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5 min

How to run a Cybersecurity B2B survey in 4 simple steps

A 4-step guide on running a Cybersecurity B2B survey

Oct 26, 2022
B2B market research


Running a Cybersecurity B2B survey can be an effective way to collect information about your target market. It’s also a way to understand how potential customers feel about your products, services, or brand. Now more than ever, knowing what B2B buyers and decision-makers feel about Cybersecurity is imperative. An article by Tech crunch talks about one of the top trends in Cybersecurity: CRQ (Cyber-risk quantification). This is a process of measuring cyber risks and threats in monetary terms. CISOs ( Chief Information Security Officers) need to make data-informed decisions to both map and mitigate these risks. What's one way to do this? Collect data points from cybersecurity professionals. But before you start collecting data from participants, you need to make sure you set up your survey in the right way. That’s why we’ve created this four-step guide on how to run a successful Cybersecurity B2B survey:

Step 1: Define Cybersecurity B2B market research 

Before you start, you need a clear definition of the problem at hand. Cybersecurity market research is asking people questions about their behaviour or attitudes to gather insights that can be used to inform business decisions. In this step, you'll define your goals and target audience.

You've probably heard the phrase "fail fast," which means that it's okay if your first idea doesn't work out. It's better to test an idea quickly than spend months or years on a product that doesn't meet its goals—which is why defining those goals before beginning is so important.

If you're working on new technology or launching a new product, consider making sure someone else has already done market research into similar products in order to save time and avoid reinventing the wheel unnecessarily. If there aren't any similar products out there yet, then go ahead and do your own research anyway! The more information you have about how consumers behave when purchasing cybersecurity services or products will help steer future decisions about which features are most important for success and where there might be room for improvement from competitors who haven't done as much analysis yet (or ever).

One way companies conduct market research is by interviewing potential customers directly via phone calls or even face-to-face conversations; this type of interview often takes place over several weeks so they can learn more about each person's needs before asking specific questions related only to purchasing decision-making processes.

Another common method of market research is by using focus groups. These are typically small groups of people who meet at a specific location (such as a company office) and discuss the product being developed. This can help companies refine their messaging and make sure what they're selling makes sense to potential customers and also allows them to get feedback on how well that message is received by others.

Step 2: Select the right breakdown of survey respondents

A few tips to select the right set of survey respondents for your Cybersecurity B2B survey are listed below:

  • Selecting the right breakdown of survey respondents is an important part of any survey. It's important because, with the right breakdown, you'll be able to achieve your goals and meet your business needs.
  • There are many ways to select a breakdown, ranging from manual (e.g., going through spreadsheets) to automated (e.g., using software). 

Some examples are listed below:

  • Using a spreadsheet tool like Microsoft Excel or Google Sheets
  • Partnering with a data collection panel

Step 3: Arrange a Cybersecurity survey distribution method

Once you have built your cybersecurity B2B survey, it is time to distribute it. This is where the work of building a list of prospects comes in handy. You can use this list to determine which company should receive your cybersecurity survey, and how many companies in total should be contacted.

After determining the number of recipients for each type of question on your cybersecurity B2B survey, you can determine how many overall recipients there will be (e.g., 10% or 15%) and then select a distribution partner to send out those surveys on behalf of your firm.

Choosing the right distribution partner will help ensure that your survey reaches its intended audience quickly and efficiently by maximising response rates while minimising costs associated with sending out the surveys. Here are some things to consider when choosing a distribution partner:

  • Are they qualified? When looking at potential partners make sure they provide services specific to distributing surveys via email or paper mail. Alternatively, ask questions about what kind of experience they have in this area before making any commitments regarding logistics (e.g., timing).
  • What are the qualifications? Make sure any company selected has been vetted by other businesses just like yours who've used them before because if not then there could be issues down the road when things don't go according to plan. Especially since these types of relationships tend not only to last longer but also require more communication between parties involved due to both logistical needs as well as general project management needs. Additionally, these need to be related specifically to data collection or analysis with regard to performance metrics associated specifically with these types of niche markets such - especially the cybersecurity industry. 

What are their rates? Rates can vary widely depending on the type of survey, its length, and its complexity, as well as the quality of service offered by your chosen distribution partner. When you've considered this, the next step is to then look at the data to make an informed decision. 

Step 4: Analyse the data and make an informed decision 

This is the last step of your survey and the last step of your Cybersecurity B2B campaign. When you have analysed all of your data, you should look at it from a business perspective.

  • How do we make a decision based on this information?
  • What do we need to change, if anything?
  • Should we run another survey in the future?
  • If so, what questions would we ask?

These are just some ideas you should consider when deciding whether or not to run another survey in the future.

You can also use your survey results to create a white paper or infographic that summarises the data. This is a great way to share your findings with others in your industry and make them aware of the issues you discovered through running the survey.

Following these steps, you can run a successful Cybersecurity B2B survey

Follow these 4 steps to run a successful Cybersecurity B2B survey. Let's summarise them below:

  • Know your audience.
  • Who are you trying to reach with this survey? Do they have similar interests, goals, and problems?
  • What is the best way for you to get in touch with them? Are there certain sites or channels that will be most effective for reaching them?
  • Select the right breakdown of survey respondents.
  • How many people should answer each question in your survey (for example, 1-5)? How much time should they spend answering it (for example, 5 minutes)? Is there any specific demographic information that would help guide your decisions here (for example, age range or gender)?

To sum up, you need to decide what questions you want to ask. Do you want to ask about the specific challenges that your product or service solves? Do you want to ask for feedback on the value of your offering? How much do people currently spend on cybersecurity solutions? Are there any areas where they are spending too much money, or not enough?


We hope that this post has been useful in describing the four steps to running a successful Cybersecurity B2B survey. Now it’s time to put this knowledge into practice by getting started with our market research platform and selecting your sample size. If you have any questions about the process, please don’t hesitate to reach out at sales@grape-data.com

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