Resources
Optimizing the Account-Based Purchase Funnel

Optimizing the Account-Based Purchase Funnel

GRADIANT launched a global brand awareness initiative for the industry-leading cybersecurity brand Trellix that used an account-based strategy to deliver a 1,187% conversion rate with decision-makers across the funnel.

Key Outcomes

The effect of running a holistic campaign focusing on top-of-the-funnel awareness with the right customer journey resulted in driving an additional 33% in qualified leads, with significantly improved conversion rates and decreased cost per engagement over other traffic sources.

268%

increase in customer consideration

119%

conversion rate

73%

decrease in cost per engaged target account

Challenge

Our client was launching a new brand — Trellix — to break into the highly competitive enterprise cybersecurity space. As a new brand seeking to stand out in a crowded industry against established market leaders such as Microsoft and Cisco, Trellix needed to disrupt a crowded, yet niche market. It needed to establish brand awareness and create a recognizable brand voice first and then create measurable growth that would allow it to pivot into a full demand-generation strategy with an account-based focus.

Strategy

For the brand launch, the team cast a wider net with awareness-focused media channels. The customer journey was intentionally built to create an omnipresence through targeting frequency focused on unique reach backed by media optimizations. Across the target audiences, multiple persona types were developed to deliver relevant content with regional consideration across premium inventory. Measurement played a crucial role by tying together media metrics and business-level objectives for true closed-loop measurement.

REsults

Within three months, Trellix’s brand launch exceeded unaided brand awareness goals by 33%. The audience segmentation and targeting strategy efficiently delivered users at scale, more than doubling the traffic forecast. Additionally, target audiences exposed to Trellix increased consideration by 268% and programmatic conversion rates by 119% compared to those not exposed to media. Finally, the launch laid a strong benchmark foundation that will be instrumental as awareness objectives morph into more sales-focused ones through the addition of ABM.

No items found.

REcognition

No items found.

“We worked with GRADIANT from the very beginning of our brand launch to establish a baseline of brand health and equity metrics. As a new brand seeking to stand out in a crowded industry, GRADIANT’s understanding of the B2B technology landscape and its use of data to deliver results were huge selling points.

brett hannath
Chief Marketing Officer, Trellix

Want to reach new audiences with your next marketing campaign?
Get in touch.

Contact Us
buzzballs logodell logodollar general logojets logomars logofleet feet logoascension logomyeye dr. logosubaru logo
buzzballs logodell logodollar general logojets logomars logofleet feet logoascension logomyeye dr. logosubaru logo

More Case Studies

View All

Growing the Next Era of Kubota Customers

Earning customer loyalty starts with the very first purchase, especially on products with long life cycles. Goodway Group and Realtor.com increased Kubota’s brand awareness among first-time equipment buyers and encouraged purchases while delivering data-driven, personalized messaging.
Read more

Evaluating the Impact of Upper-Funnel Campaigns

Goodway worked with The Trade Desk (TTD) and Strategic America, a marketing agency, to help a major U.S. manufacturer see how programmatic campaigns impact lower-funnel results.
Read more

Gaining New Customers and Brand Loyalty Through Influencers

See how a nutrition CPG brand's influencer collaborations doubled incremental conversions and reduced cost per conversion by over 50%.
Read more
View All