The cybersecurity industry is saturated with vendor research reports, all vying for media attention. With data being published constantly, research by itself no longer guarantees media coverage.
To get noticed, security vendors must package their findings in a way that is timely, digestible, and aligned with ongoing industry conversations.
Cybersecurity marketing is about more than just visibility—it’s about establishing credibility and trust. Research can be a powerful tool for building authority in the industry, but only when executed strategically. Many vendors release reports that go unnoticed because they are too broad, too complex, or not delivered in a format that journalists can use. The key to success is not just producing great data but ensuring it reaches the right audience in the right way.
So how can cybersecurity vendors ensure their research stands out in an oversaturated market? Here’s how leading B2B cybersecurity companies are refining their research approach to become go-to resources for industry trends.
- Ditch the Long Reports
The cybersecurity media landscape has changed. Journalists, pressed for time, no longer engage with long, in-depth “State of Security” reports. Instead, they favor concise, data-driven insights that tie into trending news stories.
Rather than publishing one broad annual report, a more effective approach is releasing more frequent, timely reports focusing on a single key trend. These reports should be designed for journalists—meaning they highlight clear takeaways, provide fresh data, and are easy to skim.
Breaking research into a series of digestible reports creates a steady stream of media interest. This shift makes security vendors a more reliable source for industry journalists, who are constantly looking for new insights that align with the latest cybersecurity threats and challenges.
- Lead with Data
B2B PR pros know specificity is everything when it comes to working with the media. Broad, vague claims don’t attract attention—hard numbers do.
To maximize impact, research should highlight the most surprising, newsworthy, or industry-relevant data upfront. When possible, reports should include:
- A “Key Findings” section that quickly summarizes the most compelling statistics.
- Visual elements like graphs, charts, and infographics to make complex data easier to interpret.
- Industry or sector-specific takeaways that help different audiences understand how findings apply to them.
Cybersecurity vendors that attach quantitative insights to their research often see a significant increase in media coverage compared to vendors that rely solely on qualitative analysis. Reporters are far more likely to cover findings that provide concrete metrics on evolving threats, attack trends, or technology adoption rates.
- Align Research with Timely Industry Trends
Relevance is key when pitching research to the media. That is why 10Fold always ties our clients findings to broader industry conversations.
Before publishing our client’s research, we ask ourselves:
- Does this align with an ongoing cybersecurity trend?
- Can this data add new insight to an active industry discussion?
- Does this research help journalists explain an emerging challenge or security threat?
Research that connects to current cybersecurity news cycles, regulatory changes, or high-profile breaches is far more likely to gain traction. This is why it’s critical to time research releases strategically—ensuring findings stay relevant and contribute to ongoing industry discourse rather than becoming static reports.
- Think Like a Journalist
The best research doesn’t just contain great insights—it’s also structured for easy media adoption. Reporters work under tight deadlines and often don’t have time to dig through lengthy reports to find the most compelling angle.
To improve media pickup, cybersecurity vendors should:
- Write headlines that reporters can easily turn into a story
- Offer clear, quotable insights that journalists can plug directly into their coverage.
- Frame research in a way that answers the questions: “How does this impact businesses, security teams, or end users?” and “Why is this relevant now?”
Leading technology PR teams like 10Fold don’t just send reports to the media—they craft pitches highlighting the data’s most newsworthy elements. By making research easy to cover, vendors increase the likelihood of securing earned media coverage in top-tier cybersecurity and business publications.
Proven Success: The Impact of a Smarter Research Strategy
By adopting this research approach, security vendors can get noticed and become a go-to resource for industry trends.
Swimlane successfully applied these strategies to transform its research into a consistent media driver, securing 29 unique media articles, including coverage in Forbes. Download the case study to learn more about how targeted research can elevate your brand’s visibility, media impact and business growth.
Attending the RSA Conference in San Francisco this year?
Join us on April 30th to discuss how cybersecurity marketing strategies are changing with some of the industry’s top decision-makers. Click here for more information on our CISO panel and invitation to lunch.