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The company could generate strong interest around major industry events, but demand dropped between those peaks. Without a consistent way to find in-market accounts, nurture interest, and give sales visibility into engagement, quarterly pipeline remained difficult to plan.
A snapshot of performance improvements across priority initiatives.
1.8x Improvement in Meeting Booking Rate
3-Stage Marketo Funnel Built Across Awareness, Consideration, and Demo Nurture
2 Core Platforms Connected for SDR Engagement Visibility
Beforethenewdemandenginewasinplace,ourpipelineroseandfellaroundmajorevents.Nowwecanidentifyaccountsshowingstrongerintent,keepthemengagedthroughouttheyear,andgivesalesbettercontextforoutreach.
Mid-Market Cybersecurity Vendor
By combining intent data, paid advertising, marketing automation, and sales activity, the company built a consistent demand engine beyond industry events. Marketing-generated pipeline increased by 38%, while pipeline outside major event periods increased by 44%. Marketing could identify high-interest accounts, nurture them, and give SDRs better context before outreach. Leadership also gained a clearer view of pipeline contribution.
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Case Study
A Mid-Market Cybersecurity Vendor Building More Predictable Demand
A U.S-based mid-market cybersecurity vendor relied heavily on inbound content and trade events for lead generation. Pipeline would rise after major events, especially RSA Conference, then drop once the event-driven interest slowed. The company needed a more consistent way to reach target accounts and create demand throughout the year.
Increase in Marketing-Generated Pipeline
Higher Target-Account-to-Meeting Conversion
Reduction in Lead-to-Opportunity Time