Demand Generation in Open Source Security | Hayden Baillio from Herodevs

Ernesto Quezada: Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro-experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get an extra 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Hayden from Herodevs, demand generation with them. How are you doing today, Hayden?

Hayden Baillio: I’m doing great, Ernesto. Thanks for having me on.

Ernesto: It’s great to have you on. And, well, Hayden, I’m sure our listeners are tuning in, wondering what Herodevs is all about, so let’s kick it off with that. In your own words, tell us a little bit more.

Hayden: Yeah, you know, Herodevs creates secure drop-in replacements for open-source software. For what that means to someone who’s not a technical individual, think of us as a nursing home for old software—old open-source software, to be exact. A lot of open source, if you’re not familiar, is very pervasive. It’s free, and a lot of companies use it to build applications. However, as open source evolves, older versions get left behind. Due to compliance or regulatory requirements, these companies need vendor-supported software. We step in, almost like insurance for their open-source technology stack. We support older versions, offer security patches, and provide enterprise-level SLAs so companies can avoid compliance issues, regulatory fines, and security vulnerabilities. It’s worth noting that many of the top hacks in history happened because of outdated open-source libraries.

Ernesto: Definitely. Okay, great. Interesting to hear that. So that way, our listeners can get a good understanding of Herodevs. What would you say is the key problem you solve for clients?

Hayden: Key problem? It’s really about checking the box for compliance. Open source can be created by anyone, and because of that, it’s not always financially sustainable for its creators. They update versions on their timeline, not necessarily looking at major companies like IBM or NASA that rely on older versions. These companies don’t always have migrations on their roadmap. So, we extend the life of open-source software, allowing clients to plan migrations while staying compliant with standards like FedRAMP, HIPAA, or PCI DSS. We also ensure older software remains compatible with modern browsers and third-party dependencies.

Ernesto: Definitely. Okay, great. Good to hear that from you. Is there a vertical segment or ideal ICP Herodevs likes to target?

Hayden: Yes, while every company uses open-source software to some extent, our ideal customer is larger organizations subject to regulatory standards. Think banking (PCI DSS), healthcare (HIPAA), or government and higher education (FedRAMP). If there’s a regulatory body involved, they’re in our target because they must be on vendor-supported software.

Ernesto: Okay, great to hear that. So, for our listeners, Hayden, they can check you out at herodevs.com. What role does the website play in client acquisition?

Hayden: It plays a huge role. Most of our client acquisition is inbound. When I joined about a year ago, our focus was increasing top-of-funnel traffic, which we’ve done exponentially. Now, we’re focused on converting that traffic—running A/B/C testing on CTAs, copy, and product page formats. It’s all about finding the messaging that resonates with our highly technical, security-focused persona.

Ernesto: Definitely. Talking about A/B testing, are there other strategies, tools, or methods you recommend for website lead generation?

Hayden: Absolutely. First, make it easy for users to share their information—no multi-step forms. Then, test your CTAs. We’re seeing that most of our audience wants to “learn more” rather than request a quote or free trial, which tells me we need to focus more on education. This insight helps guide our content strategy.

Ernesto: Great to hear that. Thank you for sharing. Let’s switch gears a little and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Hayden: My role has evolved a lot. Initially, it was about increasing visibility—consistent blogs, social media, and identifying communities for engagement. Now, I focus on managing relationships with open-source creators, tweaking content strategies, and pioneering our space. Understanding where communities live—whether Discord, Reddit, or LinkedIn—and engaging with them is also a big part of my day.

Ernesto: Definitely. Awesome. Thanks for sharing. Let’s move on to our rapid-fire round. First up, what’s the last book you read?

Hayden: The last book I read was a sci-fi novel called Red Rising. I’m a big geek for sci-fi and fantasy. For marketing, it was Scientific Advertising, a timeless classic on advertising fundamentals.

Ernesto: Great reads. If there were no boundaries in technology, what’s one thing you’d fix in your role as a marketer today?

Hayden: Perfect attribution tracking—seeing every touchpoint leading to a conversion would be incredible.

Ernesto: Definitely. Next, if there’s one repetitive task you could automate, what would it be?

Hayden: Reporting. Automating detailed reports from GA4 would save a ton of time.

Ernesto: Makes sense. Lastly, what’s one piece of advice you’d give yourself if restarting your marketing journey today?

Hayden: Attach yourself to a revenue number early. Prove you can drive revenue, and you’ll earn the trust to explore creative campaigns later.

Ernesto: Great advice. We’re wrapping up here, Hayden, but before we end, what’s one thing listeners should remember about Herodevs?

Hayden: It’s possible to scale a successful business while making a huge impact. Herodevs is revolutionizing open source by giving back millions annually and supporting creators. You can achieve financial goals while driving meaningful change.

Ernesto: Awesome. Thank you, Hayden, for being on with us, and to our listeners, check them out at herodevs.com. Thanks for tuning in, and I look forward to our next episode at Pathmonk Presents. Thanks a lot, Hayden!

Hayden: Thanks, Ernesto.