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.
“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.
Odin automatically answers mission critical questions for marketing teams, builds reports from text, and sends weekly emails with insights.
You can ask Odin to find out the top performing campaigns for enterprise pipeline, which content type you should create more next quarter, or to prepare your doc for your next board meeting.
Nova does account scoring using buyer journeys, helps automate account research, and builds workflows to automate tasks.
For example, you can ask Nova to find high intent website visitors that recently hired a new CMO, do research to find if they have a specific technology on their website, and add them to the right sequence.
Our customers are already managing over $20B in campaign spend through the HockeyStack platform. This funding will allow us to expand our product offerings, and continue to help B2B companies scale revenue with AI-based insight products that make revenue optimization even easier.
We are super excited to bring more products to market this year, while helping B2B marketing and sales teams continue driving efficient growth.
A big thank you to all of our team, investors, customers, and friends. Without your support, we couldn’t have grown this fast.
Reach out if you want to learn more about our new products and check out HockeyStack!
About HockeyStack
HockeyStack is the Revenue Acceleration Platform for B2B. HockeyStack integrates with a company’s CRM, marketing automation tools, ad platforms and data warehouse to reveal the ideal customer journey and provide actionable next steps for marketing and sales teams. HockeyStack customers use this data to measure channel performance, launch cost-efficient campaigns, and prioritize the right accounts.
About Bessemer Venture Partners
Bessemer Venture Partners helps entrepreneurs lay strong foundations to build and forge long-standing companies. With more than 145 IPOs and 300 portfolio companies in the enterprise, consumer and healthcare spaces, Bessemer supports founders and CEOs from their early days through every stage of growth. Bessemer’s global portfolio has included Pinterest, Shopify, Twilio, Yelp, LinkedIn, PagerDuty, DocuSign, Wix, Fiverr, and Toast and has more than $18 billion of assets under management. Bessemer has teams of investors and partners located in Tel Aviv, Silicon Valley, San Francisco, New York, London, Hong Kong, Boston, and Bangalore. Born from innovations in steel more than a century ago, Bessemer’s storied history has afforded its partners the opportunity to celebrate and scrutinize its best investment decisions (see Memos) and also learn from its mistakes (see Anti-Portfolio).
