How Nez & Pez Turned RSA & Black Hat Into a Predictable Pipeline Engine
See how Nez & Pez used signal-based GTM to turn RSA and Black Hat into a predictable cybersecurity pipeline engine.
FAQ
What is a signal-based GTM strategy?
A signal-based GTM strategy uses real-time buyer intent signals like funding rounds, leadership changes, and event participation to identify companies entering buying cycles early.
How did Nez & Pez improve pipeline around RSA and Black Hat?
Nez & Pez used signal-based GTM to detect cybersecurity companies preparing for RSA and Black Hat months before traditional outreach typically begins.
Why are conference intent signals important for agencies?
Conference intent signals help agencies identify buyers before budgets, vendors, and timelines become locked into procurement cycles.
What signals indicate cybersecurity companies may need branding support?
Funding rounds, leadership hires, RSA participation, outdated branding, and event preparation discussions are strong branding intent signals.
Why did the outreach perform better with signals?
The outreach referenced real business triggers like funding events, RSA preparation, and leadership changes, making the messaging timely and relevant.
TLDR: Nez & Pez used signal-based GTM to identify cybersecurity buyers preparing for RSA and Black Hat months before competitors entered the conversation.
Most agencies treat conferences as networking events.
Nez & Pez started treating them like intent ecosystems.
That shift changed everything.
5.2× increase in pre-event pipeline
71% meeting conversion on high-intent outreach
6 new retainer relationships with Series B–C cybersecurity vendors
Conversations starting 9+ weeks before event booking deadlines
The Traditional Agency Playbook Was Failing
Before working with getGTM.ai, Nez & Pez’s pipeline looked like most event-driven agencies:
referrals
conference networking
inbound leads
last-minute booth requests
rushed creative cycles
By the time cybersecurity vendors publicly started looking for support, most major decisions had already been made internally:
budgets allocated
vendors shortlisted
timelines compressed
They Started Thinking Like an Intelligence Operation
Most outbound systems focus on companies.
Nez & Pez started focusing on market behaviour.
The question changed from:
“Which cybersecurity companies should we contact?”
To:
“Which cybersecurity companies are most likely entering a pre-event branding cycle right now?”
RSA and Black Hat Became Predictable Buying Cycles
Cybersecurity vendors preparing for RSA or Black Hat often need to:
refresh positioning
redesign booths
launch products
update messaging
improve brand perception
differentiate in crowded categories
Early Exhibitor Intent Signals
The system monitored:
registration databases
vendor announcement feeds
press releases
event participation signals
to identify companies confirming RSA and Black Hat participation 10–18 weeks early.
Funding Rounds Became Brand Signals
Cybersecurity companies raising Series A, B, or C rounds usually enter a repositioning phase shortly afterward:
investor expectations increase
market visibility increases
event presence becomes more important
competitive differentiation becomes urgent
Leadership Changes Became Hidden Buying Windows
When cybersecurity companies hired:
CMOs
VP Marketing leaders
Heads of Brand
those executives often initiated reviews around visual identity, messaging, event strategy, and positioning.
The Best Accounts Didn’t Always Look “In Market”
Many high-fit accounts were not actively searching for agencies yet.
But the signals were visible:
outdated websites
weak visual positioning
inconsistent messaging
mature technical products with underdeveloped branding
The Outreach Worked Because It Was Timed Correctly
Every message referenced:
a recent funding round
an RSA participation signal
a leadership hire
or a visible market trigger
The outreach only existed because the underlying signal existed.
Then They Layered Lookalike Modelling on Top
The system prioritised:
Series A–C cybersecurity companies
vendors participating in RSA and Black Hat
companies operating in crowded cybersecurity categories
technically credible businesses with weak commercial positioning
Social Intent Signals Made the Entire System Real-Time
The system tracked conversations around:
RSA preparation
booth design
rebranding
event challenges
agency frustration
conference positioning
Why the System Worked
The GTM system worked because it combined:
event timing
organisational change
funding momentum
brand maturity gaps
social intent signals
into one unified intelligence layer.
The Outcome
six new retainer clients were signed
140+ actionable social alerts were generated monthly
3,800+ cybersecurity personas were tracked
hot-signal outreach converted at 71%
pipeline increased 5.2×
Nez & Pez stopped competing inside crowded procurement cycles.
They started entering conversations before formal vendor evaluation even began.
And in high-competition markets like cybersecurity, that timing advantage compounds extremely fast.