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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
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
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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
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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
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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.)
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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
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Brand It! - Regional Customer Forum microsite
Benefit - All about you
Convenience
Viral
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Convenient location and engaging agenda
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Get the site to work for you - Speaker and Invite a Colleague email
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Timing is everything - Invite and reminder emails
UC Offer
Peer Network
Make it Easy
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Iterative process - Regional Customer Forum feedback
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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
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Call-to-action – Post-session email
Call-to-action
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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
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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