There is no mailing list for this work until a company is already breached.
The next breach still happens. If you are not on an insurer panel, not showing up when someone searches, and not already known to a lawyer who refers this work, the file goes to someone else. Ads can be live in under a week. We do not send unsolicited mail to general counsel in months when nothing has happened.
Most breach-response shops get work the same way they got the last engagement: a vendor who already sends them cases, a seat on a cyber-insurance panel, or a law firm that has more breach work than it can keep. That works until the panel list changes, the law firm hires its own team, or the vendor is acquired. Breaches keep happening. They just stop arriving with your name on them.
Someone in IT discovers the breach. Counsel is retained. In the hours between those two events, someone searches for a response firm, someone calls the insurance panel, or someone uses a name already on their response plan. If you are not on the panel, not in that search, and not the name they already have, you do not get the file. Sending unsolicited mail to general counsel in months when nothing has happened does not create the next breach. There is no reliable list of companies that will be breached next month, and we will not pretend there is.
Why panels and referrals cap out
A cyber-insurance panel is not a pipeline you own. Insurers rotate who sits on it. They keep a short list. We will not claim we get you a seat on that panel. What we can do is put the firm where a general counsel or a referring lawyer looks after they find a breach.
After a breach, the buyer has days, not months: stop the damage, preserve evidence, notify people, file with regulators. Nobody spends a month comparing firms. Even a retainer signed when nothing is happening still has to be found the same way: the firm shows up in search, and the website and listings hold up when a board looks. It is not found in a letter they did not ask for.
If the event is an active ransom demand rather than a discovered breach, see our ransomware negotiation page instead. The outbound program still applies to forensic accounting, engineering, and BCP elsewhere on this hub. It does not apply here.
How the campaign runs
Google ads for the people already in a breach: general counsel and security officers searching for response help after they find it. Not one generic cybersecurity campaign. Keywords are always custom to the work you actually take. We bid on your firm name, or a competitor’s name, only when the strategy calls for it. That is not a default promise. Details: paid search.
Website and listings at the same time: the website, local directories, and how the firm appears in ordinary search, so a click lands on a breach-response practice and not a generic cybersecurity vendor. Bios describe the breach work you actually do. A landing page may be included. A full website is quoted separately. Directories and bios: online profile development.
LinkedIn ads aimed at lawyers who refer this work: articles and lunch-and-learn invitations. Paid ads only. We do not send LinkedIn messages, connection sequences, or InMail.
Ads produce calls while the breach is still unfolding. The website and listings are why the person who clicks trusts the firm enough to call. How this engagement is scoped lives on the Visibility Program.
Why we're not generalists
Generalist marketing agencies will not take the time to understand how this practice actually wins work. The practice is too specialized, the file count is too small, and the work of understanding it bores them. They want large spend and a lot of traffic to a landing page. We will run a tight campaign for a shop that closes fewer files at a higher value. That is the point of this page.
Most agencies do not understand specialized industries well enough to advertise them honestly. We take the time to learn how the work is sold so the keywords and the page the click lands on match the work you actually take. A complex practice deserves that. A generic landing page does not.
Ready to grow your pipeline?
Share a few details and we'll follow up with exactly how this works for a firm like yours.
How fast this can run
We can get ads live in under a week. What usually slows that down is approval on your side: the keywords, the spend, the page the click lands on. Directories, bios, and a site a buyer will trust take longer to finish. The website and listings are why the person who clicks trusts you. It is not the same as going live on search.
Lawyer-to-lawyer, in select circumstances
We do not send unsolicited mail or calls to general counsel or security officers at companies that have not been breached. Referring counsel is the exception: direct mail or similar outreach to other lawyers, not a list of general counsel and not security officers, and never LinkedIn messages. Bar rules on lawyer-to-lawyer solicitation vary by jurisdiction. The firm confirms what it can run. We do not represent that any channel is permitted everywhere.
How this is billed
This is Visibility Program work, not the outbound program. You pay ad spend directly to the platforms (Google and, where we run it, LinkedIn). ROI Wire is billed on a retainer that scales with that spend. That is not a flat project fee, not a percentage of closed files, and not an outbound retainer.
A landing page may be included at no additional cost. A full website build is always quoted and billed separately. Foundational services (copywriting, CRM, multichannel sequences, web design) sit under this track as the credibility layer, not as a correspondence program.
Scope is on the Visibility Program. Search mechanics are on paid search. Surfaces are on online profile development.
What is not included
No list of companies that might breach. No letters, mail, or calls to general counsel or security officers who did not ask. We do not run the legal notices after a breach, we do not join the response team, we do not get you on an insurer panel, and we do not promise a panel seat. The firm does the response. We make it possible to find the firm.
Ransomware is a different problem page. Forensic accounting, engineering, and business-continuity practices on this hub still use the outbound program. This page does not.
Program pages
Visibility Program
The full model: what you pay, what we bill, and who this actually fits.
Paid search
The mechanics behind the click: keywords, spend, and a retainer that scales with it.
Online profile development
What a buyer checks after the click and before the call: directories, bios, and reputation.
Industry counterpart: Data-breach.
We can get you live in under a week.
Approval on your side is usually the wait: keywords, spend, the page the click lands on. Ads reach people searching after they find a breach. This is not a letter to companies that have not been breached.
Discuss Our Visibility Program