email marketing
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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…
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Free Lead Magnet Tools: The Real Cost
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1 min read
“Free” tools for lead gen sound like a growth hack, until they start eating your team’s time. You ship a calculator, quiz, or scanner. Leads pour in. But then: – 90% aren’t ICP – Support gets flooded – Sales wastes hours qualifying junk – Your infra bill creeps up The build was cheap. The follow…
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Static demos are the default. Pre-recorded clicks, perfect flows, zero risk. But in security sales, perfection isn’t convincing—it’s suspicious. CISOs don’t want to be shown how it should work. They want to see what breaks. Where it slows. How it handles edge cases. That’s where interactive labs win. Instead of a polished video, you give prospects a…
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Most partner marketing reports are fluff. Logo placement, webinar attendance, some “brand awareness” language no one’s checking. Meanwhile, you’ve got partners burning MDF (Market Development Funds) on campaigns that feel good but don’t move pipeline. If you want partner marketing to be a growth channel, not a checkbox, you need better metrics. The kind that…
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Elastic is edging toward US $1 billion in ARR while spending barely a third of CrowdStrike’s marketing outlay. The secret is in the title: community. CrowdStrike, with its $3 billion ARR, leans heavily on channel sales, accounting for 80% of its growth. Scroll through Elastic’s forums and you’ll find threads where users aren’t just troubleshooting—they’re…
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Six-figure cybersecurity deals don’t close on features. They close when you understand who needs to say yes and who could say no. Stakeholder mapping isn’t a spreadsheet task. It’s the operating system behind any GTM strategy that works in enterprise. And yet, most teams treat it as a late-stage sales activity. That’s a mistake. At…