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Challenge & Solution
From Event-Driven Demand to an Always-On Pipeline
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.
The Challenges
Demand Depended on Events
Lead generation relied heavily on inbound content and trade events. Pipeline peaked after RSA Conference but lacked a consistent flow between major events.
In-Market Accounts Were Hard to Spot
The team could not see which target accounts were actively researching relevant cybersecurity topics.
Sales Lacked Engagement Context
SDRs could not see prospect activity before starting outreach.
Pipeline Performance Was Hard to Track
The team lacked a clear view of demand against pipeline targets.
The Solutions
Always-On Full-Funnel Demand
Built a Marketo program with top-of-funnel awareness content, mid-funnel gated assets, and bottom-funnel demo nurture to keep target accounts engaged beyond major events.
Intent-Based Account Targeting
Used ICP criteria and Bombora intent data to identify accounts showing stronger buying interest.
Marketo and Salesforce Integration
Connected both platforms so SDRs could follow up with better context.
Monthly Demand Reporting
Designed monthly reporting so the team could see what was contributing to pipeline and where to adjust.
The Challenges
The Solutions
Demand Depended on Events
Lead generation relied heavily on inbound content and trade events. Pipeline peaked after RSA Conference but lacked a consistent flow between major events.
Always-On Full-Funnel Demand
Built a Marketo program with top-of-funnel awareness content, mid-funnel gated assets, and bottom-funnel demo nurture to keep target accounts engaged beyond major events.
In-Market Accounts Were Hard to Spot
The team could not see which target accounts were actively researching relevant cybersecurity topics.
Intent-Based Account Targeting
Used ICP criteria and Bombora intent data to identify accounts showing stronger buying interest.
Sales Lacked Engagement Context
SDRs could not see prospect activity before starting outreach.
Marketo and Salesforce Integration
Connected both platforms so SDRs could follow up with better context.
Pipeline Performance Was Hard to Track
The team lacked a clear view of demand against pipeline targets.
Monthly Demand Reporting
Designed monthly reporting so the team could see what was contributing to pipeline and where to adjust.
Where Growth Showed Up
A snapshot of performance improvements across priority initiatives.
Pipeline Consistency
- 38% Increase in Marketing-Generated Pipeline
- 44% More Pipeline Generated Outside Major Event Periods.
Target Account Performance
- 31% Higher Target-Account-to-Meeting Conversion
- 34% More Engagement from Target Accounts
Funnel Velocity
- 27% Faster Lead-to-Opportunity Conversion
- 26% Increase in Demo Requests from Nurtured Accounts
Building a More Predictable Demand Engine
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
Conclusion
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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