We build your pipeline engine with you and for you.
Your team knows your product and your buyers. We bring the strategy, the story and the outreach. Together we build the engine that gets you in front of CISOs.
Four stages, with the work split between your team and ours
Name the targets
You tell us the accounts, job titles and verticals you want, and what your team already knows about them.
We research those accounts, map the buying groups and find the commercial triggers, like a new CISO or a breach in their sector.
Build the story
Your experts give us an interview, their real opinions and one round of approvals.
We write the core sales narrative and the content your buyers will see.
Run the outreach
You approve what goes out, and your leaders turn up to the interviews, panels and events.
We run coordinated outreach across owned, shared and earned channels. Paid comes last, and only for content that has already worked.
Book the meetings
Your team takes the meetings and follows up every one.
We report on every named account, and together we change what isn't working.
How we use AI in the work
- Human content (interviews)
- AI drafting
- Human editing
We build the machine with you, then feed it together
We connect your tools, then feed them with content made for the decision makers on your target list: posts, articles, op-eds, releases, webinars, podcasts, roundtables, dinners, speeches and award entries. Every touch builds trust. Out the other side come meetings and qualified opportunities for your team.
Owned, shared and earned media, in that order. Paid comes last, and only if you want it.
What we need from you
We don't guarantee signed deals. We earn meetings and move qualified opportunities forward, and you see the numbers every month.
- Someone on your team owns it and can approve work quickly.
- Someone on your team follows up every meeting.
- Your experts give us their real opinions.
- You can deploy the content we create, or give us access to do it.
Meetings and pipeline, not likes
Every month you see what moved, against the target list we built together.
- ReachedHow many on your target list we've reached through our outreach.
- SignalsHow many have started sending signals that they're noticing you.
- MeetingsHow many we're turning into meetings.
- ContractsHow many of those meetings you and your team turn into contracts.
Your buyers pick their shortlist before they call anyone
Technology budgets are set before the new financial year starts on 1 July. The vendors buyers already know get the first call. Everyone else gets an RFP.
Buyers know you when budgets are set
- Decision makers know your name before they need you
- Roundtable relationships have time to become shortlists
- You set the story for your category
You're explaining yourself in a procurement form
- Competitors are already on the shortlist
- Your first conversation is with procurement, not the CISO
- You compete on price because no one knows your story
Pick the one that fits your problem
What we've written on marketing cyber security
How to run a cyber security campaign that books meetings
Tom FinniganHow to run a cyber security campaign that books meetings: campaign ideas, awareness campaigns, the tools to manage one and where to find experts.
Read the article →Buyer psychology · 5 min readCyber buyers move on triggers, not persuasion
Murfin GroupOptus disclosed a breach in September 2022; within nine weeks parliament had lifted privacy penalties to $50 million. Buyers move the same way, on moments rather than messaging. The craft is being the name they already trust when the moment lands.
Read the article →Storytelling · 5 min readThe breach everyone remembers is a story
Murfin GroupAustralians logged 84,700 cybercrime reports last year and can quote almost none of them. Most can tell you what Medibank did. Buyers remember stories, and the vendor whose story a CISO can retell to the board wins the deal.
Read the article →Let's scope your problem together.
You'll talk directly to Tom, and you'll see which of the three fits, what it costs and what you'd get in the first 30 days.
Book a meeting →- You meet TomA 30-minute meeting about what you want to achieve.
- You get a draft action planWith the scope, the price and what you'd receive in the first 30 days.
- You startWe agree the start date and begin building together.
Not ready for a full program? Start with one piece.
Deciding to start is often the hardest part. Try an article, a media release, a short podcast series or a video interview, and see how we work together.
Run the Marketing Pen Test.
About three minutes, with questions written for cyber security. You see your score across six areas straight away, and which of our three offers we'd start with. Leave your details and we'll send your one-page draft outline: where we think your revenue could go, and what we'd do to get you there.
