If I could offer you only one tip for demand generation, it would be CHANNEL.
The long term benefits of strong channel have been proved by the market.
Create or Grow Your Channel
You can’t be everywhere at once. That’s what your partners are for.
They will close most of your deals, and that’s how it should be.
They also have 50 other products in their bag, remind them you exist. Call them. Ask how their week’s going.
Feed them with tools that make selling you effortless. Partner portals that actually work. Onboarding that doesn’t need a manual. Make your offer easy and your value clear for them.
Whereas the rest of my advice has no basis more reliable than my own meandering experience.
I will dispense this advice now.
> Stop selling safety
Every vendor promises “security.” The word is meaningless now.
Everyone thinks they’ve survived before you, so they’ll survive without you…
That’s the curse of selling in cybersecurity. You’re never the first product, and no one feels the risk until it’s too late.
Sell something they can feel. Visibility. Time. Sanity.
“DNS protection” is noise. “A live map of what’s happening in your network, right now” is signal.
> The best leads don’t fill forms
Forget MQLs from gated PDFs. Most CISOs will never give you their email.
But they will remember your name if you teach them something that sticks.
If your post gets quoted in their internal conversations, you’ve already won.
> SDR scripts expire faster than malware
Cybersecurity buyers are allergic to template talk.
Personalise with intelligence, not flattery.
“I saw your Zero Trust project; here’s how we kept DNS aligned for another client.”
That’s how you earn five more minutes.
> Brand is your silent SDR
A strong brand makes every conversation warmer.
It lowers risk perception. It opens doors your sales team can’t.
In this industry, trust is demand generation.
> Use your tech to market your tech
If you monitor DNS, show the data.
If you block attacks, show the trendline.
Telemetry is marketing you can’t fake.
> Educate before you automate
Cybersecurity buyers are learners before they are shoppers.
Teach them, even if they never buy.
It’s slow. But it compounds.
And one final truth
Demand generation isn’t about being everywhere.
It’s about being remembered when it matters.
You don’t have to chase every lead.
Just build enough gravity that when the breach happens, your name is already in their head.
That’s not luck. That’s respect you earned.
For those who got the hook’s reference:
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