iZoologic

About the Client 

iZOOlogic is a cybersecurity technology provider delivering advanced protection and monitoring solutions to enterprise and government organisations. The sales cycle is complex, deal values are high, and buying decisions involve multiple senior stakeholders. 

Paid social was identified as a key channel for reaching decision-makers early in the buying journey — but performance was inconsistent. 

The Challenge 

While LinkedIn Ads were generating leads, quality varied significantly. 
Sales teams reported that many enquiries lacked relevance, authority or readiness, resulting in: 

• wasted sales effort on poorly qualified leads 
• longer sales cycles with low conversion probability 
• increasing frustration between marketing and sales teams 
• rising cost per meaningful opportunity 

The challenge was not lead volume, but ensuring paid social generated commercially viable, sales-qualified enquiries. 

Our Approach 

We reframed LinkedIn from a volume-driven lead source to a precision qualification channel. 

Rather than optimising for reach or form fills, the strategy focused on: 

• tightening audience definition 
• elevating problem awareness 
• filtering intent earlier in the journey 

This ensured that only organisations with genuine relevance and need progressed into enquiry. 

Strategy & Execution 

Audience Refinement & Role Targeting 
We rebuilt targeting around senior decision-makers by role, seniority, industry and company size — excluding broad or junior profiles that inflated volume but reduced quality. 

Problem-Led Messaging 
Creative and copy were rewritten to speak directly to cybersecurity risk, operational exposure and regulatory pressure — discouraging casual interest and attracting organisations with real urgency. 

Qualification Through Messaging 
Rather than hiding complexity, ads and landing experiences made expectations clear, ensuring prospects self-qualified before engaging. 

Performance Feedback Loops 
Sales feedback was integrated into campaign optimisation, allowing continuous refinement based on downstream lead quality, not just platform metrics. 

We also worked with iZOOlogic to deliver hyper-localised targeting around events within the industry. These included keystone events such as the e-Crime & Congress in London 2025 and GISEC Global 2024 in UAE, among others.  

Outcomes 

• A consistent stream of leads arriving directly from LinkedIn. 15-20 per month at the very least.  

• A highly effective and affordable Cost-Per-Lead at AUD $56.50 on average.