September 14, 2022September 28, 2022 by Jen Fields

Marketing Cybersecurity Industry Outlook: 22 Stats for 2022

The cybersecurity industry is experiencing a shift. A flood of funding has driven up costs and made talent scarce, all while increasing C-suite expectations. However, economic uncertainty is freezing hiring and causing layoffs. To help you get a better idea of the marketing cybersecurity industry outlook, we’ve rounded up a bunch of stats.

Want our take on how all of these things are going to impact cybersecurity marketing?

Download: Marketing Cybersecurity in a Volatile Age

General Cybersecurity Stats

In 2021, the US experienced the highest number of data breaches recorded in almost 20 years. (Identity Theft Research Center, 2021)
Phishing scams are the leading cause of ransomware attacks. (Datto, 2020)
95% of cybersecurity breaches are caused by human error. (Cybint, 2020)
The average cost of a data breach has increased 2.6% since 2021, but 12.7% since 2020 to a total of $4.35 million. (IBM, 2022)
Leveraging fully deployed security AI and automation resulted in an average cost savings of $3.05 million. (IBM, 2022)
Remote work during the pandemic drove a 238% increase in cyberattacks. (TechTarget, 2022)

Cybersecurity Industry Outlook Stats

Revenue in the cybersecurity market is projected to reach $159.8 billion in 2022. (Statista, 2022)
The global cybersecurity market is projected to hit $345.4 billion in 2026. (Markets and Markets, 2022)
Investments in cybersecurity companies have increased more than 9X since 2011 and have increased 382% since 2017. (Crunchbase, 2021)
At around $6 billion, the US recorded 76% of all global cybersecurity funding in 2020. (Crunchbase, 2021)
50% of cybersecurity companies expect to fill a product marketing position within the next year. (Cybersecurity Marketing Society, 2021)

Cybersecurity Marketing Stats

44% of CISOs consider white papers the most engaging content. (Cyber Theory, 2019)
LinkedIn saw a 95% increase in cybersecurity content engagement in 2021. (LinkedIn, 2021)
In 2021, Google ad costs for the cybersecurity industry increased 15% to 25% and are projected to increase another 20% to 40% by the end of this year. (WordStream, 2022)
70% of B2B tech marketers report that SEO fuels more sales than PPC campaigns. (Databox, 2022)
1 in 3 decision makers say advertising contributes to brand awareness. (LinkedIn, 2021)
81% of B2B tech buyers, including cybersecurity, have said they are “not likely at all” to engage with targeted ads. (TrustRadius, 2020)
White paper downloads show a greater indication that a user is in the later stages of a purchasing decision. (NetLine, 2022)
B2B buyers consume an average of 13 content pieces before making a purchasing decision. (MarTech, 2020)
55% of B2B companies have seen their purchasing timelines increase year over year. (Demandbase, 2022)
90% of cybersecurity marketers report not having enough time for content creation. (Cyber Theory, 2020)
B2B content marketing costs about 62% less than traditional marketing techniques but generates 3x as many leads. (Demand Metric)

Cybersecurity Marketing: What’s Next?

The reality is that for cybersecurity marketing to work, organizations need to leverage high skill levels and industry expertise to create the content. Unfortunately, many companies don’t have the bandwidth necessary to get all this work done. That’s why we recommend partnering with a cybersecurity marketing expert, like glassCanopy. We’re really good at communicating with and targeting niche technical audiences (and have over 20 years of experience).

Interested in seeing how we can help you scale your cybersecurity marketing efforts?

Let’s Talk

Want to see some examples of our cybersecurity work?

Jen Fields

Jen was born and raised in the Bay Area and graduated from UC Davis with a degree in psychology and dramatic arts. She enjoys participating in musical theater and is a trained ballet dancer. She spends her free time exploring San Francisco and trying to pet as many dogs as possible.