CISO Engagement and Decision Drivers Study

The 2025 Cybersecurity Pulse Report. The latest intelligence briefing from ISMG.
Download the reportCybersecurity buyers are no longer swayed by generic “AI-powered” claims—instead, they demand clear proof of intelligence through specific, outcome-driven messaging that demonstrates real value, transparency, and measurable impact.
A freemium cybersecurity tool generated 95% of pipeline for 18 months, earning a government site feature and positioning a cybersecurity vendor as a mission-driven brand, but its robust features cannibalized paid tier upgrades. Strategic alignment, usage limits, and clear premium differentiation are critical to balance lead generation with sustainable revenue in a commoditized market.
Chasing big name B2B influencers in cybersecurity can do more harm than good because they lack topical credibility. Despite having a large audience, their message won't hit the targeted buying groups you care about most.