From cold outbound to 60% inbound in two quarters.
A cybersecurity advisory firm graduated from Outbound Engine to Brand + Demand and shifted the mix from 100% outbound to 60% inbound within two quarters.
The challenge
The founder was a well-known operator but had zero public presence. All new business came from cold outbound, which capped growth at the SDR capacity ceiling and made revenue feel fragile in slow months.
The approach
We upgraded to Brand + Demand. The founder committed to one 45-minute POV interview per week; we shipped three ghost-written LinkedIn posts per week grounded in those interviews. Quarterly, we published one original research asset — a benchmark of ransomware incident response times — that CISOs actively shared. Outbound continued underneath.
The outcome
By the end of quarter two, inbound made up 60% of new opportunities. The founder's LinkedIn grew from 1,800 to 12,400 followers. The ransomware benchmark was cited in two industry newsletters and quoted on a top-3 cybersecurity podcast.
We stopped feeling like we lived and died by outbound. That shift was worth every dollar.— Founder, Cybersecurity Advisory
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