Demandbase > Case Studies > Deep Instinct's Exponential Growth through Data-Driven Approach

Deep Instinct's Exponential Growth through Data-Driven Approach

Technology Category

Platform as a Service (PaaS) - Application Development Platforms
Sensors - Autonomous Driving Sensors

Applicable Industries

Equipment & Machinery
Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Cybersecurity
Time Sensitive Networking

Services

System Integration

About The Customer

Deep Instinct is a cybersecurity company based in New York, NY, with around 300 employees. The company is at the forefront of cybersecurity, providing anti-malware and protection from unknown, “zero day” threats aimed at endpoint devices and business critical applications. Unlike other providers that protect against known viruses, Deep Instinct is unique in being able to detect and stop threats before they’re on anyone’s radar. The company uses deep learning to prevent viruses from launching, adhering to the belief that 'Once a virus launches, it’s already too late.'

The Challenge

Deep Instinct, a cybersecurity company, was facing a challenge in their marketing approach. The company, which specializes in providing anti-malware and protection from unknown threats, was under the leadership of a new VP who was keen on using tools, technology, and intent data for a targeted approach to the accounts they pursued. However, the marketing team was in the process of rebuilding and needed to evaluate the tools in their tech stack. They wanted to be able to map leads to accounts, identify anonymous web visitors, and tap into intent data from a variety of sources across the buyer’s journey. The challenge was to find a tool that could handle all these requirements efficiently and effectively.

The Solution

Deep Instinct decided to use Demandbase, a platform that could support their account-based marketing (ABM) needs. Demandbase became central to Deep Instinct’s marketing efforts and the source of truth their sales and marketing teams rallied around. The platform was used to build highly targeted account lists, automate and orchestrate cross-channel campaigns, and provide data and intelligence for their SDRs to analyze their accounts. It also provided insights around recent activity, journey stage, competitive intent keywords, and more to inform their strategies and pinpoint their hottest opportunities. These insights were automatically pushed into Salesforce, where their sellers live every day. Demandbase’s ability to automatically synchronize audiences to LinkedIn was another key differentiator that made it the preferred choice for Deep Instinct.

Operational Impact

The implementation of Demandbase One led to a shift from traditional marketing to a modern account-based approach for Deep Instinct. This resulted in a significant increase in their pipeline. The company was able to be more intentional about who they targeted and how they prioritized accounts, leading to a more efficient and effective marketing strategy. The SDRs were able to improve their conversion rates and pipeline growth by focusing on their best prospects and taking a more personalized approach. The integration of Demandbase with LinkedIn allowed them to customize their ads based on where an account is in the buyer journey. The data from Demandbase also built trust with the sales team, as they were able to see who they should target and why. Furthermore, the analytics provided by Demandbase unlocked new insights, enabling them to see which channels were driving traffic at each journey stage and what the average cost per engagement minute was from different channels.

Quantitative Benefit