Scaling Enterprise Acquisition: Reducing CAC by 42% While Tripling MQL Volume
How a leading cybersecurity platform restructured their demand generation engine to target high-intent enterprise accounts, resulting in exponential pipeline growth.
The Challenge
CyberShield had a robust product but a misaligned go-to-market strategy. They were burning capital on broad-match search campaigns and generic LinkedIn ads, resulting in a high volume of low-quality leads and an unsustainable Customer Acquisition Cost (CAC) for the enterprise tier.
The Strategy
Intent-Based Account Targeting
We shifted from persona-based targeting to account-based targeting (ABM) utilizing first-party intent data to identify organizations actively researching cybersecurity solutions.
High-Friction Funnel Architecture
Introduced deliberate friction into the lead capture process for enterprise accounts, replacing simple ebooks with interactive security assessment tools to qualify intent.
Multi-Touch Attribution Modeling
Implemented a linear attribution model to accurately measure the impact of middle-of-funnel touchpoints, reallocating budget from top-of-funnel awareness to high-converting retargeting.
The Results
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