ICP-Fit Leads
346
5+ employees (of 629 total)
Est. TAM
40-73K
addressable leads (AU/NZ)
Company Size
5-5,000
sweet spot 20-200
TAM Penetration
<1%
significant room to expand
Audience Segments (April 2026 — v3)
Primary Focus
Maturing Organisations
5+ employees, no dedicated security staff. IT Manager wears compliance hat. Beginning compliance journey driven by client requirement, tender, or insurance.
CampaignD1 Maturing Smart Prep (A/B test)
Lead magnetArticle + Smart Prep
Opening hook$80K cost barrier / 'compliance as an extra job'
Supabase filteraudience_segment = 'maturing'
PersonasIT Manager, Head of IT, CTO
Status100 sample leads for Raif review
Test — 20 Contacts
CISOs
CISO/VP Security/Head of Info Sec at 100+ employees, regulated industries. Authority content campaign. Raif-driven manual LinkedIn.
CampaignD1 CISO Authority Test
Lead magnetArticle: 'Compliance vs capability'
Opening hookThought leadership / 'certified but not capable'
Supabase filteraudience_segment = 'ciso'
PersonasCISO, VP Security, Head of Info Sec
Medium Priority
Partners
MSPs, MSSPs, cybersecurity consultancies. Revenue opportunity through CyberHeed Super Tenant platform. $15-30K per client activation.
CampaignP1 Channel Partners
Lead magnetP1 Scale Your Practice
Supabase filteraudience_segment = 'partners'
PersonasMD, Principal Consultant, CEO
Cross-campaign rule: Leads assigned to CISO segment are excluded from maturing campaigns. Leads in active sequences finish before reassignment. Existing CEO/MD campaigns (238-241) continue unchanged.
Target Personas
High Priority
CEO / Managing Director
Budget holders in mid-market regulated companies. The CEO makes the compliance investment decision. Broadest top-of-funnel audience.
Expanded Job Titles
ICP-fit leads (20+ emp)~300
Total in pipeline490+ (includes sub-ICP)
Lead magnetD1 Blind Spot Score
Tone dial30/70 empathetic/challenging
High Priority
CTO / CISO
Primary decision makers and technical evaluators for compliance platform adoption. Regulated industries. Respect directness and evidence.
Expanded Job Titles
Leads in pipelineSourcing phase
Mature segmentD1 Authority Content (article)
Greenfield segmentD1 Blind Spot Score
Tone dial40/60 empathetic/challenging
Medium Priority
Channel Partners
MSPs, MSSPs, cybersecurity consultancies. Revenue opportunity through CyberHeed Super Tenant platform. $15-30K per client activation.
Expanded Job Titles
Leads in pipeline139
Lead magnetP1 Scale Your Practice
CampaignCH-General-P1
Medium-High Priority
Compliance Consultants
Boutique and mid-tier consulting firms. Need to scale compliance practice without adding headcount. Virtual CISO providers.
Expanded Job Titles
Leads in pipelineIncluded in Partners
Lead magnetP1 Scale Your Practice
High Priority
IT Manager
Primary target — maturing orgs beginning compliance journey (Apr 2 pivot). IT Managers in maturing organisations own compliance operationally. They have no dedicated security staff and compliance has landed as an extra job with no training, no team, and no framework. Primary target for Smart Prep campaign.
Expanded Job Titles
Leads in pipeline100 (sample for Raif review)
CampaignD1 Maturing Smart Prep (A/B test)
Lead magnetArticle + Smart Prep
ValidationPartner sale (replaced Diligent) + article engagement
Industry Tiers
Three tiers based on compliance urgency and regulatory pressure. Tier 1 industries are the primary focus.
Tier 1 — Highest Compliance Urgency
Tier 2 — Compliance as Growth Enabler
Tier 3 — Emerging Compliance Awareness
Live Pipeline — Industry Distribution
629 campaign-eligible leads. Top 12 industries by volume. Data from Supabase (1 April 2026).
Campaign Group Routing
Leads auto-assigned to campaign groups by industry via PostgreSQL trigger. Each group gets industry-specific Email 1 variant.
| Group | Industries | Email Variant | Leads | EmailBison Campaign |
|---|---|---|---|---|
| FinServ | Financial services, insurance, fintech, banking | Variant A (CPS 234) | 80 | CH-FinServ-D1 |
| General | All other industries (catch-all) | Original | 410 | CH-General-D1 |
| Partners | IT services, managed security, cybersecurity consulting | Partner (P1) | 139 | CH-General-P1 |
| Maturing Service | Maturing orgs (5+ emp), service-led hook | Maturing-A | 0 (new) | CH-Maturing-Service-D1 |
| Maturing Product | Maturing orgs (5+ emp), product-led hook | Maturing-B | 0 (new) | CH-Maturing-Product-D1 |
| CISO Authority | CISO/VP Security at 100+ emp, regulated industries | Authority | 0 (new) | CH-CISO-Authority-D1 |
Apr 2 pivot: Maturing Service/Product groups A/B test two hooks for
audience_segment = 'maturing'. CISO Authority group routes audience_segment = 'ciso' to the article-led campaign (20 contacts, Raif manual LinkedIn). Existing CEO/MD campaigns (238-241) continue unchanged.
