VC
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In security, people talk about “pipeline” as if everything happens before the signature. It 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.…
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No ads. No cold calling frenzy. No hoping Google blesses me with traffic. I would use the same playbook big names use when they enter a market with nothing but a logo and a promise. If it works for them, why would it not work for you. Here is the plan. Step 1 Show up…
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Most marketing emails die before the second sentence. Not because the product is bad. Because the email feels like homework. Good emails don’t sell. They pull. They make the reader forget they are being marketed to. Here is the checklist I use. Simple. Practical. No fluff. 1. Write the subject line last If you start…
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How Michelin Stars Became a Marketing Masterclass
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3 min read
A tyre company made chefs cry. That’s not exaggeration. That’s the power of great marketing. In 1900, Michelin had a problem. People weren’t driving enough, and if people didn’t drive, they didn’t wear out tyres. So the founders came up with an idea: print a free travel guide. It included routes, maps, and lists of…
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Product Comes Second
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2 min read
Yes, not first. I’ve seen deals close without a product. Not a beta. Not a prototype. Nothing ready to ship. How? The story was right and the connections were real. When you know your customer, understand their needs, and have earned their trust, you can promise what doesn’t exist yet. That’s not manipulation. That’s alignment. In…
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Lessons Worth Repeating
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3 min read
Cybersecurity marketing teaches you more about people than about technology. You learn how fear sells but trust sustains, how data can both confuse and clarify, and how simplicity often hides behind the most complex systems. These lessons are worth repeating, not because they’re new, but because they’re true. 1. From Fear to Empowerment Previously, most…
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The 7–11–4 Masterclass
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2 min read
I heard this framework years ago from Google’s marketing team, and it stuck with me ever since. It’s called the 7–11–4 rule and it quietly explains why most B2B marketing fails. Here’s the breakdown: > A prospect needs 7 hours of interaction with your brand > Across 11 touchpoints > In 4 different locations or…
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SEO got Promoted. It Just Hasn’t Told You Yet.
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2 min read
It used to be simple: rank higher, get traffic, report success. Now? The game has changed. Traffic means nothing if it doesn’t move the business. You can see it everywhere. The best SEOs stopped talking about algorithms and started talking about revenue. Start with one question: How does your website make money? That single question changes…
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Andreessen Horowitz just released one of the most interesting reports of the year. The AI Application Spending Report. It looked at over 200,000 startups using Mercury and tracked where their money actually goes. Real spend. Real behaviour. The short version. AI is no longer an add-on. It is the foundation of how new companies operate.…
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If I could offer you only one tip for demand generation, it would be CHANNEL. The long term benefits of strong channel have been proved by the market. Create or Grow Your Channel You can’t be everywhere at once. That’s what your partners are for. They will close most of your deals, and that’s how…