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Jun 2026

Collaboration, credibility and AI security: what turns vendor partnerships into trust?

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How brands know

What drives trust, consideration and confidence in tech buyers today

Cybersecurity buyers are under pressure. Trust matters more than ever

Our latest research among 300 IT and IT security decision-makers explores how cybersecurity buying decisions are really made today.

From growing internal scrutiny and stakeholder friction to the signals that build trust and credibility, the report reveals why familiar brands hold an advantage, why buyers struggle to distinguish between vendors, and what this means for technology marketers: How brands know.

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Seven in ten buyers say it’s becoming harder to see meaningful differences between vendors

Explore how cybersecurity buying decisions are changing, what builds trust and consideration, and why standing out is becoming increasingly difficult in dynamic, crowded technology markets.

Learn more about our B2B brand research services and discover how brands know what buyers really think.