How Fable Security drove 42× pipeline ROI from DoGood
"Of all the meeting services, DoGood has been the one with the most transparency, the most visibility, and the most willingness to work with us."
Curtis Casella
Director of Growth Marketing · Fable Security
Cybersecurity · Series A · Lean marketing team
In this Vendor Spotlight, Curtis Casella from Fable Security shares how a lean marketing team uses DoGood to replace cold outreach with qualified, opt-in conversations — and how those conversations are generating outsized pipeline at a fraction of the cost per meeting they've seen from any other service.
in pipeline from DoGood (1 campaign, 6 months)
Weekly management time
Pipeline generated per dollar spent
What We Learned From Curtis
DoGood isn't a channel partner — it's a meeting maker. Unlike community-based services that work with a limited pool, DoGood lets Curtis pre-select the exact titles and companies he wants to reach, then layers in qualifying questions to confirm fit before the meeting ever lands on the calendar.
The ability to decline a meeting is more valuable than it sounds. When a prospect opts in but their answers reveal they're not a fit, Curtis can pass. That's something most services don't allow — and it keeps the pipeline clean.
The whole relationship runs on under 30 minutes a week. Most of that is just making sure reps have a calendar link ready. The platform handles tracking; the DoGood team handles follow-up when things stall.
Pipeline is running at 42× spend after just one campaign. Six months in, Fable has generated roughly $1M in pipeline — with cost per meeting substantially below the thousands Curtis has seen from other services.
Charitable donations beat personal incentives for meeting quality. Other meeting services pay prospects a personal incentive to show up — which Curtis says yields meetings that are "just for the incentive." DoGood's donation-on-behalf-of model attracts prospects who actually care about the conversation, not the payout.
The DoGood team acts like a partner, not a lead vendor. When deals stall mid-funnel or meetings go unscheduled, the DoGood team proactively reaches out to help unstick them — something Curtis says is rare at any price point.
The Full Conversation
Can you introduce yourself and tell us about your role at Fable?
I'm Curtis Casella, Director of Growth Marketing here at Fable. I lead the marketing function more generally — PR, a bit of product marketing guidance, digital marketing — but really the primary focus at our stage as a Series A startup is how do we drive leads, how do we drive new business and pipeline? And more important than that, qualified opportunities that make their way through the funnel.
How would you describe the quality of conversations you're having through DoGood — and how does that feel different from a cold meeting?
We use a lot of meeting setting services. Some are community-based and cybersecurity-focused — but those are almost like channel partners. There's a limited number of folks they can work with. DoGood falls into a different category. It's a meeting maker. Because we get to do pre-selection of the titles and the companies we want to work with, we feel pretty strongly upfront that these are folks we actually want to meet.
And then because we have qualifying questions we can ask around the projects that the leads have, we get a much better sense that these are folks we can actually engage with — that are more likely to be qualified. That's a huge benefit for us.
"These other meeting setting services are almost like channel partners — there's a limited number of folks they can work with. Whereas DoGood is a meeting maker."
Curtis Casella, Director of Growth Marketing, Fable SecurityThe process DoGood uses is also really easy for our reps to track — getting answers to the things they care about, being able to send over a meeting link the prospect can schedule with. And what I really appreciate about the DoGood team: when something doesn't get scheduled, or a meeting doesn't move forward, or a deal stalls mid-funnel, we can reach out and ask for help. They're always there to push it along. It's not just "let's throw a bunch of leads over your direction."
The other thing — and this feels like a minor thing, but I actually think it makes a huge difference — every once in a while we'll get someone who opts in to meet with us, but based on their answers, I realize they're actually probably not a fit. The fact that we can decline that meeting is a not-insignificant value for us.
"It's not just 'let's throw a bunch of leads over your direction.' They feel like an ally and a partner for us."
Curtis Casella, Fable SecurityHow much time does your team actually spend managing the DoGood relationship week to week?
So minimal — like 30 minutes a week. Honestly, most of it is just making sure my team is set up with a calendar link so we can send it over. The area I probably don't spend enough time on is going in when there are updates to the community and adding additional people to our campaigns. That's the only real investment — but it's an investment with a clear outcome that comes out of it.
Are you seeing positive ROI from DoGood — pipeline, next meetings, revenue?
Yeah, we've driven a considerable amount of pipeline. We haven't had a close-won opportunity quite yet, but we've got one in POV right now. We started engaging with DoGood about six months ago, and that's roughly the duration most of our deals go through — so the timing makes sense. We've probably generated around a million in pipeline through DoGood, and we've only run one campaign so far. Once we run more, we'll see more benefit from that.
"We've probably generated around a million in pipeline through DoGood — and we've only run one campaign so far."
Curtis Casella, Fable SecurityWhat would you tell another marketing leader who's on the fence about trying DoGood?
I use a couple of metrics to evaluate whether a program is successful. One is a dollars in, dollars out model. So far — at least in stages up through our POV — we've had more dollars coming out of DoGood in terms of pipeline than we've spent on DoGood opportunities. When that number is more than one, that's a good sign. We want it to be much higher, but we're also early stage.
The other thing I track is cost per meeting. At early stages, that can run into the thousands. Because of what DoGood delivers, it's actually substantially less than that. So it helps us keep our cost per meeting down — and when you couple that with generating more than a dollar of pipeline per dollar spent, those two things together tell us this is a successful program to run.
There are a lot of programs that offer incentives to take meetings, but because those are personal incentives the prospects are getting, I've found we get a lot of meetings that are just for that incentive. Because DoGood is making a donation on our behalf or on behalf of the prospect themselves, I've just found the quality of the actual meetings to be a lot higher.
We also know what we're getting into because we have visibility into the communities — the potential pool of prospects we'll be meeting with. That transparency is something I haven't found anywhere else. Of all the meeting services, DoGood has been the one with the most transparency, the most visibility, and the most willingness to work with us when someone opts in and isn't a fit after all. I just don't think DoGood is paralleled when it comes to services like this.
"Because DoGood is making a donation on our behalf, the quality of the actual meetings is just higher."
Curtis Casella, Fable SecurityI'll also say: sometimes the DoGood team is faster at prompting me to follow up on leads than I am myself — especially when it's a busy week and something has slipped. It's always a good sign when a vendor reaches out and says, "hey, I don't see this meeting being scheduled yet." That proactive support is a really important thing for others considering this to know.
"When that number is more than one — pipeline generated per dollar spent — that's a good sign. And DoGood is delivering that for us."
Curtis Casella, Fable SecurityReach Buyers Who Want to Hear From You
Join Fable Security and other lean teams turning opt-in conversations into real pipeline.
Become a DoGood VendorExplore Vendors on Your Terms
Discover vetted partnerships like Fable Security without the noise of cold outreach.
Request an Invitation