UpGuard growth playbook

Refresh the shared template first: current G2 and analyst figures (the IDC MarketScape 2026 Leader result is already on the homepage), one "last reviewed" date per page, and titles that drop the year or update it automatically. Then rewrite the rival pages by deal volume: the top five rivals sales meets, then the acquired rivals (state the new owner and point to the current product), then the rest. Add a short "switching from X" section with the migration steps, and check every rival claim against its current site.

Comparison pages are among the highest-intent pages a B2B site has, and buyers distrust any page that looks a year out of date. Fresh dates and correct ownership also make UpGuard the source AI assistants cite when someone asks "Bitsight vs UpGuard".

[ ] Title without a stale year
[ ] One "last reviewed" date
[ ] Current G2 and analyst figures
[ ] Rival's current owner and product name
[ ] Rival pricing checked on its own site
[ ] "Switching from X" steps
[ ] Markdown copy regenerated
[ ] Review date set six months out

• Rival claims go stale again

  Put every page on a six-month review calendar.

• Seen as unfair

  Link sources and keep scores explained.

• HiringContent Writer, Growth Squad (Johannesburg, posted October 10, 2026): "focused on driving organic growth", writing "from in-depth articles to comparison and competitor pages on our website"; "How people find answers has changed dramatically with the rise of LLMs and AI search engines"; the writer will "Write and maintain comparison and competitor pages that are accurate, fair, and persuasive" and "Refresh and improve existing articles and pages so they stay accurate, current, and genuinely helpful".Source
• Your websiteCompetitor profile pages (/competitors/, 48 in the sitemap; read October 22, 2026, including Bitsight, SecurityScorecard, Black Kite, Panorays, Vanta, Whistic, Drata, Cyble and Zluri): every one reads "Accurate as of March 2025" on its review blocks and "Accurate as of January 2024" on the IT VRM ratings block, where UpGuard's line cites the "2022 Gartner Market Guide for IT VRM Solutions" and "160 reviews", while the same pages' March 2025 block cites "The 2026 G2 Best Software Awards". The same pages describe UpGuard's Risk Automations as "more than 100 native integrations, including Jira, ServiceNow, Microsoft Entra, Slack, and Cloudflare".Source
• Your websiteHead-to-head pages (/compare/, 86 in the sitemap): sampled titles all read "...: 2025 Comparison", e.g. "RiskRecon vs UpGuard: 2025 Comparison | UpGuard"; 33 of the 86 compare Prevalent, CyberGRX, RiskIQ or Digital Shadows. The CyberGRX pages say "ProcessUnity (formerly CyberGRX)" and the RiskIQ page names Microsoft Defender, but the Prevalent and Digital Shadows pages do not mention their new owners.Source
• News coverageRival ownership changes: Mitratech announced the acquisition of Prevalent on October 2, 2024; ReliaQuest agreed to buy Digital Shadows for $160 million in June 2022.Source
• Your websiterobots.txt points AI agents to "/llms.txt - Curated overview for AI/LLMs" and "Markdown versions of all pages (append .md to any URL)"; the competitor pages' Markdown versions say they are "generated for AI agents and LLMs" and "kept in sync with the source page".Source
• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source

Merge or clearly separate Enterprise and Enterprise+, remove the empty row, make cards and table agree, and add a vendor-count picker ("How many vendors do you monitor?") that recommends a tier and starts the right trial or demo.

Buyers who cannot tell tiers apart default to "contact sales" later or leave; a clear recommendation shortens the 80-90 day cycle.

• Sales prefers no prices

  Show only vendor-count ranges per tier.

• Your websiteVendor Risk pricing ("Pricing last updated: September 2026"): Standard at "$1,750/mo, billed annually" for 50 vendors plus "Additional Vendors for $79/month"; Professional, Corporate, Enterprise and Enterprise+ are "Contact sales". The Enterprise and Enterprise+ cards share the same tagline ("Orchestrate risk management across complex ecosystems") and nearly the same list; the table's "Ticket-Only Support" row is empty for every plan, and Audit Log is ticked for Professional in the table but listed as a Corporate addition on the cards.Source
• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source

Replace the placeholders with approved proof (the 50,000 customers from the Series C release, named public customers) and the real team situation, and check every open post for leftover brackets.

