With the recent attacks, particularly supply-chain attacks, B2B buyers would be asking more security questions to their vendors.
Vendors will soon be competing on the quality and reputation of their security features.
Finally, I think regulation night be coming down in the area soon. My read is that this will be welcomed by big enterprises, and they go to market touting their "enterprise-grade security features". Eventually, all B2B teams will have a Trust/Assurance portion to their GTM playbook.
