Lead Generation for Cybersecurity Vendors: What Our Quiz Data Can and Cannot Show
Lead generation for cybersecurity vendors: Dupple's quiz cannot count security buyers, so every figure here is a proxy. Two Technology role groups stand in for them, Operations & Project Management (2,423 people) and Engineering & Software Development (6,418), in quiz answers from 5 Aug to 3 Nov 2026 (90 days). Our view: use these numbers to size a pilot, not to find a named security buyer.
Quick answer
- The Lead Generation page lists 10 industries and 14 roles, and none is security. Neither proxy below can be shown to hold more security buyers than the other.
- Operations & Project Management: 10.7% (259) of its respondents are decision-makers at 51+ companies, and its cards were clicked at 6.4% (745 people, 4 Oct to 3 Nov 2026).
- Engineering & Software Development: 9.1% (582) of its respondents are decision-makers at 51+ companies, and its cards were clicked at 7.1% (1,947 people, same 30 days).
The two proxy rows in numbers
The industry hub lists the operations row as its cybersecurity proxy, and this page shows it beside the engineering row. Security work often sits in IT operations and in engineering teams, but Dupple's data has no security role or industry, so neither row can be shown to be closer to security buyers.
| Segment | People | Decision-makers | At 51+ employees | At 201+ employees | At 1000+ employees | Decision-makers at 51+ (count) | Country known | US share of known country |
|---|---|---|---|---|---|---|---|---|
| All respondents | 130,965 | 28.6% | 28.0% | 19.8% | 12.9% | 7.2% (9,381) | 77.1% | 51.3% |
| Technology (all roles) | 28,402 | 30.2% | 37.6% | 29.0% | 20.5% | 10.9% (3,089) | 78.6% | 42.7% |
| Technology + Operations & Project Management (proxy) | 2,423 | 21.5% (520) | 56.1% | 43.0% | 28.4% | 10.7% (259) | 83.1% | 48.3% |
| Technology + Engineering & Software Development (proxy) | 6,418 | 29.7% (1,907) | 40.6% | 31.3% | 22.2% | 9.1% (582) | 84.6% | 34.4% |
Table 1: new subscribers who answered the post-signup quiz, 5 Aug to 3 Nov 2026 (90 days). The People column is each row's n, and none is under 500. Decision-maker means Founder, C-Suite or Director/VP, and 51+ means a company of 51 or more employees. Source: Dupple's data (Offer Network), read 3 Nov 2026.
For the reference row, the audience data page gives the same base: 28.6% of 130,965 respondents are decision-makers.
Operations skews larger, with 56.1% at 51+ companies against 40.6% for engineering. Engineering has more decision-makers at 51+ companies (582 against 259), but both rows describe quiz answers, not security work.
What the quiz counts
Quiz answers show the choices of new subscribers, not an exclusive lead, a marketing-qualified lead (MQL) or intent data, and the lead definition is not published (ask us); what counts as a lead covers what Dupple can check.
For how post-signup offers differ from content syndication leads, see co-registration vs content syndication.
Work-email supply
Over 90 days to 3 Nov 2026, 12.6% of the 130,964 respondents in the email data use a non-consumer domain, meaning a domain outside about 50 consumer mailbox providers. That share is an upper bound for business addresses, because it counts every such domain, not only company domains. We found no independent benchmark for this share.
For engineering, 950 of 6,418 people (14.8%) use one, and 113 of the 582 decision-makers at 51+ companies do, which is 19.4% (113 divided by 582, derived). Dupple's data has no work-email row for operations, so that share is not stated. For a pay-per-lead offer, Dupple can run a business-email check and a company-size check on leads, a separate step from these quiz figures.
Click rates for the two rows
Offer-card data has its own window, 4 Oct to 3 Nov 2026 (30 days). A click rate is clicks per card view, not per person.
| Segment | People who saw cards | Card views | Clicks | Click rate |
|---|---|---|---|---|
| Technology + Operations & Project Management (proxy) | 745 | 5,760 | 368 | 6.4% |
| Technology + Engineering & Software Development (proxy) | 1,947 | 13,286 | 939 | 7.1% |
Table 2: offer-card views and clicks by quiz respondents, 4 Oct to 3 Nov 2026 (30 days). The People column is each row's n, and each rate uses its own card views. Source: Dupple's data (Offer Network), read 3 Nov 2026.
Operations respondents clicked 6.4% of the cards they saw and engineering respondents 7.1%, a gap of 0.7 points (derived from the rounded rates). Both rows have more than 700 people, so neither is small. The developer tools page covers the engineering row in depth. The only independent figure we found covers email: the Data & Marketing Association (DMA) reports a 2.3% unique click rate for 2024 from seven UK email service providers, below both rows, but per email rather than per card view, so it is no check on them.
As an example target, not a forecast: 100 clicks at the 6.4% rate of Technology + Operations respondents needs 1,563 card views (100 divided by 0.064, rounded up). At the 9.1% rate of Technology respondents outside the US (26,217 card views, same 30 days), 100 clicks need 1,099.
With your own CPC or CPL inputs, the cost-per-lead model turns a click rate into a cost per lead.
