实例探究 > 2015 Called and Wants Its MQLs Back

2015 Called and Wants Its MQLs Back

公司规模

Large Corporate

地区

America

国家

United States

产品

6sense
Sendoso
Uberflip

技术栈

HTML5
Google Analytics
Slack

实施规模

Enterprise-wide Deployment

影响指标

Revenue Growth
Customer Satisfaction
Productivity Improvements

技术

分析与建模 - 预测分析
应用基础设施与中间件 - 数据交换与集成
功能应用 - 企业资源规划系统 (ERP)

适用行业

Software
Professional Service

适用功能

销售与市场营销
商业运营

用例

补货预测

服务

系统集成
数据科学服务
培训

关于客户

Code42 is a cybersecurity software company that originally started in backup solutions but has since transformed into a leader in Insider Risk Management. Their mission is to secure the collaboration culture without compromising the speed of innovation or the safety of data. Code42 is in the process of creating a new category for Insider Risk Management, focusing on protecting organizations from internal threats while fostering a collaborative work environment. The company has undergone significant changes in its marketing and demand generation strategies to better align with its goals and the needs of its target audience.

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挑战

Code42 faced significant challenges in generating a sufficient pipeline through their demand engine. Their audience segmentation was based on security maturity and assumptions about risk posture and data protection needs, but there was no real way of knowing who was in the market. Their LinkedIn and display promotions had a limited audience size, and content syndication resulted in too many disparate leads that did not move down the funnel. Web personalization efforts were also limited, with only 3% of web traffic de-anonymized and receiving personalized content. These issues highlighted the need for a more effective and targeted approach to demand generation.

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解决方案

To address these challenges, Code42 embarked on a journey to transform their demand generation strategy into an account-based everything (ABX) approach. They kicked off the Demand Engine Project in November 2019, outlining new processes and frameworks for ongoing demand generation. By April 2020, they launched the new demand engine with new scoring, lead routing, and over 50 pieces of gated content. Integrated marketing campaigns were launched in July 2020, aligning activities across multiple functions. In September 2020, they completed a proof of concept to understand enterprise accounts, their needs, and consumption patterns. By November 2020, they began onboarding the 6sense tool to learn quickly and adapt. The ABX campaign transformation included various channels such as digital, account plans, and sales outreach. They also ungated the majority of their content in January 2021 and launched dynamic and standard HTML5 ads in April 2021. Automated gifting via Sendoso and the introduction of a new content hub resource center with Uberflip were also part of the solution.

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运营影响

The ABX transformation led to a significant increase in opportunity volume, with a 31% rise in the first three quarters of 2021 compared to the full year of 2020.
Opportunities won increased by 27% in the first three quarters of 2021 compared to 2020.
Through the end of October 2021, their campaigns helped progress 82% of accounts in their buying stage.
Display advertising and the use of LinkedIn with 6sense segments were identified as the top two tactics contributing to opportunities being created.
Sales teams found the insights provided by 6sense to be very helpful in prioritizing accounts and tailoring messaging based on content engagement.

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数量效益

Opportunity volume increased by 31% in the first three quarters of 2021 compared to the full year of 2020.
Opportunities won increased by 27% in the first three quarters of 2021 compared to 2020.
82% of accounts progressed in their buying stage through the end of October 2021.

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