Jason Green, Director of Growth Marketing at Halcyon

Key Takeaways

• BDR Replacement with Buyer-Centric Outreach: Halcyon eliminated its traditional BDR function and replaced it with an outsourcing program that focuses on engaging buyers the way they want to be approached—through soft-touch, educational interactions rather than cold outreach.
• High-Value Meetings and Conversion: By leveraging Sagetap’s intelligence, Halcyon secured 63 meetings in two months, with nearly 50% converting to deeper discussions. This resulted in 11–12 opportunities valued at $2.5M.
• Exceptional ROI: Halcyon achieved a 42X return on investment within just two months, demonstrating the platform’s efficiency in driving both qualified leads and new business.
• Real-Time Feedback Loop: Through post-call interviews and AI-generated insights, Halcyon refines its messaging on the fly. These continuous feedback cycles reveal common objections and help tailor outreach, enabling more effective follow-up conversations.
• Sales Team “Gamification” Effect: The anonymity of the calls and immediate feedback have energized the sales team. According to Jason, reps feel motivated to refine their approach on each call, treating every conversation like a chance to improve and close more deals.

Full Video Transcript

‍Jason Green: My name is Jason Green. I am the director of Growth Marketing at Halcyon. We are a cybersecurity company focused on detecting, preventing, and providing resilience against ransomware,

 an attack vector that puts companies out of business, 

It costs people their jobs and in some cases costs people their lives, right? When we see healthcare attacks, people have died from, from ransomware attacks. 

We recently took, a $100M round from Evolution, Bain, Syn, Dell Technologies Um, yeah, we're, we're, we're doing well. 

Sahil Khanna: what has been your strategy for bringing Halcyon to market?

Jason Green: If you spend any time on LinkedIn, cybersecurity practitioners will tell you exactly how they want to be contacted. And most of the time it's not at all. but they wanna be referred, they want a soft touch, they want to be educated, they want to learn something new. 

So in August of 2023, we eliminated the BDR function and I built an outsourcing program, that's a combination of working with companies like Sagetap, and also working with some go to market consulting companies and building out a program that is focused on building the way that our customers want us to engage, right?

Sahil Khanna: So, um How do you use Sagetap? And why, what's been the justification? 

Jason Green: We use Sagetap a few different ways.

 Instead of sending an email saying, "Hey, we'd love to meet, can I get 30 minutes on your calendar?" I'm saying, "Hey, I noticed that you have a project in endpoint security that you kicked off"

So it's, it's exactly what they're telling us that they want, right? We've had 63 meetings, almost 50 percent of those have converted where we find out who this Sage is and of those 30 opt ins, we now have 11 or 12 opportunities worth two and a half million dollars. When we look at that versus the spend in the last two months I'm looking at a 42X ROI, right.

I mean, that is just, that's huge for us. And then the other piece is the feedback piece. The feedback loop that Sagetap gives us with the post-call interview with the Sage, and then providing me the AI generated feedback. I take that feedback, I run it through my own algorithm and then I build reports to give to my executive team, telling them here's what's working in our messaging, here's what's not working in our messaging, these are the objections that we're getting.So if I see the same objection on 10 Sagetap calls, now I'm coming into that first call and saying, and by the way, if you think this, here's how we're handling that today.

Almost every Sagetap meeting is with a C level executive, it's CISO, it's CIO, it's CTO, it's Global Head of Security.

When I see a Sage that comes in that says, I've got an active initiative that I'm exploring solutions for, and I've been through a ransomware attack, I'm almost a hundred percent opt in on those meetings just because of the conversation I'm having right from the beginning. 

Sahil Khanna: Anything else that you think is worth sharing?

Jason Green: Yeah, your sales reps are going to love Sagetap. Like I had some trepidation at first because of the anonymity, right? 

And then they finished that first call and it's just like, it's selling gamified. Right. I mean, like they literally come off and they're like, man, that person didn't opt in and it was because I wasn't good enough. I got to get better. 

Um, it's a little, you know, it's a little strange right off the bat, but I get better feedback from these meetings than I do for literally anything else that I do.