Demandbase > Case Studies > Lacework Boosts Pipeline with Intelligent Always-On Campaigns

Lacework Boosts Pipeline with Intelligent Always-On Campaigns

Technology Category

Cybersecurity & Privacy - Cloud Security
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

National Security & Defense
Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Tamper Detection
Time Sensitive Networking

Services

Cloud Planning, Design & Implementation Services

About The Customer

Lacework is a cloud security platform that protects its customers from cyber attacks. The company offers a data-driven security platform for the cloud and is recognized as the leading cloud-native application protection platform (CNAPP) solution. Lacework has the unique ability to collect, analyze, and accurately correlate data across an organization’s cloud and Kubernetes environments without the need for manually written rules. This allows the company to narrow down to the few security events that matter. Security and DevOps teams around the world trust Lacework to secure their cloud-native applications across the full lifecycle from code to cloud.

The Challenge

Lacework, a cloud security platform, was looking to establish an account-based marketing (ABM) program. The company had a very targeted ideal customer profile (ICP), making ABM a suitable strategy. To build this program, Lacework hired Mandy Hanson, Director of Global Account-Based Marketing. Her task was to create impactful campaigns for Lacework’s top strategic accounts. However, the existing ABM platform was not delivering the desired results, prompting the need for a more effective solution.

The Solution

To address the challenge, Mandy replaced the existing ABM platform with Demandbase, a platform she had successfully used in the past. Demandbase was chosen for its superior user experience, excellent engagement insights, and intent data. It also offered seamless integration with other tech tools, particularly Salesforce, which allowed for the creation of dynamic lists and journey-stage targeting. Demandbase also provided top-notch ad targeting, including person-based targeting, which Mandy referred to as a 'game changer'. The platform also offered capabilities such as website personalization and data enrichment, which were yet to be explored. With Demandbase, Lacework was able to launch highly tailored, 1:1 ad campaigns, which significantly increased engagement with their top accounts.

Operational Impact

The implementation of Demandbase resulted in several operational benefits for Lacework. The platform's superior user experience and interface made it easier for the team to manage and execute campaigns. The engagement insights and intent data provided by Demandbase allowed Lacework to better understand their customers and tailor their campaigns accordingly. The platform's integration with Salesforce and other tech tools streamlined operations and improved efficiency. The ad targeting capabilities of Demandbase, particularly person-based targeting, were a game changer, enabling Lacework to create highly personalized campaigns. The platform also helped Lacework ward off competition and secure renewals by providing intent data that signaled when a customer was researching a competitor. Finally, Demandbase took the guesswork out of budgeting, providing clear visibility into ad spend and reach.

Quantitative Benefit

Achieved an 85% lift on targeted 1:1 accounts
Significant increase in pipeline in new industry and persona-based segments
Saved countless hours by orchestrating campaigns across channels from a single platform