churn
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Turning G2 Crowd Reviews into Pipeline and Revenue
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2 min read
G2 reviews often sit in a forgotten tab. Maybe you quote one in a deck, maybe marketing reposts a few on LinkedIn. And that’s it. But G2 isn’t just a review site. It’s a buyer intent engine, if you know how to use it. Here’s how to turn your G2 presence into actual pipeline, not…
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A second SKU feels like progress. It means you’re growing, right? Serving more users, unlocking new revenue, expanding the roadmap. But done too early (or for the wrong reasons) it’s a distraction masquerading as strategy. So when’s the right time to launch a second product SKU? And what traps should you avoid? Signals You’re Ready…
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80% of executives delete cold emails unread. Me too. In fact, that’s how I got the number. Admit it, you do it too. Yet the reply rate to messages under 50 words is phenomenal, in my experience. What else do I do? I write them bespoke to each individual. Precision engineering, not spray and pray.…
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It’s one thing to start a company with a co-founder from day one. You dream it up together, share the risk, split the equity before anything’s real. It’s a whole different game when you’ve already started—and now you’re thinking of bringing someone in. The product’s live. There’s traction, maybe even revenue. You’ve paid some dues.…
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Founders who’ve weathered acquisitions say due diligence feels like “handing over your medical records to a stranger—while running a marathon.” Due-Diligence in 2024 Private equity holds $2.59tn in dry powder (Preqin 2024), and cybersecurity remains the hottest sector. But after Broadcom’s VMware layoffs, buyers scrutinise operational resilience harder than ARR. Your SOC 2 report won’t…
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Most release notes are written for internal alignment or compliance. Bullet points, vague titles, “various bug fixes.” Technically correct, practically useless. The irony? Your changelog is often the only content every active user sees. It’s a retention tool. A feature adoption channel. A trust builder. But only if you write it like it matters. Here’s…
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When a prospect asks for a discount, most teams flinch. The gut response? Drop 10%, win the deal, move on. But every discount you give sets a precedent, one your next buyer will expect. Worse, it anchors your product as a cost, not an investment. There’s a better way: shift the conversation to value metrics.…
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When I was leading go-to-market, we learned something fast: no matter how good your product is, you don’t win deals by making the buyer feel exposed. The 80% success POC framework wasn’t just a sales tactic, it was a trust-building sequence designed to show, not sell. The idea was simple: get prospects 80% of the…
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Fear Sells but Reports Should Build Trust, Not Fear
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1 min read
Security marketing loves fear. It’s easy. Breaches, threats, dark web stats. A little red text, a ticking clock, and suddenly every CISO is supposed to panic. And yeah—fear gets clicks. But reports that start with fear and end with nothing don’t build pipeline. They burn trust. If you’re publishing research, make it useful. Not just…
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Let me tell you a story about when we, a cybersecurity startup, lost a six-figure deal after the demo devolved into a technical rabbit hole. The chief information security officer (CISO) wanted specific metrics; the engineer asked about latency. Neither got answers. The end. For early-stage vendors, demos are make-or-break. Many Gartner surveys show that…