Every year around this time, cybersecurity marketing teams scramble to work with their subject matter experts (SMEs) to respond to next year prediction requests about tech trends and potential threat actor behaviors. But, nary have I seen anyone ask marketers what they think is going to change—or what should’ve already started happening—going into a new year.

So, this is that story.

I went to my network, and received amazing perspectives from some stellar marketers, including a senior comms leader currently focusing outside of cyber. Of course, being a two-plus decade go-to-market leader, I have my own thoughts on where marketing is going, or rather, how it should’ve already changed long before 2025:

1. Branding is Demand Generation: I’ve said this over and over and even recently wrote a separate blog about it, but with the way the buyer journey works now, especially in cyber, content and branding is queen for demand and lead gen–whether it be through public relations, blogs, thought leadership, virtual and physical events, custom research, and so on. In fact, my firm recently interviewed Greg Crabb, former U.S. Postal Service chief information security officer (CISO) and he even called out how critical a strong brand and thoughtful content are to reach folks like him and others who make the decisions.
   
2. Stop Splitting Pipeline Sources: Aye dios mio, the bane of my existence for decades was “lead source” and “pipeline” source and, while important data points to determine how to rejigger programs, they are not what indicate the performance and output of a successful go-to-market operation. I can think back to a sales leader very proud of their sourced pipeline, yet, sales were rarely closed-won. In that vein, pipeline attribution is a faulty success metric. If you are operating your go-to-market engine effectively, a prospect will touch sales, marketing, sales engineering, customer experience, product management, and so on, at some stage in the journey. Sometimes those points of touch are more valuable than source; source doesn’t matter. How the teams work together to create outcomes does. Measure those meaningful engagements and then create repetitive journeys to speed your sales cycle.

Enough from me, and onto the smarties, who will touch on some of the above, but add very unique insights on AI, the inclusion of Gen Z in your B2B, the criticality of thought leadership over social media, success in a cookieless world, and more. Whether you’re an up-and-coming marketer, a marketing leader, a salesperson or CRO, or a tech leader trying to manage marketing, the below “predictions” are actually must-knows for going into 2025.

Sara Aiello, VP Corporate Marketing, Trellix: “B2B marketers who fail to update their buyer journeys to meet Gen Z’s expectations risk falling behind in 2025. Within the tech industry, Gen Z is not yet a final decision-maker, but their influence as end users is undeniable.

Raised in a digital-first environment, Gen Z demands seamless, self-service experiences and relies on data-driven insights for decision-making. They prioritize transparency and authenticity, making traditional touchpoints outdated or misplaced within the funnel. To maintain relevance, B2B brands must leverage intuitive online experiences and AI-driven personalization.

More importantly, Gen Z seeks purpose-driven brands that actively demonstrate social and environmental responsibility…yes, even in the B2B space. They prefer to engage with companies that align with their values, making corporate storytelling, actionable commitments, and community engagement essential components of a marketing strategy. By highlighting these tactics, marketers can foster trust, build loyalty, and establish meaningful connections with this influential audience.”

Rachel Benson, VP Corporate Marketing, Censys: “Marketers will continue to try, but struggle, to leverage artificial intelligence tools to produce written content. ChatGPT promises an easy solution to creating grammatically correct copy, an ideal option for bolstering otherwise vapid content, and even a collaborative tool to help build out ideas. However, while the promise of AI is certainly intriguing, there is just no substitute for the real thing.

Compelling content (and product) marketing is rooted in storytelling by experts who are passionate about the topic at hand. Even though these tools are still fairly new to the world, it doesn’t take long for savvy readers to identify content that is AI-generated, in the same way that your middle school teacher could tell that you bumped your font from 10 to 12 in an attempt to reach the required number of pages for the assignment.”

Becca Chambers, Chief Communications Officer and Advisor, MindGarden: “In 2025, corporate executives will finally recognize the power of social media thought leadership as a strategic tool for building influence and driving brand visibility. The days of relying solely on traditional media outreach are behind us. Today’s journalists are turning to platforms like LinkedIn to find expert voices and compelling perspectives, making an executive’s online presence an essential part of their public relations strategy. Executives who actively contribute to these platforms are not just amplifying their personal brands—they’re elevating their organizations on a global stage.

