Does anyone have ideas on campaigns demand gen can implement to go after the security team at a customer site where they have a champion already at the networking level but want to move up and over to the CISO level?
This looks like lifecycle, I'll forward to them 🙂
Are you asking more about the channels or what you'd like to say in the campaign? What do you mean by "go after" and "move up and over", are you trying to connect more closely with the CISO? Or get the CISO to take action?
Basically I'm trying to figure out how to get the attention of the security team at a current customer to show them the business value of the product line to buy more. Many of these IT vendors have the attention of the user (IT admin) but want to uplevel the sale to get more out of the account and show the business value to the exec level like the CISO or CIO. Many of the day to day users don't have a close relationship with their execs on the security team so how do you bridge the gap between the networking and security teams. The security teams are the ones with the money 😉 so that's why everyone is trying to go over and up.
Ciana Abdollahian do you have any thoughts you can share?
Might have ideas. Emily Coleman IDK if she is in lifecycle, but she's very strategic and might have thoughts.
At a basic level, I suggest using an ABM campaign. Do you have 6Sense or Demandbase? If so you can target anyone from that account, running some paid and social retargeting ads. I suggest building a personalized landing page that has that company's logo and name on it, showing how you have success solving their pain/generating revenue today and speaking to how expansion with X product can help more. I'd also suggest AB testing the landing page seeing which messaging or positioning of form, etc. performs best. If you have an account management team, CTA would be to book time to explore X with your AM and have their calendar embedded in the page. You can also run a direct mail campaign and drip emails from AM team to these accounts offering a gift with meeting (Marketo used to do this when i was in a Hubspot house with champagne using Alyce). We do it at my company for top tier clients as well using Sendoso.
Another initiative we have tried is a "lunch & learn" where we do i live demo call and offer ubereats GC to very targeted groups of people. You can reswizzle this to be higher end experience if you're targeting execs.
A agree with what Rachel Ward mentioned above. I've done the above as well as virtual events like whiskey tasting, wine tasting, make a meal, etc. The whiskey tasting was probably the most popular. I've also done CISO round tables where we get CISOs on a virtual event to discuss timely thought leadership topics.
Awesome! Thank you both! Would you to anything with the champion at the account? Like maybe get a quote from them to use in these ABM campaigns or get the champion to invite the exec to an event together like maybe a CAB or other event? Was also thinking maybe a survey to your champions to ask if they have a CISO or if they have a relationship with them or would invite them to join them at an event. Wondering what you think of that?
Yes, I have thrown events with a few champions and had them bring an executive. This has had about a 60% take rate (meaning 50% of the clients were able to get an exec to join. Now these are also events with more than one client. If you do this just with your champion, I'd suggest inviting another current client using the expansion product/feature/service to be able to speak to it. Perhaps their champion and executive as well. And, I can say I have also had success with virtual events involving sake tasting with live oyster sshucking and whiskey tasting or cocktail making classes.
We are a cybersecurity company and have a CISO only CAB. This gives a little push so even if the CISO isn't too involved, there is networking incentive which many CISOs enjoy. And then we always go over roadmap and help them understand (on a macro level) new products.
Hi Jenni Adair - agree with the recommendations that Rachel Ward provided. Value/ROI messaging for above-the-line titles that you can promote via ads, outbound, or marketing emails (assuming you have their contact info), driving them to a personalized landing page or content. If you have proof points from an existing customer or a similar type of customer/vertical, even better. Lunch and learns or roundtables have also worked well for us in the past, but for c-suite you want to try to get another CISO or higher level title to host or speak at it.
