From Black Swan to Bottom-Line: Check Point’s Hybrid ABM Pivot
Traditional go-to-market motions are being stress-tested by budget scrutiny, AI disruption, and shifting buyer behaviors, and as a result – marketers are being challenged to adapt. We sat down with Hillel Zvi, Head of SEO and ABM at Check Point, and Greg Campbell, Head of Strategic Growth at Infuse EMEA, to unpack a bold ABM evolution story—complete with the pivots, pitfalls, and practical playbooks B2B marketers need today.
The Lead-to-ABM Leap: Bridging the Sales-Marketing Divide
Check Point faced a main challenge with traditional lead-based marketing: lots of activity, but little alignment with sales outcomes. To fix the disconnect, Hillel’s team initiated a shift toward ABM, starting with a focused effort on industry-specific campaigns. Financial services became the proving ground, with content tailored to each vertical’s pain points, defining buying groups, and full collaboration with sales. This alignment wasn’t just about better messaging—it meant embedding sales input into tech stack decisions, targeting strategy, and content creation.
The Hidden Cost of Attention: Rethinking CPL in a Noisy Market
Even with the right strategy, Check Point faced economic pressure. Early campaign CPLs were high, particularly from channels like LinkedIn. Leadership questioned the ROI—but instead of retreating, Hillel’s team doubled down on optimization. They diversified acquisition channels, layered in content syndication through Infuse, and leaned into Trendemon’s website personalization. The result? A lower CPL that exceeded targets—proving ABM could be both effective and cost-efficient if calibrated carefully.
Black Swan Reality: What Happens When the GTM World Shifts?
Just as Check Point’s ABM motion gained traction, internal leadership changes prompted a full stop. Without sales alignment, the marketing team knew it couldn’t sustain full-scale programs. Rather than scrap the strategy, they pivoted—focusing efforts on existing customers with higher conversion potential and lower acquisition costs. The assets were already in place. With slight tweaks, Check Point began repurposing industry-specific, persona-mapped content to deepen relationships and drive expansion within accounts they already had.
Proof Before Scale: The New Hybrid ABM Model
Both Hillel and Greg emphasize the importance of starting small, proving value, and then scaling with confidence. ABM success didn’t come from a massive overhaul—it came from building repeatable workflows, experimenting with segments, and evolving content strategy based on buyer signals. For Infuse, that meant running structured SDR workshops to align sales and marketing. For Check Point, it meant turning successful campaigns into internal case studies to expand ABM across other business units.
Watch the Full Session!
Check Point’s journey is not a fairy tale. It’s a realistic, transparent look at how B2B teams can navigate transformation in complex, evolving environments. If you’re exploring ABM, struggling with alignment, or facing pressure to prove marketing efficiency—this session is a must-watch.
👉 Watch the full session here:
