Industries · Cybersecurity
The cyber buying committee is technical. Sales cycles run six to eighteen months. The category is fragmented and the messaging gets rejected if it sounds like marketing. Pipeline lifts in cyber don't come from creative. They come from reaching the right buyer at the right point in their evaluation — and proving every dollar of spend back to deal outcomes.
Verto has run cyber pipeline programs for IRONSCALES, Safe Security, and Cloudflare. The work is technical because the category is technical. There's no shortcut.
+900%
MQLs in Q1 · Safe Security · full-funnel paid restructure across Search and Social
Five days. Three deliverables. No pitch deck.
What's different
Cybersecurity marketing fails for predictable reasons. Most agencies don't account for them.
Typical cyber evaluation cycle · 6–18 months
The CISO is the budget owner, but the security architect, the SOC lead, and the IT director gate the decision. They evaluate vendors on technical depth, not on positioning. Generic awareness creative trained on B2B SaaS heuristics underperforms against this audience.
Six to eighteen months from first engagement to closed-won is normal. Marketing's role isn't lead generation — it's sustained presence with the buying committee across that window. The MQL definition the rest of B2B uses doesn't apply.
XDR replaces EDR. SASE replaces NGFW + SWG. The naming conventions move. Marketing copy that sounds dated to a security buyer signals an agency that doesn't track the category.
The audience is professionally trained to discount unverified claims. Marketing that overclaims is marketing that gets ignored — sometimes mocked publicly. Specificity is the only voice that lands.
SOC 2, ISO 27001, FedRAMP — the proof points cyber buyers care about aren't pipeline-claim proof points. They're trust-claim proof points. Both need surfacing.
Verto's cyber programs are built around these realities, not against them.
The buying committee
Each role has different concerns. Each role engages with different content. The deal closes when enough of them are aligned. Marketing's job isn't reaching the CISO — it's reaching the committee.
Cyber buying committee · radial map
CISO · Budget owner
Responds to peer references, board-level proof, total cost of ownership stories.
LinkedIn awareness · ABM · sequenced over the cycle
Security Architect / Engineering Lead · Technical reviewer
Responds to architecture diagrams, integration depth, technical content authority.
SEO · AEO · technical paid search
SOC / IR Lead · Operational reviewer
Responds to detection-quality evidence, false-positive analysis, incident response time stories.
Technical content · LinkedIn AI Targeting
IT Director · Deployment reviewer
Responds to integration with existing stack, agent footprint, support quality.
Mid-funnel content · paid search retargeting
GRC / Compliance Lead · Risk reviewer
Responds to compliance certifications, audit-ready documentation, control mappings.
Specialized content distribution
Procurement / CFO · Commercial gatekeeper
Responds to ROI proof, peer-validated pricing benchmarks, multi-year value modeling.
Late-cycle ABM · sales enablement
Pipeline-driven cyber marketing is the work of orchestrating this — not running campaigns to "the security buyer" as if they were one person.
Services · Cyber GTM mapping
The Verto inbound and outbound streams map cleanly to cyber GTM motions. The full system runs on every cyber engagement; specific layers get weighted heavier based on category dynamics and stage.
Service · Cyber GTM motion · matrix
| Cyber GTM motion ↓ · Service → | LinkedInPaid Social | PaidSearch | SEO /AEO | 6sense /DemandBase | LinkedInAI Targeting | Contact-Level ABM | PipelineIntelligence |
|---|---|---|---|---|---|---|---|
| Technical-buyer awareness | |||||||
| Documentation-led organic | |||||||
| Named-account ABM | |||||||
| Evaluation-stage retargeting | |||||||
| Procurement-cycle nurture | |||||||
| Pipeline-attributed reporting |
Series A → Series C
Series C → public
Public · late-stage
Proof · cyber-dense
2.3×
pipeline in 90 days
4×
opportunities at 50% budget
Rebuilt the campaign infrastructure on first-party data activation. +92% MQLs at the same Cost/MQL.
See the workCyber Risk Quantification
+900%
MQLs in Q1
+1,043%
search impression share
Full-funnel paid restructure across Search and Social.
See the work+60%
ROAS in 100 days
+78.4%
paid conversions
Campaign restructure tied to lead-to-qualified-lead ratios + offline conversion tracking.
See the workCustomer voice
4.9 / 5
"They built a paid acquisition program that became one of marketing's top three sources of pipeline generation for our business."
Grant Ho
CMO, IRONSCALES · LP, Stage 2 Capital Catalyst
G2 G2 verified review · January 2025
"They brought real opinions, not just execution. They understood what our ICP responds to and weren't afraid to tell us when something wasn't made right, even if fixing it meant more work on their end or ours."
Verified G2 Reviewer
IT/Cybersecurity · Small-Business
G2 G2 verified review · April 2026
How we engage
ICP audience snapshot tuned to cyber buying committees. AI search visibility check across category-specific queries (XDR, SASE, SIEM, etc.). Pipeline signal analysis. Five days. Thirty-minute debrief.
Fixed fee. Fixed scope. Inbound or outbound. Pipeline target agreed in writing.
Continuous orchestration across the buying committee. 30-day notice from day one.
Commercial guarantee
30-day notice from day one
Cancel any time. The contract doesn't trap you.
Fixed-fee pilots, no scope creep
What you signed for is what you pay. Always.
Renewal earned every quarter
Pipeline targets reviewed at QBR. The work earns the next quarter.
One last thing
The Pipeline Assessment includes an ICP audience snapshot tuned to cyber buying committees, an AI search visibility check across category-specific queries, and a measurement gap analysis across GA4, sGTM, and CRM.
Five days. Three deliverables. No pitch deck.