Contact Sales” Is Costing You Deals: New Research on Self-Serve Purchasing for Cybersecurity Companies

1:15 pm
-
1:30 pm
CT

Your buyer did the research, increasingly through an LLM, and arrives on your site ready to transact. For a growing set of cybersecurity products, a standard purchase doesn’t need a sales call or a demo. Then the path in front of them says “Contact Sales.” That’s where intent stalls.In new benchmark data from 77 cybersecurity companies, 96% say routine transactions are moving to self-serve. Only 21% have a self-serve path at scale.This session digs into that gap. We’ll cover what it costs you to route every purchase through a rep, the deal size buyers will complete with no human involved, and what companies like Tenable and Malwarebytes are doing differently.

Speakers

Gordon Knapp

VP, Marketing

Cleverbridge

Gordon Knapp

VP, Marketing

Cleverbridge

Gordon Knapp is VP of Marketing at Cleverbridge, a managed global commerce platform for software and technology companies, including cybersecurity vendors such as Tenable, Sophos, and Malwarebytes. He leads Cleverbridge’s marketing team and strategy, and helped produce The Cost of Selling Software, its research on what software vendors spend to sell and renew through reps, partners, and marketplaces. He has over 8 years of experience in B2B marketing and previously worked at Yext, where he helped lead marketing for the company’s platform and AI products.

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