Coralium: ROI of 4.54

Coralium: Structuring a successful outbound acquisition for a cybersecurity company

Coralium Is a cybersecurity company specialized in security audits, the penetration testing, cybersecurity training and the Shared RSSI. The company supports SMEs and mid-market organizations in improving their security posture.

The challenge: Segmenting and customizing without excessive complexity

One of the main challenges for Coralium was to build a strategy foragile and scalable outbound acquisition, adapted to the diversity of offers (audit, pentest, training, CSSI) and to the heterogeneity of customer profiles.

• Adapt the targets for each offer, while avoiding too complex segmentation;
• Align the posts on the key issues of IT decision makers: security, compliance, cybersecurity threat forecasting;
• Multiply tests and iterations to quickly detect the most efficient offer/target/messaging combinations.

The challenge: to generate a flow of qualified leads while keeping the approach simple, structured and scalable.

The solution: Multi-channel, targeted and agile outbound strategy

Growth Room deployed a structured approach in three phases, combining personalization, simple segmentation and multi-channel activation to maximize commercial efficiency.

Phase 1: Definition of the acquisition strategy and personae

• Identification of Priority characters : CEO (small structures), CTO, IT Manager, IT Manager, Lead Developer, CIO (SMEs and mid-market).
• Development of tailor-made oriented messages risks, conformity or scalability according to the challenges of the persona.

This first phase made it possible to align the speeches with the real expectations of IT decision makers.

Phase 2: Organization of campaigns and effective segmentation

• Structuring campaigns according to business size :
  • 1—50 employees
  • 50—250 employees
  • 250—1,000 employees
• This simple division facilitated the prioritization of tests and the rapid identification of winning combinations.

The approach thus made it possible to maintain readability and speed of execution, without burdening the marketing system.

Phase 3: Multi-channel Activation and Warm Calling

• Cold emailing personalized for each segment and persona;
• Approaches LinkedIn for profiles that are less responsive to email;
• Warm Calling to maximize the conversion rate after initial qualification.

This phase made it possible to expand the audience reached, increase responsiveness and optimize transformation rates through multi-channel monitoring.

Achieved results

• 39 SQL generated, with a high average basket
• 23% conversion rate on engaged leads
• ROI of 4.54 thanks to the agility of the outbound approach

Coralium now has an agile, scalable and efficient outbound acquisition process, adapted to the specific challenges of B2B cybersecurity.

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