Quantropi · Demand Generation
Rebuilding a Content Engine to Run on Quality, Not Volume
I rebuilt Quantropi's demand generation engine to compete on lead quality instead of raw volume — cutting cost per lead 20% to ~$400, lifting MQL-to-SQL conversion 15%, and influencing $1M in expansion ARR across the enterprise segment.
- Lower cost per lead ($500 → ~$400)
- 20%Lower cost per lead ($500 → ~$400)
- MQL-to-SQL conversion
- +15%MQL-to-SQL conversion
- Campaign-influenced expansion ARR
- $1MCampaign-influenced expansion ARR
The stakes
Quantropi sells post-quantum cryptography and quantum-secure communications — some of the most technical products in cybersecurity, aimed at enterprise and defense buyers with long, cautious sales cycles. The hard part isn't filling the top of the funnel; it's that most buyers don't yet believe they have the problem, and every unqualified lead burns a sales team that can't afford wasted cycles. The mandate was efficient, high-quality pipeline — not vanity volume — on a lean budget.
My mandate
Own demand generation end to end — positioning, content, paid media, email, and analytics — and prove that a frontier-tech company could generate efficient, sales-ready pipeline without an enterprise-sized budget.
What I did
I translated dense quantum-cryptography concepts into buyer-facing messaging a CISO could grasp in one read, then built content-led campaigns designed to attract and qualify the right buyers rather than the most buyers. I ran tightly targeted paid programs across LinkedIn, Google, Meta, and StackAdapt against a sharply defined ICP, and used KPI dashboards in Tableau and Looker Studio to shift budget continuously toward the sources producing qualified pipeline. Higher-value content assets raised lead quality at the point of capture, which compounded downstream into better conversion at every stage.
The payoff
- Cost per lead reduced 20% — from $500 to ~$400 — through higher-quality, content-led campaigns
- +15% MQL-to-SQL conversion and +10% demo-to-opportunity conversion from improved lead quality
- $1M in marketing campaign-influenced expansion ARR across the enterprise segment
- 240+ marketing assets shipped per year, sustaining always-on demand
Why this matters to you
If you're bringing a complex or category-defining product to market, you need someone who can make it understandable, build a content engine that feeds sales qualified pipeline, and stretch every dollar. I do all three — and I've done it in the hardest possible category to explain.
