For Neustar, growth was steady and predictable. Their marketing engine was running smoothly, and their position among the IDC Fintech rankings kept climbing.
Then came the pandemic. Virtually overnight, in-person events — a cornerstone of their marketing strategy — disappeared. What had always worked no longer did.
That's when they turned to BOL to help reimagine their media strategy, stabilize their lead flow, and rebuild a high-performing digital growth engine that could thrive in both crisis and recovery.
The ChallengeWhen does "good enough" stop being good enough?
Before 2020, Neustar's marketing program was working beautifully. Their media strategy was optimized, budgets were balanced, and pipelines were healthy.
But the pandemic changed everything. Industry conferences, summits, and client events that were the foundation of their pipeline were now canceled. Budgets shifted. Sales cycles lengthened. And suddenly, what had always worked no longer moved the needle.
The question wasn't just how to replace lost leads — it was how to rebuild confidence in a completely changed market.
Phase 1: Navigating the Pandemic Era (2020–2022)
The Challenge: Adapting to a World Without Events
The immediate challenge was clear: fill the void left by event cancellations and ensure the company could continue to generate high-quality leads without traditional face-to-face engagement.
They needed a strategy that could:
- Scale digital reach quickly
- Drive qualified demand efficiently
- Keep marketing and sales aligned during an uncertain time
The Solution: From Events to Efficiency
BOL helped Neustar execute a rapid digital pivot that prioritized experimentation, agility, and measurable performance.
Through this iterative, data-led approach, Neustar not only maintained lead flow — they built a stronger, more intelligent digital engine.
Phase 2: Reimagined Growth in the Post-Pandemic Era (2023–2024)
The Challenge: Doing More With Less
As the post-pandemic economy cooled, marketing budgets tightened. The mandate was simple but daunting: deliver more qualified leads, better ROI, and measurable sales impact with fewer resources.
The Solution: Precision, Personalization, and Performance
BOL helped Neustar evolve from a tactical media approach to a fully integrated account-based marketing (ABM) strategy, powered by advanced analytics and verticalized targeting.
This refined strategy allowed Neustar to double down on what worked and cut what didn't, driving sustained performance and long-term marketing efficiency.
The ResultsWhat does data-driven growth, defined by impact, look like?
By the Numbers
- +137% increase in marketing-sourced sales opportunities
- +178% increase in marketing-influenced sales opportunities
- Improved lead quality, conversion rates, and sales pipeline concentration
- Sustained revenue growth and marketing reinvestment, even amid economic uncertainty
What began as a crisis pivot evolved into a long-term partnership grounded in performance, precision, and proof.
The TakeawayIs agility the new advantage?
In an industry defined by complexity and change, adaptability isn't optional — it's everything.
By embracing data-driven decision-making, ABM precision, and continuous optimization, Neustar didn't just overcome disruption — they built a marketing engine designed for resilience, efficiency, and growth.
And with BOL as their partner, they continue to scale smarter, one quarter, one campaign, and one success story at a time.
Ready to build a marketing engine that thrives in any market? Let's get started.