Challenge
Apex's product solved a real problem but CISOs ignored generic outbound. They needed a peer-credible motion that could survive procurement and security review without burning the founders' personal LinkedIn networks.
Solution
Founder-voice copy reviewed by a former CISO, ICP narrowed to 1,200 named accounts with a clear trigger event, and a long-form sequence that opened with a security-cleared mini-audit, not a demo request.
Results
- $3.7M in qualified CISO pipeline inside six months
- 9.4% reply rate on a sequence sent only to VP-and-above security buyers
- 27 first-call meetings with named-account CISOs
- Average deal size on sourced pipeline 2.6x vs inbound
"We finally have a motion that does not embarrass us in front of CISOs. It actually opens doors."