Synack cut cost per lead by 35% and lifted conversion by 28% by rebuilding LinkedIn targeting.
Founded
2013
Company type
Private, venture-backed ($333M raised)
Industry
Cybersecurity
Company stage
Growth-stage
Team size
200+
Engagement
Performance & Growth (Paid Ads)
Collaboration
6 months
Published
35%
Lower cost per lead
+28%
Conversion rate
Results
Cost per lead dropped 35%. Conversion rate rose 28%.
Synack now runs a repeatable LinkedIn campaign engine built around a full-funnel strategy, from awareness through bottom-funnel retargeting, that consistently puts qualified pipeline in the system.
Overview
Synack is a US-headquartered cybersecurity company delivering Penetration Testing as a Service through a crowdsourced network of 1,500+ vetted ethical hackers combined with AI-driven tooling, serving Global 2000 enterprises and government agencies, and backed by $333M raised across investors.
Synack was already running paid acquisition on LinkedIn at scale, the spend was real, but impressions weren't landing in front of the CISOs, security directors, and compliance leaders who actually sign the POs.
In a market where every vendor claims "best-in-class security testing," generic targeting burns budget fast.
Scope
Rebuilt targeting using ZoomInfo data to reach CISOs, security directors, and compliance leaders at enterprise companies actively in-market for security testing platforms.
Designed a full-funnel strategy: awareness positioning Synack's crowdsourced researcher model against traditional pen testing, consideration ads highlighting platform differentiators, and bottom-funnel retargeting with direct-response messaging.
Rewrote ad copy to speak the way security leaders actually think about their problems.
"We were spending real money on LinkedIn and just not reaching the right people, CISOs, security leads, whoever actually signs off. George built the creative engine and also fixed targeting, and cost per lead dropped 35% almost right away."
Synack Inc.
Cybersecurity Firm
Impact
A repeatable LinkedIn campaign engine now consistently puts qualified pipeline in the system.
CPL dropped because targeting and messaging were rebuilt around the actual buyer.
Conversion rose because the funnel is focused on high-intent prospects matching the ICP.
FAQs
How did Synack cut cost per lead by 35%?
By rebuilding LinkedIn targeting with ZoomInfo data to reach the CISOs, security directors, and compliance leaders who actually sign off on security testing platforms.
Why was conversion stuck flat before the rebuild?
Generic targeting filled the funnel with the wrong people. Once targeting and messaging matched the real ICP, conversion rose 28% because the prospects entering the funnel were already high-intent.
What does the full-funnel strategy include?
Awareness content positioning Synack's crowdsourced researcher model against traditional pen testing, consideration ads on platform differentiators, and bottom-funnel retargeting with direct-response messaging.
Is ZoomInfo-based targeting specific to cybersecurity?
No. Rebuilding LinkedIn targeting around data-verified buyer roles, rather than broad job titles, works in any B2B category selling to a specific, named buyer persona.
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