Sales leaders judge the company by its job posts; specific proof attracts stronger candidates.

• Customer names not approved

  Use the public customer count.

• HiringThe Regional Sales Manager post still contains drafting placeholders: "including [notable customers or customer count, if allowed]" and "join our Sales leadership team and [lead a newly formed team / take over an existing team]".Source
• Press releaseSeries C (February 26, 2026): $75 million led by Springcoast Partners for the AI-driven Cyber Risk Posture Management platform, global sales expansion and possible acquisitions; about 50,000 customers in more than 90 countries; over 100 billion risk signals a day.Source
• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source

Route every Instant Security Score request from a US company in the SME and mid-market band to an SDR within an hour. Open with two findings from their own score and offer a 20-minute review; send the rest a nurture sequence.

A prospect's own score is the most relevant opener there is, and speed decides response.

• Prospects feel watched

  Only contact people who asked for their score.

• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source
• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source

Build the customer-at-risk and in-renewal suppressions first, from CS health scores and renewal dates, then live-deal suppression from the CRM, and report sends blocked each week.

Protecting renewals is the cheapest revenue win, and CS hiring shows retention is the priority.

• Over-suppression

  Keep product and security notices exempt.

• HiringMarketing Operations Email Specialist (Manila, posted September 16, 2026): "build and run UpGuard's email channel inside Marketing Hub" (HubSpot); audit templates, lists, workflows and subscription types; build a modular email library; "Implement suppression rules in HubSpot for active nurture, live deal, customer at risk, customer in renewal, and low engagement"; "Surface audience overlap and competing sends"; set "a channel-health baseline". Email strategy "sits with the Director of Pipeline Marketing".Source
• HiringRetention hiring: a VP of Customer Success, AMER (posted October 19, 2026): "UpGuard is scaling toward $100M+ ARR, and the Americas is our largest region"; leads 15 CSMs and a Digital CS team, "accountable for gross and net retention", and must implement "a customer maturity framework and a value-based executive business review program". Also a Manager, Account Management (Austin) and an Account Manager (Portland) for "renewals, cross-sells, and upsells", and a Customer Success Manager in Sydney.Source

Move past events to an events archive with a "watch the recording" link, remove dead and paid-only pages from the sitemap, and noindex archived landing pages.

A clean sitemap focuses crawlers on the pages that sell.

• Losing event backlinks

  Redirect to the recording.

• Your websiteSitemap (about 18,000 URLs, read October 22, 2026): 14,858 vendor security report pages, 1,049 blog posts, 421 compliance pages, 86 compare and 48 competitor pages, 45 customer stories, 71 pages under /events-upcoming/ including past events such as Black Hat USA 2024 (August 2024), and six /ad/ landing pages of which five returned 404 on two checks.Source
• Your websiterobots.txt points AI agents to "/llms.txt - Curated overview for AI/LLMs" and "Markdown versions of all pages (append .md to any URL)"; the competitor pages' Markdown versions say they are "generated for AI agents and LLMs" and "kept in sync with the source page".Source

Write a switching guide per top rival: data export, vendor list import, questionnaire migration, a 30-day plan and an offer from sales. Link it from each comparison page.

Switching cost is the main objection in competitive deals.

• Rivals change products

  Review quarterly.

