Case Study: Palo Alto Networks achieves 2.3x larger deal sizes with Demandbase

How Palo Alto Networks transformed lead management with Demandbase

Palo Alto Networks, a global cybersecurity leader, was struggling with unassigned high-quality leads, outdated lead scoring, and manual workflow bottlenecks that slowed pipeline growth and sales/marketing alignment. The company turned to Demandbase and its buying group and automation capabilities to modernize lead management and better engage high-intent accounts.

Demandbase implemented intent-based MQL automations, buying group models, and orchestration workflows integrated with Salesforce and Outreach to route and nurture leads faster. The result was a +17% closed-won rate, 2.3x larger average deal sizes, and 17x better opportunity acceleration, with Palo Alto Networks also reporting stronger alignment between marketing and sales.

Palo Alto Networks

Lauren Daley

Director of Marketing Operations