Case Study: Zylo achieves 10× pipeline ROI with Primer

How Zylo Uses Primer to Consistently Achieve 10X Pipeline ROI While Going Upmarket

Zylo, a company that helps enterprises manage SaaS applications and optimize software spend, faced the challenge of reaching its highly specific target buyers while expanding into larger enterprise markets. Their ideal customer profiles were small niche segments, and low match rates in advertising platforms threatened the efficiency of their demand generation. They needed to educate the market on a new category without wasting spend on irrelevant audiences and had to engage different personas within complex buying committees. To address this, they turned to the vendor, Primer.

Primer provided the solution by enabling Zylo to build a coordinated demand generation system anchored by precise audience targeting. Primer's audiences were used to constrain top-of-funnel campaigns on Google Performance Max and LinkedIn for efficient market education. For mid-funnel activation, intent data from 6sense was fed into Salesforce and then into Primer to create persona-specific audiences for precise engagement. Primer also ensured real-time alignment by syncing with Salesforce to automatically market to contacts in active opportunities. This approach allowed Zylo to consistently achieve its key performance metric of a 10x return on investment for pipeline generated.

Zylo

Chris Cruz

Senior Director of Demand Generation and Digital Marketing