• HiringContent Writer, Growth Squad (Johannesburg, posted October 10, 2026): "focused on driving organic growth", writing "from in-depth articles to comparison and competitor pages on our website"; "How people find answers has changed dramatically with the rise of LLMs and AI search engines"; the writer will "Write and maintain comparison and competitor pages that are accurate, fair, and persuasive" and "Refresh and improve existing articles and pages so they stay accurate, current, and genuinely helpful".Source
• Competitor researchRivals' positioning: Bitsight and SecurityScorecard sell security ratings; Panorays, Black Kite and ProcessUnity sell third-party risk management; Vanta, Drata and Whistic sell trust centers and questionnaire automation, overlapping Trust Exchange; UpGuard's own competitor pages list these as its main comparisons.See the research Source
• Press releaseSeries C (February 26, 2026): $75 million led by Springcoast Partners for the AI-driven Cyber Risk Posture Management platform, global sales expansion and possible acquisitions; about 50,000 customers in more than 90 countries; over 100 billion risk signals a day.Source

Build one EBR template that pulls each customer's own numbers (vendors monitored, risks resolved, questionnaire time saved, score trend) and maps them to a maturity stage with the next step and the product that fits it.

Customers renew and expand when they see measured value and a clear next stage.

• Data gaps

  Start with metrics already in the product.

• HiringRetention hiring: a VP of Customer Success, AMER (posted October 19, 2026): "UpGuard is scaling toward $100M+ ARR, and the Americas is our largest region"; leads 15 CSMs and a Digital CS team, "accountable for gross and net retention", and must implement "a customer maturity framework and a value-based executive business review program". Also a Manager, Account Management (Austin) and an Account Manager (Portland) for "renewals, cross-sells, and upsells", and a Customer Success Manager in Sydney.Source
• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source

Build lifecycle emails and in-app guides by maturity stage, a monthly "your posture this month" email and webinars for common jobs, with alerts to CSMs when usage drops.

Most customers will never have a CSM; automated value keeps them.

• Email fatigue

  Use the new suppression rules.

• #5 Ship the customer-at-risk and in-renewal suppression lists first

• HiringRetention hiring: a VP of Customer Success, AMER (posted October 19, 2026): "UpGuard is scaling toward $100M+ ARR, and the Americas is our largest region"; leads 15 CSMs and a Digital CS team, "accountable for gross and net retention", and must implement "a customer maturity framework and a value-based executive business review program". Also a Manager, Account Management (Austin) and an Account Manager (Portland) for "renewals, cross-sells, and upsells", and a Customer Success Manager in Sydney.Source
• Press releaseSeries C (February 26, 2026): $75 million led by Springcoast Partners for the AI-driven Cyber Risk Posture Management platform, global sales expansion and possible acquisitions; about 50,000 customers in more than 90 countries; over 100 billion risk signals a day.Source
• HiringMarketing Operations Email Specialist (Manila, posted September 16, 2026): "build and run UpGuard's email channel inside Marketing Hub" (HubSpot); audit templates, lists, workflows and subscription types; build a modular email library; "Implement suppression rules in HubSpot for active nurture, live deal, customer at risk, customer in renewal, and low engagement"; "Surface audience overlap and competing sends"; set "a channel-health baseline". Email strategy "sits with the Director of Pipeline Marketing".Source

Inside Trust Exchange, show "assess your own vendors" with a free trial of five vendor slots, and route active teams in target sizes to SDRs.

Free users already trust the product; the cross-sell is natural.

• Free users annoyed

  Show prompts only after value is delivered.

• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source
• Your websiteVendor Risk pricing ("Pricing last updated: September 2026"): Standard at "$1,750/mo, billed annually" for 50 vendors plus "Additional Vendors for $79/month"; Professional, Corporate, Enterprise and Enterprise+ are "Contact sales". The Enterprise and Enterprise+ cards share the same tagline ("Orchestrate risk management across complex ecosystems") and nearly the same list; the table's "Ticket-Only Support" row is empty for every plan, and Audit Log is ticked for Professional in the table but listed as a Corporate addition on the cards.Source
• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source

Build one outbound sequence per industry with two matching stories, the industry page and a free score offer.

Peer proof in the same industry lifts reply rates.

• Small segments

  Combine adjacent industries.

• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source
• Your websiteSitemap (about 18,000 URLs, read October 22, 2026): 14,858 vendor security report pages, 1,049 blog posts, 421 compliance pages, 86 compare and 48 competitor pages, 45 customer stories, 71 pages under /events-upcoming/ including past events such as Black Hat USA 2024 (August 2024), and six /ad/ landing pages of which five returned 404 on two checks.Source
• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source

List 50 buyer questions (how to start a vendor risk program, cost of TPRM tools, how many vendors to monitor), write direct answer pages, and track which pages assistants cite.