Job Title Distribution (Top 10)
Current pipeline is heavily CEO/MD focused (D1 campaign). CTO/CISO titles will expand with dedicated sourcing.
| Title | Leads | Share |
|---|---|---|
| Chief Executive Officer | 109 | 17.3% |
| Managing Director & CEO | 59 | 9.4% |
| Managing Director and CEO | 48 | 7.6% |
| CEO | 34 | 5.4% |
| CEO & Managing Director | 32 | 5.1% |
| CEO and Managing Director | 31 | 4.9% |
| CEO & Managing Director (other variants) | 23 | 3.7% |
| CEO and Managing Director (other variants) | 21 | 3.3% |
| Founder & CEO | 16 | 2.5% |
| Founder and CEO | 15 | 2.4% |
Combined CEO/MD variants: ~490 leads (78% of pipeline). Title normalisation needed for cleaner reporting.
Total Addressable Market (AU/NZ Estimate)
Estimated Australian companies with 20-500 employees in target industries, with 1-2 decision-maker contacts per company.
| Segment | Est. Companies | Roles/Co. | Est. Leads | In Pipeline | Penetration |
|---|---|---|---|---|---|
| Tier 1 FinServ, Insurance, Healthcare, Gov, Fintech | 8,000-12,000 | 1-2 | 12,000-20,000 | 75 | <1% |
| Tier 2 Professional Svcs, Telco, Tech, Construction, Edu | 15,000-25,000 | 1-2 | 20,000-40,000 | 67 | <1% |
| Tier 3 Logistics, Manufacturing, Mining | 5,000-8,000 | 1 | 5,000-8,000 | 69 | <1% |
| Partners MSPs, MSSPs, IT Consultancies | 2,000-3,000 | 1-2 | 3,000-5,000 | 135 | 3-5% |
| Total TAM | 30,000-48,000 | 40,000-73,000 | 346 | <1% |
Opportunity: Current ICP-fit pipeline (346 leads) represents less than 1% of the estimated TAM. Even at conservative estimates, there are 30,000+ companies in AU/NZ matching the ICP. Next expansion: dedicated CTO/CISO sourcing round + Firmable ICP lists from Raif.
Company Size Distribution (Current Pipeline)
Distribution across all campaign-eligible leads by company size band.
Key Buying Triggers
| Trigger | Urgency | Persona |
|---|---|---|
| Enterprise contract requiring certification (ISO 27001/SOC 2) | CRITICAL | CEO/MD |
| Post-incident (breach, fine, failed compliance check) | CRITICAL | CEO/MD, CTO/CISO |
| Post-audit gap discovery (auditor found gaps team missed) | HIGH | CTO/CISO |
| Board mandate for continuous compliance monitoring | HIGH | CTO/CISO |
| Compliance landed as extra job — no training, no team, no framework | HIGH | IT Manager |
| Cyber insurance pressure (premiums, evidence requirements) | MEDIUM-HIGH | CEO/MD |
| Consultant dependency ($30K-$80K per engagement, still not confident) | MEDIUM-HIGH | CTO/CISO |
| Competitor recently certified, winning deals you cannot bid on | MEDIUM | CEO/MD |
| Growing client demand for compliance certification | MEDIUM | Channel Partners |
| Legacy GRC tool renewal approaching (replacing Diligent, ServiceNow GRC etc.) | HIGH | IT Manager |
| Engaged with thought leadership content (article likes, comments, shares) | MEDIUM-HIGH | CTO/CISO, IT Manager |
Targeting Filters (Apollo / Sourcing)
Include
Company size5+ employees (maturing), 100+ (CISO test)
Revenue$2M-$100M AUD
GeographyAustralia, New Zealand
SeniorityC-suite, VP, Director, Manager, Founder
FunctionsCompliance, Security, Risk, GRC, IT
Exclude
Too small (Direct)<5 employees (maturing segment)
Too small (Partners)<10 employees (channel partners)
Too large5,000+ employees (enterprise procurement)
Changed jobsEmployment verification failed
BouncedPrevious campaign bounces
Version History
Audience strategy changelog
v3 (2 Apr 2026): Three segments (maturing, CISO test, partners). Primary target pivoted to maturing organisations. Smart Prep product hook. A/B test requirement.
v2 (1 Apr 2026): Added mature/greenfield segmentation. Authority content campaign for mature regulated orgs.
v1 (Feb 2026): Initial — CEO/MD + CTO/CISO + Partners. Pain-point campaigns only.