No ads.
No cold calling frenzy.
No hoping Google blesses me with traffic.
I would use the same playbook big names use when they enter a market with nothing but a logo and a promise.
If it works for them, why would it not work for you.
Here is the plan.
Step 1
Show up where security buyers already think.
CISOs and security engineers live in a world of fires.
They do not want brochures. They want clarity.
So I would post field style insights.
Short. Practical. Action ready.
Not look at our product but here is a blind spot you probably missed in your DNS logs.
Not we are innovative but here is what this breach means for internal comms tomorrow morning.
Big security vendors do this all the time.
It is how they warm the market before a product even exists.
Step 2
Create assets people can forward.
Your first customers come from being shared inside someone else’s Slack.
Create work that travels without you.
Examples
A DNS incident checklist any SOC could paste into Confluence.
A one pager a reseller can attach to a proposal.
A board friendly explanation of an attack trend.
If your content moves on its own, prospects arrive warm.
Step 3
Talk to people, not leads.
Cybersecurity is trust based.
Buyers do not care about your early stage status if you understand their pain.
So I would reach out and ask
What are you seeing lately that makes no sense?
What budget pressure hurts the most right now?
What part of your stack is one bad day away from disaster?
People open up when you stop sounding like a vendor.
Step 4
Give them something small and valuable, fast.
Not a pilot trapped behind paperwork.
Not a three month PoC.
A small diagnostic they can feel in a week.
Examples;
A DNS hygiene scan.
A small internal exposure map.
A communication template for breach week.
Speed builds trust.
Trust builds deals.
Step 5
Treat partners like your second lungs.
Big names survive because of channel power.
If you want to close fast, stand where they stand.
Your reseller has fifty products in their bag.
Be the easiest one to remember.
Call them. Ask how business is.
Give them white labelled materials so they look smart in front of their customers.
Use a clean PRM.
Make onboarding a joke in terms of effort.
Give them something cool they can show in calls.
If you are close to the channel, you do not chase customers.
The channel brings them to you.
If I woke up with nothing tomorrow, this is the playbook I would trust.
Show up where buyers think.
Ship work that travels.
Have real conversations.
Offer fast value.
Treat your channel like royalty.
The big names do this every day.
They never start from zero either.
But they act like they do.
And that is why they keep winning.