Face-to-Face Time with Clients Pays Off - How ArcSight increased - - PowerPoint PPT Presentation

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

• ne 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