Cybersecurity

The shape tilts toward Retention & Loyalty (69.7) and away from Data & Tracking (60.4). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.

Dimension Breakdown

Selling security in a market that only buys after a breach

The fundamental challenge of cybersecurity marketing is timing. Most businesses do not invest in security until after an incident. The Optus and Medibank breaches in 2022 drove a surge in cybersecurity spending across Australia. Before that, most SMEs treated security as an afterthought.

The composite of 65.0 reflects a sector that is technically competent but marketing-immature. These firms are built by engineers, not marketers. The companies that have invested in marketing capability stand out precisely because so few of their competitors have.

Retention at 69.7 is the anchor. Cybersecurity contracts are typically 12-36 months with high renewal rates. The firms with best retention run quarterly business reviews, proactive threat briefings and continuous security posture reporting. They make the client feel protected, which is a marketing outcome as much as a service delivery one.

Acquisition at 62.4 with a 25% weight is where the growth constraint sits. The firms winning here have cracked the thought leadership code. They publish research reports, contribute to industry publications, speak at events and maintain active LinkedIn presence. In B2B security, the firm that educates the market gets the call when the budget is approved.

Digital maturity at 67.9 is reasonable but should be higher for a tech category. Many cybersecurity firms have websites that feel like they were built in 2018. The irony of a security company with outdated web infrastructure is not lost on prospects. The firms investing in modern, fast, well-structured websites with clear service descriptions and trust signals convert better.

A 28.4-point spread between CrowdStrike (AU) and Dvuln. That's not one industry. That's two separate leagues operating under the same name. The leaders are playing chess. The challengers are still learning the rules.

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Cross-cut Cybersecurity data by taxonomy, compare dimensions across sectors and see where this industry sits nationally.

Frequently Asked

Where does your business sit in this picture?

Cybersecurity scores 65 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.