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F-Secure
Introduction
Breaking the LinkedIn dependency to unlock scalable B2B leads
Read how Wildfire Digital challenged industry assumptions for F-Secure’s Horizon product. By shifting strategy from traditional professional networks to high-attention social platforms, we generated high-quality B2B leads at a fraction of the previous cost within just 14 days.
The case study
The Problem
F-Secure was operating under the belief that LinkedIn was the only viable acquisition channel for their highly targeted B2B product, Horizon. While it reached the right audience, it came with a heavy trade-off: an unsustainably high Cost Per Lead (CPL) and a total lack of scalability. This "single-channel" dependency meant they were paying a premium for professional attention while missing out on the broader digital footprint of their decision-makers.
The Solution
Wildfire introduced a disruptive media strategy that leveraged Meta as a primary B2B acquisition channel, taking advantage of the platform's Andromeda update. We moved beyond basic targeting to build detailed ICP (Ideal Customer Profile) profiling and a messaging framework specifically for B2B decision-makers. Wildfire’s Creative Studio executed a full rollout of high-impact video and static assets, supported by a structured testing plan. This allowed us to validate Meta's performance in real-time against LinkedIn’s historical benchmarks, proving that B2B attention exists far beyond the "office" environment.
The Results
The shift in strategy yielded high-quality leads within the first two weeks of launch. Not only did Meta outperform LinkedIn on lead volume, but it also achieved a significantly lower CPL, fundamentally changing F-Secure's go-to-market strategy. Meta has now been promoted from a "test channel" to the official baseline for all new acquisition campaigns.
