About Demandaxis

Built to connect targeting, messaging and qualification

Most cybersecurity companies do not have a shortage of activity. They have a shortage of conversations that lead somewhere. Demandaxis was set up to join up the parts that are usually handled separately: who to target, what to say to each person, how to qualify, and what the market is telling you.

Why Demandaxis exists

I have spent more than 15 years in B2B sales, across cybersecurity, IT, fintech, hospitality and manufacturing, mainly in the UK, EU and US markets. Most of that time has been in complex sales, where several people are involved in a decision and a good first meeting is only the start.

The same problem came up again and again. Outbound was treated as a volume exercise: buy a list, write one message, count the meetings. Sales teams were left with conversations that had no budget, no urgency or no route to a decision, and very little was learned about the market.

Cybersecurity makes this harder. Buyers are cautious, technical claims get tested, and decisions pass through security review and procurement. Doing it well means starting with the buyer's problem, speaking to each person in the buying group about what they are responsible for, and qualifying properly before an opportunity reaches sales.

I set up Demandaxis to do that work as one connected process for cybersecurity companies and selected B2B IT firms, and to be clear with clients about what outbound can and cannot deliver at their stage.

Aamir Zaheer, Founder

Relevant experience

The work draws on five areas of experience. Each one matters for a different part of the process.

Enterprise sales: Selling to mid-market and enterprise organisations in the UK, EU and US, where a purchase involves several stakeholders, a formal evaluation and a procurement process. Work across cybersecurity, IT, fintech, hospitality and manufacturing means understanding how buying differs by sector, not only by company size.
Complex sales cycles: Long cycles pass through technical evaluation, security review, legal and procurement. Mapping each opportunity with MEDDIC, or MEDDPICC for enterprise deals, shows early who holds the budget, what the decision criteria are, how the decision will be made and where the deal is likely to stall. Forecasts become more reliable, and effort stays on opportunities that can close.
Cybersecurity: Selling security products and services to CISOs, security teams and IT leaders. Understanding how these buyers assess risk, test vendor claims and justify spend to the board, in a market where they hear from a great many suppliers.
Channel and partner building: Building channel relationships with MSSPs and specialist security providers. Identifying partners whose services and customers fit, agreeing how an offer fits their service and margin, and supporting joint pipeline once the partnership is in place.
Outbound: A defined ICP, a focused set of accounts, and multi-touch campaigns across email, LinkedIn and calls. Timing and messaging are driven by market insight and intelligence signals, such as leadership changes, funding, new regulation and hiring, rather than by list volume.

Who we work best with

Cybersecurity startups working out their ICP and early message
Growth-stage vendors that need consistent, qualified pipeline
Established vendors entering a new segment or market
MSSPs and specialist security providers
Selected B2B IT and technology companies with technical, multi-stakeholder sales

Probably not the right fit

Companies looking for appointment volume or payment per meeting
Businesses outside B2B technology
Anyone expecting guaranteed meetings or revenue

Book a pipeline review

A 45-minute call about your ICP, your current outbound and how opportunities are qualified. You should leave with a clearer view of where to focus, whether or not we work together.

Send a short note using the form and we will reply by email to arrange a time.