A Practical Look at the Cybersecurity Market for Product Marketers

When I first started working in cybersecurity, I assumed the confusion was my fault.I thought I wasn’t technical enough.I thought I didn’t know enough terminology.I thought I was behind.But the more I worked in this space, the more I realized something important:cybersecurity is genuinely hard to understand — not because PMMs aren’t capable, but because the market itself is fragmented, reactive, and driven by very different buying dynamics.This episode of Behind the Brief is a continuation of a conversation I had earlier with Sachin. After that episode, both of us felt like we had only scratched the surface.So we decided to slow down and spend a few episodes talking specifically about the cybersecurity market — how it works, how buyers think, and where PMMs usually struggle when they come in from traditional B2B SaaS.In this episode, we talk about:* Why cybersecurity doesn’t behave like one “big market”* How fear and timing influence buying decisions* Why the user is often not the buyer* What PMMs should unlearn when they enter cybersecurityThis conversation isn’t about mastering security concepts.It’s about understanding the space well enough to position, message, and tell the right story.If you’re a PMM working in cybersecurity — or trying to find your footing in it — I hope this helps.🎧 You can listen to the episode below. Get full access to The PMM Brief at pmmshruti.substack.com/subscribe