How Case IQ increased deep engagement by 74% without increasing ad spend

Executive summary

Case IQ wanted advertising to play a bigger role in revenue growth. The team needed to identify high-value accounts, deliver more relevant experiences based on buying activity, and give sales a clearer reason to reach out.

Using Demandbase, Case IQ built a signal-led account-based advertising strategy that brought first-party data and Demandbase intelligence into one coordinated approach. Personalized campaigns reached accounts across different buying scenarios, while engagement and predictive scores helped BDRs act when interest was building.

The result: 74% higher deep engagement and millions in influenced pipeline across two quarters, with quarterly ad spend essentially flat.

About Case IQ

Case IQ provides investigative case management software, compliance automation tools, and whistleblower hotline solutions. Trusted by leading companies worldwide, Case IQ combines configurability, AI, robust security, scalability, and intuitive design to empower organizations to proactively address ethical, compliance, and risk management challenges.

The problem

Case IQ wanted advertising to identify and engage accounts with the greatest potential to impact revenue. That meant focusing investment where buying activity and account fit pointed to greater opportunity.

The team needed to:

• Prioritize ICP accounts using first-party data and buying signals
• Adapt advertising to different account contexts and buying stages
• Give BDRs timely signals for more relevant outreach

Case IQ also wanted to apply that approach across vertical expansion, competitor conquest, and closed-lost opportunities. Connecting advertising and sales around shared account intelligence gave the team a way to coordinate those different plays.

The solution

Case IQ built four coordinated plays around distinct account opportunities. Each used account context and buying activity to shape how the team engaged buyers and when sales stepped in.

• Vertical Expansion
  Case IQ created industry-specific audiences for high-growth verticals, then tailored advertising to the priorities and challenges of buyers in each industry.
• Competitor Conquest
  The team identified accounts using competitor solutions and introduced Case IQ as an alternative with advertising tailored to that competitive context.
• Closed Lost Re-engagement
  Journey Targeting and Dynamic Ads helped Case IQ reconnect with closed-lost and canceled enterprise accounts when renewed buying activity suggested it was time to re-engage.
• Signal-to-Sales Orchestration
  Demandbase engagement signals, Pipeline Predict Scores, and Qualification Scores helped surface accounts showing strong fit and active buying interest. BDRs could use that context to prioritize outreach as buying activity increased.

The results

From Q1 to Q2, Case IQ increased engagement across its target accounts while quarterly ad spend stayed essentially flat:

• +33% target-account website visits
• +21% target-account ad clicks
• +74% deep engagement
• 94% of target accounts reached
• 54% lift
• <1% increase in quarterly ad spend

Demandbase Ads also influenced millions in pipeline across two quarters, with opportunities coming from competitive takeout, retargeting, and industry-focused programs.

Key Demandbase capabilities

Case IQ used Demandbase capabilities to turn account signals into more targeted advertising and timely sales action.

Demandbase AI and signal-led prioritization: First-party data, engagement signals, Pipeline Predict Scores, and Qualification Scores helped Case IQ identify high-fit accounts as buying activity increased. Demandbase AI supported campaign planning, while BDRs could use Demandbase MCP to quickly access account context and prioritize outreach.

Journey Targeting and Dynamic Ads: Stage-based journeys helped Case IQ adapt advertising as accounts moved through the buying process, while dynamic creative made messaging more relevant to each audience’s context.

Account intelligence: Account-level reach, engagement, lift, and buying activity gave the team a clearer view of how target accounts were responding and where to optimize campaigns.

Sales orchestration: Shared engagement signals gave BDRs more context for prioritizing outreach when target accounts showed meaningful buying activity.

Conclusion

Case IQ turned buying activity into a more focused advertising and sales strategy, giving both teams a clearer view of where to invest and when to act. With Demandbase, the team increased deep engagement by 74% and influenced millions in pipeline across two quarters, all while keeping quarterly ad spend essentially flat. The result is a more coordinated approach that helps Case IQ put its resources behind the accounts showing the greatest opportunity.