Own the
invisible workforce.
Discover how the company that created the non-human identity category built an account-based demand engine that reached the world's largest enterprise security buyers, combining tiered ABM, plain-language creative, and measurement the whole business could act on.
The category was growing fast, but the vocabulary was new: enterprise security leaders were living with the problem long before they had a name for it.
Oasis Security is the access management platform for the agentic enterprise, built for a world where non-human identities vastly outnumber human ones. Founded in 2022, the company created the non-human identity management category and had just closed a $120 million Series B when the engagement began.
Oasis came to Noetic to convert category leadership into enterprise demand.
Three moves,
one engine.
Named Accounts First. Always.
An ideal customer profile segmented into three priority tiers, with delivery, budget and reporting weighted by tier rather than by campaign average.
Say It Plainly.
Creative built from one question: what does this mean to a security leader on a Tuesday. The answer became a territory, not a tagline.
Pipeline You Can Trust.
Measurement treated as a workstream in its own right, so marketing and sales could finally read the same picture.
The category wasn't the problem.
The vocabulary was.
Oasis led a market most buyers could not yet describe. Every attempt to explain the technology added another layer between the product and the person who needed it.
Once the message stopped explaining non-human identity and started naming the tension — an invisible workforce already operating inside the enterprise without ownership, permission or oversight — the right accounts started paying attention. That became the territory: Own the Invisible Workforce.
Challenge
Broad targeting spent budget against accounts that would never buy, and any metric built on lead volume would describe activity rather than progress.
Method
Noetic built a tiered account model and ran the media against it:
- Defined and tiered the ICP into three priority bands, weighted by fit and strategic value.
- Weighted delivery and budget by tier, not by campaign-level performance averages.
- Applied a standard scoring model so accounts showing genuine engagement surfaced while the interest was still warm.
93% of paid social delivery reaching organizations with more than 10,000 employees, confirming the tiering was working at the delivery layer and not just in the plan.
Named account penetration across AWS, Microsoft, Amazon, Google and Meta, the accounts leading engagement in a category built for exactly that scale of environment.
One prioritized account list that marketing and sales both worked from, replacing two separate views of the same funnel.
Challenge
The demand was real. The search behaviour that would normally reveal it barely was.
Method
Noetic rebuilt the message before touching the media:
- Ran a structured briefing process before any creative work began, so messaging decisions preceded asset decisions.
- Developed a creative territory, not a campaign, giving every asset a single idea to sit inside.
- Used a certification program as a top-of-funnel entry point for practitioners not yet in market, then routed that engagement back into the account model.
A 96% increase in conversions, driven by a message the right buyers actually recognized.
A repeatable education channel that reached practitioners well ahead of a buying conversation and fed them back into the tiered model.
A single creative territory that carried across every format and channel, so recognition compounded instead of resetting with each campaign.
Challenge
That made spend difficult to defend and harder to direct.
Method
Noetic rebuilt the measurement layer as its own workstream:
- Unified high-intent actions into one consistent event structure across every channel.
- Made source data persist end to end, so campaigns could be credited accurately rather than by last touch.
- Established conversion parity across paid social, paid search and analytics.
A 33% reduction in media cost over the same period conversions rose. More qualified conversion on less spend, which is the only version of efficiency that matters in an enterprise motion.
46.75% top impression share on brand search at a $1.61 average cost per click, protecting the highest-intent traffic in the account at the lowest cost in the account.
Spend decisions that could be defended, because every channel was finally measured against the same definition of a qualified action.
One territory,
every format.
Plain-language creative built from a single idea, running across the tiered account model.
Tiering that worked at
the delivery layer.
Account tiering is easy to claim in a plan and hard to prove in delivery. This is the proof.
Conversions up.
Cost down.
Brand search held 46.75% top impression share at a $1.61 average cost per click alongside it.
“We were selling into a category most of our buyers couldn't name yet. Noetic found the language for it, put it in front of exactly the accounts we cared about, and gave us measurement we could finally act on.”
What the engine
actually did.
Built a tiered, account-based demand engine that put a category-defining security product in front of the largest enterprise buyers in the world.
Turned a technical category into a creative territory buyers could act on, lifting conversions while cutting media cost over the same period.
Rebuilt measurement and qualification so marketing and sales worked from one picture, making enterprise demand something the business could plan against.
Since the engagement began, Oasis has moved from a $120 million Series B to an agreed acquisition by Cyera valued at approximately $1 billion.
The team behind the engine.
The stack behind it.
LinkedIn Ads
Google Ads
HubSpot
Microsoft Ads
GA4
Google Tag Manager
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