Overview
Threatdown, a B2B cybersecurity platform, partnered with RSO to optimize their paid search strategy and reduce customer acquisition costs. By shifting focus to non-brand campaigns and implementing a more strategic approach, we helped Threatdown achieve a 120% increase in leads while reducing cost per lead by 65%. The success of this campaign not only drove immediate pipeline growth of 131% but also established a more cost-effective and scalable growth strategy.
Pipeline Growth
Cost Per Lead
Increase in Leads
The Challenge
ThreatDown aimed to expand brand awareness while generating more marketing-qualified leads (MQLs) at a lower cost, all without increasing their existing budget. A key concern was ensuring brand campaigns were not cannibalizing organic search traffic while still maintaining a steady flow of incremental leads. Finding the right balance between brand and non-brand campaign investments was critical to optimizing performance and increasing overall pipeline growth.
The Approach
To maximize efficiency, brand campaign investments were gradually reduced, allowing organic search to take on a greater role in generating traffic and leads. Simultaneously, more budget was allocated to non-brand campaigns, targeting users in the consideration stage who were unfamiliar with ThreatDown but actively seeking relevant solutions. Additional non-brand keywords were introduced, with increased spending on high-performing terms to drive lead volume. To improve engagement and conversion rates, new ad creatives, landing pages, and campaign assets were continuously refreshed, ensuring ads remained relevant and effective.
The Results
By shifting focus to non-brand campaigns, paid search leads increased by 120% while overall costs decreased by 25%. Cost per lead saw a significant reduction of 65%, improving overall efficiency. The pipeline generated from paid search campaigns grew by 131%, with an additional 67% increase in influenced pipeline. As a result of the strategic reallocation, leads from brand campaigns decreased by 43%, while organic search leads grew by an equivalent 43%, demonstrating a successful transition towards a more cost-effective, scalable growth strategy.
“Partnering with RSO has been a game changer for our marketing efforts. Their data-driven approach to demand generation, web and SEO has consistently resulted in measurable improvements to traffic, leads, and pipeline quarter over quarter. Beyond their expertise, they truly act as an extension of our team, bringing strategy and efficiency to our marketing team, driving better outcomes each quarter.”