Building a Quality, Data-Driven Sales Pipeline in the Cyber Security Industry

As a sales or marketing leader in the cyber security industry, you already know how competitive it can be to build a successful sales pipeline.

You need to understand the daily struggles and challenges of prospects to resonate and build relationships with them, but without the right tools, it can be time-consuming and costly.

With the right data, messaging and software you can build a successful sales pipeline in the most effective way.

Let's jump in…

1. The Data

The data you need: Buyer Intent Data.

Seizing the power of buyer intent data is the key to constructing an influential sales pipeline in the cyber security industry. 

By having access to such data, sales teams are able to identify their ideal customer profile (ICP) target customer, understand where the customer is in their buyer journey and identify which products and services are the most likely to be of interest to them.

By gaining access to deep insights into the customer’s needs and expectations, sales teams can build warmer and more effective relationships with customers, reducing customer acquisition costs by targeting those that are actively in-market buyers showing intent and increasing customer loyalty. 

Unlike any other platform on the market, Lead Onion encompasses all 3 – 1st, 2nd and 3rd party intent data. And with 17 powerful Intent Data sources at your fingertips, you can quickly identify in-market companies and gain GDPR-compliant contact level data for the key decision-makers within those organizations.

2. The Messaging

Without effective research into your target market’s interests, you can’t guarantee the content you create will resonate with those viewing it.

Intent data allows you to assimilate the topics your prospects interact with and the spaces within which they engage. Even better: using B2B third-party intent data, you have access to the inside scoop on what, where and how your prospects are researching their solution.

For example, if you know the questions or topics behind exploring in your marketplace, you can better tailor your content to respond to those questions right at the moment a prospect expresses them. The result is a stronger content narrative and an increase in the flow of qualified leads to your site.

So by leveraging intent data, your business content can be tailored to meet the needs of each prospect or lead depending on where they are in their buying journey, so your content is relevant, personalized and present at the consideration stage.

3. The Software

Even if you have a stream of fresh, qualified and readyto-engage leads pouring into your pipeline, if you don ’t have a well-planned sequence of touchpoints to connect with your prospects, you are not maximizing your prospecting potential.

With Lead Onion, you can create a framework to find fresh in-market leads daily and instantly connect with them through automated cadences.

Design each cadence based on where the lead is in the buyer journey, determine how you will approach them, the number of touchpoints they require, the cadence duration, and what channels you will use.

Your customer is busy with the daily tasks associated with their role, AND is being bombarded by marketing messages from your competitor.

Regular follow-ups via email, LinkedIn, and calls will help you to move prospects through the sales cycle and close deals more effectively.

In conclusion, building a successful sales pipeline in the cyber security industry can be challenging, but with the right approach, leveraging buyer intent data, personalized messaging and implementing the right software to scale your business it can be done in the most effective way.

To learn more about why Lead Onion is the secret sauce you're missing. Download our guide to Buyer Intent.