The Client Industry: Cybersecurity
InsideUp Service: Pipeline Boost
Founded by mathematicians and cyber defense experts, this fast-growing company with an annual revenue of over $600 million and more than 2,000 employees is at the forefront of threat detection and autonomous response innovation, for which it has won two prestigious awards.
The company’s ground-breaking approach to cyber-threats leverages AI and ML technology to identify and disrupt threats before they surface. Its security suite is relied on by critical national infrastructures and organizations for protection against novel attacks.
Their Challenge
Identifying Quality Opportunities in a New Market
Despite the company’s established presence in the global market, it needed to overcome the challenges of targeting a new demographic and quickly get itself on the radar of US-based enterprises.
The company needed to elevate conversations beyond technobabble and speak in terms of business results — how they reduce the risk from ransomware attacks that have been plaguing sectors like the local government, higher education, and healthcare.
Of course, COVID-19 limited any opportunity for in-person discussions with decision makers. With conventions and trade shows off the table, the company was struggling to overcome low conversion rates based on mediocre interest produced by mega-scale, topic-based digital marketing services and other forms of paid media.
As an alternative, this cybersecurity company engaged with us to help them differentiate themselves in the market and connect with high-yield prospects.
Our Approach
Efficient Growth with Every Interaction
Using an e-learning platform, we created a set of interactive training and integrated testing to help our staff understand the innovative quality of the client’s value proposition. Only those personnel who successfully demonstrated an acceptable level of comprehension were cleared to work on the campaign.
Then, to identify targets in the company’s new market, the Pipeline Boost program leveraged several processes that power its proprietary marketing automation platform: unique data sources, data profiling, Predictive AI, and data scoring.
Using our own internal cadence system, we showcased our client’s innovation and generated interest by distributing strategic assets like whitepapers, eBooks, videos, and other branded content across various channels (including personalized email, social media, and phone conversations).
In addition to these automated processes, we further stacked the deck by using our domain-specific expertise and human touchpoints. This combination of automated processes and human intervention is what allowed us to scale and generate prospects at volume while maintaining quality.
But how did we ensure that every prospect met the client’s campaign requirements? The key is not only in our proprietary intent monitoring and custom data scorecards, but also in the human element that makes all the difference in our efforts.
Additionally, before providing the client with any prospect information, we took the time to qualify each prospect’s interest by reviewing the last recorded phone conversation with the prospect.
The Results
A Measurable Boost in Pipeline Value
In addition to raising awareness and putting this company on the cybersecurity provider map in the US, we were able to supply their sales teams with a 18% conversion from prospects to sales opportunities. The company was finally engaging with enough qualified stakeholders to drive new revenue.
Compared to its earlier prospect and revenue generation efforts, the cybersecurity company is now seeing a return on its marketing investment — the sales pipeline attributed to our efforts has resulted in a multiplier of over 9 times the company’s marketing line item spend.
