Situation.
Enterprise cybersecurity has a long sales cycle and a buying committee that generic demand generation struggles to reach. The company needed to concentrate spend on accounts showing real intent, connect advertising to pipeline and revenue, and give sales a reliable signal for when to engage.
Action.
I used 6sense intent and predictive data to identify in-market accounts, prioritize them, and run targeted advertising before a sales conversation began. I tracked accounts reached, accounts engaged, marketing-qualified accounts, opportunities, and wins. That connected advertising influence to pipeline and revenue rather than clicks alone.
Result.
Across 2.5 years, advertising influenced 1,498 opportunities and contributed to $1.16B in pipeline. Of those opportunities, 203 had closed won to date, generating $24.0M in ad-influenced revenue, while a substantial share of the remaining pipeline was still active. The program recorded more than 950,000 target-account touches, engaged 70% of reached accounts, and qualified roughly 32,000 as marketing-qualified accounts. Q3 2024 was the strongest quarter, with 462 ad-influenced opportunities, 59 closed-won deals, and $11M in revenue. Against roughly $35K in tracked ad spend, the return on ad-influenced revenue was nearly 700×.
- $1.16B
- Ad-influenced pipeline
- $24.0M
- Ad-influenced revenue
- ~700×
- Return on ad-influenced revenue
Key metrics at a glance
| Metric | Result |
|---|---|
| Program duration | 2024 – 2026 (2.5 years) |
| Ad-influenced opportunities created | 1,498 |
| Ad-influenced pipeline generated | $1.16B |
| Ad-influenced opportunities won to date | 203 |
| Ad-influenced revenue | $24.0M |
| Opportunities still active in pipeline | 1,155 |
| Best single quarter (revenue) | $11M — Q3 2024 |
| Target-account touches | 950,000+ |
| Engagement rate of reached accounts | 70% |
| Marketing-qualified accounts (MQAs) | ~32,000 |
| Tracked ad spend | ~$35K |
| Return on ad-influenced revenue | ~700× |
Quarterly performance trend
| Quarter | Opportunities | Wins | Revenue |
|---|---|---|---|
| 2024 Q1 | 36 | 12 | $729K |
| 2024 Q2 | 42 | 8 | $579K |
| 2024 Q3 | 462 | 59 | $11.0M |
| 2024 Q4 | 110 | 9 | $337K |
| 2025 Q1 | 19 | 3 | $305K |
| 2025 Q2 | 276 | 30 | $581K |
| 2025 Q3 | 256 | 23 | $656K |
| 2025 Q4 | 195 | 44 | $580K |
| 2026 Q1 | 102 | 15 | $9.2M |