significant influence in the workplace. Millennials, born between 1981 and 1996, are now in their prime working years and moving into leadership positions. Understanding the preferences and expectations of Millennials can help create campaigns that truly resonate and drive effective engagement.

  • Most cybersecurity buyers have a similar profile—55% work in IT departments, and an overwhelming 73% are men. This male-dominated dynamic is worth noting when planning marketing strategies. By understanding who you’re talking to, you can shape messages that connect better and make a stronger impact.

  • Of cybersecurity buyers, 49% work in manager or senior manager roles. Just 5% work in president, CEO or senior vice president roles, showcasing that cybersecurity purchasing decisions are largely driven by mid-level managers who have autonomy, with limited involvement from top executives.

Millennials holding mid-level managers play a significant role in cybersecurity purchasing decisions. Individuals from this generational cohort are tech-savvy, favor streamlined processes and place a high value on certifications and skills development.

Millennials, now a major force in the mid-level workforce, look for solutions that fit seamlessly into modern workflows. They gravitate towards SaaS models and integrated cloud security tools that make their jobs easier. Efficiency is a top priority for them, and software with clean, intuitive interfaces wins their attention every time.

When evaluating vendors, these buyers tend to rely on supplier websites, analysts’ reports, and case studies—they value the chance to learn and even educate themselves during the process. That said, user reviews often carry significant weight and can be the deciding factor in shaping their final decision.

With over half of today’s cybersecurity buyers being Millennials, a generational shift is pushing organizations to adopt innovative technologies and prioritize digital transformation. This shift extends to the buying journey, too.

When price and quality are comparable, 55% of buyers prioritize a seamless digital buying experience. According to Gartner, digital sales channels like email campaigns, virtual events and free trials empower buyers to access the information they need whenever and however they prefer.

This shows the necessity of providing diverse resources across platforms to ensure the right message reaches the right buyer at the right time.

Bottom line: Millennials are shaping the way cybersecurity purchases are made. Add to that their expectation for smooth, hassle-free digital buying experiences, and it’s clear why this group is setting the tone for what works in today’s market.

3. They can size a brand up fast

Cybersecurity buyers are experts in their field, and as mid-level managers, they have a clear sense of what they need to get the job done. They’re not swayed display ads following them around. What they want is for brands to cut to the chase and prove their value right from the start.

A pie chart with ratios of brand exposure.

  • Nearly half of cybersecurity buyers—49%—can identify a leading brand after just five or fewer exposures, proving how quickly they form opinions. Even more striking, 7% are ready to trust a brand’s reputation based on just one or two interactions. This highlights how discerning and focused these buyers are, making it clear that for many, a few well-executed touchpoints are all it takes to leave a lasting impression.

  • Direct communication makes a difference for cybersecurity buyers, with 32% saying it helps keep a company top of mind. Whether it’s through regular emails, personal outreach, or attending conferences, these methods prove highly effective. By staying visible through consistent, meaningful interactions, brands can secure a lasting place in a buyer’s consideration.

  • Supplier websites (10.3%) and online reviews (9.8%) are the go-to resources for cybersecurity buyers when making final purchase decisions. With their strong technical background, these buyers can quickly assess a brand through its website and can quickly form an opinion based on what their peers say.

For cybersecurity brands, your website is more than just a digital storefront—it’s your portfolio. These technical buyers are sharp and detail-oriented, expecting a site that reflects your expertise.

Your website isn’t just a digital space—it’s a reflection of your brand’s professionalism, and that’s especially true on mobile. With mobile devices making up 58.67% of global web traffic in the last quarter of 2023, according to Statista, prioritizing a strong mobile presence is an obvious priority.

A website with clean design, intuitive navigation, and a layout that works seamlessly on any screen show visitors you mean business. When your site is easy to use and visually appealing, it keeps users engaged and leaves a strong impression.

Connecting with potential buyers early in their decision-making process isn’t just a smart move—it’s essential. Reaching them through personalized communication and targeted content shows you get what they’re looking for.

Forrester research backs this up, with 82% of global B2B marketing decision-makers saying buyers want interactions tailored to their specific needs and preferences. Add to that the fact that 75% believe customers expect quick, almost instant responses, and it’s clear that just being present isn’t enough. Adopting a customer-first approach shows buyers you’re in their corner and makes all the difference in standing out.

Bottom line: To thrive in the cybersecurity market, brands must focus on creating strong first impressions through a strong online and mobile presence while also embracing personalized communication to meet the changing needs of buyers.

Final Thoughts

The cybersecurity world is constantly shifting, and if vendors want to thrive in such a competitive space, they need to truly understand what B2B buyers want and how they behave. The 2024 B2B Buyer Beat Dashboard offers some great insights into emerging trends that businesses can’t afford to ignore. It’s about more than just keeping up—it’s about using this knowledge to shape smarter strategies and stay ahead of the curve.

With the pressure to make quick decisions—often to tackle new threats—buyers are looking for solutions that not only cover their security needs but also fit seamlessly into how they work. Add to that the rise of Millennial buyers, who value digital experiences and honest reviews, and it’s clear businesses need to think fast.

Building brand trust doesn’t take long these days—buyers form opinions fast. That’s why nailing your marketing strategy is non-negotiable. A sharp online presence, mobile-first everything, and relevant communication are the secret weapons for grabbing the attention of cybersecurity buyers. With threats evolving and the market shifting, staying adaptable isn’t just smart—it’s survival.

Cyber Security Market Trends and Growth Perspectives: Top Key Players Analysis for 2032 - Market Research Guru

AI tools such as ChatGPT are generating a mammoth increase in malicious phishing emails - CNBC

Zero Trust Security

Executive Summary

  • The pace of cybersecurity purchasing is accelerating, with over half of buyers choosing vendors within just 1-3 months. This urgency is fueled by the need to adopt advanced solutions like AI-driven cybersecurity and cloud technologies to address constantly evolving threats. Even a short delay can leave businesses exposed, so many organizations are simplifying their decision-making processes. By leveraging AI-powered tools, companies can swiftly detect and respond to risks, helping them stay resilient and secure in an increasingly unpredictable environment.

  • Millennials now make up 52% of cybersecurity buyers, most of whom work in IT and mid-level management roles. This tech-savvy generation favors SaaS and cloud-based solutions, values efficiency, and prioritizes smooth, hassle-free digital buying experiences. To win their trust, companies must deliver accessible resources and content tailored to the preferences of their age group, reflecting this generation’s influence on the evolving cybersecurity market.

  • Cybersecurity buyers demonstrate a remarkable ability to assess brand credibility quickly, with 49% making up their mind after just five or fewer exposures. For these tech-savvy buyers, a brand's website serves as more than a digital storefront—it’s a portfolio showcasing expertise. They value direct communication to maintain top-of-mind awareness, while the most influential resources in purchase decisions are supplier websites and online reviews. To thrive, brands must create strong first impressions with a robust online and mobile presence.

Related

The B2B Buyer Beat Dashboard

Dive into the data from our survey of 1,500 B2B decision-makers to identify how your buyers are behaving in 2024.
Read More about The B2B Buyer Beat Dashboard