Cybereason ignited faster and smarter growth with HubSpot
Cybereason, a cybersecurity company, is experiencing record business development with a massive customer base growth in the past 12 months. This evolution was fueled and made possible by HubSpot tools and integrations since it concentrates all their sales and marketing efforts into a single platform.
About Cybereason
Cybereason is the leader in endpoint protection, offering endpoint detection and response, next-generation antivirus, managed monitoring and IR services. Founded by elite intelligence professionals born and bred in offense-first hunting, Cybereason gives enterprises the upper hand over cyber adversaries.
Industry: Cybersecurity
Company Size: Enterprise (200+ employees)
Location: United States
Use Case:
Integrations
Products
Marketing Hub
Multiple sales touchpoints, a single hub to connect everything
Cybereason targets sophisticated buyers through a complex, multi-touch sales process that demands significant time investment. Recognizing the need for a tool to integrate various sales touchpoints, the marketing and sales teams sought a more streamlined solution.
Patrick Shea, Vice President of Marketing Growth & Operations, recalls that when he joined three years ago, the existing marketing automation platform lacked the central hub they needed for scalability. The teams were juggling multiple non-integrated tools, complicating their strategies. Kyle McKay, Senior Manager of Marketing Operations, described reporting as a nightmare due to the disjointed tools.
Ultimately, they decided to consolidate on HubSpot, which offered extensive app integrations with popular marketing technologies like Eventbrite and GoToWebinar. This unified approach significantly improved their operations and enabled global growth.
Gearing up for global scaling while empowering the team
Cybereason now utilizes HubSpot as the center for all their global marketing and communication efforts, using seamless integration with the marketing apps that are essential to their success. HubSpot tools and integrations are helping build a strong connection between the marketing and sales teams. The integrations make the teams’ day-to-day more manageable, helping them to be more efficient and save time while growing and scaling globally.
Cybereason recently ran over 200 roadshows across the United States and Europe, and that has been executed directly with HubSpot. Events are a significant ingredient of the business’ sales and marketing efforts. Thus, the event and webinar integrations that allow lead capturing play a crucial role in their customer journey.
Using HubSpot as a central hub connected to all integrations, allows Cybereason teams to track how events, webinars, and other campaigns impact the sales process. “We can measure the effectiveness of these events and share the information back to the sales team in a quick and timely fashion,” Patrick adds.
HubSpot helped Cybereason fuel their growth
Lead generation through webinar integrations has significantly boosted Cybereason’s growth while saving time. Conducting webinars across five time zones allowed the marketing team to track performance and share insights with sales for follow-ups. “Without HubSpot, Cybereason wouldn’t move as fast,” says Integrated Marketing Manager Devyn LaCamera.
During a website revamp, Cybereason used HubSpot to create polls for visitor feedback, streamlining the process and informing future designs. The platform’s user-friendly nature helped the marketing team consolidate essential tools and easily report campaign metrics.
Centralizing their tools has empowered the team and enhanced customer experiences. “HubSpot is both a platform and a teammate,” notes Marketing VP Patrick. This consolidation not only saves time but also optimizes costs; the team saw results from a new integration in just a week. Though still on the free version, Cybereason plans to upgrade soon, with both Kyle and Patrick affirming that choosing HubSpot was a game-changer for their operations.
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