Two senior experts are working together to handle ABX’s media strategy and engineering.
Hirondo x CyberVadis
How a Hirondo team broke through the LinkedIn Ads acquisition challenge and set up an A/B/X testing framework to target CISOs.
The challenge
The break-even point
A LinkedIn Ads campaign that has stalled, with no pipeline generation to show for it.
An expert audience, three markets
An oversaturated cybersecurity market where decision-makers (CISOs, Risk/GRC professionals) ignore generic corporate advertising but engage with high-value content, which must be promoted across three markets with distinct characteristics: France, the UK, and the DACH region.
Operational emergency
A marketing department in transition and lacking the technical resources to design and launch an ABX infrastructure.
The challenge of transmission
The need not just to launch campaigns, but to onboard and train an in-house Growth Manager.
The Hirondo Team for CyberVadis
Unlocking LinkedIn Ads through thought leadership ads
To capture the attention of an oversaturated cyber audience, the traditional corporate approach was abandoned. Toufik devised a Thought Leadership Ads (TLA) strategy by directly sponsoring the personal posts of Edouard Lacarrière (CEO) to convey strategic vision, and Thibault Lapedagne (VP of Research) to establish cyber credibility.
The headlines and copy were rewritten to adopt a peer-to-peer tone, triggering an immediate surge in engagement from strategic accounts that CyberVadis had been trying to reach for months.
Following our recommendations, Marion was able to involve numerous CyberVadis employees in producing LinkedIn posts, all written in a consistent editorial voice. This momentum boosted CyberVadis’ brand awareness and expanded the retargeting audiences (RTG) that drive lead generation.
Objective: to generate qualified visibility and meaningful interactions with key accounts within a few weeks.
”The result: posts that provide real value to our audience and are consistent with our positioning, without each contributor having to start from scratch. This isn’t automation. It’s amplification, backed by a solid strategy.
Marion CamuratCMO, CyberVadis
Automated sales profiling with Clay
From manual to automated. Previously, to prioritize their accounts, sales reps would qualify their Salesforce contacts one by one: searching LinkedIn and Sales Navigator, verifying job titles and contact information, and detecting changes in companies. This was a time-consuming task that quickly became outdated.
Patrice streamlined this process with Clay, which integrates natively with Salesforce: automatic enrichment of existing contacts, detection of job title and company changes, email validation, and reprioritization by persona (CISO, InfoSec, GRC). Reliable data is updated directly in Salesforce.
Goal: to provide the sales team with an up-to-date, prioritized contact database—eliminating the need for manual searches, saving time, and delivering data that can be leveraged on a daily basis.
RESULT
An up-to-date and prioritized sales database, with no need for manual searches.
An ABX machine transferred internally
The challenge was not just to launch campaigns, but to hand over a self-sustaining infrastructure. The flexibility of the Hirondo collective made it possible to bring in the right expertise at the right time, from acquisition strategy to on-the-ground execution.
This initiative enabled Marion Camurat to solidify her ABX roadmap and smoothly onboard a Growth Marketing Manager, who now manages the infrastructure in-house.
Goal: an ABX system managed autonomously by the CyberVadis teams, without reliance on third-party providers.
TRANSMISSION
An in-house ABX infrastructure, managed independently.
Assess suppliers' cybersecurity based on evidence.
CyberVadis est une plateforme de Third-Party Cyber Risk Management (TPCRM), la petite sœur d’EcoVadis dans la cybersécurité. Elle permet aux grandes entreprises d’évaluer le niveau de sécurité de leurs fournisseurs via des assessments basés sur preuves et validés par des analystes : là où d’autres se limitent à un scoring de surface, CyberVadis vérifie les preuves documentaires.
Account-Based Experience: a scalable approach to ABM
ABX (Account-Based Experience) focuses marketing and sales efforts on a limited number of high-potential target accounts, rather than casting a wide net. We identify the right accounts, tailor messages to each persona on the purchasing committee (CISO, procurement, risk), and we coordinate advertising, content, and outreach to create a consistent experience, from the first contact through to the sale. to evaluate their suppliers’ security levels through evidence-based assessments validated by analysts: where others limit themselves to superficial scoring, CyberVadis verifies the supporting documentation.
