Research for Product Marketers

As I covered last week, cyber buyers aren't following the traditional buyer's journey map we've all been taught for over a decade. The modern cyber buyer is leveraging AI tools, peer networks, and self-directed research in ways that fundamentally change how they discover, evaluate, and select security solutions—often before vendors even know they're in the running.

Introduction

This new AI-enabled buying process gives unprecedented power to cyber buyers while presenting a rethink for Cyber PMMs. Understanding this new dynamic isn't just helpful—it's essential for cybersecurity marketers who want to stay relevant.

B2B cybersecurity buyers today are highly self-directed, consuming a wide array of content before engaging sales. In 2024, Gartner reported that 75% of B2B buyers now prefer a sales-free (self-service) experience, and by 2025 (today), 80% of B2B buying interactions were predicted to occur via digital channels. This makes product-focused content crucial across the entire journey.

[Watch on YouTube](https://www.youtube.com/watch?v=0wHTGsasRVA)

Research Methodology