Coro Uses HockeyStack to Optimize Demand Generation Programs For Qualified Pipeline- The Easy Way
Key Results
✔️6.5x paid ROI in the pipeline
✔️ 2x form submission in a quarter
✔️ 2.5x increase in closed won
Background
Coro is an all-in-one cybersecurity SaaS platform for mid-market businesses (500-4000 employees) too big to use SMB products usefully and safely, yet too small to have the infrastructure and budgets to use enterprise products.
As one of the fastest growing cybersecurity companies in the world, Coro just raised a $75M Series C round at a valuation of $575M.
Problem
With channel, product, and segment diversity, and with a significant ad budget to spend, Coro knew that if they wanted to sustain high levels of growth, they would need to better understand which paid media channels and programs drive qualified pipeline and which don’t.
In-platform metrics and form fills didn’t appeal to them; qualified pipeline did. Only they weren’t able to measure it easily inside ad platforms or with their existing analytics stack.
So they set qualified pipeline as their demand generation target goal and enlisted HockeyStack to help them measure it.
Approach
By connecting Salesforce and paid ad platforms inside Hockeystack, Coro created a single source of truth for their entire demand generation team. They didn’t need to export data into spreadsheets, reconcile different numbers between analytics, Google, and Meta, or worry about platform bias or cookie limitations influencing their offline conversion tracking.
Now they could track ad spend directly to qualified pipeline and visualize results by lead stage. With more visibility into downstream metrics, Coro was able to make better decisions about budget allocation, validate hypotheses faster, and better understand their target buyers behavior.
Second, since Coro includes a “How did you hear about us” field on their forms and needed an easy way to organize hundreds of responses every month, they used HockeyStack’s self-reported attribution feature to group answers by source automatically.
By placing qualitative responses from real buyers next to the rest of the account-level journey inside HockeyStack, Coro was now able to see which upper funnel campaigns led to qualified pipeline months later and which campaigns initiated awareness (first touch) vs. supported an existing journey (multi-touch).
“We evaluated several vendors but chose HockeyStack for its reporting flexibility and customization and because we could get value out of it immediately. We were right. If I have a question, HockeyStack has the answer.”
Results
Not only has Coro used HockeyStack to drive more qualified pipeline by gaining visibility into paid media’s actual influence, but they’ve recently started using it for two other reasons: first, to discover which messaging themes perform best; and second, to optimize ABM campaigns in real-time using HockeyStack’s automated intent scoring.
