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2015 Called and Wants Its MQLs Back
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Replenishment
Services
- Data Science Services
- System Integration
- Training
The Challenge
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.
About The Customer
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.
The Solution
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.
Operational Impact
Quantitative Benefit
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