The media landscape has shifted, and executives must adapt. Journalists now prioritize social media as a primary resource for identifying sources and trends. I’ve personally experienced this shift, being featured in The Washington Post, The Wall Street Journal, and Fortune—all from content I shared on LinkedIn, without initiating a single pitch. This is no anomaly; media professionals consistently affirm that thought leadership online is a top way to source expertise. In an increasingly fragmented media ecosystem, an executive’s ability to engage authentically and consistently is not just an opportunity—it’s a competitive advantage.

The future belongs to brands with strong, relatable voices. People connect with people, not just products or brands. Thought leadership humanizes a brand, making it more relatable and trustworthy to customers and stakeholders alike. Executives who invest in building a credible digital presence now will lead the next wave of market innovation, shaping conversations and defining their industries. In 2025, the companies with executives who embrace this opportunity will not only stand out but will set the standard for leadership in the digital age.”

Charles Gold, Chief Marketing Officer, ThreatConnect: “Attributing a sale—or even pipeline—to a single marketing activity oversimplifies the enterprise buying process. Demand isn’t something you can “create.” In reality, enterprise decisions involve multiple stakeholders, each with access to countless sources of information during the selection process.

By the time buyers engage with you, they’ve already formed opinions about your brand and your competitors. Demand stems from buyers identifying problems, conducting research, forming their impressions, and interacting with you and your competitors in various ways.

Instead of focusing on attribution, focus on becoming the brand prospects want to work with. Educate them, be accessible, and avoid the hard sell. Enterprise buyers are sophisticated and well-informed. Embrace the complexity, and strive to be the company you’d want to buy from.”

Virginia Satrom, VP Growth Marketing, Onapsis: “As we move toward a cookieless world, the marketing landscape, particularly for cybersecurity will evolve in a few key ways. First party data will be the new gold for marketing teams. Brands will prioritize deeper, direct relationships and focus on personalized experiences as a crucial part of their strategy.

Privacy will also become a competitive advantage. Especially with the nature of the cybersecurity industry as a whole, we’ll see brands that prioritize the privacy of their end users gain loyalty and trust as a core differentiator. And finally, creative quality will be more important than ever to ensure marketing teams are driving engagement and conversion.”

Sue Watts, Global Head of Marketing, CSC Digital Brand Services: “AI is set to revolutionize how CMOs in the cybersecurity industry deliver results, enabling the creation of higher-quality, SEO-optimized content, streamlining market and competitor analysis, and driving campaigns that boost engagement and conversion rates with greater efficiency. In a field where trust and authority are critical, AI helps marketing teams refine large volumes of data and tailor content to meet the needs of distinct audience segments, ensuring messaging resonates with security-conscious buyers.

In the cybersecurity industry, where trust and credibility are paramount, most CEOs and Chief Revenue Officers demand that their marketing teams focus heavily on lead generation. These tactics are typically ‘cause and effect,’ with very linear results: generating leads and nurturing them through the sales process. The KPIs are straightforward and absolute. However, investing in brand awareness strategies offers a more holistic and long-term impact by building top-of-the-funnel interest, ultimately transforming your company’s ability to be found online by decision-makers actively seeking solutions.

Brand awareness is particularly vital in cybersecurity because buyers—often risk-averse professionals like CISOs, IT managers, and procurement teams—rely on trusted brands when researching tools to protect their organizations. A strong digital footprint ensures your business is not only recognized but also seen as a credible authority. By consistently delivering brand-focused content, such as threat reports, white papers, and thought leadership articles, you strengthen your SEO. This strategy increases keyword relevance, drives backlinks from reputable industry sites, and improves domain authority—all critical for visibility in a competitive market.”

There is so much more we could talk about but the above marketing insights are a great mix of “you should be doing this already,” “start doing this now,” and “if you really want to be progressive, get on this one before it’s a trend.” The common threads and the breakout are truly a playbook for the modern marketer, cyber or otherwise, and ones CEOs and boards need to also take into consideration, so they can empower and invest in their teams to build the most robust, measurable, repeatable programs to grow their businesses.

Happy New Year.