Abnormal Security Lead Generation Pilot Project

This case study outlines the lead generation pilot project conducted by Abnormal Security in collaboration with ViB. The objective was to generate enterprise-level lead appointments, starting in Q1 2022, with a target of 10 new appointments. Jon Moody, the Director of Demand and Digital Marketing at Abnormal Security, initiated this project due to dissatisfaction with previous lead generation efforts from traditional sales development representatives. The pilot project yielded high-quality, intent-based leads that significantly contributed to achieving the company's meeting goals. The case study details the challenges faced with external SDR firms, including limited engagement and long turnaround times. It also highlights the dramatic results achieved, including a lead conversion rate of 82.5% and an estimated ROI of 67x. Following the success of the pilot, Abnormal Security expanded its lead generation efforts, including testing a Virtual Events service for webinars, which exceeded expectations and further enhanced their sales opportunities.