June 8, 2025 • 19 mins
Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?
Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.
Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.
Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.
Learn more at www.foxcrowgroup.com
Book time with Carrie here!
Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Carrie Richardson (2) (00:00):
Hi, good afternoon everybody.
(00:01):
My name is Carrie Richardson andI'm your host for the WIN
podcast.
With me today is Pinar Ormeci,who is the CEO of Timus Networks
thanks for joining us today,Pinar, how are you doing?
Pinar Ormeci (00:14):
Thank you, Carrie.
I'm doing well.
Thanks for having me.
Carrie Richardson (2) (00:17):
We are so close to Pax eight Beyond, and
that's what we're here to talkabout today.
tell me a little bit about howyour team is preparing for an
event of this size.
Pinar Ormeci (00:31):
We are goal sponsor, so you know, we get to
do things a bit bigger.
We have five, six peoplejoining, our CTO is flying in.
I will be there.
Our COO will be there.
We'll be there in full forcebecause it is an important event
for us.
Like you said, it is huge.
There are thousands of MSPs andwe are a channel only company.
So it's really important for us,to be with our existing
(00:53):
partners, meet new ones, and soon.
So the way we prepare is, forexample, I.
didn't go to Nation secure thisweek.
I need some time to prepare forPAX eight.
So that's one thing.
dotting the i's crossing theT's, making sure all the booth
collateral is there.
What we are gonna wear.
We had our meetings, for thepre-event, on how to.
(01:15):
talk about our solution in thebest, latest, and greatest way.
Carrie Richardson (2) (01:18):
Is everybody wearing matching
outfits?
Pinar Ormeci (01:21):
This time, we are wearing all bomber jackets too,
like with Timus Networks, SASEbehind, but it makes my life
easier to be honest.
you don't need to think like,Hey, what t-shirt, what jacket
I'm gonna wear?
You're just wearing the samet-shirt, which I actually like.
But yeah, we'll be like alldecked out in Timus.
Carrie Richardson (2) (01:37):
What have you seen, at previous
conferences as far as, differentoutfits or wardrobes that you
thought was really interestingand you thought, well, maybe
we'll try that one day too.
Pinar Ormeci (01:47):
Sometimes people go crazy, right?
Rooster outfits and dinosauroutfits.
Our theme is spaceman, talkabout going to the moon with our
partners.
this year we'll have, thehelmet.
we are not gonna wear a fullastronaut costume ourselves.
we tried it.
it wasn't comfortable.
We have, visions of putting morespace theme into our booth.
(02:11):
We are giving away a PS fivethough, latest PlayStation.
so we are part of the rafflewith, our integration partner,
Acronis and all the MSPs who aregetting the stamp across the,
raffle, have a chance to win aps five, every day.
Carrie Richardson (2) (02:28):
I understand you're hosting, a
social event the day before PAXeight.
Tell us about that.
Pinar Ormeci (02:33):
Yes.
So with our dear friends atCyber Fox, we will be taking,
some of our partners or, any MSPwho wants to join us to the
baseball game.
I'm not the biggest baseballfan.
I'll be there for the drinks,I'm flying early on Saturday to
be there.
Carrie Richardson (2) (02:50):
If you don't drink baseball is just a
very long day.
So I rarely end up going tosporting events, we arrive on
the Saturday as well.
I'm looking forward to thebetter weather.
It's been very rainy here inMichigan.
Pinar Ormeci (03:02):
I'm in Miami, so, talk for yourself.
Carrie Richardson (2) (03:07):
it'll be cooler in Denver for you.
Pinar Ormeci (03:09):
Although, to be honest, Miami, in the winter is
perfect.
I moved here, last year from NewYork.
and of course, the summerbecomes pretty unbearable.
Today is a beautiful day.
Carrie Richardson (2) (03:18):
Is this your gonna be your first summer
in Miami?
Pinar Ormeci (03:21):
It's gonna be my second summer last year I moved
here in May.
I literally moved here in theworst time.
but I don't mind it, to behonest.
I'm always at home working.
Carrie Richardson (2) (03:30):
When we moved our office to Las Vegas,
somebody went to look at it, butI wasn't there.
And they were like, oh, do youwant covered parking?
And I'm like, I'm not payingextra for that.
then when I showed up, thewindows were all, covered with
film and I was like, take thisoff the windows.
It looks terrible.
It's so dark in there.
And they're like, no, you can'tdo that.
And then I realized during thesummer in Las Vegas, they have
(03:52):
to put, the pool noodles?
on the doors so you don't burnyour hand.
