Introduction
BeyondTrust, the leader in intelligent identity and access security, needed to flip their funnel. The mandate: shift from chasing sheer lead volume to generating the kind of high-quality demand that sales teams could close.
ROI·DNA partnered with BeyondTrust to build exactly that. We designed a demand engine that connected awareness to action across continents, mapping content to buyer journeys, balancing media by intent, and pacing programs to match regional sales capacity. The shift didn’t just increase conversions—it rewired how marketing and sales worked together to grow the business.
Let’s get into it.
The Challenge
For BeyondTrust, growth at scale created a familiar challenge: marketing was filling the funnel, but too few leads were making it to revenue. The solution wasn’t “more leads.” It was smarter demand, globally orchestrated and sales-aligned. Instead of chasing lead volume, we built a system designed to connect awareness with action—where every campaign, channel, and piece of content worked in sync to drive high-intent and high-quality conversions.
Our approach started with mapping content across the buyer journey, ensuring prospects were met with the right message at the right time. We layered in a precision media mix: LinkedIn, Reddit, 6sense, and industry publishers to spark awareness; Google, Bing, and retargeting to capture and convert intent. Most importantly, we calibrated program pacing by region, aligning with SDR and AE capacity so sales could actually act on the demand we created.
We created a globally aligned demand framework that scaled with BeyondTrust’s business while keeping marketing laser-focused on high-value, revenue-ready opportunities.
Goal #1
Increase lead quality by focusing on high-intent buyers
Goal #2
Build a full-funnel demand mix that connects awareness to action
Goal #3
Tightly align marketing with sales capacity and priorities
The Solution
We partnered with BeyondTrust to design a demand engine that shifted focus from volume to value. The strategy kicked off by mapping content to every stage of the buyer journey, making sure messaging flowed naturally from awareness to decision—clear and always relevant.
From demand generation to sales alignment:
- We engineered awareness through LinkedIn, Reddit, 6sense, and industry publishers—each chosen to precisely reach decision-makers and practitioners. Conversions were driven by orchestrated intent plays across Google, Bing, LinkedIn, and 6sense retargeting, connecting discovery to decision in one unified engine.
- Content was systematically mapped to awareness, consideration, and decision stages, for a predictable buyer journey that advanced qualified prospects while shielding sales from noise.
- Media mix and pacing were calibrated to regional capacity through our proprietary modeling, aligning with SDR, BDR, and AE bandwidth. Strategic sales plays turned intent signals into upsell and cross-sell momentum.
Senior Director, Demand Gen, BeyondTrust
Working with the ROI·DNA team enables us to move a lot faster than we normally would. Having a fully supportive team with expertise in our tools and platforms has driven game-changing results
The Results
By shifting the focus from lead volume to lead quality, BeyondTrust flipped their funnel toward revenue acceleration. With a content strategy mapped to the buyer journey and a media mix balanced between demand generation and capture, the results rolled in:
increase in high-intent conversions
increase in marketing-sourced pipeline
increase in marketing-sourced ACV
Built on a globally aligned demand strategy, BeyondTrust now drives meaningful engagement at every buying stage, proving that quality beats quantity every time. The shift has given their marketing and sales teams a stronger shared foundation, with campaigns that scale across regions while staying laser-focused on high-value outcomes.
Ready to elevate your marketing strategy? Let’s talk about how we can help you achieve results like these.
