Executive Summary Cybersecurity vendors operate in a buying environment where discovery is increasingly digital and AI-assisted, while approval remains a multi-role evidence process. G2's current research catalog reflects the rapid growth of AI-led software research. [1] Responsive's 2025 buyer research reports that 90% of surveyed buyers conduct research before first contact and that a majority are already using GenAI at least as much as traditional search. [2] 6sense likewise finds that buying groups create strong preferences before seller engagement. [4] CyberTech Intelligence concludes that customer trust affects pipeline velocity when credible proof, security informa…
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