Lead scoring and a rebrand relaunch for a security startup

The engagement

We worked with the marketing leadership as their operations arm: scoring, sources, lifecycle stages, and an events dashboard, with two projects that stand out.

What we built

Scoring that knows why someone searched

A brand-search click means someone already knows the company; a non-brand click means someone is shopping for a solution. Those are different buyers at different stages, and the lead scoring model we built treats them differently, splitting Google Ads traffic into brand and non-brand layers before it feeds qualification.

Closed-lost deals on an always-on reconnect

Instead of a one-time revival blast, we built a standing re-engagement system: closed-lost contacts flow into a reconnecting sequence continuously, and the past 180 days of closed-lost deals were backfilled into it at launch. Lost deals became a renewable source of pipeline instead of a graveyard.

A rebrand that didn’t break the funnel

The company relaunched under a new name mid-engagement. We rebuilt the campaign infrastructure under the new brand: forms, campaigns, and attribution, without losing continuity of tracking or contact history from the old-brand era.

Conversion tracking without the expensive upgrade

The client didn’t have HubSpot Marketing Hub, which normally gates proper conversion tracking. We engineered a workaround that captured the conversion data the team needed using the tools they already paid for.

What this looks like day to day

Marketing reports on qualified pipeline by real intent instead of raw clicks, dead deals resurface on their own schedule, and the rebrand reads as a fresh start in the market rather than a data reset in the CRM.