Cybersecurity Firm Drives $800k Monthly Sales Pipeline with Content Syndication
Abnormal provides enterprise organizations with one of today’s leading cloud-based email security solutions, with a mission to fight cybercrime by blocking the email attacks that matter most.
Jon Moody, the Director of Demand and Digital Marketing, aimed to generate a higher quality and quantity of leads through innovative lead generation methods.
Prior to his successes with ViB Syndication, Jon was already tapping into several of ViB’s lead generation services — including appointment setting, webinar promotion, and email marketing — and also looking forward to expanding into ViB’s newest solution, ViB Deal Discovery.
In the earlier ViB Appointments lead generation case study, Jon was seeing 82.5% lead to opportunity conversion rates, bringing the total ROI to an estimated 67x.
Director of Demand and Digital Marketing
“It’s usually a struggle to get the attention of C-level execs with digital initiatives, but when they trust an organization like ViB, the process becomes much easier.
Without ViB, we would have to make extra investments to drive the same quality and opportunities. To get to our expected opportunity volume with other vendors, we would have had to make 1.5x the investment.”
His specific target audience included Chief Information Security Officers and other director-level positions, along with practitioners like engineers and senior analysts, from enterprise companies with 3,000-plus employees. However, gaining access to this audience and earning their trust wasn’t easy.
- Targeting C-level executives and other senior job roles
- Targeting large enterprise cybersecurity accounts
- Fulfilling both lead quality and volume requirements
Jon began using ViB Syndication, a B2B content syndication platform that taps into the ViB Community portal and an addressable network of millions of segmented tech profiles to generate qualified downloads.
He effectively promoted a mix of top and middle-of-funnel assets, including whitepapers, case studies, and on-demand webinars, focused on establishing thought leadership in the email security space.
Examples of syndicated assets from Abnormal:
- CISO Guide to Business Email Compromise,
- CISO Guide to Ransomware,
- Forrester Total Economic Impact study,
- and various threat reports
How ViB Syndication works
Getting the campaign up and running was simple and quick. With ViB Syndication, all Jon had to do was provide the asset and messaging, targeting requirements and lead goal.
ViB then creates a tailored landing page to promote the asset to the desired community members, facilitating easy downloads.
Within the ViB Community portal, members have the option to voluntarily download assets that interest them. This voluntary engagement ensures that the leads generated are more qualified and genuinely interested.
ViB then verifies each contact, ensuring the delivery of qualified leads until the lead goal is met.
Jon’s team would then have all leads run through internal data validation services — though he adds that these services weren’t typically needed with ViB Syndication. He would then put all leads into dedicated sequences within Outreach for their sales teams, making the follow up as scalable but personalized as possible.
With ViB Content Syndication, Abnormal is generating a steady 1,000-1,5000 leads per quarter. These qualified leads result in multiple opportunities worth over $800,000 each month.
In addition, Abnormal saw clear benefits compared to other content syndication services, including lead quality, cost-effectiveness, and ROI.
How ViB compares to other syndication services
- 50% higher lead to opportunity conversion rate
- Higher quality of job titles and leads from Abnormal’s target audience
- Consistently good feedback across ViB’s solutions from Abnormal’s sales team
Talk to us today to learn how we deliver the highest quality leads with our active community of high-tech professionals.