BitWide|Email Marketing: Cybersecurity Company
  • 1.888.255.6998
  • info@bitwide.com
  • Text: 403.819.4404
All Case Studies
Pipeline Management

Opening Enterprise Conversations
a Small Team Couldn't Reach Alone

Cybersecurity  ·  North America  ·  ~10 Employees

IndustryIT & Cybersecurity
Company Size~10 Employees
Target MarketMedical & Veterinary Practices
ChannelEmail Outreach
EngagementFull System Build
The Situation

Strong expertise.
No way to reach buyers at scale.

This cybersecurity company specialised in protecting medical and veterinary practices — a sector with significant regulatory exposure and a real need for specialist security providers. Their challenge was not the quality of their offering. It was reach.

The ideal buyer was a clinic owner or hospital CEO with direct budgetary authority. These are busy, sceptical buyers who receive a lot of vendor outreach and have limited time to evaluate new providers. Getting through to them required precision, not volume.

The company wanted to grow its client base across North America but had no dedicated sales function. BitWide was engaged to build and run an email outreach campaign targeting practice owners and senior executives at medical and veterinary businesses.

High-Trust, Hard-to-Reach Buyer
Medical practice owners are sceptical of unsolicited outreach, particularly for cybersecurity products. The messaging needed to lead with credibility and relevance, not features.
Regulatory Complexity to Address
Healthcare cybersecurity involves compliance requirements that prospects care about. Messaging that referenced these correctly demonstrated expertise. Generic messaging would be immediately discarded.
Small Team, Limited Sales Bandwidth
With around ten employees, the team had no capacity to run outreach alongside delivery. A fully managed engagement was the only viable path.
What We Built

Compliance-aware messaging
to a sceptical buyer.

BitWide developed sector-specific email sequences that led with regulatory relevance and delivered fully managed outreach to practice owners across North America.

01
ICP Definition and Buyer Research
BitWide identified the right buyer profile within medical and veterinary practices: clinic owners and CEOs with budgetary authority, and the specific concerns most likely to prompt them to engage with a cybersecurity provider. Local businesses were prioritised initially, expanding to national coverage as the campaign matured.
02
Healthcare-Specific Messaging
Email sequences were written with compliance and regulatory exposure as the primary entry point. This approach matched the buyer's real concerns rather than leading with generic cybersecurity value propositions, which are easy to ignore.
03
Multi-Step Sequence with Smart Follow-Ups
Sequences ran multiple touches, with follow-up messages adapted based on prospect behaviour. Openers received different follow-up logic than non-openers, ensuring continued relevance rather than repetitive re-sends.
04
Meeting Management and Handoff
BitWide managed responses and booked qualified conversations into the client's calendar. Meetings were pre-qualified based on company size, decision-making authority, and stated interest before being handed off to the client team.
What the System Produced

12 qualified conversations.
2 closed deals in 3 months.

The campaign opened conversations with a notoriously difficult-to-reach buyer category and converted a meaningful share to new clients.

12
Meetings Scheduled
Over 3 months
2
Closed Deals
New medical sector clients
17%
Close Rate
Meetings to signed clients
100%
Managed by BitWide
Zero internal sales resource required

Twelve qualified conversations with medical practice owners in three months is a meaningful result in a sector where reaching the right buyer at all is the primary challenge. The sector-specific framing was the key differentiator: messages that led with compliance resonated where generic cybersecurity outreach would not.

Two closed deals within the engagement period gave the client new clients in a sector they had been unable to penetrate through organic means, with the campaign continuing to build pipeline beyond those initial closures.

Hard-to-reach buyers.
The right message gets through.

If your buyer is sceptical, credibility-driven, and hard to reach, that's exactly the kind of campaign BitWide is built for. Book a call.

Book a Free Call →See More Results