Case Study: Palo Alto Networks achieves greater marketing efficiency with Demandbase

How Palo Alto Networks Achieved Greater Marketing Efficiency with Buying Groups

Palo Alto Networks, a global cybersecurity leader, was looking to improve marketing spend efficiency, pipeline creation, and conversion rates as part of its ABM strategy. Its challenge was reaching the right decision-makers and influencers: account-based targeting was too broad, while lead-based targeting was too narrow. Palo Alto Networks used Demandbase to help identify and reach buying group members more precisely.

Palo Alto Networks implemented a buying groups approach with Demandbase, supported by LeanData and Outreach, to power targeted ads, BDR outreach, and coordinated follow-up. The result was stronger performance across the funnel: opportunities with buying groups progressed to forecasted pipeline 8x more often, average deal sizes were 2.3x higher, closed-won rates improved by 17%, and display ad CTR increased by 33% in the pilot.

Palo Alto Networks