Insights

Ideas worth riding.

Research, thought leadership, awards and certifications from the team behind the waves. Everything we know, shared so you can stay a step ahead.

A Swell report · 2026

2026 Security Marketing Trends.

The security integration industry is growing. Many integrators are nearly invisible in the places buyers actually look. Here's what the data says and what to do about it.

Security-specific data, not recycled B2B stats
Where buyers look before they ever call you
Clear steps to get found and chosen

Cover of the 2026 Security Marketing Trends report by Swell

Contents

What's inside.

How We Built This03
The State of the Industry04
How Integrators Staff Marketing06
Digital Marketing Benchmarks08
Return on Investment10
The Digital Showroom12
The Content Truth: Faces vs. Brand Voice13
What's Next: AEO, GEO & AI Search15
What Do I Actually Do With This?16

How we built this

Built on integrators, not averages.

Most "industry marketing reports" recycle the same general B2B statistics and call it a day. This one is different.

It's built on two things that actually matter: the real marketing performance of security integrators and a survey of integrators themselves.

Pillar 01 · The state of the industry

A growing industry, quietly pulling back on marketing.

The good news: the market is big and still climbing.

Sneak peek. Benchmarks, ROI, the digital showroom, AI search and a plan you can act on. The full report has every number.

Free download

Get the full report.

Every benchmark, chart and next step, free for security and AV integrators. Fill in the form and it's yours.

Research and writing byKarlie Turner, Account Director

As featured in the news Read the article

Thought leadership

Ideas we've shared with the industry.

Articles from the Swell team, published across the security industry.

Security Sales & Integration

All publications

Blog

Fresh reads from the lineup.

Marketing tips, trends and how-tos from the Swell team, written for security and AV integrators. More posts are on the way.

SEO and AI search

Why security integrators need to think beyond SEO

By Karlie Turner

Read the blog

Awards & recognition

Waves worth celebrating.

Award · Security Industry Association

SIA 25 on the Rise

Marissa VacekManaging Director, Swell

Marissa was named to the Security Industry Association's 25 on the Rise, recognized in the Branding category.

See the list LinkedIn announcement

Marissa Vacek, SIA 25 on the Rise honoree, Branding category

Award · Security Systems News

Emerging Leader Under 40

Karlie TurnerAccount Director, Swell

Karlie was honored as one of SSN's emerging leaders under 40.

See the honor Feature · 2026

Our trends report in the news

The 2026 Security Marketing Trends report was featured in an industry article.

Read the article

Team certifications

Certified to keep you ahead.

Our team stays current on the platforms your marketing runs on.

Team certified in

Google Ads
LinkedIn Ads

Marissa Vacek

Managing Director

MBAMaster of Business Administration
Talent Inclusion Mentorship Education (TIME) MentorSecurity Industry Association · 2026

Industry involvement

SIA Women in Security Forum

Karlie Turner

Account Director

Work Management Core Certificationmonday.com · 2025
SEO CertificationHubSpot · 2024
Engage, Measure & Publish FoundationsBrandwatch · 2023
Aligning Sales & Marketing, Change Management, Generative AILinkedIn Learning · 2023

Industry involvement

SIA RISE Steering Committee
SIA Women in Security Forum
SIA RISE Community

Naomi Bailey