“Thanks to 3marketeers, lead production is in high gear; so much so that our next concern is not letting leads fall on the floor.”
Chief Marketing Officer
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Opportunity
WhiteHat needed to fill its lead pipeline—fast. They had great assets and dynamic speakers whose thought-leadership needed to be leveraged in terms of lead generation, not just social media and blog followers. They needed a demand gen program that consisted of a variety of tactics that delivered a high number of leads without exhausting their list. |
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Solution
We developed a multi-faceted, CRM-integrated lead generation program that included 5 webinars, 10 tech luncheons and a breakfast, 3 surveys, and a media download campaign that ran over a 5-month period. Because we sent the surveys from our research affiliate, these outbounds could run concurrently with the other carefully timed tactics without affecting their list. |
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Results
Leads. Lots of them—well over 100% to goal on nearly every lead generation tactic executed. And it was far more than just quantity.
Webinars: Breaking their previous webinar attendance record, we continued to leverage the on-demand version to keep the leads coming. Live polling produced valuable webinar attendee insight.
Tech luncheons: Conducted in key sales-identified cities across the country, these events let salespeople do what they do best in optimal settings.
Surveys: Kindle giveaways drew strong participation and produced valuable insights. We developed a results paper, which was leveraged as premium content on their website and aided their PR efforts.
Media downloads: Targeting by company size, geos, industry and job level, we promoted whitepapers and case studies with online banners for leads that had to be capped at our allotment.
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SCOPE
| Company |
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WhiteHat Security |
| Industry |
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Technology, Software, Security |
| Discipline |
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Lead Generation, Messaging, Webinars, List Development, Demand Generation, Lunch-n-Learn, Surveys, Media Downloads, Results Paper-Survey findings |
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