October is Cybersecurity Awareness Month, an annual reminder of the importance of protecting our data, systems, and digital infrastructure. But as cyber threats grow more sophisticated and artificial intelligence (AI) reshapes the security landscape, the stakes are higher than ever. 

This year’s Cybersecurity Awareness Month brings two important messages. The National Cybersecurity Alliance’s theme, “Don’t Make It Easy for Them,” emphasizes how everyday security practices can make it harder for cybercriminals to succeed. Meanwhile, the Cybersecurity and Infrastructure Security Agency (CISA) is focused on “Securing the Next 250,” highlighting the importance of strengthening critical infrastructure and building long-term cyber resilience. 

For tech marketers, these themes offer an opportunity to connect security awareness with the challenges technology buyers are navigating every day. 

And according to Foundry’s latest research, there’s plenty to talk about. 

From AI-powered threats and expanding security budgets to growing complexity and talent shortages, security leaders are rethinking how they protect their organizations. Understanding these priorities can help marketers create more relevant content, strengthen their messaging, and engage buyers with solutions that address their most pressing concerns.

What Foundry’s 2026 Security Priorities research reveals

Foundry’s 2026 Security Priorities study surveyed 526 IT leaders across industries and around the globe to understand the technologies, threats, and challenges shaping today’s cybersecurity strategies. 

The findings reveal a security landscape undergoing significant transformation, with AI emerging as both a powerful defense tool and a growing source of risk. 

Here are four key trends tech marketers should pay attention to this Cybersecurity Awareness Month. 

AI is changing the cybersecurity conversation

AI has quickly become one of the most influential forces shaping cybersecurity strategies. Organizations are embracing AI-powered tools to strengthen threat detection, automate responses, and improve operational efficiency. At the same time, cybercriminals are leveraging the technology to launch increasingly sophisticated attacks. 

According to Foundry’s 2026 Security Priorities research: 

  • 45% of IT leaders identify AI-enabled attacks as one of their most pressing security concerns. 
  • 47% are leveraging AI in some capacity within their Security Operations Center (SOC). 
  • 39% report faster identification of unknown threats as a benefit of AI-enabled security technologies. 

What this means for tech marketers: AI is a compelling topic, but buyers want to understand how it can improve their security posture while introducing manageable levels of risk. 

Rather than focusing solely on AI capabilities, demonstrate how your solutions help organizations detect threats faster, automate security processes, and maintain visibility and control. 

Content that addresses both the opportunities and risks of AI can help position your brand as a trusted resource for security decision-makers. 

Security budgets are growing, but so is complexity

Cybersecurity remains a major investment priority as organizations work to stay ahead of evolving threats. 

Foundry’s research reveals that 58% of organizations expect their security budgets to increase in 2026, up from 43% in 2025. Among those increasing spending, the average expected increase is 26%. 

However, additional investment doesn’t necessarily make security decisions easier. 

In fact, 76% of security decision-makers say understanding which tools and solutions best fit their environment is becoming more difficult. 

Organizations are also prioritizing investments in: 

  • AI and automation to improve security effectiveness (60%) 
  • Protection of confidential and sensitive data (59%) 
  • Threat intelligence capabilities and external threat awareness (58%) 

What this means for tech marketers: Growing budgets create opportunities to reach buyers who are actively evaluating new technologies. But with so many solutions available, clarity and differentiation are essential. 

Focus on helping buyers understand how your technology integrates with their existing environments, addresses specific security challenges, and delivers measurable business value. 

Educational content, practical use cases, and customer success stories can help simplify complex purchasing decisions and build buyer confidence. 

Cyber resilience is becoming a business priority 

As threats become more advanced, organizations are recognizing that preventing every security incident may not be realistic. 

Instead, many are placing greater emphasis on resilience: the ability to respond to threats, minimize disruption, and recover quickly when incidents occur. 

Foundry’s research shows that 69% of organizations are shifting from a prevention-focused security model toward one centered on resilience. 

The business consequences of security incidents reinforce why this matters. Respondents identified remediation costs (49%), loss of customers and contracts (29%), and damage to customer trust and brand reputation (27%) among the impacts of security incidents. 

This shift aligns with CISA’s 2026 Cybersecurity Awareness Month focus on protecting critical infrastructure and strengthening long-term security. 

What this means for tech marketers: Security messaging should extend beyond threat prevention to address business continuity, risk management, and organizational resilience. 

Show buyers how your solutions help reduce operational disruption, support faster recovery, and protect the systems and data their businesses depend on. 

Connecting cybersecurity capabilities to broader business outcomes can help your message resonate with both technical decision-makers and executive leadership. 

Security awareness and skills gaps remain major challenges 

Technology plays a critical role in cybersecurity, but people remain an essential part of an organization’s defense strategy. 

This year’s Cybersecurity Awareness Month theme, “Don’t Make It Easy for Them,” reinforces the importance of consistent security habits, including using strong passwords, enabling multifactor authentication, recognizing scams, and keeping software updated. 

Foundry’s research shows why education and awareness remain so important: 

  • 32% of IT leaders cite employee awareness and training as a major challenge to achieving security goals. 
  • 73% say cybersecurity is changing faster than their organizations can hire or train employees. 
  • 97% report needing greater expertise in at least one security area to meet their objectives. 

Cloud security and securing agentic AI are among the most significant areas where organizations need to develop additional expertise. 

What this means for tech marketers: Educational content can play an important role in helping organizations navigate skills shortages and evolving security requirements. 

Consider creating resources that simplify emerging threats, explain security best practices, or help buyers understand new technologies. 

Webinars, how-to guides, research reports, and expert perspectives can help your audience build knowledge while positioning your brand as a valuable resource. 

Turning cybersecurity awareness into meaningful engagement 

Cybersecurity Awareness Month is an opportunity to educate your audience, demonstrate expertise, and connect your solutions to the challenges security leaders face. 

Foundry’s latest research makes one thing clear: organizations are investing in cybersecurity, but they are also navigating greater complexity, emerging AI risks, and persistent skills gaps. 

For tech marketers, understanding these challenges is essential to creating messaging that resonates. 

Whether your solutions focus on cloud security, AI-powered threat detection, identity management, or broader risk management, use this month to demonstrate how your technology supports the outcomes buyers care about most. 

And remember, cybersecurity conversations shouldn’t end when October does. The insights, challenges, and priorities highlighted this month will continue shaping technology investments well beyond 2026. 

Want to better understand what’s driving cybersecurity decisions? 

Explore Foundry’s 2026 Security Priorities research by contacting us and get a walk through of the latest insights into security investments, emerging threats, AI adoption, and the challenges facing today’s IT and security leaders. 

Looking for additional resources to support your Cybersecurity Awareness Month campaigns? Visit the National Cybersecurity Alliance’s Cybersecurity Awareness Month page for educational materials and campaign resources.