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
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 3
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 4
Get the Word Out: Promotion and launch • • Send email invite to sales-selected Launch customer forum information on invitee list – offer free UC pass to ArcSight website – microsite one attendee • Post on Support website • Provide personal email invitation for • Announce internally to customer-facing sales (ELMO) employees • Send second email invitation for • Add to Sales Flash and SFDC marketing those who did not register calendar (Eloqua Events Module – • Scripted inside sales call to invite landing pages, registration info, customers to attend directions, etc.) • Reminder email to those who registered – include date, time and directions • Day of event, automated reminder message (call on demand) 5
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 6
Brand It! - Regional Customer Forum microsite Benefit - Viral All about you Convenience 7
Convenient location and engaging agenda 8
Get the site to work for you - Speaker and Invite a Colleague email 9
Timing is everything - Invite and reminder emails Peer Network UC Offer Make it Easy 10
Iterative process - Regional Customer Forum feedback 11
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 12
Call-to-action – Post-session email Call-to- action 13
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 14
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 15
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