I wished that I'd bought thecovered parking at that point
because I learned that lessonthe hard way,
Pinar Ormeci (04:03):
I think Vegas is worse because you know, at least
like I'm right on the water,there's always this breeze in.
In Vegas, you're just likecooking.
Carrie Richardson (2) (04:10):
I guess we could give the weather
forecast all day, but we'rereally here to talk about, SASE
So tell us about that.
Pinar Ormeci (04:18):
I will explain what that means.
We are the only dedicated SASEvendor completely.
Built for the channel.
we are a vendor that does notsell direct.
We only win when our MSPpartners, sell us.
so we sell through, MSPpartners.
what SASE is, is a modern way ofdoing security.
The old ways of doing securityif I draw a picture of it, you
(04:40):
have like firewalls in theoffice.
People go to the office, theyput their devices, the firewall
check there, like, Hey, is thisdevice okay to be in the
network?
Everything is device centric.
If the people get out of theoffice, meaning take their
laptops, take their mobiledevices, they have to remember
to connect to the VPN if theyeven have VPN.
(05:01):
and VPNs are notoriously easy tosteal the credentials off.
if their credentials are stolen,basically the hacker can just
use the credentials, get intothe network, they can do all
kinds of lateral movement.
Access to financial data,sensitive customer data, credit
cards, all of that.
So that's the old way of doingthings.
So the new way of doing thingsis SASE.
(05:23):
There are three pillars to whatwe do.
One is, giving seamless securityto the end users wherever they
are.
With phish free browsing.
So not only you can be whereveryou are, you can be in the
office, at home, in a coffeeshop, airport lounge by the
pool, drinking pina coladas.
(05:43):
If you are going to yourbusiness email, business email
compromise is very dangerous.
54% of data breaches start withbusiness email compromise.
You really wanna make sure thattraffic is encrypted'cause it's
so easy for hackers to stealyour credentials with men in the
middle attack.
the first pillar is protecteverything a user does wherever
(06:04):
they are.
The second thing that we do isrich, insightful, actionable
reporting to the MSPs.
So they have a lot of real timevisibility and data into the
network.
they can send automated heroreports, and have a great view
of what's going on, We use AI tothe extent possible.
(06:27):
And then the third pillar isgiving back control of the
modern network.
to the MSP.
nowadays data is everywhere,right?
Data is in on-prem, but data isalso in the cloud.
Data is behind the SaaS apps.
Data is on your laptops.
Data is everywhere.
Users are everywhere.
Laptops are everywhere.
if I'm playing golf and I'mchecking my.
(06:48):
Business emails and somebodysends me a file, I open it in in
my Gmail, workspace, I'mscrewed, like if I don't have a
VPN.
So we give back the control ofthis type of network to the MSP.
they have deep visibility intoeverything that's going on and
securing anything anywhere.
So that's really what SASE is,and we are one of the vendors in
(07:10):
this space.
Carrie Richardson (2) (07:12):
So with over 145 sponsors for PAX eight
this year, and I would saylooking at the list, a full 60%
or more are cybersecurityfocused.
How can Timus Networks standout?
Pinar Ormeci (07:31):
I'll be there.
So there are a couple of thingsthat we are doing.
I have a 30 second pitch infront of the whole audience.
So I get to tell our story whereour booth is.
A good friend of mine, LisaSchurr, she's one of the keynote
speakers.
she's giving an excerpt, fromher book and at the end of her
talk, she's gonna say, Hey, ifyou want a copy of my book, go
(07:52):
to the Timus Networkss booth.
and then you'll be able to get afree copy of her book in the
Timus booth.
And as I mentioned before, weare giving away a playStation
five every day together withsome of our, partners like
Acronis.
But beyond that, Carrie, let metell you one thing: I've been to
a lot of conferences even thisyear, and it's so different than
(08:13):
last year when it comes to theawareness for the need for SASE
SASE is not a nice to haveanymore.
It's a must have.
it's Part of the Modern securitystack or the security first MSP.
my hope is that MSPs actuallycome to our booth to learn
about.
Why we exist, why this isneeded, what the use cases are,
(08:35):
And how to make money with this.
This is one of the low hangingfruits right now to drive their
revenue.
We have, MSP partners that aremaking a lot of money, selling
SASE because it's a real need,especially in, sectors that are
compliance heavy, like finance,healthcare, manufacturing,
construction, legal, education.
(08:58):
MSPs, you really wanna hearabout us, how we differentiate
ourselves.
and if you're using SSL VPNs,all of them needs to change.
