Introduction
The marketing technology (MarTech) landscape has never been more complex and competitive. For cybersecurity firms, leveraging MarTech effectively can be the linchpin to driving business growth and outpacing competitors. In this riveting case study, we’ll take a deep dive into how a couple of Curate Partners’ top consultants—our “Purple Squirrels”—dramatically transformed a cybersecurity company’s MarTech stack, leading to modernization, a highly improved marketing pipeline, and impressive rationalization savings.
The Challenge
Our client—a global cybersecurity company—was grappling with a disjointed MarTech stack and ineffectual Campaign Management. The problems were multiple: Data silos between Salesforce and their Customer Relationship Management (CRM) system, outdated SEO & Content Optimization tools, and an underutilized Marketing Automation strategy. Despite using a suite of tools like Amplitude, Marketo, and Snowflake, the company’s conversion rates were poor, and customer data was scattered across platforms.

The Intervention: Curate's Purple Squirrels to the Rescue
Our consultants began with an audit of the existing MarTech stack, from Data Analytics & Visualization tools like Google Analytics and Bizible, to Web Platforms like Optimizely. They took note of critical KPIs and metrics, such as customer acquisition cost (CAC), lifetime value (LTV), and return on marketing investment (ROMI).
Phase 1: MarTech Rationalization and Stack Modernization
Our experts proposed replacing Dynamics 365 with Salesforce for better integration capabilities and enhancing the SEO & Content Optimization stack by introducing SEMrush.
KPIs:
- Increase in Rationalization Savings
- Reduction in Time-to-market
Phase 2: Streamlining Marketing Automation and Campaign Management
We introduced Adobe Marketing Cloud for Automated Marketing, replacing Mailchimp for its more robust feature set. We also integrated it with Salesforce, creating a seamless flow of customer data across the platforms.
KPIs:
- Increase in conversion rates
- Growth in Marketing qualified leads (MQLs)
Phase 3: Utilizing Data Analytics & Visualization for Decision Making
A mix of Google Analytics, Looker Studio, and a dash of AI & Predictive Analytics from Clearbit provided insights into user behavior, enabling Conversion Rate Optimization (CRO) through tools like Optimizely.
KPIs:
- Reduced Customer churn
- Increased User engagement
Phase 4: Enhancing Collaboration, Workflow, and Content Management
For improved workflow, our consultants recommended Monday.com, alongside a CMS shift from Ghost to WordPress for more scalable content management.
KPIs:
- Boosted Team productivity
- Improved Content production
The Impact: Measurable Success and Scalable Growth
The results were staggering:
- Overall increase in ROMI
- Rationalization Savings
- Improved Customer Retention Rates