SpectralOps
Spectral is the developer-first cybersecurity solution that acts as a control plane over source code and the developer ecosystem.
Challenge
We engaged with SpectralOps from inception to exit. SpectralOps had a viable product but no users other than design partners gained through personal connections. SpectralOps approached Eyal and mvpGrow to help make SpectralOps’ shift left solution a recognized tool among security conscious software developers, and turn them into viable prospects for the sales team.
While this request is likely the most common request that B2B marketing departments face, the target audience (security conscious software developers) required a different approach.
Approach
The purchasing behavior of software developers tends to place a heightened focus on the proof of concept phase in the buyer journey. In other words, they are more likely to want to try before they buy. Therefore, mvpGrow came up with a go to market strategy that combines a Product Led (PLG) and Sales Led (SLG) approach.
- Content and SEO: SEO driven, deeply technical, and highly valuable content that generates brand awareness AND also funnel leads to Spectral’s free version.
- Google and LinkedIn campaigns: To get a better understanding of the correct person for Spectral we use A/B tests to sends bottom funnel leads with high intent, or from specific target accounts, to engage sales directly OR through the platform and measure based on cost per opportunity.
- CRM nurtures: Create nurture campaigns to move free users from the PLG funnel to the sales funnel once lead scoring qualifies them.
