Case Study : Immunefi

Role: Head of Marketing

Industry: B2B SaaS, Cybersecurity, Web3

Website: https://www.immunefi.com

Context

Immunefi was the leading Web3 bug bounty platform with deep technical credibility, but growth was founder-led and opportunistic. Marketing had no defined ICP, no measurable funnel, and no predictable contribution to revenue. Sales cycles were long, enterprise buyers required high trust, and inbound demand lacked qualification.

I was brought in to own marketing outcomes and build a repeatable path from awareness to pipeline to ARR.

The Core Problem

The challenge was not awareness. The challenge was enterprise conversion.

Specifically:

• No clear definition of who the enterprise buyer was
• Inbound leads lacked buying intent and sales readiness
• No visibility into funnel health from lead to deal
• Marketing activity existed, but revenue impact could not be measured

Without fixing ICP clarity, qualification, and sales alignment, increasing traffic or content volume would only create more noise.

Decision 1: Narrow the ICP before scaling demand

Instead of broad Web3 messaging, I worked with founders and sales to define a tight enterprise ICP based on deal size, security maturity, and buying triggers. Messaging, content, and lead capture were rebuilt around this profile.