In two years, everything willmove to SASE.
Like it says, ditch VPN withSASE
Carrie Richardson (2) (09:13):
I love the idea of the cross
pollinating between a companythat focuses on sales and
marketing, and then a companythat's focused on cybersecurity.
As a sales focused organization,one thing that we know is that
MSPs do struggle to talk aboutcybersecurity and they do
struggle to explain the value ofcybersecurity to their current
(09:36):
partners.
They struggle to explain it toprospects.
So having somebody talk aboutmarketing, sales, and branding
and then tying it all in withthe go visit the booth thing.
I love that idea.
That's probably the best ideaI've heard of all the podcasts
that I've.
Done before PAX eight.
Pinar Ormeci (09:57):
You need to find this fine balance between being
annoying and assertively nice.
So I'm an electrical engineer asa background, but I've been in
sales for a very long time, soyou need to be able to walk that
line very well.
What you said about MSPs,needing help from their vendors
on how to talk aboutcybersecurity is a hundred
percent, valid.
because there's the shift.
(10:18):
That really needs to happen inhow MSPs see themselves.
Change the context, change theworld.
I personally believe thatcontent might be the same.
You just need to change theperspective.
These are dentists, lawyers,they don't have any clue about
the dangers lurking.
You have to show up there withconfidence that you are the
trusted advisor.
(10:39):
You know security, This is not anice to have.
And security in this digital ageis not a cost center for SMBs.
It is a business enabler.
hundreds of SMBs go bankruptliterally every day because
their business emails arecompromised.
So I'm not saying go and scarepeople, but at the same time,
(10:59):
your SMBs rely on you to standup for them.
Otherwise the hackers will win.
Carrie Richardson (2) (11:04):
So are you a fan of using cybersecurity
as an upsell, or do you believethat managed service providers
should be making it mandatoryand bundling it into their
offering without a choice forthe prospect or client?
Pinar Ormeci (11:17):
the second, it should not be up to the end
users to secure their companies.
'cause they will fail, right?
Like even I will fail.
we have day jobs, we have lives.
So I cannot remember to do theright thing at all times.
We know that small mediumbusinesses have much less
budget.
They don't have the awareness,they don't have the training.
So in a scenario like this wherethey have enough money and data,
(11:39):
hackers love SMBs, they're easytargets.
It's easy pickings because theydon't have the same defenses.
I really think every MSP todayshould be security first.
Carrie Richardson (2) (11:51):
So with multiple pillars to explain to a
prospective MSP partner.
How do you train your team todisseminate that message quickly
to somebody whose attention youmight have for one second
walking past your booth?
Pinar Ormeci (12:08):
Yeah, that's an interesting question.
It's always a process, right?
Because you have new BDRs, newAEs, and the buyer's journey, or
the MSP journey when they cometo Timus is usually they do a
demo, then they go into this 30day free, satisfaction guarantee
period where they can really usethe full powers of Timus.
But before we get them to ademo, how do you really catch
(12:29):
their eyes?
and it starts with, what do youdo for network security today?"
they're like of course we havefirewalls.
what do you do, when users taketheir laptops" oh, we have
firewall, VPNs, SSF, VPNs, thenask are you happy with it?
I can guarantee you 99% will sayno,'cause VPNs caused so many
issues, so many tickets.
(12:51):
they're a headache to manage.
And there you can really pull inthe conversation because it's
all about the pain point, It'snot about the benefits
definitely not about thefeatures, it's about the pain
points and what you can solvefor your partners.
Carrie Richardson (2) (13:05):
How far in advance does your team begin
preparing for PAX eight?
Are you sending out emails?
Are you inviting people todinner?
when does the real planningbegin?
Pinar Ormeci (13:15):
yeah, so our marketing team, we do have the
social media campaigns, that weare going to PAX eight.
We have some type of, campaignslike nurture campaigns to our,
database we will be theretalking about the Grand Slam
that we are doing with Cyber Foxand some other vendors.
I would say like couple ofmonths ago, we start preparing
the checklist, right?
Do we have our banner?
(13:35):
Do we have the printingmaterial?
What are we giving?
we, manage that project.
T minus seven, T minus 14.
Carrie Richardson (2) (13:42):
I have a living room full of t-shirts
right now.
Pinar Ormeci (13:44):
Exactly.
UPS lost all our banners fromVegas.
We are currently trying to, geta, banner.
For the backstage, and it was ahuge banner, so expensive.
