1. Attracting Cyber C-levels

2. About About me About Secdo
5 years at Incapsula
Almost 1 year at Secdo
Marketing consultant
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 employees
Focus on USA

3. 11 tactics to attract C-levels

4. 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

5. 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 a day after and call 2 days after
Hope for the best 

6. 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

7. 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

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

9. 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 s
Expect a 1% end-to-end conversions

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

11. 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

12. 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

13. 8. Automate LinkedIn messaging

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

15. 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 with relevant content
Those who engage with the content – follow up with s and calls to invite them to meet you at the event

16. 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

17. https://www.linkedin.com/in/doriharpaz doriharpaz@gmail.com
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