Cybersecurity cold email sequence — 54% response rate

Hello {{firstName}}, {{Icebreaker — e.g.: Your background and qualifications in IT security are impressive — I’ve had a look at your LinkedIn profile.}} {{PainPoint — e.g.: As you’re no doubt aware, the number of cyberattacks in Switzerland doubles every year, and most of them target Active Directory. Our clients in the {{industry}} sector have turned to our solution to improve their cyber resilience and better withstand the next ransomware attack.}} In a (very) nutshell, our solution: - identifies and prioritises all attack vectors so you can focus your attention on the most dangerous ones - provides prioritised, actionable recommendations to reduce risks associated with your access configurations - maps your entire AD (and/or Azure AD) to provide you with a continuous risk score Time and resources are limited, but with our solution, you know what to prioritise to improve your resilience to attacks. We suggest the actions that require the least effort for the greatest improvement. If reducing your attack surface is a priority, would you be willing to discuss this with our CEO [CEO_first_name]? Kind regards, Charles PS: All our partners have reduced their internal attack surface by over 60% thanks to [CompanyName].

Hello {{firstName}}, Given the importance of {{CompanyName}}’s cyber resilience, I would like to make a proposal and provide further background on [CompanyName]. We would be happy to carry out a security audit of your internal environment (AD, Azure AD). Instead of paying consultants between CHF 20,000 and CHF 100,000 for a pentest or a limited, one-off audit, we are offering you a 30-day trial at a fraction of that cost to continuously analyse your entire attack surface. From experience, the results are guaranteed. Before using [CompanyName], our clients were faced with thousands of recommendations based on qualitative compliance. It took time to understand where to start and identify the most critical issues within the context of their organisation. Now they know where to focus their attention and which actions to take first, thanks to simple, prioritised and context-specific recommendations. [CompanyName] is a Swiss company based in Lausanne and part of Trust Valley. We offer on-premises or cloud deployment in Switzerland or across Europe. Could you spare 45 minutes to discuss your cyber resilience? You can book a time of your choice directly in [CEO_first_name]’s calendar (but if you prefer, I can also send you two or three suggestions). Thank you in advance for your reply, Kind regards, Charles PS: Here’s a little virtual coffee to help you get on with your day :)

Hello {{firstName}}, I imagine you’re quite busy at the moment? The offer in my last message to trial our solution for 30 days at a very competitive price still stands. I invite you to read our short brochure to understand how graph theory and machine learning techniques enable our solution to continuously map an organisation’s attack surface, identify the most likely attack paths and suggest remedies. Please also note that if your environment is hybrid, our solution analyses not only Microsoft Active Directory, but also Azure Active Directory and the relationship between the two. Does your organisation use AD, Azure AD, GCP, AWS, or an internal directory? Have a good day, Kind regards, Charles

Hello {{firstName}}, I hope you are well. I haven’t heard back from you, so I was wondering whether I should contact you or your colleague {{colleague_name}}? Thank you in advance for your reply, Kind regards, {{salesRep}}

If the prospect replies: "Hello {{firstName}}, this is {{salesRep}} from [CompanyName]. I’ve sent you some emails about our solution, which can help you improve your cyber resilience, particularly by saving you time and money. Would you have two minutes to spare to see if we could be a good fit for you?" If so: "As you are no doubt aware, in Switzerland the number of cyberattacks doubles every year, and in 80% of audits carried out in 2020, the IT system was compromised within 24 hours (according to Wavestone). In light of this, 53% of large enterprises and SMEs have an AD security project in place. Our solution addresses three common issues: 1) prioritising the actions to be taken, 2) an audit that never stops, 3) a very affordable cost. Our clients have reduced their internal attack surface by over 60% in just a few months." If interested → Qualification questions + schedule a demo. If not interested → Rephrase the problem, handle objections politely. If voicemail: "Hello {{firstName}}, this is {{salesRep}} from [CompanyName]. I hope you’re well. I’ve been trying to get hold of you as you might be interested in finding out how our clients have reduced their attack surface by over 60%. Would you have a minute to discuss cybersecurity? You can call me back on this number or email me. Have a good day."

Hello {{firstName}}, I hope you’re well. I tried to reach you by phone yesterday regarding our attack prediction solution (my mobile number is [Number]). Would it be possible for me to call you back at a more convenient time to discuss whether our solution is the right fit for you? Thank you in advance for your reply, Kind regards, {{salesRep}}

Same approach as Touch #5. Second attempt to call prospects who didn’t answer the first time. Objective: to speak to the prospect in person. Vary the time of the call from the first attempt (if the first call was in the morning, try again at the end of the day).

Hello {{firstName}}, I tried to get in touch with you again yesterday, but it seems you have a busy schedule. If there’s a better time, or if you’re not interested in finding out how our solution can add value, please do let me know so that I can stop contacting you. I believe our solution might be of interest to you, as it replaces numerous audits and penetration tests with a single continuous analysis tool, covering the entire internal attack surface at a significantly lower cost. Alternatively, could you let me know if I should speak to another of your colleagues? Perhaps {{colleague_name}}? You’ll find our brochure here just in case, but I’m always available if you have any questions or would like to discuss protecting your infrastructure against the most damaging attacks. Thank you in advance for your reply, and I wish you all the best for the future. Kind regards, {{salesRep}}

Hello {{firstName}}, this is [CEO_first_name] from [CompanyName]. I look forward to connecting with you and learning about the projects and insights you’re working on at {{companyName}}. See you soon