Literally cost us$10,000.
it's a whole mess.
But real life is a bit differentthan in theory what needs to
happen.
we try to over prepare becausethese events are so expensive
and PAX eight is no different.
(14:05):
as a startup, we need an ROI, areason to go back the next year.
So it's, always important toprepare properly.
Carrie Richardson (2) (14:13):
And what do you consider a good ROI is
this your first year sponsoringPAX eight?
Have you been at all three ofthe events?
Pinar Ormeci (14:21):
So this is actually our first time in pax8.
For us, it's two things, isbrand awareness.
It's not like we've been herefor 10 years.
Ultimately for a channel onlyvendor like us, it's all about
landing and expanding, It's leadgeneration, scheduling demos,
scanning badges.
And ultimately sign up somecustomers there as well.
(14:44):
I love this part.
We are very close with the Timuspartners.
We love them.
I hope they love us back.
So it's always fun to engagewith our existing partners.
We are, we are doing somedinners.
so that's always a fun partbecause again, with the existing
MSP partners, the goal is towork together to sell to more
clients, And, that's a truepartnership.
Carrie Richardson (2) (15:06):
The one question I love to ask people
is.
Do you attribute first point ofcontact or final point of
contact when you're interactingwith an MSP when they purchase?
If you met them at one of theother events that you went to
and then they attended PAX eightbeyond and they bought at or
after PAX eight.
(15:27):
Beyond, are you attributing thewin to PAX eight beyond, or are
you attributing it to the firsttrade show that you met them at?
Pinar Ormeci (15:33):
That's an interesting question.
I think we attribute them to thefirst time they got into our
database.
All right, and what is yourbooth number for, PAX eight.
Beyond.
Where can people find you?
Our banner is lighted, so theback banner is lighted.
it's actually another thing thatwe do, it really pops and draws
(15:54):
people to our booth.
Carrie Richardson (2) (15:56):
I'm a big fan of just like, bring a pull
up banner and throw it in thegarbage before you go home.
I don't like setting up boothsanymore.
I just takes so long and thensomething breaks now you've got
your very expensive booth andthat one little piece of it
that's caved in and you'relooking for duct tape to fix it
up.
Pinar Ormeci (16:11):
That's what happened to us in Vegas, we have
a very expensive booth, It isamazing.
we had a couple of vendors thatcame and said how did you guys
do this?
Can we check it?
this is amazing.
And I'm Turkish American, Ibelieve in evil eye, negative
energy.
if somebody likes something somuch.
UPS held that shipment back forfraud.
And then it went into a blackhole.
(16:31):
Apparently, we put the wronglabel for the size.
So UPS lost the other banner.
We had two back banners.
In literally four week, thiscompany lost both of our
banners.
and coming back to your point,if you have these suddenly
expensive things and then thething goes wrong, it's a trade
off.
To be honest, last year we'vedone the, shitty banners.
and I can tell you the big nicerbooth makes a difference.
(16:56):
it's a security company.
I think we need to be buttonedup.
And our booth, this year conveysthat.
Carrie Richardson (2) (17:02):
Well, you're gonna have to bring some
selenite crystals or somethingto protect you from those evil
eyes.
Pinar Ormeci (17:06):
Turks we wear these, blue eye things.
I'm wearing it now in multipleplaces.
Is a bracelet, is a ring.
I believe in it, you know, mymom believes in it.
We are Turks, we don'tapologize.
It's superstition and look at itthe guy really liked the booth
and both banners are gone.
Carrie Richardson (2) (17:23):
You'll see them at the next trade show
they'll have crossed out Timusnetwork and written their own
name on it.
We had a booth go missing onceand instead of having a booth,
my sister Tracy took tape andmade a chalk outline of a dead
body.
Just wrote, if your pipeline isdead, call us and put the number
(17:43):
there.
we didn't even bother working inthe booth that year.
We just went outside and smokedcigars.
Pinar Ormeci (17:49):
Did you get
Carrie Richardson (2) (17:50):
any, leads?
not really, but it was ComptiaChannelCon, and that show never
has MSP attendance anyway.
We wouldn't have done that forIT Nation, for example.
we would've been scrambling.
We would've been off to Kinko'sprinting, pull up banners or
building something.
Pinar Ormeci (18:04):
a hundred percent.
Carrie Richardson (2) (18:05):
Well I am looking forward to seeing you
at, PAX eight on Saturday.
Pinar Ormeci (18:09):
Thanks so much again.
I had an amazing time.
I'll see you in Pax8.
it was great.
