Trust Matters The Role of Influencers in Cybersecurity Marketing
Why the voices of trusted practitioners are reshaping the industry – and what it means for your marketing strategy
In cybersecurity, trust is everything. With decision-makers under pressure to understand fast-evolving threats and an overload of vendor messaging, the question becomes: who do they actually listen to?
Alongside established sources like journalists and analysts, influencers are an increasingly important source of information for security decision-makers. These are technical practitioners who have earned credibility through hands-on experience, honest communication, and community respect.
This original research, commissioned by Code Red and Merritt Group in partnership with Sapio Research, gathers insights from 200 IT security practitioners and leaders from the US and UK. Read on to explore the growing role of cybersecurity influencers in the industry.
You’ll learn:
• Why 91% of security leaders engage with influencer content
• How influencers now rival analysts and trade media in shaping perceptions
• What content formats and channels actually work
• The ten principles for building credible, lasting influencer partnerships
• 25 influencers to watch in 2025
Whether you’re launching a new campaign or refining your brand strategy, this eBook will help you engage the people your buyers already trust.
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