Behind the Brief | Honest Stories from the World of Marketing

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 cybersecurity This 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