Carmella Kettner | Vice President of Global Sales Development at Cato Networks

01 — Client overview

Cato Networks | Carmella's LinkedIn

Carmella Kettner is the Vice President of Global Sales Development for Cato Networks, a cybersecurity company that develops SASE technology. Kettner leads a 70+ member team of in-house and remote SDRs across Israel, the USA, Germany, Singapore, and Australia. She has 15,000 followers on her LinkedIn account, comprising B2B sales, marketing, and cybersecurity professionals.

02 — Project goals

1. Develop Carmella's LinkedIn strategy- Attract 12 qualified SDR candidates monthly to join her team through thought leadership.

2. Increase event attendance- Get local SDR, sales, and cybersecurity professionals to sign up for and attend Cato’s in-person networking events in Tel Aviv.

3. Grow LinkedIn network- Increase by 500 new monthly followers, and maintain a 2.5% engagement rate.

4. Position Carmella as an expert- Provide insights on sales development and offer solutions to common problems faced by B2B SDRs and managers.

03 — Key challenges

1. Reaching a small, elite group of candidates- SDRS who have 3+ years’ experience as a cybersecurity SDR and prospecting $2M+ leads.

2. Thought leadership- Discussing topics such as job layoffs, low salaries, and the tough job market with sensitivity and honesty.

04 — Solutions

1. Publish two weekly thought leadership posts targeting three audience groups: SDRs, IT professionals, and sales leaders.

2. Survey Carmella's audience and spark discussions with each LinkedIn post to generate topics and solutions to common challenges.