Client Snapshot

Our client, a fast-growing application security and code-scanning platform, needed to run account-based displacement campaigns targeting their largest competitors’ customer bases.

The AppSec market is crowded and consolidating. Buyers rarely switch tools on a whim; displacement requires reaching the exact decision-makers who sign off on security tooling at companies already using a competing product. Generic intent data and broad ICP lists weren’t precise enough. Their integrated marketing team needed to know two things with certainty:

1. Which specific companies are current paying customers of the four largest competitors
2. Which named individuals inside those companies – across executive, security, developer, and crossover functions – actually influence or approve AppSec purchases

The team arrived at our first call with a fully developed ICP taxonomy, which told us they’d already tried generic databases and knew what was missing. Their title list spanned four buyer functions:

• Executives: CISO, CFO, CIO/CTO, Head of Regulations, Head of Audits/Governance, Head of Compliance
• Security Practitioners: Head of AppSec, Director of Security/IT, Security Architect, Penetration Tester, Head of Risk Management, Security Manager, DevSecOps Specialist, Security Operations Director, Security & Risk/Compliance
• Developers & DevOps: Manager/Director of Product Development, VP of Software, Software & Staff Engineers, Director of Engineering, DevOps Engineer, Development Manager, VP of Engineering, QA Engineer
• Security & Engineering Crossover: SVP/VP of Security, Application Security Engineer (Senior/Lead/Team Lead), Platform Engineering Architect, DevSecOps Engineer, Security Lead, Director of Security Engineering