How usecure doubled inbound demand on ~70% less paid spend
Who needs ChatGPT when we've got the support of ToJupiter.
Jordan DalyCMO, usecure
The challenge
usecure sells an automated human risk management platform, mostly through managed service providers and secondarily direct to in-house IT teams. Growth to date had leaned on distribution partners and organic search, roughly a third of leads each. Two things were holding the next stage back.
First, paid acquisition was unproven. In usecure's own words at kickoff: "We're yet to launch our PPC campaigns, but PPC across LinkedIn and Google is key to our growth strategy." We were hired to build that channel from close to zero, against a hard constraint: with an average deal value near $5k, paid only works at high volume and low cost per lead.
Second, the funnel underneath was leaky and hard to measure. Direct leads were being misattributed to the MSP channel, which inflated MSP performance and masked the true ROI of Direct marketing. There was no dedicated RevOps function, high MQL counts were not turning into opportunities, and the website was not built to convert.
Our approach
We embedded as usecure's demand-gen team rather than a channel vendor, and the work grew into five workstreams running in parallel.
- Paid acquisition, built from scratch. Stood up LinkedIn and Google Ads for both the MSP and Direct motions, with a low-ACV playbook focused on cost per qualified lead, not raw volume.
- Content and generative-engine optimisation (GEO). Competitor-alternative listicles and multilingual content designed to rank in search and, increasingly, to surface inside AI assistants like ChatGPT.
- Website and product-led conversion. Redesigned the demo and free-trial journeys and deployed a RevenueHero booking flow that routes demo, trial, NFR and pricing intent straight into booked meetings.
- RevOps. A dedicated weekly workstream to fix attribution, lead routing, SLAs and lifecycle modelling in HubSpot, so the demand we created could actually be measured and worked.
- Embedded team and hiring. Ran the process that recruited usecure's first in-house Demand Generation Lead, and handed over playbooks as the team scaled.
A signature of the work is speed: assets like the "Beat Cyberto" phishing-awareness game and new landing pages were built fast using AI, then shipped and tested in-market.
The creative
At a $5k average deal value the creative has to earn its click, so we run it as its own workstream rather than an afterthought to the media plan. The programme now spans six channels: LinkedIn and Google Search carry the volume, Meta and Reddit run retargeting, G2 targets the competitor categories our listicles already rank for, and a small ChatGPT Ads test sits alongside them. Google Search runs a separate competitor displacement campaign, so an "alternative to" search and the listicle it lands on are the same play bought twice.
The image ads rotate five angles instead of one hero message: customer proof, the all-in-one product story, the free trial, the uHealth launch, and memes. Here is the current swipe file.
Live ad creative from the usecure account. Select any ad to read it full size.
The memes were the bet. Across our client portfolio they are the highest-engagement format we run, and they hold up further down the funnel rather than just collecting likes, so Cyberto got his own bucket on Meta and Reddit instead of humour being a one-off test. For a security vendor that is a real advantage: usecure already had a villain people recognise, and most of their competitors have a stock photo.
The demo landing page looks great, massive improvement on the previous one. Excited to see how this impacts conversions.
Jordan Daly, CMO
Rebuilding usecure.io
By mid-2025, usecure's website was holding the business back. The site had sat on HubSpot CMS for years without a meaningful update: slow to load, fragile to edit, and dependent on developer time the marketing team didn't have. Rather than patch it, we proposed rebuilding it properly and elevating the brand with it. Working with usecure's in-house design lead, we rebuilt the site in Webflow from the ground up: new positioning and messaging, a refreshed visual identity, a component-based design system, and every single page redesigned from scratch.
We handled the project management end to end: scoping and sitemap, messaging workshops, resourcing (including bringing in a dedicated Webflow developer), a twice-weekly delivery cadence with usecure's team, and the launch itself. In under four months from first designs, we took a site of more than 300 pages live: core marketing pages, product and industry pages, case studies, guides and a fully migrated blog. We planned and ran the cutover too, with every legacy URL redirected to protect search visibility, tracking rebuilt across GA4, Google Tag Manager, HubSpot and Intercom, and every form recreated and embedded so the CRM, workflows and lead routing carried on without interruption. The new site also put publishing back in the marketing team's hands: pages that once waited on a developer are now built and edited in-house.
The impact showed within weeks. Monthly demo meetings almost doubled, from 27 in December to 52 in February. Direct sales enquiries rose 94% over the same period to 196, and inbound demo, free trial and partner requests reached 284 in February, the highest monthly volume of the year, up from a typical 100 a month earlier in the year. The site added 186 free trial sign-ups between November and February. February 2026 was usecure's best month on record for demo requests and free trials, and it happened with the site's promotional pop-up switched off: the demand was coming from the site itself.
The work carried on after launch. In July 2026 we shipped a new master landing page for security awareness training, built as the single destination for paid search and the product ads, so the highest-intent traffic stops arriving on a general product page and having to find its own way to a trial.
Beat Cyberto, security awareness as a game
Alongside the rebuild we designed and built Beat Cyberto, an interactive phishing game starring Cyberto, usecure's cyber-villain mascot. Players get twelve rounds to spot the phish, report it and climb a live leaderboard, with a weekly prize for the top score. Built with AI and shipped in-market fast, it gives usecure a security awareness asset people actually want to share. It passed 60 score submissions in its first weeks, and usecure's sales team now picks the weekly winners themselves. The module below plays out a round; click through to beat Cyberto yourself.
FREE PHISHING GAME
URGENT: Updated payment details, process today
📎 NEW_BANK_DETAILS.pdf · 92 KB
"Rob's coffee hasn't kicked in yet. This one's mine."
Where will you land?
The impact
Inbound demo, trial and NFR enquiries, from around 100 a month to 284.
Peak total monthly conversions, up from 484 and held above 700 through mid-2026.
Paid budget, from about £11.5k in January to about £1.3k to £4.8k a month, while volume rose.
New pipeline generated in June 2026, up 267% month on month.
Demand roughly doubled, on a fraction of the spend. Inbound enquiries grew about 2.5x while paid budget fell roughly 70%. This was efficiency, not just output.
Pipeline followed. In the first full quarter, marketing-influenced pipeline value grew 125% from September to October 2025, with average contract value up about 90%. And a product-led booking engine took hold: meetings booked through the new RevenueHero flow scaled from 1 in April to 70 in June, and Direct conversions hit an all-time high of 406.
The bigger shift is that usecure now has a growth system, not a set of campaigns. Attribution is trustworthy, the funnel routes intent to the right team, and the brand is showing up where buyers now look. That last point is the story usecure's own sales team started telling: prospects were arriving having found usecure through AI.
Just had a call with someone who discovered us through ChatGPT. Apparently we're the first SAT vendor ChatGPT recommended.
Alexandre Legeay, usecure
The clearest proof the model works: usecure hired a full-time Demand Generation Lead through a ToJupiter-run process, to scale what we built together.
Some great feedback from the sales floor: three solid demo bookings this week from leads who found usecure via AI referrals.
usecure x ToJupiter channel
About usecure
usecure is a human risk management platform that turns employees into a security layer. It combines adaptive awareness training (uLearn), phishing simulation (uPhish), dark-web credential monitoring (uBreach) and policy management (uPolicy), built MSP-first with flexible monthly billing. It protects 500,000+ users across 2,000+ MSP partners and has been rated the "best and most comprehensive" HRM solution by ISO auditors.
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