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We provide penetration testing. That tells me what you deliver. I still have to work out why I should buy it. We help businesses find the security weaknesses that could disrupt operations and decide what to fix first. Now we have something to discuss. The work might involve the same security consultants, the same testing…
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The demonstration went well. The buyer asked questions, the technical team seemed interested and everyone thanked each other for their time. Then the call ended. Your salesperson believes the next step is a pilot. The buyer thinks they need an internal discussion first. The technical lead is waiting for an answer about an integration. Nobody…
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I keep seeing articles saying cold email is dead. It reminds me of Oscar Wilde’s famous line: When a man is tired of London, he is tired of life. I’d rewrite it for marketing. When someone says email marketing is dead, they are probably out of ideas. Email is not dead. Bad emails are. Nobody…
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“How do we get more leads?” It is a reasonable question. But before planning another campaign, I would ask a different one. “What could we make that someone would want to send to a colleague?” Not because their inbox needs another attachment. Because it would help them explain a problem, make a decision or have…
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YES, channel strategies start with the company. Margins. Tiers. Rebates. MDF. Targets. Important? Absolutely. But there is something more important. A real person is selling your product! Not a logo. Not a partner account. A human being. Someone who already has 50 products in their portfolio. Someone who has quarterly targets. Someone who gets calls…
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Do not treat product changelogs like documentation. A place to dump updates nobody reads. That is a mistake. A good changelog is one of the strongest go to market assets a software company has, especially in cybersecurity where buyers constantly ask the same silent question: Is this product alive? Release feeds answer that without a…
