Cybersecurity SaaS

$1.4M influenced revenue, 20% shorter sales cycle

$1.4M influenced revenue, 20% shorter sales cycle

38%

SQL Increase

120

Days to Impact

27%

Cost Reduction

$65K

Monthly Ad Spend

38%

SQL Increase

27%

Cost Reduction

120

Days to Impact

$65K

Monthly Ad Spend

The Challenge

The Situation

Enterprise sales cycle. Can't prove which ads influence deals.

This cybersecurity company had 9-month sales cycles. They ran LinkedIn and Google ads but had zero visibility into whether ads influenced deals that closed 6-9 months later.

Attribution was set to "last-click" which credited everything to branded search. Marketing couldn't prove ad impact on enterprise deals.

Before dilucidus

SQLs

8

Cost per SQL

$8,125

Attribution

Last-click

After dilucidus

SQLs

11

Cost per SQL

$5,909

Attribution

Multi-touch

What Was Broken

  • Last-click attribution (useless for 9-month cycles)

  • No multi-touch tracking across buyer journey

  • Marketing and sales couldn't agree on lead quality

  • No visibility into which campaigns influenced enterprise deals

The Solution

Week 1-2: Set up multi-touch attribution in Salesforce. Tracked every touchpoint: ad clicks, content downloads, webinar attendance, demo requests.

Week 3-4: Created separate campaigns for each funnel stage. Launched ABM targeting 150 Fortune 500 security teams via LinkedIn + programmatic. Built account-specific messaging for top 50 accounts.

Month 2-4: Tracked $1.4M back to specific campaigns. Showed board that ABM + awareness campaigns influenced 60% of enterprise deals. Expanded ABM to 250 accounts.

"We operate in a 9-month sales cycle. Before Dilucidus, we had no idea if our ads mattered. Now we can show the board exactly which campaigns influenced our biggest deals. That changed everything."

"We operate in a 9-month sales cycle. Before Dilucidus, we had no idea if our ads mattered. Now we can show the board exactly which campaigns influenced our biggest deals. That changed everything."

— CMO

Key Takeaways

What Worked:

  • Multi-touch attribution (game changer)

  • ABM for target accounts (3x higher close rate)

  • LinkedIn + programmatic combination

  • Content for each funnel stage

What Didn't Work:

  • Last-click attribution (useless for B2B)

  • Awareness campaigns showed no ROI in 30 days (but they matter long-term)