Episode Summary:

Maria and Gianna are joined this week by Tyler Lessard, Chief Marketing Officer at TechnologyAdvice, for a grounded look at how cybersecurity and B2B buying behavior are shifting and what that means for marketers trying to break through the noise.

The conversation centers on preference marketing and why buyers are forming vendor shortlists earlier than ever, often before any formal evaluation begins. Tyler shares insights from TechnologyAdvice’s research on how younger buying committees, particularly Millennial and Gen Z decision-makers, rely less on legacy analyst models and more on trusted external channels like creators, newsletters, niche communities, Reddit, and peer-driven influence.

The discussion wraps with a takeaway for marketers planning: TechnologyAdvice’s Cybersecurity Marketing Handbook, built to help teams identify where influence actually lives and how to show up there with intent.

About Tyler

Tyler Lessard is the Chief Marketing Officer at TechnologyAdvice, where he focuses on research-led perspectives on buyer behavior and helping cybersecurity and B2B marketers navigate how influence and trust are formed today. 

He works closely with marketing teams across the industry, drawing on TechnologyAdvice’s portfolio of enterprise IT and cybersecurity media brands to identify where buyers research, who they trust, and how preferences are shaped before formal evaluations begin.

Follow Tyler on LinkedIn. 

Links & Resources:

3 Trends that will Redefine B2B Marketing in 2026

Cybersecurity Marketing Handbook

TechnologyAdvice

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Gianna Whitver on LinkedIn

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Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, our Instagram page, or our podcast LinkedIn page. 

See you in the next episode!