Pyrra Tech · Customer Discovery Case Study 26 meetings (260% to goal on a 10-meeting goal), 20% reply, 32% to second meeting.

Pyrra Tech is a threat intelligence platform that collects and analyzes comments on alternative social media to detect threats and misinformation. They spun out of a nonprofit called Human Rights First giving them early traction with customers within the nonprofit and research sectors.

Although they had seen success with nonprofits and research organizations, they were eager to grow into the for-profit space, but needed support in designing their approach for the new ICP. They brought in the JJELLYFISH team to help them determine which segment within the for-profit would be the most receptive to their product, how to position themselves for that ICP and how to create the most effective outbound sales motion to generate sales meetings.

JJELLYFISH partnered with Pyrra Tech for 3 months testing an Ideal Customer Profile within the for-profit sector, relevant value propositions and the cold outbound sales process. Throughout the 3 months the JJELLYFISH team was able to:

Execute a cold, outbound sales motion engaging Security & Intel teams in Enterprise organizations.

Invalidate 2 of the 3 core value propositions and identify 1 value proposition that strongly resonates with the ICP.

Uncover additional market insights and priority problems outside of the 3 assumptions which informed their sales process, product strategy, and positioning for the Security & Intel ICP.

Discover an additional new ICP and value proposition showing early signs to resonate with them

Mapped the maturity of the market to show early adopters/low hanging fruit up to the hardest segments to approach

The JJELLYFISH team was able to generate 26 meetings (260% to goal) with Security & Intel leaders in Enterprise organizations. This engagement helped inform the Pyrra Tech team on the best way to break into the for-profit sector. They are now informed on which Enterprise segments are the ideal customer, how to position themselves effectively to each, and how to conduct the optimal outbound sales process to generate sales meetings.