The importance of cybersecurity

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Company W and Company X
By looking at our second chart we can see that Company X had a much better beginning than its peers. Landing five Sales Qualified Leads (SQLs) within the first 30 days is above average performance for not just cybersecurity but almost any B2B outbound sales campaign. Company W, on the other hand, reflects that of a typical cybersecurity sales trend.

Through the next 60 days of outreach, both companies averaged a minimum of two SQLs per week. At 90 days, Company W had a slight increase while Company X maintained the growth achieved in the previous month.

Company Y and Company Z
The last two companies, Y and Z, struggled to accept the lack of MQL = > SQL conversion that generally accompanies the first few weeks of most cybersecurity campaigns.

Like Company C in the outsourced software development example, Company Y changed the messaging too frequently, not allowing for the campaign to run its course which in turn delayed costa rica cell phone number database conversions. As Jean de Le Fountaine said, “A person often meets his destiny on the road he took to avoid it.” And so, instead of seeing a welcoming increase in SQLs for month two, like its patient peers, Company Y only opened one new opportunity over a 60-day period. By month three we were able to put the progress back on track and quadrupled Company Y’s sales opportunities.

In comparison, Company Z went from zero SQLs in the first month to five in the next, but similar to Company D, Company Z decided to cut the campaign short. You might be wondering why they would take such a stance. In light of what we have seen, the campaign for Company Z outperformed five out of the eight examples shown in this article. What we have found is that many business leaders, especially those that have worked in technology, find it hard to accept the variations in ramp-up time based on submarkets.

What We Can Learn
is often overshadowed by investments that promise a more immediate and definite return. In fact, 60% of small to medium-size businesses don’t see cybercrimes as a major threat. Ironically, out of the small businesses that do experience a cyberattack, 60% have to close up shop after six months.

Putting performance into perspective is important in outbound marketing. In comparison, cybersecurity tends to gain less traction in the first 30 days of campaigning than outsourced software development. By 60 days, however, not only are the majority of our cybersecurity clients receiving SQLs, but they are obtaining more opportunities than the average outsourced software development firm.

Conclusion
We have seen too many clients short-change their chances for success due to fear of failure. As a sales leader, I know how painful it can be to see seemingly stagnant performance week after week. However, the above demonstrates how building patience in your processes can pay off in the long run.
Takeaways
Outsourced sales has become the go-to-market strategy for many top brands around the world. Simply due to the way it helps companies cut costs while it mitigates any risks associated with recruiting and expansion.