demand generation
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He was calm, senior, and unimpressed. A global CISO. One of our biggest prospects. And he wanted a feature that didn’t exist. “We’d need custom X, but built into the UI. Auditable. Editable by non admins. Can you do that?” Old me would say yes. I froze for a second. Because technically, yes. Our engineers could build
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Using Public Breach Data as Content That Converts
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3 min read
Most breach write-ups are fast takes. “X company was hit, Y records were exposed.” Maybe a hot take on the attacker group. Then the news cycle moves on. But if you sell security, public breach data is more than a news hook. It’s content that converts, when you use it to show, not just tell.
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Marketing Automation: A Silent Revenue Growth Engine
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2 min read
When interest rates climb and pipelines shrink, most tech chiefs reach for the red pen. The smart ones reach for their workflow rules. Marketing automation—dismissed for years as the digital PA—has become a revenue underwriter hiding in plain sight. From polite drip to persuasive dialogue Legacy “nurture” sequences are the email equivalent of lift music:
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Build a Certification Academy Now!
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2 min read
If your partner training is just a deck and a checkbox, you’re missing the real opportunity. Yes, partners need to know your product. But more importantly, people always want something for themselves. That’s where a proper certification program shines. Not just enablement. A career asset. Something they can add to LinkedIn, put on their resume,
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Channel conflict gets all the attention. But that’s not the real issue, at least not first. The real issue is you’re asking partners to behave like extensions of your team when you haven’t even fed them yet. No pipeline, no support, no shared upside, then you wonder why deals get weird. Here’s the truth: happy
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Cybersecurity buyers evaluated three or more vendors before committing. When every deal becomes a multi-vendor shootout, your team needs sharper ammunition than feature comparisons. Enter the battle card. Battle cards evolved from basic competitor cheat sheets to strategic playbooks. The best ones map your EDR solution’s false-positive rate (e.g., ≤5% vs. CrowdStrike’s 7.2%) to the
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Every “survived” startup hits the same moment: cash’s moving, invoices are flying, investors want numbers — and there’s no CFO in sight. You don’t need a finance exec yet. But you do need a finance function. Here’s how to build one before you can afford the title. Start with visibility. If your bank balance and
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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.