Carrie Richardson (2) (18:13):
Thanks for joining us and we'll see you
soon.
Hi, good afternoon everybody.
(00:01):
My name is Carrie Richardson andI'm your host for the WIN
podcast.
With me today is Pinar Ormeci,who is the CEO of Timus Networks
thanks for joining us today,Pinar, how are you doing?
Pinar Ormeci (00:14):
Thank you, Carrie.
I'm doing well.
Thanks for having me.
Carrie Richardson (2) (00:17):
We are so close to Pax eight Beyond, and
that's what we're here to talkabout today.
tell me a little bit about howyour team is preparing for an
event of this size.
Pinar Ormeci (00:31):
We are goal sponsor, so you know, we get to
do things a bit bigger.
We have five, six peoplejoining, our CTO is flying in.
I will be there.
Our COO will be there.
We'll be there in full forcebecause it is an important event
for us.
Like you said, it is huge.
There are thousands of MSPs andwe are a channel only company.
So it's really important for us,to be with our existing
(00:53):
partners, meet new ones, and soon.
So the way we prepare is, forexample, I.
didn't go to Nation secure thisweek.
I need some time to prepare forPAX eight.
So that's one thing.
dotting the i's crossing theT's, making sure all the booth
collateral is there.
What we are gonna wear.
We had our meetings, for thepre-event, on how to.
(01:15):
talk about our solution in thebest, latest, and greatest way.
Carrie Richardson (2) (01:18):
Is everybody wearing matching
outfits?
Pinar Ormeci (01:21):
This time, we are wearing all bomber jackets too,
like with Timus Networks, SASEbehind, but it makes my life
easier to be honest.
you don't need to think like,Hey, what t-shirt, what jacket
I'm gonna wear?
You're just wearing the samet-shirt, which I actually like.
But yeah, we'll be like alldecked out in Timus.
Carrie Richardson (2) (01:37):
What have you seen, at previous
conferences as far as, differentoutfits or wardrobes that you
thought was really interestingand you thought, well, maybe
we'll try that one day too.
Pinar Ormeci (01:47):
Sometimes people go crazy, right?
Rooster outfits and dinosauroutfits.
Our theme is spaceman, talkabout going to the moon with our
partners.
this year we'll have, thehelmet.
we are not gonna wear a fullastronaut costume ourselves.
we tried it.
it wasn't comfortable.
We have, visions of putting morespace theme into our booth.
(02:11):
We are giving away a PS fivethough, latest PlayStation.
so we are part of the rafflewith, our integration partner,
Acronis and all the MSPs who aregetting the stamp across the,
raffle, have a chance to win aps five, every day.
Carrie Richardson (2) (02:28):
I understand you're hosting, a
social event the day before PAXeight.
Tell us about that.
Pinar Ormeci (02:33):
Yes.
So with our dear friends atCyber Fox, we will be taking,
some of our partners or, any MSPwho wants to join us to the
baseball game.
I'm not the biggest baseballfan.
I'll be there for the drinks,I'm flying early on Saturday to
be there.
Carrie Richardson (2) (02:50):
If you don't drink baseball is just a
very long day.
So I rarely end up going tosporting events, we arrive on
the Saturday as well.
I'm looking forward to thebetter weather.
It's been very rainy here inMichigan.
Pinar Ormeci (03:02):
I'm in Miami, so, talk for yourself.
Carrie Richardson (2) (03:07):
it'll be cooler in Denver for you.
Pinar Ormeci (03:09):
Although, to be honest, Miami, in the winter is
perfect.
I moved here, last year from NewYork.
and of course, the summerbecomes pretty unbearable.
Today is a beautiful day.
Carrie Richardson (2) (03:18):
Is this your gonna be your first summer
in Miami?
Pinar Ormeci (03:21):
It's gonna be my second summer last year I moved
here in May.
I literally moved here in theworst time.
but I don't mind it, to behonest.
I'm always at home working.
Carrie Richardson (2) (03:30):
When we moved our office to Las Vegas,
somebody went to look at it, butI wasn't there.
And they were like, oh, do youwant covered parking?
And I'm like, I'm not payingextra for that.
then when I showed up, thewindows were all, covered with
film and I was like, take thisoff the windows.
It looks terrible.
It's so dark in there.
And they're like, no, you can'tdo that.
And then I realized during thesummer in Las Vegas, they have
(03:52):
to put, the pool noodles?
on the doors so you don't burnyour hand.
