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Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Itzik Alvas, CEO & Co-Founder of Entro Security, a non-human identity management platform that has raised $24 Million in funding.
Here are the most interesting points from our conversation:
Itzik’s motivation to create Entro Security came from his firsthand experience dealing with multiple cybersecurity breaches involving non-human identities. Founders should closely analyze pain points they encounter in their own careers to uncover high-impact opportunities that may not be adequately addressed by existing solutions.
After their seed raise, Itzik and his team quickly moved into execution mode, addressing operational necessities like office space, hiring, and banking. Having a pre-compiled checklist before raising funds allows founders to hit the ground running, making early progress smoother and more structured.
Itzik highlighted the importance of securing early design partners to validate the product’s direction. Founders should seek out potential customers, even if they aren’t paying at first, to ensure product-market fit and to gather invaluable feedback on how to refine their solution.
In an industry where many companies blend in, Itzik chose to make Entro’s branding fun and distinct, aligning more with a B2C vibe while maintaining a B2B focus. For founders, this highlights the value of bold and memorable branding to differentiate in competitive markets, even in traditionally serious sectors like cybersecurity.
When approaching industry events, Itzik emphasized having a clear objective, whether it’s lead generation or brand awareness. Founders should be strategic with their event investments, focusing resources on aligning with the event's strengths, like pipeline creation or positioning, to maximize ROI.
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