Digital demand diagnostic to build maturity.

Expel provides managed cybersecurity services and is a recognised leader in the managed detection and response space. Their mission is to make security easy to understand, easy to use and easy to continuously improve.


Increase in leads


Less media spend


From single to multi-channel

Understand the problem

After rapid growth and further high growth intentions, Expel needed to create a high performing demand centre to meet the business targets over the next three years.

The process started with discovery sessions, workshops and individual interviews with all key demand centre stakeholders. This included a maturity assessment as a group and the deep-dive on key platforms including Google Search, Acuity programmatic, LinkedIn ads, 6sense programmatic and website conversion.

Strategic approach

The maturity assessment enabled alignment and agreement across the team in terms of where they’re at and where they need to be. From there, workstreams were prioritised and a full maturity roadmap was developed.

From the deep-dive diagnostics, short, medium and long-term value was established with a focus on quick-wins for impact over the next 3 months.

Partnership matters

Partnering together and ensuring alignment across the team has established a collaborative team spirit. Modern is an extension of the Expel team and bolsters strategic thinking and executional capability across the digital demand centre.


Modern’s strategic approach to our demand strategy has blown me away.

Tracey Shell, VP Demand Marketing, Expel

Demand diagnostic

Case studies