@kiramondrus @abneedles • #CMWorld
Kira Mondrus Head of Demand Marketing, SecureWorks
@kiramondrus
@kiramondrus @abneedles • #CMWorld
Adam Needles Chief Strategy Officer, ANNUITAS
@abneedles
SecureWorks Case Study Analytics to Drive the Value of Your Content
@kiramondrus @abneedles • #CMWorld
AGENDA
@kiramondrus @abneedles • #CMWorld Classification: //SecureWorks/Confidential - Limited External Distribution:
AGENDA
① Situation Analysis
② Approach
③ Results
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld
AGENDA
@kiramondrus @abneedles • #CMWorld Classification: //SecureWorks/Confidential - Limited External Distribution:
Situation Analysis
• Our Company: SecureWorks
• Our Challenges
• Our Partner: ANNUITAS
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Our Company:
Intelligence-Driven Information Security Solutions:
2,000+ Employees
Fast growth; First technology IPO in 2016 (spin out from Dell)
59 Countries
Recognized as an industry
leader by analysts
16 Years in Business
4,300 Clients
Company information current as of the quarter ended April 29, 2016.
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Our Challenges
• No personas, no buyer journey mapped
• Brochure-ware; inside-out marketing communications
• No common definition of a Qualified Lead
• Disparate Demand Processes
• No end-to-end visibility; no sense of marketing contribution
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld
AGENDA
@kiramondrus @abneedles • #CMWorld Classification: //SecureWorks/Confidential - Limited External Distribution:
NEARLY 30% OF ‘LEADS’ WERE BEING IGNORED
BY SALES.
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Our Partner: ANNUITAS
• Transform demand generation
• Buyer-centric approach
• Perpetual Demand Generation
• Lead-to-revenue closed-loop
• End-to-end ‘point’ optimization
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld
AGENDA
@kiramondrus @abneedles • #CMWorld Classification: //SecureWorks/Confidential - Limited External Distribution:
Approach
• Perpetual Demand Generation
• Buyer-centric
• Content Marketing Model
• Layering people, process, technology and data
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Perpetual
Demand
Generation
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Buyer-centric
@kiramondrus @abneedles • #CMWorld
Security Strategy Track
Security Tactics Track
Business Track
Board of Directors/
C-Suite (Non-Technical)
Risk/Legal
CIO/CTO
CSO/CISO
IT/Security
Director
IT/Security
Manager
Key Issues and
Organizational
Implications
SecureWorks
Recommends
Strategies to
Pursue
SecureWorks
Solution
Awareness
Change
Factor
Needs
Definition
Vendor
Engagement
Personas Conversation Tracks
Buyer Journey
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Content
Marketing
Model
@kiramondrus @abneedles • #CMWorld
Security
Str
ate
gy T
rack
Security
Ta
ctics T
rack
Security
Ta
ctic &
Security
Str
ate
gy
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Content
Marketing
Model
@kiramondrus @abneedles • #CMWorld
Security
Str
ate
gy T
rack
Security
Ta
ctics T
rack
Security
Ta
ctic &
Security
Str
ate
gy
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Layering people, process, technology and data
@kiramondrus @abneedles • #CMWorld
ENGAGE NURTURE CONVERT
ENGAGED QUALIFIED ENGAGED QUALIFIED LEAD OPPORTUNITY
ELOQUA (Initial Capture, Qualification and Nurturing)
SFDC (Pipeline Management)
AUTOMATED – Inbound & Outbound Marketing
LIVE SALES INTERACTION – DGR Ownership
LIVE SALES INTERACTION – SS Ownership
QL - Warm QL - Hot
Lead Qualification Stages
Technology Systems Handling
@kiramondrus @abneedles • #CMWorld
AGENDA
@kiramondrus @abneedles • #CMWorld Classification: //SecureWorks/Confidential - Limited External Distribution:
Results
• Our Outcomes
• Our KPIs: Channel Elasticity + Critical Path
• Our KPIs: Content Elasticity + Impact Expectation
• Our Approach to Optimization
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld
AGENDA
@kiramondrus @abneedles • #CMWorld Classification: //SecureWorks/Confidential - Limited External Distribution:
LEAD TO OPPORTUNITY CONVERSION MORE THAN
DOUBLED. A RATE NEARLY NEARLY 50% GREATER THAN
THE INDUSTRY AVERAGE.
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Our Outcomes
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Our KPIs: Channel Elasticity + Critical Path
@kiramondrus @abneedles • #CMWorld
Channel Elasticity
• Probability that a Prospect’s interaction with a given
Engagement Channel will lead to a Closed Won outcome
• ECHAN = # Closed Won / # Channel Interactions * 100%
Critical Path
• Going beyond first/last-touch attribution
• Look at the combination of Engagement Channels a Closed
Won Prospect interacted with
SCWX
SCWX
SCWX
SCWX
SCWX
SCWX
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Content Elasticity
• Probability that a Prospect’s interaction with a given
Content Offer will lead to a Closed Won outcome
• ECONT = # Closed Won / # Content Interactions * 100%
Impact Expectation
• ‘Sales-weighted’ Content Elasticity scoring
• IECONT = % Content Elasticity * # Closed Won per Content
Offer
Our KPIs: Content Elasticity + Impact Expectation
@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld
Our Approach to Optimization
• Comprehensive KPIs + bi-monthly reporting via Tableau
• Full, closed-loop ‘point’ visualization
• Outcome basis for analysis
• Bi-monthly internal review
• Quarterly external review
@kiramondrus @abneedles • #CMWorld
@kiramondrus @abneedles • #CMWorld
Kira Mondrus Head of Demand Marketing
SecureWorks
@kiramondrus @abneedles • #CMWorld
Adam Needles Chief Strategy Officer
ANNUITAS