B2B cybersecurity firm
A trusted voice on CMMC compliance, and bigger, better-funded firms were winning the deals. We connected Google, LinkedIn and YouTube into one engine judged on pipeline, and HubSpot now shows which channel created each deal.
52 → 173
deals created from paid search, year over year
+232.7%
Authority without a pipeline engine.
The firm is an established voice on CMMC, the Department of Defense standard contractors must meet to handle sensitive defense information. In a category built on trust, it had already earned the audience.
What it lacked was a way to turn that trust into qualified pipeline. Its reputation grew, but nobody could measure it in deals.
Paid tuned for clicks
Campaigns were optimized for clicks and raw leads, not for deals the sales team would pursue.
Channels in silos
Google, LinkedIn, and YouTube ran as separate experiments with separate reports.
No view of what worked
Nobody could say which spend produced which deal, so budget followed whatever looked busy.
Bigger firms taking the deals
Larger CMMC players were winning the business the firm’s expertise should have won.
One engine, not four channels.
The fix wasn’t more channels. We connected the ones the firm already had into one engine across Google, LinkedIn, and YouTube, then tied every touch back to HubSpot.
One team runs the channels, and the same team reports what they return.
01
Paid rebuilt around pipeline
Google and LinkedIn campaigns are judged on qualified pipeline, not lead volume. The goal is fewer, better conversations.
02
YouTube at the top of the funnel
We grew the firm’s YouTube channel into a high-intent audience, so its explainer videos bring in steady top-of-funnel demand.
03
Higher conversion where it counts
Conversion rates rose on the best-performing landing pages and lead-gen assets, including the main intake form.
04
HubSpot as the source of truth
Multi-channel attribution reporting shows which channels create deals. We also improved pipeline visibility and sales-rep follow-up.
The pipeline caught up with the reputation.
Measured in HubSpot over the same months of 2025 and 2026. The firm can now see which channels create pipeline, so budget follows the channels that produce deals.
52 → 173
deals created from paid search, year over year
+232.7%
+38%
intake form conversion rate, on 41% less traffic
2.21% → 3.05%
Record
sales-qualified leads in one month
April 2026
Attention isn’t your bottleneck. Measurement is.
If you’re a respected voice with a thin pipeline, connect paid, organic, and video to one HubSpot attribution model, then fund what creates pipeline. You’ll know which channel earned each deal.
Keep measuring clicks and running channels in silos, and your reputation will keep growing while competitors win the deals.
Questions buyers ask about this work
How long does paid media take to produce qualified pipeline, not just leads?
Plan in quarters, not weeks. Once campaigns are judged on qualified pipeline instead of lead volume, deal creation follows. Our cybersecurity client’s deals from paid search went from 52 to 173 year over year.
We already have strong content and brand authority. Do we still need paid?
Yes. Authority earns attention. Paid search and social, with attribution behind them, turn that attention into pipeline you can measure.
How do you measure multi-channel attribution in HubSpot?
Tie every touch (search, social, video, and form fills) to the contact and deal record, then use HubSpot’s attribution reports to see which channels create pipeline.
Is YouTube worth it for B2B?
For technical categories, often yes. Video answers buyer questions before a sales call and feeds the top of the funnel. Our cybersecurity client’s channel became a steady source of demand.
What is a sales-qualified lead (SQL)?
A lead your sales team has vetted and accepted as worth actively pursuing.
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