The newsletter lever: Cyberpresso
Cyberpresso is Dupple's cybersecurity newsletter, with 28,000+ subscribers. That is the whole list's count, not quiz answers, so it is not a security audience size. The Lead Generation page lists the newsletter the reader joined as a targeting lever, but Dupple's data has no quiz breakdown by newsletter, so this page cannot say how many of the 2,423 or 6,418 respondents joined it. See the Cyberpresso page.
For fixed-price placements rather than post-signup offers, see advertising to security leaders and cybersecurity advertising.
How a campaign would be targeted
Inside one rule, every condition has to match; and when the offer is set to targeted readers only, a reader with no recorded answer to a question cannot pass a rule that asks it. A second rule opens a second audience for the same offer, so Rule A OR Rule B can reach both. There is no security, fintech, AI, SaaS or HR-software targeting option. Two example rules show what can be built:
- Rule A: newsletter = Cyberpresso, with any quiz answers.
- Rule B: Industry = Technology AND Role = Operations & Project Management or Engineering & Software Development AND Job level = Manager, Director/VP or C-Suite AND Company size = 201-1000 or 1000+.
Each condition narrows the audience, as Table 1 shows. Technology is 21.7% of all respondents (28,402 people). The two roles add to 8,841 people (2,423 plus 6,418, derived), 31.1% of Technology, and they do not overlap because role is one answer. Company size 201-1000 or 1000+ keeps 43.0% of the operations row and 31.3% of the engineering row. Job level Manager, Director/VP or C-Suite keeps 50.6% of the operations row and 22.0% of the engineering row (both summed from single-choice shares, derived).
Dupple's data gives no count for all four conditions together, so the joint size of Rule B is unknown, and this page does not multiply the shares. Email-domain exclusion is also available: the offer wall does not show the offer to readers from the domains you list.
What offers fit
The Lead Generation page's best-fit list opens with broad B2B tech offers a new subscriber can use at once, then names free newsletters, free tools and calculators (self-serve, with email capture), eBooks and guides on AI, marketing and engineering, and trial signups of SaaS products with short time-to-value, which it calls best for self-serve products. Dupple ranks offers by clicks and results.
Dupple's data cannot show how any security offer performed, because it gives click rates by audience segment, not by offer type. For a custom tool that returns each lead's answers, the Lead Magnet page describes a calculator, quiz or analyzer that Dupple builds and promotes in Techpresso.
Limits
- No row measures security work. Both rows are broad groups, and Dupple's data does not show how many of their people work in security.
- Answers are self-reported and picked from fixed options. Company size is unanswered for 1.4% of engineering and 1.7% of operations respondents, and country is unknown for 15.4% and 16.9% (derived).
- Dupple's data has no Cyberpresso breakdown and no work-email row for operations.
- Quiz and email figures cover 90 days, and click rates cover 30 days. Keep the two windows apart.
- Clicks are not leads, and the email share is an upper bound.
Intent signals come from other sources; for those, see B2B intent data providers.
Data and sources
- Lead Generation (Dupple), read 3 Nov 2026
- Post-signup audience data (Dupple), read 3 Nov 2026
- Cyberpresso (Dupple), read 3 Nov 2026
- Dupple Offer Network: post-signup quiz answers and offer-card views and clicks, read 3 Nov 2026 (aggregates only, no individual records)
- Dupple audience and lead data, with methods: methods, limits and CSV files for the post-signup quiz and Offer Network datasets, read 3 Nov 2026.
- Data & Marketing Association (DMA), Email Benchmarking Report 2025, public summary of 2024 data from seven UK email service providers, read 3 Nov 2026.
FAQ
Can I target CISOs with Dupple Lead Generation?
No. The targeting options have no security or CISO choice, and the quiz cannot identify a chief information security officer. The nearest job levels are Director/VP and C-Suite: 11.9% and 2.5% of operations respondents, and 5.2% and 2.6% of engineering respondents, over 90 days to 3 Nov 2026.
How many security buyers sign up each month?
Dupple's data cannot say, because the quiz has no security option. The operations and engineering rows count 259 and 582 decision-makers at 51+ companies over 90 days, and those are broad groups, not monthly figures.
Which click rates apply to this audience?
Dupple's data gives 6.4% for Technology + Operations & Project Management (745 people, 30 days to 3 Nov 2026) and 7.1% for Technology + Engineering & Software Development (1,947 people). Neither is a security rate, and no security offer result exists in Dupple's data.
Should a security vendor use Lead Generation or a newsletter placement?
The Lead Generation page says to pick it for targeted clicks or leads, paid per click (CPC) or per lead (CPL). It says to pick a Primary Ad in Techpresso for a fixed-price slot with a report of the corporate domains that engaged. The Lead Generation page lists no CPC or CPL price, newsletter rates are in the media kit, and Dupple's data does not show which route works better for security.
About this page
Dupple sells newsletter advertising and post-signup lead generation (pay per click or per lead), and the Dupple team wrote this page from its own Offer Network data and its public Lead Generation page.
Dupple's editorial policy covers how pages like this one are written and corrected.
Some offers on this page may be paid placements or contain affiliate links.
