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On this episode of Sales Bluebird, we hear from Tom Pace, the co-founder, and CEO of NetRise, a company focused on providing visibility into firmware and devices that operate under minimal functions.

Tom shares how they started the company during the COVID-19 pandemic and how they are not following the traditional approaches to sales and marketing in the cybersecurity industry. They also discuss the importance of targeted outreach, evangelizing the problem, and utilizing networks and introductions rather than relying on cold call tactics.

Episode Highlights

• Introduction of the company: targets device manufacturers to offer a security platform
• Different customers' use cases and value propositions
• Platform as a painkiller for device manufacturers and end-users
• The company benefits consulting companies by providing more work and value
• A former CISO started a company, and bold claims are needed in the industry
• Targeted outreach using specific information is essential, rather than mass emails/phone calls
• Co-founders have complementary skills: one is focused on product building, and the other on operations and go-to-market.
• Netrise specializes in analyzing firmware in devices
• Reverse engineering firmware is historically done through expensive consulting engagements
• Netrise automatically analyzes firmware and generates an S-bomb for enriched information
• Bigger booths and swag do not matter in cybersecurity marketing
• The venture capital landscape is changing; growth at all costs is no longer the norm
• Different and bold approaches are essential for companies to stand out in the market
• The host has a background in tech and cybersecurity roles

Links:
Netrise website
Tom's LinkedIn

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