The cybersecurity firm
still running on
tradeshow leads.

The challenge

The sales team was good. The pipeline sources were not. Most qualified opportunities came from two annual conferences and a BDR team doing manual outreach at 200 dials a week. Digital marketing was an afterthought — a blog nobody read and a LinkedIn page with company updates.

When COVID-era budget scrutiny hit, the tradeshow pipeline dried up and there was nothing behind it.

What we did

• Built a LinkedIn ABM program targeting 500 named accounts with ICP-matched firmographic and technographic criteria.
• Launched a monthly webinar series positioned around compliance deadlines — turning regulatory pressure into pipeline urgency.
• Built an intent-based lead scoring system in HubSpot using page visits, content downloads, and webinar attendance signals.
• Created a BDR enablement layer — warm leads were routed with context so the first call was a conversation, not a cold pitch.

The outcome

SQLs grew 180% in the first two quarters. Cost per SQL dropped by more than half. The webinar program alone generated a 14% attendee-to-meeting conversion rate — better than any tradeshow the team had attended.

The CRO stopped defending the marketing budget and started asking for more of it. Pipeline became predictable for the first time in the company's history.