analytics that drive the value of content

@kiramondrus @abneedles • #CMWorld

Kira Mondrus Head of Demand Marketing, SecureWorks

@kiramondrus


Adam Needles Chief Strategy Officer, ANNUITAS

@abneedles

SecureWorks Case Study Analytics to Drive the Value of Your Content


AGENDA

@kiramondrus @abneedles • #CMWorld Classification: //SecureWorks/Confidential - Limited External Distribution:

AGENDA

① Situation Analysis

② Approach

③ Results



AGENDA


Situation Analysis

• Our Company: SecureWorks

• Our Challenges

• Our Partner: ANNUITAS


@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld

Our Company:

Intelligence-Driven Information Security Solutions:

2,000+ Employees

Fast growth; First technology IPO in 2016 (spin out from Dell)

59 Countries

Recognized as an industry

leader by analysts

16 Years in Business

4,300 Clients

Company information current as of the quarter ended April 29, 2016.


Our Challenges

• No personas, no buyer journey mapped

• Brochure-ware; inside-out marketing communications

• No common definition of a Qualified Lead

• Disparate Demand Processes

• No end-to-end visibility; no sense of marketing contribution



AGENDA


NEARLY 30% OF ‘LEADS’ WERE BEING IGNORED

BY SALES.



Our Partner: ANNUITAS

• Transform demand generation

• Buyer-centric approach

• Perpetual Demand Generation

• Lead-to-revenue closed-loop

• End-to-end ‘point’ optimization



AGENDA


Approach

• Perpetual Demand Generation

• Buyer-centric

• Content Marketing Model

• Layering people, process, technology and data



Perpetual

Demand

Generation



Buyer-centric


Security Strategy Track

Security Tactics Track

Business Track

Board of Directors/

C-Suite (Non-Technical)

Risk/Legal

CIO/CTO

CSO/CISO

IT/Security

Director

IT/Security

Manager

Key Issues and

Organizational

Implications

SecureWorks

Recommends

Strategies to

Pursue

SecureWorks

Solution

Awareness

Change

Factor

Needs

Definition

Vendor

Engagement

Personas Conversation Tracks

Buyer Journey


Content

Marketing

Model


Security

Str

ate

gy T

rack

Security

Ta

ctics T

rack

Security

Ta

ctic &

Security

Str

ate

gy


Layering people, process, technology and data


ENGAGE NURTURE CONVERT

ENGAGED QUALIFIED ENGAGED QUALIFIED LEAD OPPORTUNITY

ELOQUA (Initial Capture, Qualification and Nurturing)

SFDC (Pipeline Management)

AUTOMATED – Inbound & Outbound Marketing

LIVE SALES INTERACTION – DGR Ownership

LIVE SALES INTERACTION – SS Ownership

QL - Warm QL - Hot

Lead Qualification Stages

Technology Systems Handling


AGENDA


Results

• Our Outcomes

• Our KPIs: Channel Elasticity + Critical Path

• Our KPIs: Content Elasticity + Impact Expectation

• Our Approach to Optimization



AGENDA


LEAD TO OPPORTUNITY CONVERSION MORE THAN

DOUBLED. A RATE NEARLY NEARLY 50% GREATER THAN

THE INDUSTRY AVERAGE.



Our Outcomes



Our KPIs: Channel Elasticity + Critical Path


Channel Elasticity

• Probability that a Prospect’s interaction with a given

Engagement Channel will lead to a Closed Won outcome

• ECHAN = # Closed Won / # Channel Interactions * 100%

Critical Path

• Going beyond first/last-touch attribution

• Look at the combination of Engagement Channels a Closed

Won Prospect interacted with

SCWX

SCWX

SCWX

SCWX

SCWX

SCWX

@kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld @kiramondrus @abneedles • #CMWorld

Content Elasticity

• Probability that a Prospect’s interaction with a given

Content Offer will lead to a Closed Won outcome

• ECONT = # Closed Won / # Content Interactions * 100%

Impact Expectation

• ‘Sales-weighted’ Content Elasticity scoring

• IECONT = % Content Elasticity * # Closed Won per Content

Offer

Our KPIs: Content Elasticity + Impact Expectation


Our Approach to Optimization

• Comprehensive KPIs + bi-monthly reporting via Tableau

• Full, closed-loop ‘point’ visualization

• Outcome basis for analysis

• Bi-monthly internal review

• Quarterly external review



Kira Mondrus Head of Demand Marketing

SecureWorks


Adam Needles Chief Strategy Officer

ANNUITAS