Founders
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Reaching a CISO is hard. Keeping one on the line after your first sentence? Even harder. Most SDR scripts collapse the moment a CISO pushes back. “We already have a tool for that.” “Not a priority right now.” “Send it to our security team.” End of call. But a good script isn’t just about delivery,…
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Here’s a version tailored for non-technical team members — marketers, ops, support, sales — still sharp, still clear: Writing Internal Docs Your Future Self Will Thank You For Internal docs aren’t just for developers. They’re for anyone who’s ever asked, “Wait, why did we do it that way?” Whether it’s campaign notes, client FAQs, CRM…
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A whitepaper gets 5,000 downloads. The dashboard lights up. Everyone celebrates. Then sales asks, “Did anyone actually read it?” This is where most cybersecurity marketing efforts fall short—confusing clicks with intent and downloads with deals. Vanity metrics don’t close enterprise contracts. Qualified POCs (proofs of concept) do. The shift from one to the other isn’t…
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Boost Revenue with Usage Alerts and Smart Upselling
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2 min read
Upselling shouldn’t feel like a sales pitch. Done right, it feels like a heads-up. Usage alerts are your best silent sellers—if you design them well. Hit the right moment, and customers thank you for flagging growth. Hit the wrong one, and it feels like a shakedown. Here’s the play: Track the thresholds that matter. Not all…
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Here’s the final article, tuned to your voice and free of bullet points: The Art of Saying “No” to Enterprise Customisation Requests When You’re Small Every early-stage founder knows the feeling. A well-known enterprise brand shows interest. Their logo would lift your next raise. The catch? They want a feature you don’t have—and nobody else…
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Most all-hands meetings are too long and too vague. The good ones? They’re sharp, energising, and over before your inbox explodes again. Here’s the format I’ve used without burning an hour on updates nobody needed. Why Bother With All-Hands? If you’re running GTM in a high-growth environment, your marketing team is probably juggling six campaigns,…
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AI copy tools are everywhere. Product pages, LinkedIn posts, whitepapers. Written in seconds, polished for tone, SEO-ready. In most sectors, that’s efficiency. In cybersecurity, it’s a risk. Trust isn’t just a marketing word here. It’s what buyers are actually buying. And they can smell generic content from two tabs away. The danger isn’t just weak…
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We were messy. Content was everywhere but owned by no one. Blogs live in Notion. Product docs live in Git. Sales decks live on someone’s desktop. And enablement material? I still have no idea where they were. The result: duplicated work, stale messaging, and a lot of “didn’t we already write this?” Content operations isn’t…
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Most B2B buyers finish seventy per cent of their journey before a single sales call. They have read peer reviews, watched demos on YouTube, bookmarked API docs for the commute home. If your growth plan is still a spreadsheet of cold calls and gated PDFs, you are already chasing people who have moved on. The…
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You want to grow. You want coverage in new markets. And fast. Enter the channel partner strategy: local reps, reseller networks, regional specialists. On paper, it scales. In practice, it can feel like roulette some partners go all-in, others vanish after signing the contract. Here’s how to expand with partners without handing over the keys…