I wished that I'd bought thecovered parking at that point
because I learned that lessonthe hard way,
Pinar Ormeci (04:03):
I think Vegas is worse because you know, at least
like I'm right on the water,there's always this breeze in.
In Vegas, you're just likecooking.
Carrie Richardson (2) (04:10):
I guess we could give the weather
forecast all day, but we'rereally here to talk about, SASE
So tell us about that.
Pinar Ormeci (04:18):
I will explain what that means.
We are the only dedicated SASEvendor completely.
Built for the channel.
we are a vendor that does notsell direct.
We only win when our MSPpartners, sell us.
so we sell through, MSPpartners.
what SASE is, is a modern way ofdoing security.
The old ways of doing securityif I draw a picture of it, you
(04:40):
have like firewalls in theoffice.
People go to the office, theyput their devices, the firewall
check there, like, Hey, is thisdevice okay to be in the
network?
Everything is device centric.
If the people get out of theoffice, meaning take their
laptops, take their mobiledevices, they have to remember
to connect to the VPN if theyeven have VPN.
(05:01):
and VPNs are notoriously easy tosteal the credentials off.
if their credentials are stolen,basically the hacker can just
use the credentials, get intothe network, they can do all
kinds of lateral movement.
Access to financial data,sensitive customer data, credit
cards, all of that.
So that's the old way of doingthings.
So the new way of doing thingsis SASE.
(05:23):
There are three pillars to whatwe do.
One is, giving seamless securityto the end users wherever they
are.
With phish free browsing.
So not only you can be whereveryou are, you can be in the
office, at home, in a coffeeshop, airport lounge by the
pool, drinking pina coladas.
(05:43):
If you are going to yourbusiness email, business email
compromise is very dangerous.
54% of data breaches start withbusiness email compromise.
You really wanna make sure thattraffic is encrypted'cause it's
so easy for hackers to stealyour credentials with men in the
middle attack.
the first pillar is protecteverything a user does wherever
(06:04):
they are.
The second thing that we do isrich, insightful, actionable
reporting to the MSPs.
So they have a lot of real timevisibility and data into the
network.
they can send automated heroreports, and have a great view
of what's going on, We use AI tothe extent possible.
(06:27):
And then the third pillar isgiving back control of the
modern network.
to the MSP.
nowadays data is everywhere,right?
Data is in on-prem, but data isalso in the cloud.
Data is behind the SaaS apps.
Data is on your laptops.
Data is everywhere.
Users are everywhere.
Laptops are everywhere.
if I'm playing golf and I'mchecking my.
(06:48):
Business emails and somebodysends me a file, I open it in in
my Gmail, workspace, I'mscrewed, like if I don't have a
VPN.
So we give back the control ofthis type of network to the MSP.
they have deep visibility intoeverything that's going on and
securing anything anywhere.
So that's really what SASE is,and we are one of the vendors in
(07:10):
this space.
Carrie Richardson (2) (07:12):
So with over 145 sponsors for PAX eight
this year, and I would saylooking at the list, a full 60%
or more are cybersecurityfocused.
How can Timus Networks standout?
Pinar Ormeci (07:31):
I'll be there.
So there are a couple of thingsthat we are doing.
I have a 30 second pitch infront of the whole audience.
So I get to tell our story whereour booth is.
A good friend of mine, LisaSchurr, she's one of the keynote
speakers.
she's giving an excerpt, fromher book and at the end of her
talk, she's gonna say, Hey, ifyou want a copy of my book, go
(07:52):
to the Timus Networkss booth.
and then you'll be able to get afree copy of her book in the
Timus booth.
And as I mentioned before, weare giving away a playStation
five every day together withsome of our, partners like
Acronis.
But beyond that, Carrie, let metell you one thing: I've been to
a lot of conferences even thisyear, and it's so different than
(08:13):
last year when it comes to theawareness for the need for SASE
SASE is not a nice to haveanymore.
It's a must have.
it's Part of the Modern securitystack or the security first MSP.
my hope is that MSPs actuallycome to our booth to learn
about.
Why we exist, why this isneeded, what the use cases are,
(08:35):
And how to make money with this.
This is one of the low hangingfruits right now to drive their
revenue.
We have, MSP partners that aremaking a lot of money, selling
SASE because it's a real need,especially in, sectors that are
compliance heavy, like finance,healthcare, manufacturing,
construction, legal, education.
(08:58):
MSPs, you really wanna hearabout us, how we differentiate
ourselves.
and if you're using SSL VPNs,all of them needs to change.
In two years, everything willmove to SASE.
