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