---
title: "Cribl Case Study | 150% higher Lead to MQL rate | VertoDigital"
description: "How Cribl moved from gated lead gen to self-serve content: fewer leads, 150% higher Lead to MQL rate"
url: "https://vertodigital.com/case-studies/cribl-self-serve-content"
image: "https://vertodigital.com/images/site/og-default.png"
---

> For AI agents: an index of every page on this site is at https://vertodigital.com/llms.txt

# 150% higher Lead to MQL conversion.

A customer-first, self-serve content strategy cut lead volume but raised the quality of conversions.

Observability · Inbound Pipeline Growth

- 150% higher Lead to MQL conversion
- 130% improvement in priority account engagement

[Get Your Free Pipeline Assessment](https://vertodigital.com/assessment) [See all case studies](https://vertodigital.com/case-studies)

The company

## About Cribl.

Cribl, the AI Platform for Telemetry, empowers organizations to transform their data management. Customers use Cribl to collect, process, route, and analyze all IT and security data, with the flexibility, choice, and control to adapt to their ever-changing needs.

At a glance

- Industry: Observability
- Engagement: Inbound
- Timeframe: Full fiscal year

The problem

## The challenge.

Cribl had high lead volume but conversion to opportunity was lower than desired. The hypothesis: Cribl's privacy and security-minded target buyers were unwilling to give their contact details to access content. So a new customer-first approach was needed.

The work

## What we did.

Cribl changed its content strategy. They moved away from traditional gated asset lead generation, to self-serve ungated content offers. The theory was that by giving users friction-free access to the content they're interested in, and encouraging high-intent inbound conversions (demo, trial), digital touchpoints are far likelier to translate into meaningful revenue outcomes.

This change in strategy allowed for more extensive user journeys with multiple touchpoints with Cribl’s content and provided more opportunities for analysis of website traffic.

Cribl partnered with us to rework campaign structures across the advertising channels, as well as to make budget changes to maximize the exposure and traffic to the high-intent landing pages.

The outcomes

## What changed.

150%

higher Lead to MQL conversion.

After a full fiscal year of the quality-first approach, Lead to MQL conversion rates rose 150%.

130%

improvement in priority account engagement.

Cribl’s most valuable target accounts were reached and engaged far more.

At the time of measurement, LinkedIn benchmarks showed Cribl at a 50% more efficient cost per contact reached than high-growth peers, with 3x the peer median CTR.

Total lead creation dropped noticeably. But conversion quality improved significantly, ICP saturation and engagement went up, and waste went down. A tighter, more intentional targeting strategy drove stronger engagement, not just broader reach.

The customer voice

## In their words.

“We knew a shift in strategy this big would come with practical and technical challenges. The Verto team have been an outstanding partner – diligently planning the ‘how’, proactively identifying & rectifying potential flaws, and enthusiastically suggesting continuous test-and-learn experiments to help us build on the great results.”

Ollie Simpson

Demand Gen Manager, Cribl

The services

## Services behind the work.

Service 01

### Inbound Pipeline Growth

Campaign structures and budgets built around high-intent, self-serve landing pages.

## Related work

[All case studies](https://vertodigital.com/case-studies)

Cribl

Observability

$100M ARR contribution

Cribl's hybrid content engine to $100M ARR

[Read case study](https://vertodigital.com/case-studies/cribl-100m-arr)

Cribl

Observability

95% organic growth YoY

Cribl: 95% organic traffic growth YoY

[Read case study](https://vertodigital.com/case-studies/cribl-seo)

Cribl

Observability

14% higher conversion rate

Cribl: brand awareness on LinkedIn

[Read case study](https://vertodigital.com/case-studies/cribl-brand-awareness)

Free · 5 business days · No commitment

## See whether your pipeline could move like this.

The Pipeline Assessment is the same diagnostic we ran with Cribl before the engagement. Five days. Senior specialist. Senior debrief.

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