Like it says, ditch VPN withSASE
Carrie Richardson (2) (09:13):
I love the idea of the cross
pollinating between a companythat focuses on sales and
marketing, and then a companythat's focused on cybersecurity.
As a sales focused organization,one thing that we know is that
MSPs do struggle to talk aboutcybersecurity and they do
struggle to explain the value ofcybersecurity to their current
(09:36):
partners.
They struggle to explain it toprospects.
So having somebody talk aboutmarketing, sales, and branding
and then tying it all in withthe go visit the booth thing.
I love that idea.
That's probably the best ideaI've heard of all the podcasts
that I've.
Done before PAX eight.
Pinar Ormeci (09:57):
You need to find this fine balance between being
annoying and assertively nice.
So I'm an electrical engineer asa background, but I've been in
sales for a very long time, soyou need to be able to walk that
line very well.
What you said about MSPs,needing help from their vendors
on how to talk aboutcybersecurity is a hundred
percent, valid.
because there's the shift.
(10:18):
That really needs to happen inhow MSPs see themselves.
Change the context, change theworld.
I personally believe thatcontent might be the same.
You just need to change theperspective.
These are dentists, lawyers,they don't have any clue about
the dangers lurking.
You have to show up there withconfidence that you are the
trusted advisor.
(10:39):
You know security, This is not anice to have.
And security in this digital ageis not a cost center for SMBs.
It is a business enabler.
hundreds of SMBs go bankruptliterally every day because
their business emails arecompromised.
So I'm not saying go and scarepeople, but at the same time,
(10:59):
your SMBs rely on you to standup for them.
Otherwise the hackers will win.
Carrie Richardson (2) (11:04):
So are you a fan of using cybersecurity
as an upsell, or do you believethat managed service providers
should be making it mandatoryand bundling it into their
offering without a choice forthe prospect or client?
Pinar Ormeci (11:17):
the second, it should not be up to the end
users to secure their companies.
'cause they will fail, right?
Like even I will fail.
we have day jobs, we have lives.
So I cannot remember to do theright thing at all times.
We know that small mediumbusinesses have much less
budget.
They don't have the awareness,they don't have the training.
So in a scenario like this wherethey have enough money and data,
(11:39):
hackers love SMBs, they're easytargets.
It's easy pickings because theydon't have the same defenses.
I really think every MSP todayshould be security first.
Carrie Richardson (2) (11:51):
So with multiple pillars to explain to a
prospective MSP partner.
How do you train your team todisseminate that message quickly
to somebody whose attention youmight have for one second
walking past your booth?
Pinar Ormeci (12:08):
Yeah, that's an interesting question.
It's always a process, right?
Because you have new BDRs, newAEs, and the buyer's journey, or
the MSP journey when they cometo Timus is usually they do a
demo, then they go into this 30day free, satisfaction guarantee
period where they can really usethe full powers of Timus.
But before we get them to ademo, how do you really catch
(12:29):
their eyes?
and it starts with, what do youdo for network security today?"
they're like of course we havefirewalls.
what do you do, when users taketheir laptops" oh, we have
firewall, VPNs, SSF, VPNs, thenask are you happy with it?
I can guarantee you 99% will sayno,'cause VPNs caused so many
issues, so many tickets.
(12:51):
they're a headache to manage.
And there you can really pull inthe conversation because it's
all about the pain point, It'snot about the benefits
definitely not about thefeatures, it's about the pain
points and what you can solvefor your partners.
Carrie Richardson (2) (13:05):
How far in advance does your team begin
preparing for PAX eight?
Are you sending out emails?
Are you inviting people todinner?
when does the real planningbegin?
Pinar Ormeci (13:15):
yeah, so our marketing team, we do have the
social media campaigns, that weare going to PAX eight.
We have some type of, campaignslike nurture campaigns to our,
database we will be theretalking about the Grand Slam
that we are doing with Cyber Foxand some other vendors.
I would say like couple ofmonths ago, we start preparing
the checklist, right?
Do we have our banner?
(13:35):
Do we have the printingmaterial?
What are we giving?
we, manage that project.
T minus seven, T minus 14.
Carrie Richardson (2) (13:42):
I have a living room full of t-shirts
right now.
Pinar Ormeci (13:44):
Exactly.
UPS lost all our banners fromVegas.
We are currently trying to, geta, banner.
For the backstage, and it was ahuge banner, so expensive.
Literally cost us$10,000.
it's a whole mess.
