A vendor told me 70% of security buyers decide before they ever talk to sales | Cybersecurity Marketing

Nancy Reed · 2026-09-15T05:15:04.520195+00:00

I sat in on a webinar from a security buyer research firm two weeks ago and they dropped a stat that made me scribble on a napkin: about 70% of buyers pick their shortlist before they talk to a single vendor rep. That means all the demo polishing and pitch decks we sweat over are mostly decoration, because the real race already happened in blog posts, peer Slack groups, and Reddit threads. One person on the call said his team read 11 third party reviews before booking one demo, and the winner was already locked in by then. So if your content is just product pages and gated whitepapers, you are basically invisible during the only part that counts. I pushed our team to put real incident breakdowns and honest comparison pages out in public, no form, and demo requests went up in a month. Anyone here actually track how much of your pipeline closes without a sales touch, or is that number too scary to look at?

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A vendor told me 70% of security buyers decide before they ever talk to sales | Cybersecurity Marketing - Babble Community