Building a High-Intent Lead Engine for a Global Cybersecurity Leader

Understanding the challenge

A leading cybersecurity SaaS provider was struggling to generate high-quality leads despite having a strong product and a wealth of technical content. Their marketing was too focused on product features, failing to connect with senior decision-makers (CISOs, CTOs) on business outcomes. Their SEO efforts were stalled, unable to compete with larger vendors for high-intent keywords, and their HubSpot and Salesforce instances were poorly integrated, leading to lead leakage and a fragmented view of the sales pipeline.

Our approach

We implemented a comprehensive Demand Generation strategy focused on SEO and a full-funnel HubSpot implementation. The goal was to shift the client's content from feature-focused to outcome-driven, attract high-intent organic traffic, and build a sophisticated lead nurturing and scoring system to accelerate the sales cycle.

Key elements of our solution included:

• A complete SEO overhaul, targeting high-value, non-branded keywords like “vulnerability management solutions” and “managed detection and response services.”

• Development of a pillar content strategy, creating comprehensive guides, whitepapers, and webinars focused on solving C-level security challenges.

• A full audit and rebuild of their HubSpot portal, including lead scoring models, automated nurture workflows, and lifecycle stage definitions.

• Deep, bi-directional integration between HubSpot and Salesforce to ensure seamless lead handoffs, accurate reporting, and a unified view of the customer journey.

Technical innovation

We developed a custom lead scoring model in HubSpot that incorporated over 50 explicit and implicit signals, including firmographic data, content engagement (e.g., webinar attendance, pricing page views), and threat intelligence feed subscriptions. This model used predictive analytics to identify leads most likely to convert, allowing the sales team to prioritize their efforts on accounts with the highest purchase intent. The model dynamically adjusted scores based on real-time engagement, ensuring MQLs were always sales-ready.

Outcome

The integrated strategy resulted in a 45% increase in marketing qualified leads (MQLs) within 12 months. The improved lead quality and automated nurturing workflows shortened the average sales cycle by 20%. The sales team reported a 30% increase in their MQL-to-opportunity conversion rate, directly attributing the success to the higher quality and better-timed leads delivered by the new system.