But real life is a bit differentthan in theory what needs to
happen.
we try to over prepare becausethese events are so expensive
and PAX eight is no different.
(14:05):
as a startup, we need an ROI, areason to go back the next year.
So it's, always important toprepare properly.
Carrie Richardson (2) (14:13):
And what do you consider a good ROI is
this your first year sponsoringPAX eight?
Have you been at all three ofthe events?
Pinar Ormeci (14:21):
So this is actually our first time in pax8.
For us, it's two things, isbrand awareness.
It's not like we've been herefor 10 years.
Ultimately for a channel onlyvendor like us, it's all about
landing and expanding, It's leadgeneration, scheduling demos,
scanning badges.
And ultimately sign up somecustomers there as well.
(14:44):
I love this part.
We are very close with the Timuspartners.
We love them.
I hope they love us back.
So it's always fun to engagewith our existing partners.
We are, we are doing somedinners.
so that's always a fun partbecause again, with the existing
MSP partners, the goal is towork together to sell to more
clients, And, that's a truepartnership.
Carrie Richardson (2) (15:06):
The one question I love to ask people
is.
Do you attribute first point ofcontact or final point of
contact when you're interactingwith an MSP when they purchase?
If you met them at one of theother events that you went to
and then they attended PAX eightbeyond and they bought at or
after PAX eight.
(15:27):
Beyond, are you attributing thewin to PAX eight beyond, or are
you attributing it to the firsttrade show that you met them at?
Pinar Ormeci (15:33):
That's an interesting question.
I think we attribute them to thefirst time they got into our
database.
All right, and what is yourbooth number for, PAX eight.
Beyond.
Where can people find you?
Our banner is lighted, so theback banner is lighted.
it's actually another thing thatwe do, it really pops and draws
(15:54):
people to our booth.
Carrie Richardson (2) (15:56):
I'm a big fan of just like, bring a pull
up banner and throw it in thegarbage before you go home.
I don't like setting up boothsanymore.
I just takes so long and thensomething breaks now you've got
your very expensive booth andthat one little piece of it
that's caved in and you'relooking for duct tape to fix it
up.
Pinar Ormeci (16:11):
That's what happened to us in Vegas, we have
a very expensive booth, It isamazing.
we had a couple of vendors thatcame and said how did you guys
do this?
Can we check it?
this is amazing.
And I'm Turkish American, Ibelieve in evil eye, negative
energy.
if somebody likes something somuch.
UPS held that shipment back forfraud.
And then it went into a blackhole.
(16:31):
Apparently, we put the wronglabel for the size.
So UPS lost the other banner.
We had two back banners.
In literally four week, thiscompany lost both of our
banners.
and coming back to your point,if you have these suddenly
expensive things and then thething goes wrong, it's a trade
off.
To be honest, last year we'vedone the, shitty banners.
and I can tell you the big nicerbooth makes a difference.
(16:56):
it's a security company.
I think we need to be buttonedup.
And our booth, this year conveysthat.
Carrie Richardson (2) (17:02):
Well, you're gonna have to bring some
selenite crystals or somethingto protect you from those evil
eyes.
Pinar Ormeci (17:06):
Turks we wear these, blue eye things.
I'm wearing it now in multipleplaces.
Is a bracelet, is a ring.
I believe in it, you know, mymom believes in it.
We are Turks, we don'tapologize.
It's superstition and look at itthe guy really liked the booth
and both banners are gone.
Carrie Richardson (2) (17:23):
You'll see them at the next trade show
they'll have crossed out Timusnetwork and written their own
name on it.
We had a booth go missing onceand instead of having a booth,
my sister Tracy took tape andmade a chalk outline of a dead
body.
Just wrote, if your pipeline isdead, call us and put the number
(17:43):
there.
we didn't even bother working inthe booth that year.
We just went outside and smokedcigars.
Pinar Ormeci (17:49):
Did you get
Carrie Richardson (2) (17:50):
any, leads?
not really, but it was ComptiaChannelCon, and that show never
has MSP attendance anyway.
We wouldn't have done that forIT Nation, for example.
we would've been scrambling.
We would've been off to Kinko'sprinting, pull up banners or
building something.
Pinar Ormeci (18:04):
a hundred percent.
Carrie Richardson (2) (18:05):
Well I am looking forward to seeing you
at, PAX eight on Saturday.
Pinar Ormeci (18:09):
Thanks so much again.
I had an amazing time.
I'll see you in Pax8.
it was great.
Carrie Richardson (2) (18:13):
Thanks for joining us and we'll see you
soon.
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