Two Numbers From Our 2026 Report I Keep Coming Back To
By Karlie Turner
Account Director
Swell, A PSA Marketing Agency
We just wrapped our first EVER Security Marketing Trends report. There’s a lot in it. Market size, website health scores, engagement benchmarks, where AI search is heading.
But if you have five minutes and one planning meeting, two numbers do most of the work. These are the two I keep bringing up.
Number One: 55% of Integrators Have a Marketing Team of One or None
We asked integrators a pretty simple question. Who actually does your marketing?
In the PSA Integrator Insights Survey (n=74), 31% said nobody. Another 24% said one person. Sixteen percent outsource the whole thing, and only about 4% have a team of three or more.
So while we didn’t survey the whole industry, we know that 55% of our sample size is running marketing with one person, or with nobody whose job it formally is. Which is a pretty good indicator that the majority of the industry is also running things this way.
For context, HubSpot's State of Marketing 2026 found 94% of B2B teams run multiple channels. Website, SEO, email, paid, social, events, content, nurture. Great list for a department. Impossible one for somebody who also owns the trade show booth.
If you have ever felt behind, that is why. It’s not you.
Here is the part I find encouraging, though. When almost everybody is under-resourced, you do not have to outspend anyone. You have to pick two or three things and actually do them on a schedule.
If you want a starting order, I would go website on mobile, then people-led content, then one or two channels done properly. Everything else can wait a quarter.
That first one is not arbitrary. Across our audits, integrator sites scored well almost everywhere: overall median 91, desktop 82, technical SEO markup a perfect 100. Then mobile came in at 58. It’s the lowest number in the report and the cheapest one on the list to fix.
Number Two: Socials Perform 6x Better With Faces
This one came out of our own client reporting, and it surprised me… but not too much.
On one integrator's LinkedIn page, every single top post by engagement had a person in it. A tribute to a team member. New hire welcomes. The crew at an industry event.
Posts with people averaged about 33 likes. Brand-voice posts averaged about 5.
Roughly six times, for the content that is usually faster to make.
Not a one-account fluke either. Our clients' pages run 10 to 14% engagement measured by impressions, against a Buffer benchmark of about 6.5% and a Hootsuite figure of 2.8%. And LinkedIn's 2025 B2B Marketing Benchmark with Ipsos found 55% of B2B marketers now partner with creators and subject matter experts.
Meanwhile, 71% of marketers told HubSpot that AI helps them make significantly more content. Both things are true at once, and that’s the whole point.
AI moves your output metrics.
People move your outcome metrics: trust, engagement and leads.
What I would actually do this quarter
If you are the marketing team of one at an integrator, here is the sticky note version.
1. Run your site through a free mobile speed test this week, then hand the results to whoever owns your website.
2. Book one employee spotlight a week. Phone photo. Real name. Fifty words.
3. Stop trying to be everywhere. Pick the one platform your buyers actually use and be good there.
4. Do not go quiet just because the market cooled. SIA's Security Market Index dropped 14 points to 50 in early 2026, and the share of firms planning to increase marketing spend fell to 44% from 64%. When everybody gets quiet at once, showing up counts for more.
None of that needs a bigger budget. It needs a decision.
Grab the full report
The report goes deeper on all five pillars: the state of the industry, how integrators staff marketing, digital benchmarks, ROI and attribution, and why your website is really your showroom. It ends with seven things a lean team can do next quarter, roughly in priority order.
Every figure traces back to a citable source. If we could not cite it, we left it out.
And if you would rather just see where your own brand stands, PSA members get a free digital marketing audit from us. Same analysis behind the report, no pressure attached.
Download the 2026 Security Marketing Trends report
Or reach out any time at psasecurity.com/swell-marketing-agency.