Client
Anzenna.ai
Projects Timeline
2023-2024
Services
Community Management, Cold Email Outreach, Linkedin Thought leadership, LinkedIn Ads, Linkedin Outreach
1
Client Background
Anzenna AI is a Human Risk Security Platform for midmarket and enterprises. They deep dive into visibility and user security posture management with security training and remediation. They also have a training product.
2
Challenge Faced
Longer Contract Periods With Existing Security Vendors
Most security contracts are yearly, and many of the companies had 3-year or 5-year contracts since it was cost-effective during their signup.
Legacy human-touch point security vendors
Many companies in the Midmarket stage already had contracts with existing security vendors for basic human risk training. They were locked into a security contract with a vendor during their ISO 27001 or SOC II certification.
Lack of awareness of security
Spending behaviour around Security During a Recession
3
Solution Provided
Branding on LinkedIn
We revamped the founder’s profile and landing page to educate the audience on the importance of switching to a new-age tool.
Building an omnichannel approach
We combined the power of cold email outreach with LinkedIn content and LinkedIn outreach to boost a mix of inbound and outbound leads.
We consistently posted short-form content from security podcasts where the founder had appeared.
Building a Slack Community for Cybersecurity Leaders
This allowed us to get our foot in the door to validate the idea and understand the buyer’s side better.
4
Implementation Process
Cybersecurity lead generation, especially on outbound and lead generation for saturated industries like Recruitment are extremely tricky because
Cybersecurity leaders tend to be negatively receptive to outreach on average compared to other personas.
1
Ideal Customer Persona
Conducted thorough market research to identify key stakeholders in IT Security purchases including companies with Head of IT security, Chief Information Security Officers, Security and GRC Analysts.
2
Identify Industries
We identified the industries we wanted to go after: Tech companies with data to protect, as well as Fintech institutions & Healthcare companies because they had the most number of breaches.
3
Audit-led Approach
When prospects were initially to engage in discussions, we leveraged information from Verizon DBIR reports and several audits which opened doors to conversation.
4
Community-led Approach
Conducted several webinars and led the Slack community for demand generation and lead generation.
5
Launch
Successfully launched the Anzenna platform to 500+ CISOs on LinkedIn.
5
Results and Outcomes
We took several routes to achieve the right channel-market fit to reach CISOs and Cybersecurity leaders of mid-market companies in the United States in a market filled with contract lock-ins.
User Engagement
Positive Feedback
Market Recognition
Increased User Base
6
Conclusions
According to our massive email test size (30,000+) with hyper-personalization – the biggest factor of personalization that received the most replies among 22 factors was the inclusion of pets in the outreach if they had mentioned it in their social media handles.
While hyper-personalization boosted replies by 3X, it didn’t necessarily mean better conversion rates for service-based companies.
The omni-channel approach of cold email outreach + following up on Linkedin boosted replies by 10%.