Clear, current answers are what assistants quote.

• Assistants change

  Track several.

• HiringContent Writer, Growth Squad (Johannesburg, posted October 10, 2026): "focused on driving organic growth", writing "from in-depth articles to comparison and competitor pages on our website"; "How people find answers has changed dramatically with the rise of LLMs and AI search engines"; the writer will "Write and maintain comparison and competitor pages that are accurate, fair, and persuasive" and "Refresh and improve existing articles and pages so they stay accurate, current, and genuinely helpful".Source
• Your websiterobots.txt points AI agents to "/llms.txt - Curated overview for AI/LLMs" and "Markdown versions of all pages (append .md to any URL)"; the competitor pages' Markdown versions say they are "generated for AI agents and LLMs" and "kept in sync with the source page".Source

At 120 days, send a value summary from product data; at 90, an Account Manager call; at 60, the expansion offer (more vendors, Breach Risk or User Risk); at 30, paperwork.

Early, data-led renewals reduce churn and discounting.

• Product data gaps

  Use manual notes where needed.

• #5 Ship the customer-at-risk and in-renewal suppression lists first

• HiringRetention hiring: a VP of Customer Success, AMER (posted October 19, 2026): "UpGuard is scaling toward $100M+ ARR, and the Americas is our largest region"; leads 15 CSMs and a Digital CS team, "accountable for gross and net retention", and must implement "a customer maturity framework and a value-based executive business review program". Also a Manager, Account Management (Austin) and an Account Manager (Portland) for "renewals, cross-sells, and upsells", and a Customer Success Manager in Sydney.Source
• HiringMarketing Operations Email Specialist (Manila, posted September 16, 2026): "build and run UpGuard's email channel inside Marketing Hub" (HubSpot); audit templates, lists, workflows and subscription types; build a modular email library; "Implement suppression rules in HubSpot for active nurture, live deal, customer at risk, customer in renewal, and low engagement"; "Surface audience overlap and competing sends"; set "a channel-health baseline". Email strategy "sits with the Director of Pipeline Marketing".Source
• Your websiteVendor Risk pricing ("Pricing last updated: September 2026"): Standard at "$1,750/mo, billed annually" for 50 vendors plus "Additional Vendors for $79/month"; Professional, Corporate, Enterprise and Enterprise+ are "Contact sales". The Enterprise and Enterprise+ cards share the same tagline ("Orchestrate risk management across complex ecosystems") and nearly the same list; the table's "Ticket-Only Support" row is empty for every plan, and Audit Log is ticked for Professional in the table but listed as a Corporate addition on the cards.Source

Build a monthly model linking spend per channel and region to pipeline and closed revenue, and move budget quarterly to the best cost per opportunity.

Spend follows results when the link is visible.

• Attribution disputes

  Agree one model up front.

• HiringMarketing Business Operations Manager (Sydney, posted September 1, 2026): "own the marketing budget process end-to-end", run "the monthly forecasting cycle", "Build and maintain budget models and dashboards", own the Asana work management platform and "Lead evaluation and implementation of automation and no-code tooling, including AI tools".Source
• Press releaseSeries C (February 26, 2026): $75 million led by Springcoast Partners for the AI-driven Cyber Risk Posture Management platform, global sales expansion and possible acquisitions; about 50,000 customers in more than 90 countries; over 100 billion risk signals a day.Source
• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source

On each report page, add "monitor this vendor and 49 more" with a trial, a link to the questionnaire library, and a "is this your company? claim your Trust Page" link.

The pages already draw search traffic from people doing the job the product does.

• Vendors object to their page

  Make the claim path clear and fast.

