A Case Study: How Rivial Data Security Reduced CAC & Doubled Net New Revenue with 6 Practical Strategies

Executive Summary

When Lucas Hathaway stepped into his role overseeing Rivial Security's marketing and sales programs in early 2023, he inherited a mountain of challenges: implementing a new CRM, creating a responsive website, and completely revamping the company's approach to marketing & pipeline generation. Fast forward to the end of 2024, and the results speak for themselves: a 26% reduction in customer acquisition costs while doubling booked meetings and net new revenue. This case study explores how Taylor Wells' fractional consulting partnership helped Rivial Security achieve these remarkable results through strategic demand generation initiatives and practical marketing tactics.

The Challenge

Rivial Security had historically prioritized brand aesthetics over data-driven marketing strategies. The company needed to transition to a demand generation model to support its growth phase but lacked the infrastructure and expertise to make this happen effectively.

The company faced several critical challenges:

• No reliable system for tracking marketing conversions

• Lack of strategic demand generation programs

• Untapped potential in digital channels, particularly LinkedIn

• Inefficient email marketing practices

• Limited content strategy and production capacity

The Solution: Taylor Wells' Strategic Partnership

Based on a recommendation from Rivial's founder Randy, Lucas engaged Taylor Wells as a fractional demand generation and marketing consultant. What followed was a dynamic partnership focused on rebuilding the marketing infrastructure from the ground up with practical, results-oriented strategies.

Key Outcomes

Working with Taylor, Rivial Security achieved:

• 26% reduction in Customer Acquisition Cost (CAC)

• Doubled the number of meetings booked

• Doubled net new revenue

• Established reliable conversion tracking and reporting

• Built scalable demand generation programs

• Enhanced team capabilities through strategic hiring and training

5 Practical Strategies That Delivered Results

1. Webinar Program Development & Execution

Taylor's introduction of a comprehensive webinar program transformed Rivial's approach to demand generation. This wasn't just about hosting occasional online sessions; it was a strategic program designed to showcase expertise, engage target audiences, and create a consistent flow of qualified leads. The webinar initiative expanded further when Taylor orchestrated Rivial's first virtual summit, which created an interactive platform filled with educational content and industry insights. This program became a powerful demand generation engine that continuously built brand awareness while filling the sales pipeline with qualified opportunities.

2. LinkedIn Social Selling Program

Understanding the immense potential of LinkedIn for B2B outreach, Taylor implemented a comprehensive social selling strategy for Rivial's sales team. This involved both training team members on effective LinkedIn engagement and setting up strategic tools to increase Lucas's content distribution and event promotion. The social selling program helped sales team members optimize their personal LinkedIn profiles, build relationships through the platform, and efficiently invite connections to webinars and events. This systematic approach to LinkedIn transformed it from an underutilized channel to a primary source of qualified meetings and opportunities.

3. Email Marketing Optimization

Taylor recognized that Rivial's email marketing effectiveness was being hampered by poor data quality and lack of segmentation. He implemented a comprehensive email optimization strategy that included cleaning up existing email lists, creating effective segments based on prospect characteristics and behaviors, and implementing domain protection measures to maintain deliverability. These improvements significantly boosted open and click-through rates, ensuring that Rivial's communications were targeted, relevant, and engaging. The enhanced email performance became a critical component of the overall demand generation strategy, nurturing leads effectively throughout the buyer's journey.

4. Content Strategy and Production

Taylor established a robust content strategy that ensured Rivial consistently produced valuable resources for their target audience. Whether creating long-form content like ebooks or repurposing existing materials, Taylor established a regular cadence that kept Rivial visible and relevant to prospects. Recognizing the need for dedicated resources, Taylor played an instrumental role in recruiting and training a content marketing specialist, expanding the team's capacity to deliver high-quality content efficiently. This strategic hire also freed up Lucas to focus on sales growth and other strategic initiatives while maintaining the content momentum that fueled their demand generation efforts.

5. Free Product Offers

One of the most innovative strategies Taylor helped implemented was the development of compelling free product offers. Rather than relying solely on gated content, these offers provided prospects with a tangible sample of Rivial's platform and services at no cost. This approach simultaneously demonstrated value upfront while creating natural opportunities for follow-up conversations with interested prospects. The free offers built trust with potential clients before they committed to a sales conversation, significantly improving conversion rates and shortening the sales cycle for many prospects.

The Partnership Approach

What made this engagement particularly successful was the collaborative partnership between Taylor and the Rivial team. Rather than simply providing recommendations, Taylor worked alongside Lucas to implement solutions, adapt to changing circumstances, and build internal capabilities.

"The operational support in integrating our tools was a game-changer. It allowed me to focus on growth, knowing our systems were in capable hands," said Lucas.

Beyond implementing marketing strategies, Taylor provided critical operational support by optimizing CRM conversions and integrating marketing tools for smoother data flow and cleaner reporting. This comprehensive approach ensured that marketing and sales operated as a unified system rather than siloed departments.

Conclusion: Sustainable Growth Infrastructure

The most valuable outcome of Taylor's work with Rivial Security wasn't just the immediate results—though those were impressive—but the sustainable growth infrastructure now in place. The company has the systems, processes, and team capabilities to continue scaling efficiently.

The dramatic transformation under Lucas's stewardship, supported by Taylor's innovative strategies and diligence, serves as a beacon for organizations striving for growth. This case study underscores the importance of strategic partnerships, data-driven marketing, and flexible, solution-oriented approaches to overcoming complex challenges and achieving sustained success.

In the ever-evolving landscape of sales and marketing, Rivial Security's journey sets a precedent for innovation, teamwork, and proactive adaptation as fundamental drivers of business success.