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Face-to-Face Time with Clients Pays Off - How ArcSight increased sales and customer base with a human touch Todd Lebo Meagen Eisenberg

How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Page 1: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

Face-to-Face Time with Clients Pays Off - How ArcSight increased sales and customer base with a human touch

Todd Lebo

Meagen Eisenberg

Page 2: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

ArcSight, now part of HP Enterprise Security, is a leading provider of security and compliance

solutions for the modern enterprise that wants to mitigate risk in their hybrid

environment and defend against advanced threats. For more information, visit

www.hpenterprisesecurity.com

Page 3: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Challenge: How do we…

• Sustain a high level of growth quarter-over-quarter; grow pipeline

• Make customer success a top priority

• Encourage current clients to invest further into our technology

• Drive attendance to our annual user conference

• Keep sales force on message

• Approved communications

• Simple tools

• Implement in all geographies and languages

Page 4: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Marketing objectives

• Provide a quarterly opportunity for customers in regional locations to meet

• Create a forum where current and future ArcSight campaigns and initiatives are communicated

• Hear local customer success stories, champions of ArcSight, ROI

• Discuss and share best practices, troubleshooting, etc.

• Enable customers to meet ArcSight executives

• Create upsell/cross-sell opportunities to meet the company’s aggressive growth goals

• Engage in topics driven by ArcSight and local user community

Page 5: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Get the Word Out: Promotion and launch

• Send email invite to sales-selected invitee list – offer free UC pass to one attendee

• Provide personal email invitation for sales (ELMO)

• Send second email invitation for those who did not register

• Scripted inside sales call to invite customers to attend

• Reminder email to those who registered – include date, time and directions

• Day of event, automated reminder message (call on demand)

• Launch customer forum information on ArcSight website – microsite

• Post on Support website

• Announce internally to customer-facing employees

• Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration info, directions, etc.)

Page 6: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Make registration easy

• Collect registration information via online form

• Notify sales department of number of registrants each week

• Buttons

• Become a speaker

• Invite a colleague

• Submit ideas

Page 7: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Brand It! - Regional Customer Forum microsite

Benefit - All about you

Convenience

Viral

Page 8: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Convenient location and engaging agenda

Page 9: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Get the site to work for you - Speaker and Invite a Colleague email

Page 10: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Timing is everything - Invite and reminder emails

UC Offer

Peer Network

Make it Easy

Page 11: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Iterative process - Regional Customer Forum feedback

Page 12: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Marketing never ends – Post-session

• Review evaluation feedback and discuss results

• Send follow up email with call-to-action to forum attendees

• Link to presentations

• Invite to annual user conference – teaser video

• Winner of free UC pass

• Additional offering: Invite to webinar/whitepaper

• Thank you letter to presenters from executive

• Track campaign effectiveness – contributed revenue

Page 13: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Call-to-action – Post-session email

Call-to-action

Page 14: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Results

• Response rates to email campaigns delivered about 3% above average for customer-focused campaigns

• Field event attendance rates improved by 150% from the prior year

• Tripled the company capacity to execute as a marketing team without increasing resources

• Influenced existing deals and generated net new deals, which are all measurable. The company is already seeing closed business deals with a 4% impact to revenue, and expects this number to grow

• Sales reps list forums in their quarterly review decks as a reason for their success in their territory, and request more forums in their territories

• Top 10 campaign for revenue results

Page 15: How ArcSight increased sales and customer base with a ... - Moderated C… · • Add to Sales Flash and SFDC marketing calendar (Eloqua Events Module – landing pages, registration

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Takeaways

• Successfully sell to existing customers

• Automate sales processes to:

• Save time

• Save money

• More effectively target prospects

• Determine most effective tactics to sustain a high level of growth