Some purchases provide near-instant time to value (TTV), like buying an umbrella on a rainy day, or hiring a glazier to replace a broken window.
Cybersecurity startups, however, often experience long TTV, as enterprise customers often require several sales calls and a bespoke onboarding process.
To boost adoption and reduce churn, VC Ross Haleliuk shares four steps PLG cybersecurity companies can take to drive growth and reduce churn, along with multiple tactics that will help teams get started.
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As Haleliuk points out, fear-based marketing and aggressive sales techniques have made many potential customers skeptical about the value cybersecurity startups can actually deliver.
“One of the best ways to break through this cynicism is to show that users can accomplish something in five minutes when it used to take a few weeks,” he writes.
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