Case Study: 116% MQL (Marketing Qualified Lead) Growth — Scalable Demand Gen for SaaS

Executive Summary

In FY23/24, our integrated marketing campaign planning supported Mid/Enterprise Security Markets targeting a key vertical: Healthcare.

This campaign demonstrated significant success in marketing qualified lead generation, market penetration, and cost efficiency while promoting cloud-based security solutions.

Campaign: Healthcare Security Solutions Initiative

Strategic Overview

• Target Market: US Healthcare Facilities (Mid Sized Hospitals/Multi-Hospitals)
• Primary Audience: IT Directors, Security Directors
• Campaign Duration: 6 months (May-November 2024)
• Budget Allocation: $k (62% of total budget)

Campaign Execution

Multi-channel approach including:

• Hospital on-site digital advertising across 43 locations in NAM
• LinkedIn targeted advertising
• CIO Premium sponsorship
• The Register IT platform integration
• ISC2 live webinar series

• Comprehensive content marketing suite and sales enablement

Key Value Propositions developed
• Emphasis on compliance in Healthcare (HL7, ISO 27001, HIPPA)
• Heightened security posture – protecting patients (data, violence, treatments, access, transmission)
• Future-proof architecture supporting scalability
• Seamless integration across security platforms

Results & Performance – key numbers
• Generated approximately 250 leads
• Achieved 60% ICP (ideal customer profile) match rate for organizations >1000 employees firmographics
• MQL (marketing qualified lead) conversion rate of 26% (significantly above 12% benchmark)
• In the first 90 days, we achieved 70% of MQL target
• Reduced cost per lead to $200 from $280

• Contributed to eight potential sales opportunities in the pipeline equating to $500k+

“We recognized the need for a results-driven demand generation leader whose ability to optimize marketing campaigns, streamline processes, and drive lead generation at scale. Their strategic vision and meticulous execution have consistently exceeded expectations in delivering high-quality marketing-qualified leads (MQLs), while significantly improving conversion rates and cost efficiencies”

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