How Palo Alto Networks Transformed Lead Management with Demandbase

Executive Summary

Palo Alto Networks faced challenges in their lead management system, including unassigned high-quality leads, inefficient manual processes, and stagnant leads in their pipeline. By implementing Demandbase’s advanced buying groups and automation capabilities, they revolutionized their lead management approach. The results were outstanding – when buying groups are present, they’re seeing +17% closed-won rate, 2.3x larger deal sizes, and a 17x better opportunity acceleration.

Introduction

Palo Alto Networks is a global leader in the cybersecurity industry. Despite their strong standing, the company struggled with inefficiencies in lead management, common to large, highly matrixed B2B marketing organizations, that hindered pipeline growth, slowing overall business momentum.

With the need to streamline their lead management process and drive better alignment between marketing and sales teams, Palo Alto Networks turned to Demandbase for a data-driven, AI-powered solution capable of transforming their approach to lead engagement and progression.

The Problem

Unassigned High-Quality Leads

One of the core issues for Palo Alto Networks was a large volume of high-intent leads sitting idle due to failing to score high enough to become MQLs. These were associated with high-value accounts, some flagged with high pipeline predict scores, and left unassigned and unengaged, creating a significant missed opportunity for pipeline growth.

Outdated Lead Scoring Models

The previous lead scoring model was passive, preventing leads with low engagement that looked like they were part of an active buying group, from qualifying as MQLs (Marketing Qualified Leads) without further engagement. This left potential high-value leads stagnant in the system without timely follow-up or engagement.

Manual Workflow Inefficiencies

The identification of newly engaged buying group members relied heavily on manual processes, which resulted in delayed qualification and missed opportunities. This manual overload made it difficult for the sales and marketing teams to work in alignment.

The combined impact of these challenges led not only to inefficiencies in the lead funnel but also to reduced pipeline volume and missed potential revenue.

The Solution

Identifying the Right Fit

After evaluating several options, Palo Alto Networks chose Demandbase for its innovative use of predictive modeling, high-intent metrics, buying group models, and orchestration automation. These capabilities offered the scalability, precision, and measurable outcomes the company needed to overhaul its lead management process.

Seamless Integration and Onboarding

The implementation began with integrating what the Palo Alto Networks team termed  ‘Intent-based MQL’ automations and building buying groups using Demandbase. Filters for leads with high-intent accounts, high pipeline predict scores, GTM Journey Stages and ideal buying groups were leveraged within Demandbase Orchestration Automations, and these leads were seamlessly routed to BDRs through Salesforce campaigns. Outreach’s auto-sequencing tool further ensured that leads received timely, personalized follow-up without manual intervention.

Team Alignment and Adaptation

The marketing and sales teams collaborated closely to adjust existing workflows and ensure the solution’s success. With ongoing training and enablement, BDRs and marketing teams were able to adopt the platform’s capabilities fully, maximizing the impact of Demandbase’s automation, journey stages, and buying group features.

Streamlined Processes & Precise Targeting

By adopting automation, workflows were optimized, significantly reducing manual errors and delays. The integration of buying groups allowed Palo Alto Networks to focus attention on key personas and roles within their target accounts, improving both precision and efficiency in their marketing efforts.

Results

Immediate Impact

The transformation delivered immediate benefits, including faster assignment of high-value leads to BDRs and improved engagement through personalized targeting within buying groups. Key metrics when a buying group is present:

• +17% closed won rate
• 2.3x higher avg. deal sizes
• 17x better opp progression to forecasted pipeline 

Long-Term Strategic Impact

Campaigns leveraging the buying group model had clear advantages, driving higher engagement and more efficient allocation of marketing resources. Alignment between marketing and sales vastly improved, allowing for a unified approach to lead conversion and pipeline creation.

The strategic integration of buying groups into the organization’s advertising efforts allowed for better engagement with the right personas, ensuring that the impact of marketing dollars was maximized.

“Demandbase has completely transformed the way we manage our leads with buying group signals. Leads are no longer stagnant; they’re activated, engaged, and moving faster through our funnel. The level of alignment we’ve built between our marketing and sales teams has set the benchmark for future initiatives.”

– Lauren Daley, Director of Marketing Operations

The Future

Building on this early success, Palo Alto Networks is activating additional applications for Demandbase, including third-party audience targeting and nurturing campaigns in Marketo. These initiatives are designed to further boost pipeline growth, conversion rates, and ROI while expanding the use of buying groups and journey stages into new areas of the organization.

Demandbase provided Palo Alto Networks with more than just a tool; it’s a partnership that supports ongoing innovation and better business outcomes.

If your organization is ready to transform your lead management processes and achieve measurable results, schedule a demo with Demandbase today. Let’s work together to redefine your approach to lead engagement and marketing efficiency.