Merav Keren
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.
Questions Merav Keren answered
Dmitri suggests starting with people already in your pipeline — accounts your sales team is talking to — since the data is already in your CRM and campaigns provide immediate help with zero collection effort. Merav adds another low-hanging fruit: target leads that fit your MQL criteria but aren't responding to email; they may respond on social.
Cato Networks Case Study: Executing A Targeted Plan To Reach The Right Stakeholders32:56 · with Dmitri Lisitski
Merav describes a close, organic feedback loop with both content and design teams. Since the audience is a perfect fit that simply doesn't know Cato yet, ads focus on the prospect's challenges and pains rather than branding, using micro copy for quick-glance formats, with results shared and iterated on rapidly.
Cato Networks Case Study: Executing A Targeted Plan To Reach The Right Stakeholders37:01
Merav explains that clicks flow almost immediately via API into Marketo and Salesforce, where reps see exactly who clicked which ad and visited which page, plus instant email alerts trigger quick outreach that starts from the prospect's known interests. Dmitri adds that Influ2 deliberately delivers insights inside the CRM so salespeople never leave their normal workflow.
Cato Networks Case Study: Executing A Targeted Plan To Reach The Right Stakeholders40:09 · with Dmitri Lisitski
In Merav Keren's words
“I always say that marketing is really working for sales — we need to get the food on their table.”
Cato Networks Case Study: Executing A Targeted Plan To Reach The Right Stakeholders40:09