Overview

A premier cybersecurity organization realized its approach to marketing spend had been hobbling its efforts to cultivate and convert high-quality leads. 90% of the budget they’d invested in Search Engine Marketing (SEM), gated assets, and content syndication had generated only a 1% return in digital leads.

By funneling budget dollars out of SEM and content syndication and into targeting high-value prospects who had demonstrated an interest in relevant topics, the organization was able to increase its ability to convert targeted accounts into booked meetings by 33%.

Challenge: identifying high-quality prospects to drive a greater return on marketing investment

Without a sense of what targeted accounts were actually in the market for, the cybersecurity organization was struggling to make an impact with marketing dollars.

While 90% of the marketing budget had produced only 1% of qualified leads, the vast majority of leads came through the organization’s Contact Me and Demo website pages.[GU1] [GU2]

This disconnect betrayed deep-rooted inefficiencies in the organization’s marketing strategy—one that was significantly impeding its ability to increase pipeline and revenue growth.

Solution: implementing Bombora Intent data to target high-value prospects

Once the company started using Company Surge^® to identify the right Intent data topics and generate an IQL list, it was able to create, nurture and measure an entirely new sales funnel.

Our client then worked with Bombora to maximize the impact of their Intent data. They created a whole suite of implementations across sales, business development, paid media, and account-based marketing initiatives.

The Intent data pilot program was then quickly expanded from an initial list of 33 high-value accounts to thousands of target accounts across the globe.