The Client
Beyond Identity is a B2B SaaS company that offers Secure & Passwordless MFA. While other access management platforms are built mainly to drive productivity and ease of use at a free or low cost, Beyond Identity is the only Access Management platform foundationally built to ensure that only trusted users and secure devices can ever gain and maintain access to your company assets and resources.
Client:
Beyond Identity
Industry:
Cybersecurity SaaS
Solutions:
Paid Media
Strategy
CRM Optimization
The Challenge
The Sales team was being bogged down with unqualified traffic; Our main objective in Quarter 3 was to increase the volume of qualified traffic.
To succeed, we would need to:
Define Lifecycle Stages within HubSpot
Optimize Google Ads toward Lifecycle Stages
Define keyword intent that signals enterprise
Generate high value leads
By assigning conversion values to different stages of leads (Leads, MQLs, SQLs, Opportunities) within Google, the company aimed to optimize towards more qualified leads. This resulted in an increase in MQLs, SQLs, and Opportunities, showing a successful optimization towards later stage success.
The company improved the user experience and copy of their landing pages, resulting in a higher conversion rate. This shows the importance of a positive user experience and well-crafted messaging in converting website visitors into leads.
By expanding their keywords and ads to include different branded passkeys/tokens, the company saw an increase in form submissions. This highlights the importance of tailoring campaigns to target specific audience segments and using unique and relevant keywords.
Updating the company’s sitelinks and other extensions led to a rise in conversions and a reduction in cost per conversion. This demonstrates the impact of optimizing ad extensions in improving overall campaign performance.
The Outcome
Setting up HubSpot lead stage events within Google has proven to drive a higher quality of leads resulting in a 60+% increase of qualified leads in Quarter 3.
60%
Increase in Marketing Qualified Leads
67%
Increase in Sales Qualified Leads
Transforming Brands to Support Strategic Growth
At LOCOMOTIVE, we build brands that open doors — to new markets, better business opportunities and long-term commercial impact. Whether you are preparing to scale, expand internationally or position for investment, we streamline the path from ambition to outcome.
