Outreach Marketing
2 min read

Lead Research and Outreach Marketing for Cobalt.io

July 14th, 2020


Organizations do all they can to protect their critical cyber assets, adjusting their security stance in line with the security risks. Given this reality, penetration testing (also known as Pen-Testing) has become a critical method for protecting systems and applications from security vulnerabilities.

Cobalt offers a modern application security platform that supports a complete find-to-fix workflow for all pentesting and vulnerability assessments throughout one’s organization. While their outreach strategy seemed refined enough, there were some issues on the tech side that required fixing, as most emails were landing in the Spam folder thus robbing the Cobalt team of the opportunity to engage with prospects.

Getting the Basics Right

To get off to a good start, a series of deliverability tests and domain settings adjustments preceded the campaign launch to ensure emails landed in the Inbox to be visible to potential targets.

Once all set up correctly, the team moved on to calibrating the ICP and ended up focusing on the SMBs in the US as well as Europe and APAC. Even though IT and Computer Software were the go-to industries initially, E-Commerce, Online Financial Services and other app-driven industries were added to research to cast a wider net and test the new markets within the following ICP:

– Location: US, Europe, APAC;

– Industry: IT, Computer Software, E-Commerce, Financial Services, Internet companies, etc;

– Size: 51-200, 201-500, 500+;

– Persona: Technology, Information Security and Executives;

-Seniority level: Managers and higher.


Having adjusted templates for various personas the team was reaching out to and having added variables based on the department targeted, Cobalt campaign could boast over 60% open rate in the US and up to 70% open rate in Europe and APAC, increasing the average conversion rate up to 1.5%. Given the deliverability issue was solved, we moved on to targeting Enterprise accounts with higher email delivery requirements and secured some 10+ appointments to date.

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