cold email
-
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
-
A solution only moves when it can be explained in the language people are accountable for. Architecture diagrams do not close deals. Outcomes do! Conversion is the first translation test. The question is simple. What changes the moment someone adopts your solution? What friction disappears? What action becomes easier? If that cannot be explained without
-
Technical marketing sits in an uncomfortable but powerful middle. You translate between people who build and people who buy. When that translation fails, great products stall. When it works, average products move faster than they should. >The first essential skill is sense making. Technical marketers are not encyclopedias. We/They are filters. Our job is to
-
Cybersecurity SaaS
•
3 min read
Here I am going to try something new for myself. A cybersecurity SaaS product can be sold to enterprises and SMBs at the same time. The theory is easy. The hard part is reality. Because, enterprise buyers are already lined up, already sceptical, already comparing you to vendors ten times our size. They do not
-
There is a moment in every sales conversation where the balance quietly shifts. It is not when you show the demo. It is not when you list the features. It is when the buyer realises you understand their problem with more clarity than they do. If you can articulate their pain in a way that
-
Everything else is supporting detail. How does a good pitch begin? Feature dump? Roadmap? The clever engineering behind the scenes? Buyers anchor on value they can repeat to their CFO in one breath. ROI is the first anchor. A solution that shows a direct, believable path to financial impact earns attention. Not theoretical savings. Not
-
Everyone shows up with features. Every vendor claims speed, intelligence, visibility, automation. Line them up in a comparison grid and the differences start to look cosmetic. At some point the buyer stops comparing. They assume the fundamentals work. And that is the moment the real decision begins. What separates the winner from the shortlist is
-
If it isn’t measured, it isn’t improving
•
2 min read
Every team says they want growth. Very few want measurement. Because measurement kills the stories we tell ourselves. In cybersecurity this shows up everywhere. Vendors brag about “engagement” without knowing what that means. Sales teams celebrate “pipeline” without checking how much actually closes. Marketing declares victory on impressions while no one checks if a single
-
Make Your Onboarding Unforgettable
•
2 min read
Because people remember the first thing and the last thing. Everything in the middle is noise. Yes, we obsess over features, benchmarks, detection rates. All fine. But the moment a customer forms their opinion of you is not in the middle of a PoC or buried in a dashboard. It is in the first ten
-
We talk about “pipeline” as if everything happens before the signature. It actually doesn’t. The real leverage sits with the people who already trust you. They mention you in budget calls. They drop your name in peer groups. They forward a dashboard to justify their own decisions. That is marketing you never paid for. But