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Inside a CISO's Email Inbox: 5 Outreach Tactics Cybersecurity Buyers Hate (+ The Alternative)

ciso relationship capital sales outreach Jun 06, 2022
Inside a CISO's Email Inbox: 5 Outreach Tactics Cybersecurity Buyers Hate (+ The Alternative)

You're probably aware of the volume of emails CISOs get. But, have you ever wondered what their inbox really looks like?

It's time for May's curation of horrible outreach tactics and tips on how to do better.

A Kind Reminder: Why is this important to the industry?

It’s not enough for buyers to bitch about what isn’t working, right? That isn’t fair to you or me. We need to understand the alternative. We need to fix the problem.

How will this help you?

Upon submission to WTF Did I Just Read?, I've asked each security professional who flagged “bad behavior”, as they put it, to provide me a clear explanation of what not to do (the shitlist, if you will) and the alternative approach + simple tips to engaging with them.

  1. You’ll learn effective methods to outreach high-consideration cybersecurity buyers.

  2. You’ll be able to more authentically build real relationships with cybersecurity buyers that will boost your long-term career.

  3. You’ll improve your (and your company’s) reputation as a marketer or a salesperson.

When can you expect the shitlist + alternatives? 

Every month, I'm carefully curating each marketing and sales message submitted and providing the alternatives recommended by real cybersecurity practitioners.

I'll then post them on WTF Did I Just Read? AND send you the curated examples when they are live on the website.

Happy reading. 🔥

Check out the full list and alternatives in the Vault

WTF Did I Just Read: May’s Shitlist (+ The Alternative) 

Thanks for “Visiting” Us

The Alternative:

  • Do not cherry-pick from an entire conference registration list

  • Do not email conference attendees who have not visited your booth

  • Segment conference lists by [registered], [visited booth & not opted in], [visited booth & opted in]

  • Validate who has actually opted in to receive communication from you at your booth

  • Do not email conference attendees who have visited your booth and have not expressed interest in buying

  • Build a relationship with your booth visitors and offer them something of value vs. a pitch

“Hey, I saw you, let’s talk.”

The Alternative:

  • Just because you saw someone does not mean you developed a relationship and built trust.

  • Understand that cybersecurity practitioners get 1000s of emails a day.

  • If a prospect does not answer you after a day and a half, give them enough time to potentially get back to you.

Pay For An Exhilarating Experience

The Alternative:

  • Learn your buyer’s business before you reach out to them with tools they may not need.

  • Check the grammar and formatting of your emails - don't be lazy.

  • Think of your choice words.

  • If you highlight it, it doesn't mean they will call you or agree to get on a call with you.

The Joke and FUD Combo

The Alternative:

  • NEVER lead with FUD (Fear, Uncertainty, and Doubt)

  • Get to know the interests of the person you are trying to reach

  • If you are going to lead with a joke as an ice breaker, don't follow up with a pitch. Use that as a reason to get close to your buyer and build a relationship.

If You BOLD Things, They Will Come

The Alternative:

  • If you bold your copy, that does not mean it will stand out to your buyer and they will call.

  • If they did not respond to your previous email, remember they get 1000s of emails a day - some good, most crappy.

  • If you want to stand out, lead with value - offer something that your buyer did not know or will be useful to them and make their job easier instead of requesting 15 minutes of their time.

  • Remember, you must earn trust in order to earn time.

  • Earning trust comes from building authentic relationships first.

  • Meet > Know > Trust > Transaction

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