The start of 2025 has brought a noticeable shift in how cybersecurity software and service providers are approaching marketing. In conversation with Ken Yao, Co-Founder of Cyberse, we reflected on what’s changing, what’s still working, and what cybersecurity marketers should reconsider.
Trust Continues to be The Differentiator
Fear is no longer the foundation of cybersecurity marketing. Building trust is now the core long-term differentiator. Short-term fear tactics might generate leads, but they won’t build loyalty or a brand people believe in. In a market where buyers are increasingly cautious and tired of being scared into decisions, trust and transparency win.
“Trust is what actually drives long-term decisions-making in this space,” Ken explained. Rather than leaning on worst-case scenarios, marketers need to focus on how cybersecurity enables business growth, protects customer relationships, and helps companies grow.
Read a bit more about what Ken and other cybersecurity experts are saying in our article “Fear in Cybersecurity Marketing: Has It Lost Its Edge?”.
Analogies Make Cybersecurity More Human
Analogies help to bridge the gap between technical complexity and everyday understanding. Ken offered the example: “Cybersecurity is like a fire alarm – it doesn’t prevent the fire, but it can save your business when one starts.”
Comparing security tools to seatbelts, fire alarms, or insurance policies helps make cybersecurity less abstract and more approachable, regardless of a person’s technical knowledge. For more examples of how metaphors can simplify cybersecurity, check out this article on Venture in Security.
In-Person Events: Still Relevant, but Shifting
Large industry events like RSA and Black Hat still hold a purpose, but vendors often see more luck at smaller, regional events where buyers are more intentional. Ken explains that these big events are “Inefficient, but relationship-building still happens.”
The key to these big events is to know why you’re attending, having a clear goal, and knowing who you can connect with. Read our article “Maximizing ROI at Cybersecurity Conferences: What to Do Before, During, and After” for more on how to make the most of in-person events.
The Changing Channel Landscape
Over the last several years, the spotlight has been on the channel for cybersecurity software and service providers. The race to scale distribution and reach new customers has caused the channel to explode. As a result, we are seeing more and more vendors invest heavily in enablement and strategic partnerships. But as the landscape shifts, the channel is evolving.
“Tools are more intuitive now, so some channel functions aren’t as essential,” Ken said. It will be interesting to see how the channel landscape changes in the rest of 2025 and the years to come.
Consultants Aren’t Going Anywhere
Even with growing AI and automation, consultants remain essential. Human dynamics still drive big decisions and as Ken explained, “There’s always going to be a need for someone to help navigate risk and people dynamics.”
Whether it’s fear of loss, internal politics, or desire for growth and gain; consultants bring the human element, personal guidance, and real-world context that tools alone can’t replicate.
AI Is a Trust Tool, Not a Replacement
AI has been a major topic throughout 2025 so far, but how it’s used matters most. Audiences can sense generic and generated content, especially as it becomes more common. An authentic voice not only still matters, it stands out.
The key is using AI to enhance a voice, not to replace it. Content generated by AI still needs to reflect the tone, values, and priorities of a brand. Otherwise, it can erode trust.
Influencer Marketing is Evolving
In cybersecurity, purchasing decisions are influenced in several ways. Ken emphasized that influence in cybersecurity isn’t just about individuals, it’s also about the collective behaviors of companies shaping the market.
“It’s important to understand who has influence in cybersecurity,” Ken said. “Thought leaders are one group—industry experts including analysts, CISOs, and tech leaders—but there’s also the B2B nature of the industry, where companies try to keep up with their peers by buying similar solutions.”
Looking Ahead
Cybersecurity marketing in 2025 is all about cutting through the noise. The most effective marketers will focus on being more:
- Human in tone
- Honest and transparent in messaging
- Strategic in approach
We’ll continue exploring these shifts through articles, panels, and podcasts this year.
Want to be part of that conversation? Reach out. Let’s make cybersecurity marketing better – together.
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