Forcepoint Building a demand generation engine from the ground up

A multi-faceted campaign to generate new leads in North America.



Return on Ad Spend


Marketing Qualified Leads

Forcepoint is a firm dedicated to human-centric cybersecurity: safeguarding organizations while enabling employees to work efficiently and freely.

In an increasingly decentralized world—a reality that’s been expedited by a global pandemic—cloud-based security is more relevant and necessary than ever.


The challenge

Amidst the backdrop of a rapidly changing cybersecurity landscape, Forcepoint was looking to cement its position as the security partner to help enterprise security leaders move their most valuable data and applications to the cloud; spread its new mission (“Stop the bad and free the good”); and generate leads in North America.

The strategy

The team began by developing two major campaigns that support Forcepoint's primary solutions—Cloud Security and Data Protection.

When the COVID-19 pandemic hit in the spring of 2020, a third major campaign was created and launched (within a month) to put the new state of cybersecurity into the context of a rapidly emerging remote workforce.

All campaigns were aimed at security professionals at various levels of seniority. In order to bring Forcepoint's story to life in a way that connected with buyers, we focused our messaging on a core insight that spanned audience roles and industries:

The seemingly competing needs of keeping data safe while allowing access requires a new approach—one that protects people and their data while simultaneously enabling them to do their work, from anywhere.


The results 

In the first five months, the campaign performed well beyond industry benchmarks and exceeded Forcepoint goals.



Key deliverables

  • Content Creation

    Powering the lead generation campaign was a deep content marketing engine, with assets tailored to support the entire buyer's journey. eBooks provided general information about a given solution, while buyer's guides allowed for more specific competitive comparison. For pre-sale conversations, we produced and promoted webcasts, whitepapers and remote consultations.

  • Segment-specific targeting

    Multiple campaign messages in market were tailored to our various audiences throughout the buyer’s journey, driving to custom landing environments.

  • Channel breadth

    A sophisticated paid media targeting strategy was developed, run and optimized up and down the funnel. Included were industry partnerships, programmatic display, paid social, content syndication, paid search and email.

  • Real-time results

    A custom dashboard was developed to keep all campaign and sales performance data in one place, with views for both Forcepoint executives and practitioners.


The campaign in numbers


Return on Ad Spend




Marketing Qualified Leads


Inquiry-to-MQL Rate (Target 15%)


The Marketing Practice is a true partner in every sense of the word. They operate with integrity, intelligence and the best interests of our business in mind. They bring a point of view to every meeting and are quick to adjust programs and strategies to optimize our business results. They are a critical part of our revenue growth team, and we trust them as if they were our own employees.

Tami Cannizzaro
VP Growth Marketing