Attracting Cyber C-levels

About About me About Secdo 5 years at Incapsula Almost 1 year at Secdo Marketing consultant doriharpaz@gmail.com About Secdo A round in December 2016, total investments so far $11MM Enterprise software Incident response platform for security teams Targets organizations with 2,000- 25,000 employees Focus on USA

11 tactics to attract C-levels

1. Find a C-level customer/partner to evangelize C-levels listen to C-levels… Find a C-level partner or customer Incentivize him to evangelize for you (Discount/Free software) Host him on webinars, buy him interviews, bring him to speak at events, film a testimonial video, ask him to post on LinkedIn groups, have him talk with analysts. Refer potential customers to talk to him

2. Send them mail. Real mail. To their office C-levels are humans. They open their own mail Prepare a branded present that corresponds with your brand Send them the present in mail with a letter from the CEO Once you get confirmation that the package was delivered, send an email a day after and call 2 days after Hope for the best 

3. Prepare marketing collateral for C-levels C-levels care about business values, not technical features Interview C-levels to understand what they care about Write specific collateral for C-level

4. C-levels consult with analysts. Maintain AR AR is very important in cyber security Brief analysts on an ongoing basis, at least once a quarter Find the analyst that likes you and encourage prospects to call them

5. C-levels read comparative reviews Encourage comparisons of you vs. your competitors Review sites Evangelists

6. C-levels respond to cold emails No kidding. They do if the content is relevant to them Interview C-levels to understand what they care about Survey How to manage risk management Tips on how to build a yearly security budget Send the content through cold emails Expect a 1% end-to-end conversions

6. C-levels respond to cold emails Cold email tips Standard text email From a personal address Short. No more then 6 lines

7. C-levels don’t have a lot of time. Use videos 3 Types of videos would give you a 360 coverage Humoristic video, Demo video, Explainer video

8. Automate LinkedIn messaging Automate connection requests and messages Filter your target audience Create a fake profile of a female BD Manager on LinkedIn Automated sending connection requests Automate follow up message to those who approve You can get to up to 20% connections approval and up pto 10% follow up replies

8. Automate LinkedIn messaging

9. LinkedIn sponsored posts Use sponsored post only with relevant content to C-level Filter your target audience Launch a sponsored post campaign

10. Pre-connect with C-levels before an event Try to get as many of them to meet you at the event Buy last year’s attendees list Enrich the list with a human lead enricher Send cold email with relevant content Those who engage with the content – follow up with emails and calls to invite them to meet you at the event

11. For the long run: Content +Social + MA The end goal is always to increase inbound traffic + leads Write and distribute relevant content Leverage social channels to distribute Use HubSpot for social blog, social distribution & nurturing

https://www.linkedin.com/in/doriharpaz doriharpaz@gmail.com Let’s Connect