Blog
Notes on cybersecurity-led go-to-market
Practical thinking on who to target, what to say and how to qualify. Cybersecurity comes first, with selected pieces for B2B technology and AI companies.
Go-to-market / 3 min read
Lead generation does not work in isolation
Outreach can earn a prospect's attention. What they find next decides whether a conversation starts, and lead generation alone cannot fix that.
Read: Lead generation does not work in isolation
B2B AI / 2 min read
Why AI capability is not a go-to-market message
B2B AI companies often lead with what their product can do. Buyers engage when they can see what changes for them. Here is how to close that gap.
Read: Why AI capability is not a go-to-market message
SMB / 2 min read
Selling cybersecurity to SMBs: what changes when there is no security team
SMBs are a large and growing market for cybersecurity and IT vendors, but they buy in a very different way from enterprises. Here is what changes.
Read: Selling cybersecurity to SMBs: what changes when there is no security team
Qualification / 2 min read
Booked meetings are the wrong measure of outbound
Meeting counts are easy to report and easy to hit. They say very little about pipeline. Here is what to measure instead.
Read: Booked meetings are the wrong measure of outbound
Start with a pipeline review
A practical 30-minute discussion about your ICP, current outreach and how you define a worthwhile opportunity. You will leave with a clearer view of where to focus, whether or not we work together.
GDPR-aware prospecting. Clear identification in outreach. Prompt opt-outs. Responsible handling of company and contact data.