The platform ran high-volume content syndication off broad, buy-anywhere lists. Downloads looked healthy on the dashboard, but the sales team had stopped trusting the handoff: the sales-accepted rate sat near 4%, and most contacts never fit the accounts reps were paid to close.
With a board reviewing marketing-sourced pipeline every quarter, “more leads” was no longer a defensible answer. The team needed syndication that produced leads reps chose to work, not a number to report.
Firmographics, tech stack and security maturity signals defined exactly which SOC and CISO accounts counted, and which to stop paying for.
Broad lists were retired for a vetted publisher network delivering the gated research only to contacts inside the target account set.
Engagement and double opt-in checks filtered content grabbers, so a lead only reached a rep once it looked like a real buyer.
A follow-up SLA and weekly disposition feedback fed straight back into targeting, tightening the program every cycle.