beyond event marketing: how fishnet security’s marketing team managed to branch out into...
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Moving Upstream Evolving into a more strategic marketing
organization
SECURELY ENABLING BUSINESS
John Van Blaricum August 27, 2014
© 2014 FishNet Security Inc. All rights reserved.
INTRODUCING FISHNET SECURITY Founded in 1996 in Gary Fish’s basement…
12 Employees 200% Growth
210 Employees 85% Growth
376 Employees 30% Growth
500 | 34%
570 | 24%
Em
plo
yees
© 2014 FishNet Security Inc. All rights reserved.
• Established 1996
• 29 Offices
• 9 Training Centers
• 700+ Certifications
FISHNET SECURITY TODAY 700+ employees dedicated to helping enterprise customers secure every aspect of their IT environment.
VITAL STATS
2013 HIGHLIGHTS
• $600M Revenue
• 3,200 Customers
• 1,500 Service Engagements
• 22.5% 5-Year CAGR
96% Customer Satisfaction / Best-in-Class NPS Benchmark
STRONG TECHNOLOGY PARTNERSHIPS We are a certified value-added reseller for leading security and infrastructure manufacturers so customers have reliable advice, access and support.
© 2014 FishNet Security Inc. All rights reserved.
PROFESSIONAL SERVICES Comprehensive service capabilities reduce the time, cost and risk involved in achieving your security goals.
SERVICES
CONSULTING
MANAGED
SECURITY
TRAINING
STRATEGIC
STAFFING
© 2014 FishNet Security Inc. All rights reserved.
SECURITY
SOLUTIONS
COMBINED
CAPABILITIES
DRIVE VALUE
OUR VALUE Our experts take the time to understand your business, so they can develop, implement and support solutions tailored to your environment.
TECHNOLOGY PRODUCTS
• 55 Sales Engineers (SE) & Enterprise Architects (EA)
• 100+ Vendor Partnerships
• Direct Access to Vendor R&D Teams & Advisory Panels
• Cloud-Based Testing Lab
• 450+ Certifications
• ADVISER Solutions Lifecycle
PROFESSIONAL SERVICES
• 31 Strategic Services (StS) Advisors
• 300+ Consultants
• 2 Security Operations Centers
• Frontline Support
• Network & Security Training
• 250+ Certifications
• Information Security Program Model (ISPM)
© 2014 FishNet Security Inc. All rights reserved.
MARKETING’S INITIAL FOCUS
Visibility
Relationship Building
Credibility
Sales
Field Marketing supported rapid growth for most of company’s history
• Hospitalities • Sporting Events • Lunch and Learns • Security Dinners • Security Conferences • Trade Show ‘After Parties’
450 Events in 2012 Results: $525M; 24% YtY growth
© 2014 FishNet Security Inc. All rights reserved.
PLANS FOR GROWTH
Strong focus on sales and
marketing effectiveness
Expanded service offerings
and practices
Investment in market research
and account mapping
Plans for additional
acquisitions
In late 2012 a new investment partner entered with plans to double the business in five years. Field Marketing by itself would no longer suffice.
© 2014 FishNet Security Inc. All rights reserved.
STARTING FRESH IN 2013 As I joined the team, my mission was chart a course to transition our focus and develop a strategic marketing platform
Great success to build upon
History of growth and largest company of
its kind in the US
Talented team – significant industry
recognition
Field Marketing was viewed as best event
planners in the industry
Business leaders and investors knew we
needed to evolve and expand marketing
Environment set for funding and
investment in marketing: new tools and
headcount
But the road wasn’t without potholes
The organization trusted event-based marketing;
everything else was unproven
Too many chiefs directing marketing – The team
lacked the ability to set boundaries
Department turnover and concerns across staff
Little to no infrastructure to support marketing
Change would be hard: new people, processes
and structure
© 2014 FishNet Security Inc. All rights reserved.
Consolidate roles and organize by function and increase our focus on capabilities
Focus on process and define how resources can best support the business
Plan uses for the assets available to marketing, creative svcs., appt. team, sales, IT, and EBC
Build Trust across team in Management, Sales, Marketing
STEP 1:
GET ORGANIZED Fill new positions; organize teams for management and understand the dynamics of a fast paced channel organization
© 2014 FishNet Security Inc. All rights reserved.
Key Initiatives Targeted Programs
Target
Audience
Priority 1-4 ;
high to low
Grow MSS Revenue Add new Threat Detect customers, Promote new Managed UTM MSS
Offering
--Raising awareness is a key strategy. Leverage the new threat analysis
team.
Director and
above,
geography TBD
2
Fortune 1000 Expansion Expand with new logos, Expand business with existing accounts TABLED
Chicago TABLED
So/CAL Boston or New York?
Grow IAM Services Promote IAM Workshops, Promote IAM Capabilities w/Vendors 3
Grow eLearning Business Expand awareness and drive adoption of Cyberbot content
--Potential international campaign for our multi-lingual capabilities
2
Grow UK revenue3
Promote our SDN, Cloud,
Infrastructure, Capabilities 4
Expand Underserved or
Underperforming Markets
STEP 2:
ESTABLISH THE FOUNDATION Establish a foundation and generate targeted campaigns while maintaining some aspect of business as usual
1-800-Who-Where? SFDC
Create Priorities and build consensus
Examine Market Analysis for geographic and target profiles
Define Contacts for targeted accounts
Establish Process for outreach and follow up
Initiate Data Cleansing and define maintenance
Implement marketing automation as our core system
© 2014 FishNet Security Inc. All rights reserved.
STEP 3:
EXECUTE ON THE PLAN Launched creative multi-touch programs to drive awareness while honing our internal processes
IAM Campaign—August 2013 MSS Campaign—September 2013 CyberBOT Campaign—October 2013 Enterprise Account Acquisition—March 2014
© 2014 FishNet Security Inc. All rights reserved.
Solutions focused messaging across all
of FishNet Security
FishNet Security-first strategy to
present our unique value proposition
Integrated approach using multi-touch,
multi-channel model to gain awareness
Integrated tactics bringing campaigns,
webinars, field events and Executive
Briefings together
STEP 4:
EXPAND OUR FOCUS As our processes and capabilities mature, we look to include our vendor partners and define more complex programs using multiple channels
© 2014 FishNet Security Inc. All rights reserved.
CHALLENGES AND LESSONS
LEARNED
Sales
attention &
follow up
Process
change is
HARD
Must gain
TRUST
Build and
operate at
the same
time
CRM &
Data
Quality
Sales guys
will be sales
guys
Over communicate
Trust is
critical
Define
priorities &
expectations
Build a plan
to manage
and maintain
Get consensus
early – but set
boundaries
© 2014 FishNet Security Inc. All rights reserved.
Explode our outreach through
campaigns, strategic communications
and event promotion channels
Catch and hold our customers and
prospects through improved
engagement paths, new website
experience, nurturing programs
Monitor and Measure our
performance with analytics so we can
do more of what works
Focus on repeatability, which is
critical for scale
NEXT STEPS
© 2014 FishNet Security Inc. All rights reserved.
THANK YOU
John Van Blaricum Vice President, Marketing
FishNet Security
John.VanBlaricum@FishNetSecurity.com
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