Enterprise cybersecurity buyers are raising the bar for technical depth, proof, and measurable outcomes. Marketers need clarity on what has changed, what still drives influence, and which approaches require reevaluation or retirement.
To address these questions, NOLA Marketing and the Ponemon Institute partnered to conduct an in-depth study of enterprise security leaders. The study reflects input from 320 enterprise cybersecurity decision-makers across mid- to large-enterprise organizations, each directly involved in cybersecurity purchases and renewals.
The research examines how CISOs and security leaders engage with marketing content, how AI is impacting the buying process, and which assets and approaches materially influence vendor evaluation and renewal. This report provides marketers with clear, data-backed insights into what resonates with today’s security leaders, and what no longer does.
Encouragingly, a majority of respondents agree that cybersecurity marketers provide information that informs purchasing decisions. Buyers continue to engage with content that marketers produce while signaling strong demand for more technically substantive assets, particularly solution briefs, website content, white papers, research reports, webinars, and technical workshops.
At the same time, the responses show areas for improvement. More than half of respondents cite gaps in marketing content, including insufficient technical and operational detail, a lack of evidence-backed claims, limited transparency about tradeoffs, and an unclear articulation of how solutions integrate with existing security stacks. Buyers indicate a need for stronger evidence-based positioning, clearer articulation of real-world performance, and tighter alignment to measurable business and risk outcomes.
The buyer journey is evolving. More than a third of respondents report using AI in the product selection process, leveraging AI overviews, chatbots, product comparisons, and even RFP drafting to accelerate research. However, trust in AI-generated outputs remains mixed, and receptiveness to on-site AI chatbots is divided, suggesting that while AI-assisted discovery is expanding, credibility and substantive content remain decisive in vendor selection.
This report presents detailed survey findings on where marketing resonates, where credibility gaps persist as buyer expectations shift, and how AI is reshaping evaluation behavior. The following analysis translates these findings into clear strategic implications for marketing strategy, content development, and go-to-market execution.
Key findings
Credibility stands out as the primary gap. Although 58% agree marketing supports decision-making, 52% say messaging lacks technical depth, and 49% cite insufficient ROI justification.
Peer-driven influence leads vendor discovery. Peer recommendations rank highest at 55%, outpacing analysts, consultants, and traditional marketing channels.
Research-backed content drives selection. Research and survey reports have the strongest direct impact at 46%, exceeding that of all other asset types.
Buyers demand deeper digital evaluation assets. Website content leads demand at 45%, followed by solution briefs at 41%, signaling that buyers rely heavily on core digital and product-centric assets during evaluation.
AI is embedded into vendor research workflows. More than one-third of security leaders now use AI overviews and chatbots, with 51% using chatbots for product research and 48% using AI overviews
Impressions of cybersecurity marketing effectiveness
A majority of respondents (58%) agree that cybersecurity marketers provide the information needed to support informed purchasing decisions, with 25% strongly agreeing. This data indicates that marketing content contributes meaningfully to buyer evaluation processes.
However, 42% of respondents are either unsure or disagree. While marketing is widely regarded as beneficial, strong endorsement is not universal. The higher proportion of general agreement compared to strong agreement suggests moderate endorsement of marketing’s ability to support the purchase decision process.
In enterprise security environments, where purchases involve technical scrutiny and risk accountability, partial confidence can limit influence. Marketing meets baseline informational needs but does not consistently deliver the depth, evidence, or clarity required to fully satisfy buyer expectations.
When asked to identify the primary problems with marketing content, respondents consistently cited gaps in credibility and specificity.
Dissatisfaction centers on credibility, validation, and contextual clarity. The friction points align closely with areas that influence later-stage evaluation and justification, rather than early-stage discovery. Nearly one in two buyers report missing proof, unclear ROI, or difficulty understanding stack integration. Marketing reaches buyers and can be effective, but it often lacks the operational depth required to sustain confidence.
To read the full report, visit Nola Marketing’s website by clicking here.