B2B Cybersecurity Lead Generation
Pipeline-first performance marketing for cybersecurity companies
CISOs ignore generic marketing. We generate qualified pipeline through threat-landscape-aligned campaigns that earn credibility with security leaders.
Month-to-month partnership. No long-term contracts.
Rachel Kim
CISO · Enterprise Financial Services
B2B lead generation for cybersecurity companies requires a fundamentally different playbook. Security buyers are the most sceptical audience in B2B.
The most crowded B2B market
There are over 3,200 cybersecurity vendors. CISOs receive hundreds of cold outreach messages weekly. Standing out requires genuine expertise and threat-relevant messaging, not louder marketing.
Security buyers are inherently sceptical
CISOs and security teams are trained to be suspicious. They verify claims, demand evidence, and rely on peer recommendations over marketing materials. Trust must be earned through credibility, not volume.
POCs, pentests, and procurement reviews
Enterprise security purchases involve proof-of-concept deployments, security assessments, compliance reviews, and procurement committee approvals. Each stage requires different content and different champions.
Most agencies don't understand who the buyers are.
They optimise for leads, not pipeline.
Generic agencies run the same demand gen playbook for cybersecurity as they do for HR software. They don't understand threat landscapes, compliance requirements, or why CISOs trust peer recommendations over whitepapers.
The difference between optimising for leads vs. pipeline
Same 1,000 leads. Wildly different outcomes depending on what you optimise for.
Low conversion rates across the funnel
Median conversion rates change everything
How we generate pipeline for cybersecurity companies
Six ways we work differently from generic agencies.
We follow your data from click to signed contract
CRM-informed campaign optimisation
We pipe CRM outcomes back into ad platforms to optimise toward closed deals, not just demo requests. That means cutting spend on channels that attract security researchers and job seekers, and doubling down on what reaches CISOs and security architects with active projects.
Campaigns aligned to current security priorities
Threat-landscape-aware messaging
Cybersecurity buyers respond to campaigns that address their current threats, not generic product features. We build messaging around the threat landscape your product addresses, whether that's ransomware, supply chain attacks, cloud misconfigurations, or insider threats.
Shorter evaluations through evidence-based targeting
Accelerated POC-to-contract lifecycle
We compress the path from POC to contract by targeting bottom-of-funnel keywords that signal active vendor evaluation, crafting CISO-specific messaging, and using third-party validation (analyst reports, certifications) to accelerate procurement decisions.
Named-account targeting for $100K+ deals
Account-based marketing for enterprise security
We build coordinated ABM plans around your target enterprise list. Personalised ad creative by company, multi-threaded outreach to CISOs, security architects, and IT directors, and custom landing pages that reference specific compliance requirements or threat vectors.
Precision audience building from win/loss data
ICP targeting by compliance framework and vertical
We define your Ideal Customer Profile from closed-won analysis: industry, compliance requirements (SOC 2, ISO 27001, HIPAA, PCI DSS), security maturity, and company size. Then we build targeting strategies that reach security teams with the specific pain points your product solves.
Assets that CISOs trust
Credibility-first content strategy
We develop content that builds credibility with security professionals: threat research reports, compliance mapping guides, architecture comparison papers, and third-party validation. Security buyers are inherently sceptical; every asset must earn trust before asking for a meeting.
What to expect
Discovery & Audit
Threat landscape analysis and competitive positioning
Strategy Development
CISO-focused audience architecture and campaign planning
Creative & Launch
Credibility-first content and campaign go-live
Optimise & Scale
Continuous improvement and pipeline growth
Revenue calculator
How much pipeline are you leaving behind?
Plug in your numbers. See the gap between chasing demos and closing deals.
Enter your actual numbers — we'll compare them to cybersecurity pipeline benchmarks.
Ready to turn Paid Media into your #1 pipeline source?
We help cybersecurity companies generate qualified pipeline through credibility-first campaigns that earn CISO trust. No vanity metrics, no long-term contracts.
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