We delivered growth in just 90 days.
Pipeline
generated
Return on
ad spend
Deals closed in
one quarter
Strong product, crowded category.
Todyl is a modern cybersecurity platform built for MSPs and SMBs — enterprise-grade protection with the simplicity partners need to deploy and manage at scale.
As the company entered a faster growth phase, the CMO faced a familiar constraint: generate qualified pipeline quickly, without defaulting to feature-heavy messaging that blended into a crowded category.
The Brief
Sharpen the story into a clear, outcome-led narrative that converts attention into leads fast — and create consistency across website, ads and sales so momentum doesn’t die after the click.
An account-based brand-and-demand pilot.
Not three webinars. A system designed so every touchpoint compounds the last. Six pieces fit together to make that work.
Outcome-led brand story
“_protect what you build” — a buyer-first story that replaces feature blur with the outcome MSPs actually sell to SMBs.
Refreshed brand system
New visual language and voice — the underscore motif, typography and tone — built to cut through a crowded cyber category.
Website aligned to the story
Hero, proof and pricing rebuilt around the new narrative so paid attention converts on landing, not on bounce.
Account-based + paid LinkedIn
TAL-led targeting and creative rotation across LinkedIn and display, designed to compound impressions into meetings.
Authority that compounds
Building Blocks podcast and the _protect IT video series — long-form proof points that warm the funnel between touches.
Real-world reach
Tradeshow booth, magazine spreads and OOH — the brand showing up where MSP buyers already gather.
A first quarter that beat the benchmark.
First quantified pilot for Todyl – so the meaningful comparison is against
B2B SaaS / cyber industry benchmarks.
| METRIC | RESULT | VS TODYL PRIOR | VS INDUSTRY BENCHMARK |
|---|---|---|---|
| Pipeline generated (Q1) | $240K | First quantified pilot | Strong for pilot-stage Q1 spend |
| Return on ad spend | 6x | First quantified pilot | ~2x the ~3x B2B SaaS paid benchmark |
| Display viewability | 78% | First quantified pilot | ~13pts above IAB premium (~65%) |
| Impressions delivered | 300K+ | First quantified pilot | Within mid-tier B2B paid band |
| Closed-won deals in Q1 | 4 | Net-new motion | Rare in B2B cyber (cycles run 3–6 mo) |
Six executions across paid, owned and earned to meet the buyer where they are
Three GTM advantages, working in concert.
Narrative clarity
An outcome-led story — “_protect what you build” — gave Todyl a line that beat spec-sheet messaging in a crowded category, and carried cleanly from ad to landing page to sales conversation.
Account-based precision
TAL-led targeting concentrated paid reach on accounts that could actually buy. Less spray, faster compounding from impression to meeting to deal.
Speed to market
Brand, website and activation stack stood up in weeks — producing closed-won deals inside the first three months, in a category where pilots more typically take a full cycle to read out.
“We needed more than a campaign. We needed a brand-to-revenue partner. Unbound have been an incredible collaboration partner to help guide us through the brand process and pushed us to challenge our industry conventions — creating a new brand and integrated campaign that is going to help lift our position in the market, while driving revenue.”
Polina Kazakova, CMO