Case Study: Cyberhaven achieves 4.7× demand-gen pipeline growth with Primer

Cyberhaven grows demand-gen pipeline 4.7× with Primer

Cyberhaven, a B2B cybersecurity company, faced significant challenges with its demand generation strategy. After being without a demand owner for several months, their marketing engine was neglected and unsustainable. The team, led by Timo, diagnosed three root problems: over-investment in demand capture, a single-channel reliance on Meta for cheap but low-quality leads, and a sloppy marketing-to-sales handoff process. They partnered with Primer to rebuild their entire funnel.

Using Primer, Cyberhaven implemented a three-part system to clean its audience targeting, create credible demand, and capture demand with discipline. The solution involved using Primer for deep market research, creating CRM-driven dynamic exclusions to reduce waste, and pre-visualizing audiences before launch. This new strategy, combined with a top-heavy budget allocation, resulted in a 4.7x growth in demand-gen sourced pipeline and a 300% improvement in pipeline-per-spend efficiency over four quarters.

Cyberhaven