• Your websiteSitemap (about 18,000 URLs, read October 22, 2026): 14,858 vendor security report pages, 1,049 blog posts, 421 compliance pages, 86 compare and 48 competitor pages, 45 customer stories, 71 pages under /events-upcoming/ including past events such as Black Hat USA 2024 (August 2024), and six /ad/ landing pages of which five returned 404 on two checks.Source
• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source
• Your websiteVendor Risk pricing ("Pricing last updated: September 2026"): Standard at "$1,750/mo, billed annually" for 50 vendors plus "Additional Vendors for $79/month"; Professional, Corporate, Enterprise and Enterprise+ are "Contact sales". The Enterprise and Enterprise+ cards share the same tagline ("Orchestrate risk management across complex ecosystems") and nearly the same list; the table's "Ticket-Only Support" row is empty for every plan, and Audit Log is ticked for Professional in the table but listed as a Corporate addition on the cards.Source

Launch a monthly self-serve plan (for example 10 vendors) with card payment and upgrade prompts, and measure whether it feeds the sales-led tiers.

A low-cost entry captures teams early and turns the free tools into revenue.

• Cannibalizes Standard

  Cap vendors and features.

• Your websiteVendor Risk pricing ("Pricing last updated: September 2026"): Standard at "$1,750/mo, billed annually" for 50 vendors plus "Additional Vendors for $79/month"; Professional, Corporate, Enterprise and Enterprise+ are "Contact sales". The Enterprise and Enterprise+ cards share the same tagline ("Orchestrate risk management across complex ecosystems") and nearly the same list; the table's "Ticket-Only Support" row is empty for every plan, and Audit Log is ticked for Professional in the table but listed as a Corporate addition on the cards.Source
• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source
• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source

Publish a yearly benchmark of vendor risk posture by industry and region, with a free "compare your program" tool and a launch webinar.

Original data earns press, links and AI citations, and gives sales a reason to call.

• Data sensitivity

  Aggregate only, reviewed by legal.

• Press releaseSeries C (February 26, 2026): $75 million led by Springcoast Partners for the AI-driven Cyber Risk Posture Management platform, global sales expansion and possible acquisitions; about 50,000 customers in more than 90 countries; over 100 billion risk signals a day.Source
• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source
• HiringContent Writer, Growth Squad (Johannesburg, posted October 10, 2026): "focused on driving organic growth", writing "from in-depth articles to comparison and competitor pages on our website"; "How people find answers has changed dramatically with the rise of LLMs and AI search engines"; the writer will "Write and maintain comparison and competitor pages that are accurate, fair, and persuasive" and "Refresh and improve existing articles and pages so they stay accurate, current, and genuinely helpful".Source

Build a partner program with multi-client accounts, co-branded reports and margin, starting with ten MSPs and two audit firms.

Partners reach many small buyers at once.

• Channel conflict

  Clear deal registration.

• Press releaseSeries C (February 26, 2026): $75 million led by Springcoast Partners for the AI-driven Cyber Risk Posture Management platform, global sales expansion and possible acquisitions; about 50,000 customers in more than 90 countries; over 100 billion risk signals a day.Source
• HiringUS sales build-out: Sales Development Representatives in Austin (posted October 22, 2026) and Los Angeles (October 13) "Generating new opportunities across the US using outbound tactics (email sequences, LinkedIn, cold calling, etc.)", and a Regional Sales Manager (Austin, October 13) to lead about 7 Account Executives "covering SME, Mid Market, and Emerging Enterprise accounts", with "Typical deals range from $40k with a 80-90 day sales cycle" and a team quota of "~$1.4M". A Senior Account Executive is also open in London.Source
• Your websiteVendor Risk pricing ("Pricing last updated: September 2026"): Standard at "$1,750/mo, billed annually" for 50 vendors plus "Additional Vendors for $79/month"; Professional, Corporate, Enterprise and Enterprise+ are "Contact sales". The Enterprise and Enterprise+ cards share the same tagline ("Orchestrate risk management across complex ecosystems") and nearly the same list; the table's "Ticket-Only Support" row is empty for every plan, and Audit Log is ticked for Professional in the table but listed as a Corporate addition on the cards.Source

Pick one current figure and date, update the homepage, product pages, job posts and boilerplate, and set a quarterly owner.

