technologyreseller.co.uk 23 Florie Lhuillie content types for final selection are industry analyst reports featuring the vendor (39%), a conference panel from a vendor (32%), case studies (29%) and LLMs (29%). LLMs rank more highly than popular marketing techniques such as email marketing, but below case studies and webinars. In the US (30%) and UK markets (34%), LLMs are even more widely used. This complicates matters for marketers, who need to provide the materials that feed LLMs, not just the material that buyers are engaging with directly. Easy integration and value for money have the biggest impact on vendor selection – 89% say that value for money and a simple and easy integration are the main factors influencing decision-making, followed closely by evidence of successful delivery for similar businesses. It’s important to note that ‘value for money’ is more important than ‘cost effectiveness’, which suggests that buyers are happy to spend if they feel it is worth it. Lessons for marketers So what do these findings mean for vendor and MSP marketing teams? For Florie Lhuillier, they indicate that it has never been more important for vendors and channel partners to get their message out quickly and to streamline the usual process of awareness, longlisting, shortlisting and then decision-making. However, she points out that there is no marketing ‘silver bullet’. “From opinion articles and podcasts to industry analyst reports, buyers are influenced by everything. Cybersecurity marketers should therefore design an integrated marketing strategy that uses a mix of different channels and content types to reach their target audiences – especially as LLMs become more important and pull in information from many different sources.” www.hoffman.com/ The cybersecurity market remains buoyant, according to a new report, Fast decisions, high stakes, by global tech PR and marketing agency The Hoffman Agency. With 30% of UK organisations surveyed looking to buy from MSSPs and growing demand for bundled security platforms and unified managed services, there is a clearly big revenue opportunity for the channel. Inevitably, AI is driving much new investment, both to prevent AI-generated attacks and to protect AI models. But, as The Hoffman Agency’s Head of Cybersecurity & SVP Florie Lhuillier points out, cybersecurity basics are still a major focus. “Like many, the cybersecurity industry has had to adapt to AI adoption and advancements over the past year. Naturally, this is having implications on how organisations address their cybersecurity investments. But, surprisingly, not how we thought it might. The market remains buoyant for all types of cybersecurity solutions and services.” The study of 500 cybersecurity decision-makers in the UK, US, France and Germany shows that 69% of UK organisations are planning to increase cybersecurity investment in the next 12 months. More than half of UK respondents (54%) are looking for a new provider or to switch their current provider. Globally, the top three areas for new investment are AI security, SecOps and Identity Access Management, while network security, endpoint security and security analytics are the areas in which an existing supplier is most likely to be replaced. While some are investing in new solutions and services to cut costs or cope with in-house talent shortages, the most common reason, cited by 59% of UK buyers, is ‘the need to respond to threats’ such as phishing, malware, ransomware and social engineering. The need to ‘secure AI systems’ is the second biggest reason to invest, mentioned by 48% of UK organisations. The buying journey The study conducted by Coleman Parkes Research also looked at how AI is impacting the buying landscape and what factors now influence vendor selection. Key findings include: Cybersecurity buyers making purchasing decisions quickly – On average, across all countries surveyed, cybersecurity purchases take 7 months from needs identification to vendor selection, with most (55%) taking less than 6 months. This is fast, given the level of investment involved: the average ticket price for cybersecurity solutions bought by UK respondents in the last 12 months is £574,000. Vendor engagement occurs early in the buying process – Globally, 65% of potential buyers contact vendors before the shortlisting stage; just 9% wait until their final decision to get in touch. Buyers are using LLMs for initial research and final selection, along with various other sources and channels – The top four sources/ channels of information for initial awareness are direct peers (35%), industry analysts (32%), industry events (28%) and industry trade media (26%). For final selection, the top sources are industry analysts (23%), industry events (23%), direct peers (22%) and management consultants (22%). One fifth are also using LLMs for both awareness and selection. All content types, short- and longform, are influential – The top four Two thirds of organisations plan to engage new cybersecurity vendors in the next 12 months and AI is having a big say in who they choose AI a growing factor in cybersecurity buying process PROCUREMENT
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