Cybersecurity & Networking
Companies delivering enterprise networking, connectivity and security platforms to technical buying groups.Featured companies: Cato Networks
Case Study
Key takeaways
- 6:08Person-based advertising targets specific decision makers inside accounts (the 'group of decision makers') and tracks interest person by person, so every interested visitor becomes a lead — not just the roughly one in ten who fill out a lead form.
- 13:18Budget by reverse-engineering the funnel: start from the number of clients you want, adjust for the sales cycle, and work backwards through conversion rates to how many accounts must reach a 10+ engagement score.
- 23:46Cato Networks matched 60–70% of its target audience through Influ2, used frictionless ungated content like guides and analyst reports, refreshed banners about every two weeks, and treated a CTR above 0.20% as the benchmark for producing interactions.
- 29:54Results included roughly 9,500 leads reached, over 400,000 impressions and 550 visits from Cato's most valuable segments — with one strategic account converting from MQL to opportunity in three months after 374 impressions to five stakeholders, and a cold account revived after 317 impressions.
- 41:09Engagement data flows almost instantly via API into Marketo and Salesforce with email alerts on every click, letting sales reps act quickly on the exact ad and topic each prospect engaged with.