The document outlines the anticipated increase in security budgets by IT decision-makers and details their involvement in various stages of the security purchase process. It highlights that 41% of security purchases involve chief information officers (CIOs), with the average buying cycle lasting 4.5 months. Additionally, while security-specific content is frequently downloaded, only 40% has provided value in the past year, indicating a need for better engagement tactics.

1. Average that security-focused
decision-makers download to aid
them throughout the purchase process
UNDERSTANDINGTHE
SECURITY-SPECIFIC
PURCHASEPROCESS
of IT decision-makers
(ITDMs) expect their
security budget to increase
in the next 12 months
DECISIONSWITHINTHESECURITYPURCHASEPROCESS
How long is the average
security buying cycle?
Source: IDG Customer Engagement, 2019; IDG Role & Influence of the Technology Decision-Maker, 2020; IDG Security Priorities, 2020
To learn more about the security purchase process and how IDG
can help you identify content gaps and needs to help you better
engage this audience, contact your IDG sales representative.
CURRENTAVERAGE
SECURITYBUDGET
(ALLPRODUCTS,
SYSTEMS,SERVICES
ANDSTAFF)
$73M41%
are involved
in security
purchases,
on average
CONTENTEDUCATINGSECURITYDECISION-MAKERS
21
RECOMMENDOR
SELECTVENDORS
EVALUATEPRODUCTS
&SERVICES
DETERMINETECHNICAL
REQUIREMENTS
SELLINTERNALLY APPROVEOR
AUTHORIZEPURCHASES
POSTSALES
ENGAGEMENT
DETERMINETHE
BUSINESSNEED
4
1
32
5 6 7
1 CIO 60%
2 LOB 50%
3 CEO 41%
1 CIO 63%
2 ITmgmt 43%
3 Architect 37%
1 CIO 60%
2 ITmgmt 55%
3 ITstaff 54%
1 CIO 61%
2 Architect 59%
3 ITmgmt 57%
PEOPLE
1 CIO 63%
2 ITmgmt 31%
3 CTO 29%
1 CIO 68%
2 CFO 65%
3 CEO 52%
1 CIO 58%
2 ITmgmt 43%
3 ITstaff 40%
82%
4.5MONTHS
n Tech content sites
n Webcasts/webinars
n White papers
MOSTRELIED-UPONPIECESOFCONTENT
But there’s still
more work to
be done...
5PIECESOFCONTENT
Only 40% of
security-specific
downloaded content
has provided value to
ITDMs in the past 12 months.
40%
n Product testing/reviews/opinions
n Product demos/product literature
n Technology news
TOPSOURCESOFINFORMATION
How is the number of security
purchase influencers shifting?
IT
33% Increase
10% Decrease
57% Remain
the same
LOB
24% Increase
19% Decrease
57% Remain
the same
Security purchase types
in the next 6-12 months
27% Addition regardless
of recent events
37% Upgrade
19% Addition due to
recent events
17% Replacement
of security ITDMS are
extremely/very likely to consider
a new vendor when making quick
purchase decisions
said this was because of
poor customer service
51%
42%
44% expect their content
consumption to increase
over the next 6-12 months
Recommendations
by peers
FACTORSTHAT
INCREASETRUSTIN
ONLINECONTENT
Properlysourced
testimonials/
case studies62% 56%
OFSECURITYPURCHASES
HAVEITASTHEPRIMARY
BUDGETHOLDER