Customer Stories

How Fugue Uses Intricately To Generate Millions of Dollars in Pipeline And Accelerate Deal Velocity

How Intricately Delivers Revenue Opportunities at Fugue

Reduction in
Bad Fit Targets
Increase in
New Pipeline


Challenge #1
Inefficient prospecting, wasted time and poor conversion rates
Fugue’s initial marketing strategy targeted Fortune 500 companies and included some prioritization based on verticals. This approach made many assumptions about each company’s cloud spend and technology maturity. Fugue’s sales reps spent the majority of their time disqualifying leads through simple qualifying questions, if they were responded to at all.
Refocus target account list using Intricately data to build a data-driven Ideal Customer Profile and generate millions of dollars in new pipeline
Fugue used Intricately to immediately eliminate blind spots for their go-to-market teams. With a new understanding of each company’s. cloud usage and spend, Fugue discovered that approximately 80% of the companies on their existing target account list were not the right fit. Fugue then applied their new understanding of an ideal customer profile (ICP) to Intricately's database, which led them to a new target account list. For Fugue, this included the largest spenders on AWS & Azure - companies had an immediate need to secure their environment with Fugue’s products.

Fugue was then able to revolutionize their entire lead scoring process. By rescoring the accounts and focusing on a target list, they could quickly make smarter decisions around marketing budget and sales rep assignments. Fugue sales and marketing teams now work in lockstep against Elder’s bulletproof account list.
“For marketers in enterprise software, your target accounts list is what you live and die by. If you get that first step wrong, you’re setting yourself up with a world of hurt. With Intricately, we’re confident our target account list is the right accounts that are most likely to buy.”
Jared Elder
VP of Marketing, Fugue
Challenge #2
Struggled to capture the attention of their target buyers
Security solutions for cloud-based technology are often managed by engineers, not IT departments. And as Fugue shifted away from Fortune 500 targets toward mid-size enterprises, their buyers were now busy engineers that are stretched thin and wear multiple hats. They respond best to simple data versus more elaborate marketing tactics. Elder say she needed to reshape their marketing messaging around the immediate value engineering teams could gain from Fugue’s security solution.
Used Intricately data to craft personalized account-based marketing and sales outreach to increase their success rate in capturing their busy buyers' attention
Rather than starting with qualifying questions likely to be ignored by busy engineering teams, Fugue used Intricately data to craft more relevant messaging. By segmenting leads based on cloud adoption and spend, they could create tailored messages at a manageable degree of scale. Marketing delivered more relevant messaging at the top of the funnel, and sales could delivered value-driven outbound emails to leads.

With Intricately, the Fugue team saw a 2X reduction in lead-to-close time and higher close rates, and increased their pipeline by millions of dollars.

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About Fugue

Industry - Cloud Security

Fugue’s cloud infrastructure security software puts engineers in charge of cloud security. With offices in Frederick, MD, Washington, DC, and San Jose, Fugue identifies cloud infrastructure security risks and compliance violations and ensures that they are never repeated; and provides powerful visualization and reporting tools to easily demonstrate compliance. Customers like SparkPost, PBS, and SAPNS2 rely on Fugue to protect against cloud risks and enforce compliance.
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