Consistent proof points look more credible to buyers and AI summaries.

• Number changes often

  Use a single shared snippet.

• Your websiteHomepage: H1 "The AI risk operations center for your..."; "Cut cyber risk with the only platform that spans your supply chain, attack surface, workforce, and trust relationships"; "Trusted by 45,000+ companies worldwide"; named a Leader in the IDC MarketScape for Worldwide Third-Party Risk Management Software 2026; free tools: Instant Security Score ("A-F grade in seconds"), a website scanner, an AI Policy Generator, a dark web scan, templates and "Thousands of vendor security reports"; Trust Exchange is free ("Prove your security in minutes, not weeks. For free.").Source
• Press releaseSeries C (February 26, 2026): $75 million led by Springcoast Partners for the AI-driven Cyber Risk Posture Management platform, global sales expansion and possible acquisitions; about 50,000 customers in more than 90 countries; over 100 billion risk signals a day.Source
• HiringThe Regional Sales Manager post still contains drafting placeholders: "including [notable customers or customer count, if allowed]" and "join our Sales leadership team and [lead a newly formed team / take over an existing team]".Source

After each event, swap the page to a recording, slides and a follow-up offer, and group them by topic.

Event content keeps generating leads long after the date.

• No recordings

  Write a summary instead.

• #6 Clean the sitemap: past events, dead ad pages and archived landing pages

• Your websiteSitemap (about 18,000 URLs, read October 22, 2026): 14,858 vendor security report pages, 1,049 blog posts, 421 compliance pages, 86 compare and 48 competitor pages, 45 customer stories, 71 pages under /events-upcoming/ including past events such as Black Hat USA 2024 (August 2024), and six /ad/ landing pages of which five returned 404 on two checks.Source

Publish a weekly health score (engagement, unsubscribes, complaints, sends per contact) in the team's work tool, with a cap on sends per contact per week.

A shared score prevents teams from burning the list.

• Teams resist caps

  Prioritize by pipeline value.

• HiringMarketing Operations Email Specialist (Manila, posted September 16, 2026): "build and run UpGuard's email channel inside Marketing Hub" (HubSpot); audit templates, lists, workflows and subscription types; build a modular email library; "Implement suppression rules in HubSpot for active nurture, live deal, customer at risk, customer in renewal, and low engagement"; "Surface audience overlap and competing sends"; set "a channel-health baseline". Email strategy "sits with the Director of Pipeline Marketing".Source
• HiringMarketing Business Operations Manager (Sydney, posted September 1, 2026): "own the marketing budget process end-to-end", run "the monthly forecasting cycle", "Build and maintain budget models and dashboards", own the Asana work management platform and "Lead evaluation and implementation of automation and no-code tooling, including AI tools".Source

Publish one page per top integration with the workflow, setup steps and a short video, and co-market with partners.

Integration pages rank for long-tail, high-intent searches and reduce setup objections.

• Thin pages

  Show real workflows.

• Your websiteCompetitor profile pages (/competitors/, 48 in the sitemap; read October 22, 2026, including Bitsight, SecurityScorecard, Black Kite, Panorays, Vanta, Whistic, Drata, Cyble and Zluri): every one reads "Accurate as of March 2025" on its review blocks and "Accurate as of January 2024" on the IT VRM ratings block, where UpGuard's line cites the "2022 Gartner Market Guide for IT VRM Solutions" and "160 reviews", while the same pages' March 2025 block cites "The 2026 G2 Best Software Awards". The same pages describe UpGuard's Risk Automations as "more than 100 native integrations, including Jira, ServiceNow, Microsoft Entra, Slack, and Cloudflare".Source
• HiringContent Writer, Growth Squad (Johannesburg, posted October 10, 2026): "focused on driving organic growth", writing "from in-depth articles to comparison and competitor pages on our website"; "How people find answers has changed dramatically with the rise of LLMs and AI search engines"; the writer will "Write and maintain comparison and competitor pages that are accurate, fair, and persuasive" and "Refresh and improve existing articles and pages so they stay accurate, current, and genuinely helpful".Source