Abnormal Security Lead Generation Pilot Project

This case study details the lead generation pilot project conducted by Abnormal Security in collaboration with ViB Appointments. The objective of the project was to generate new enterprise-level lead appointments, with an initial goal of securing ten appointments. Jon Moody, the Director of Demand and Digital Marketing at Abnormal Security, initiated the pilot in Q1 2022, despite concerns about its potential impact due to its late start. The project quickly demonstrated success, leading to an increase in the company's lead generation goals. The case study outlines the challenges faced with traditional sales development representative outsourcing firms, including limited engagement and long turnaround times. In contrast, the ViB Appointments service provided high-quality, intent-based leads that resulted in a significant lead conversion rate of 82.5% and an estimated return on investment of 67x. The success of the pilot led to further expansions in lead generation efforts, including a new focus on midmarket opportunities and virtual events.