Startups and early-stage companies
Test the ICP, sharpen the message and gather evidence from real buyer conversations before scaling.
- ICP discovery
- Message testing
- Design-partner conversations
- Early market feedback
Cybersecurity and IT go-to-market
Qualified pipeline for cybersecurity and IT companies.
We find the buyers most likely to act, from SMBs to enterprise, and the conversations worth your sales time.
Our clients
Cybersecurity vendors, MSSPs and security startups first. IT service providers, MSPs and technology companies too.
Their buyers
SMBs, mid-market and enterprise, in financial services, legal, manufacturing, healthcare, hospitality and more.
Experience
Founded by Aamir Zaheer: 15+ years in B2B sales across the UK, EU and US, including MSSP channel partnerships. About
Why volume-led outreach creates noise
One message sent to a bought list reaches people with no budget, urgency or reason to reply. Sales inherits meetings that go nowhere, and nobody learns much about the market.
| Volume-led outreach | The Demandaxis approach |
|---|---|
| Volume-ledStarts with a contact list | DemandaxisStarts with the customer problem |
| Volume-ledOne broad campaign for everyone | DemandaxisContent for specific personas and sectors |
| Volume-ledMeasures activity and meetings | DemandaxisMeasures relevance, qualification and pipeline |
| Volume-ledTreats every client as mature | DemandaxisAdjusts the process to company stage |
| Volume-ledStops when a meeting is booked | DemandaxisFeeds market learning back into positioning |
Six connected steps, from ICP to qualified opportunity
Step 1: ICP definition
The companies most likely to buy, based on pain and urgency.
Step 2: Pain mapping
Who feels the problem, who holds budget, and the cost of waiting.
Step 3: Persona messaging
A different argument for each role in the buying group.
Step 4: Focused outbound
Email, LinkedIn and calls to a defined set of accounts.
Step 5: Qualification
A model that fits your stage, from discovery to MEDDPICC.
Step 6: Handoff and feedback
Qualified opportunities to sales, and what the market said.
Market feedback refines the ICP, the message and the next campaign
Your buyers are not security companies
They are SMBs, mid-market firms and enterprises in every sector, and each buys for different reasons. Outreach has to start from their world, not your product.
By size
- SMBs
- Often no security team. The owner, managing director or an outsourced IT provider decides, prompted by cyber insurance, customer requirements or Cyber Essentials.
- Mid-market
- A small IT or security team with real budget but little time. IT, finance and leadership all have a say.
- Enterprise
- Dedicated security functions, formal evaluation, procurement and vendor risk review. Longer cycles and more people.
By sector
Financial services
Resilience rules, DORA, supplier risk and fraud
Legal and professional services
Client confidentiality and client security demands
Manufacturing and industrial
Downtime, connected machinery and supply-chain demands
Healthcare and public sector
Patient data, NHS toolkit and framework buying
Hospitality and retail
Card payments, many sites and thin margins
Logistics, energy, education and more.
How sector shapes the ICP
The work depends on where you are
Growth-stage and established vendors
Reach the right accounts consistently and give your sales team opportunities worth their time.
- Account and persona targeting
- Content-led outbound
- MEDDIC or MEDDPICC
- Pipeline reporting
One connected service
Focused go-to-market and pipeline development, in five connected parts. We recommend the smallest useful engagement.
Where to start
Pick the page that matches your role.
Start with a pipeline review
A 45-minute call about your ICP, your outbound and how opportunities are qualified. You leave with a clearer view of where to focus, whether or not we work together.