204: Finding creative ways to attract and engage customers can lead to more loyal and lasting relationships with Tom Pace, CEO @ Netrise

On this episode of Sales Bluebird, we hear from Tom Pace, the co-founder, and CEO of NetRise, a company focused on providing visibility into firmware and devices that operate under minimal functions. Tom shares how they started the company during the COVID-19 pandemic and how they are not following the traditional approaches to sales and marketing in the cybersecurity industry. They also discuss the importance of targeted outreach, evangelizing the problem, and utilizing networks and introductions rather than relying on cold call tactics. Episode HighlightsIntroduction of the company: targets device manufacturers to offer a security platformDifferent customers' use cases and value propositionsPlatform as a painkiller for device manufacturers and end-usersThe company benefits consulting companies by providing more work and valueA former CISO started a company, and bold claims are needed in the industryTargeted outreach using specific information is essential, rather than mass emails/phone callsCo-founders have complementary skills: one is focused on product building, and the other on operations and go-to-market.Netrise specializes in analyzing firmware in devicesReverse engineering firmware is historically done through expensive consulting engagementsNetrise automatically analyzes firmware and generates an S-bomb for enriched informationBigger booths and swag do not matter in cybersecurity marketingThe venture capital landscape is changing; growth at all costs is no longer the normDifferent and bold approaches are essential for companies to stand out in the marketThe host has a background in tech and cybersecurity rolesLinks:Netrise websiteTom's LinkedIn Support the showThe Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.Follow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my cybersecurity sales consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.