How TripleDart Helped Astra Security Increase MQLs 6x Without Increasing Its Cost Per MQL

Overview

Astra Security is a privately held US- and India-based cyber security company that offers a one-of-a-kind pentest platform used by 500+ businesses. The platform enables modern-day engineering leaders to become proactively secure by uncovering vulnerabilities in their applications through continuous vulnerability scans. Astra's security solutions are compatible with popular Content Management Systems (CMS) like WordPress, Joomla, Drupal, and Magento, ensuring wide applicability for various web platforms. Apart from preventing attacks, Astra Security also provides services to clean up malware infections, offering quick remedies in case of breaches.

Objective

Astra Security reached out to TripleDart for assistance with scaling their performance marketing channels, producing landing pages, and creative services.

Challenge

When Astra met Tripledart, it wanted to solve and scale against two challenges:

Getting leads at scale: Astra had trouble scaling the account while maintaining the same lead flow and cost per lead. Despite increasing budgets, Astra couldn’t scale their existing paid campaigns. More budget simply did not result in increased conversions.

Identifying opportunities for growth: Astra’s second sore spot was identifying new campaigns that would give consistent leads.

Strategy

Our plan to fuel Astra’s growth was this:

• We began creating landing pages optimized for Astra’s audience to easily learn about Astra’s offerings and value proposition.
• We revamped the account structure by focusing on geo-specific campaigns to help scale 
the account.
• We focussed bidding on keywords targeting in-market audiences who would likely possess the intent to book a demo.
• We identified keyword opportunities in the USA which also packed similar buying or prospecting intent and planned ad campaigns to capture such opportunities in the US market.
• Ideated and ran new experimental campaigns to identify potential keywords at scale

Outcomes

Before working with Tripledart, Astra spent 140k on its Google ad campaigns and garnered 50 contacts. However, the 50 leads resulted in a mere 11 MQLs.

We started out with an ad budget of $40,000. Between July and September 2023, we scaled our budgets to $60,000 and $ 80,000.

In this period, Astra Security raked 65-70 MQLs monthly - a sixfold increase at a budget of $80,000 (spending 75% less than what Astra did).  More importantly, we maintained the cost per MQL at $1100 despite increasing our budgets.

The account scaled month on month with a steady increase in pipeline and MQLs.