Palo Alto Networks sells high-consideration cybersecurity products and services where the purchase decision is typically made by multiple individuals on a buying committee.

However, existing demand generation efforts were based on one-buyer, lead-centric models that failed to recognise all members of a Buying Group. Faced with low lead conversion rates, wasted marketing effort, and friction between sales and marketing, they sought out new solutions that would improve lead quality, pipeline velocity, and ultimately drive more revenue.

Download and read this customer story to find out more about how Palo Alto Networks’ saw a significant positive impact on revenue with Buying Groups strategy.