ABM
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Read This: ABM in Cybersecurity
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16 min read
Most ABM content I could find was written by SaaS marketers selling CRMs and project management tools. Cybersecurity is a different animal. If you treat it like generic B2B, you will burn budget, irritate buyers, and then act surprised when your “personalised” outreach gets ignored. The tension nobody says out loud is: Cybersecurity buyers are
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Facts Are Quiet. Perception Does the Talking.
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2 min read
England is not the most tea drinking country in the world. It is Turkey. Already uncomfortable for a few people… Speaking of Turkey, the bird turkey is named after the country. Because it came to the West from there. In Turkish it is called hindi, meaning Indian, because people thought it came from India. In reality,
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Your Buyer Is a Person Before They Are a Company
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3 min read
When you work with large enterprises, it is tempting to think you are selling to an organisation. A logo. A department. A buying committee. You are not. You are selling to a person with a personal agenda that usually comes before the company agenda, even if nobody says that part out loud. I learned this
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When People Don’t Act on Logic But on Identity.
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2 min read
The Norwegian Red Cross had a serious problem. Blood banks were critically low. They needed thousands of new donors, fast. The obvious move would have been to email previous donors. Remind them. Educate them. Appeal to reason. They did none of that. Instead, they leaned into something far more powerful. Identity. Football fans often say
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Lead Decisions. Don’t Wait for Them.
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2 min read
Yes, waiting for a buyer to decide, feels polite. It also quietly shifts responsibility away from you. The main idea is: Do not present options. Present recommendations! Options feel safe because they avoid commitment. Here are three paths. Here are the pros and cons. Let us know what you think. The problem is that buyers
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For a long time, I thought giving good feedback meant being honest as quickly as possible. When my wife finished a painting and asked, with genuine excitement, what I thought, my instinct kicked in. I would go straight to improvement. Colour balance. Composition. What could be stronger. What I would tweak. None of it was
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Luck feels good when it works. Right? A post takes off. A campaign lands. A lead appears from nowhere. It is tempting to believe momentum has arrived. It has not. You just caught a wave. Marketing without a process produces stories, not systems. It creates spikes instead of signals. When results dip, nobody knows why.
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Everyone claims “better work”. Everyone has slides to prove it. My opinion? You are replaceable. As long as your product is defined by what it does, you live in a crowded category. Features can be compared. Capabilities can be matched. Roadmaps can be mirrored. Buyers can always find something similar for less or bundle it
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Visibility Is Not Reach. It Is Recall and Timing
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2 min read
People do not buy solutions. They buy relief. And people can’t buy from you if they don’t remember you at the exact moment they need you. The mistake is trying to talk about everything. Features. Use cases. Industries. Vision. The result is noise. Familiarity never forms because there is nothing specific to remember. Recall is
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We once spent £XX,000 sponsoring a virtual cybersecurity summit. The result? A spreadsheet of four hundred “leads” 90% of whom never opened our follow up emails. That was the wake up call. Since then, we refined our approach to virtual shows, focusing on what actually creates engagement and qualified conversations, not vanity numbers. The first