Venafi is a cybersecurity leader focused on securing machine identities. To grow its footprint across Europe, the company partnered with memoryBlue to launch and scale regional demand generation efforts from a cold start. Over a two-year collaboration, memoryBlue helped Venafi build a pipeline, reach C-level prospects, and support field sales across complex multi-country campaigns.
The Challenge
Before the partnership, Venafi had gone 12 months without dedicated demand generation in Europe. They needed to activate the region quickly — and from scratch.
Key requirements included:
- A flexible partner able to swap and add regions as needed
- Support for a complex, persona-driven message tailored to Global 5000 organizations
- Multi-language execution across Europe
- Deep understanding of account-based and persona-based selling, especially when engaging C-level decision-makers across diverse departments
The Goals
- Rapidly launch demand generation programs across DACH, UK, France, Benelux, and Nordics
- Engage C-level security leaders and deliver highly qualified sales engagements to Venafi’s field sales team
- Achieve a conversion rate of 30%+ from SQL to Opportunity
The Solution
memoryBlue embedded directly into Venafi’s sales process and updated all activity in Salesforce, ensuring real-time transparency and seamless collaboration.
- Delivered a set monthly quota of qualified sales engagements with IT security decision-makers and budget holders across five regions
- Leveraged memoryBlue’s research methodology to identify and engage the right personas across departments
- Worked closely with Venafi’s sales and marketing teams to shape targeting and refine messaging per market
The Result
- 40% of booked sales engagements converted to pipeline opportunities — exceeding the 30% target
- 20× ROI achieved
- Program scaled from a 3-month pilot to a 2-year strategic relationship
- memoryBlue’s performance outpaced a competing agency used by Venafi
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