SecureMind reaches 86% of target accounts, generates 10 demos and 4 opps
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SecureMind reaches 86% of target accounts, generates 10 demos and 4 opps
86% of target accounts
4 opportunities
"A good portion of this project was us breaking through the noise of what is already out there; this is a terribly crowded space. Inverta's support was invaluable."
Michael Staten
The Revenue Marketer
SecureMind reaches 86% of target accounts, generates 10 demos and 4 opps
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SecureMind offers security training for employees, and while their product was a good fit for mid-market companies, it was just as good a fit for enterprises, where the per-seat license deals were worth 10x more. The CMO determined that it was time to give it a try—though they were starting from zero enterprise market awareness, and some sales reps were already feeling defeated.
The CMO called in Inverta to help them build an enterprise motion that’d break through the noise. Within weeks of launch, they’d generated 10 demos and 4 opportunities.
Marketing needed a big “pop” of awareness
Typically, going upmarket is a long, involved process, but SecureMind wanted to see if they could achieve the impression that they had always been in the enterprise, but faster. What would it take to accomplish the year’s goals in three months? What would have to happen? Luckily, sales and marketing were unusually aligned and willing to experiment. SecureMind also had a thought leader advantage: Two of their product experts had written books on the topic and had extensive followings.
“I think this is just such a good example of what happens when marketing, sales, and product want to achieve something and commit to working together,” says Jeff. “They really got sales invested, and that makes this a dream program to work on.”
Inverta kicked off a discovery process, and all the brainstorming led back to amplifying their subject experts who’d written books. The books were just as applicable to enterprise buyers, if not more so, because the pains were more acute. And their existing followings helped them earn organic reach on social media and fill webinars with attendees.
Inverta developed a 1:few account-based program that’d reach target executives through several channels at once and give the impression that they ought to know who these experts were:
The outreach flow:
- Send sales emails.
- Send a physical copy of the book.
- Send invitations to a ‘meet the author’ webinar.
- Send exclusive invites to third-party hosted events.
- Throughout, show targeted display ads.
- Review and adapt based on dashboards and reporting.
“We met with sales once per week,” says Jeff, “We’d say, ‘Here’s who engaged, here are the accounts that are surging, get ready to call these, and get ready to research those.’ It was a very well-oiled campaign in how it all came together.”
The ABM earned them 10 demos within a few months
The evangelist blitz approach paid off: Target executives were curious enough to engage, and many started to wonder, “Who is this author I’m seeing everywhere? Should I know them?” The meet-the-author webinars started to draw as many as 100 senior-level individuals per event, sometimes as many as a dozen per account.
As a result, 86% of target accounts visited SecureMind’s website. Ten accounts booked a demo within the first three months, and four converted into opportunities worth millions.
About the author
Service page feature
Account-based marketing
SecureMind offers security training for employees, and while their product was a good fit for mid-market companies, it was just as good a fit for enterprises, where the per-seat license deals were worth 10x more. The CMO determined that it was time to give it a try—though they were starting from zero enterprise market awareness, and some sales reps were already feeling defeated.
The CMO called in Inverta to help them build an enterprise motion that’d break through the noise. Within weeks of launch, they’d generated 10 demos and 4 opportunities.
Marketing needed a big “pop” of awareness
Typically, going upmarket is a long, involved process, but SecureMind wanted to see if they could achieve the impression that they had always been in the enterprise, but faster. What would it take to accomplish the year’s goals in three months? What would have to happen? Luckily, sales and marketing were unusually aligned and willing to experiment. SecureMind also had a thought leader advantage: Two of their product experts had written books on the topic and had extensive followings.
“I think this is just such a good example of what happens when marketing, sales, and product want to achieve something and commit to working together,” says Jeff. “They really got sales invested, and that makes this a dream program to work on.”
Inverta kicked off a discovery process, and all the brainstorming led back to amplifying their subject experts who’d written books. The books were just as applicable to enterprise buyers, if not more so, because the pains were more acute. And their existing followings helped them earn organic reach on social media and fill webinars with attendees.
Inverta developed a 1:few account-based program that’d reach target executives through several channels at once and give the impression that they ought to know who these experts were:
The outreach flow:
- Send sales emails.
- Send a physical copy of the book.
- Send invitations to a ‘meet the author’ webinar.
- Send exclusive invites to third-party hosted events.
- Throughout, show targeted display ads.
- Review and adapt based on dashboards and reporting.
“We met with sales once per week,” says Jeff, “We’d say, ‘Here’s who engaged, here are the accounts that are surging, get ready to call these, and get ready to research those.’ It was a very well-oiled campaign in how it all came together.”
The ABM earned them 10 demos within a few months
The evangelist blitz approach paid off: Target executives were curious enough to engage, and many started to wonder, “Who is this author I’m seeing everywhere? Should I know them?” The meet-the-author webinars started to draw as many as 100 senior-level individuals per event, sometimes as many as a dozen per account.
As a result, 86% of target accounts visited SecureMind’s website. Ten accounts booked a demo within the first three months, and four converted into opportunities worth millions.
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About the author
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Account-based marketing
SecureMind reaches 86% of target accounts, generates 10 demos and 4 opps
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SecureMind offers security training for employees, and while their product was a good fit for mid-market companies, it was just as good a fit for enterprises, where the per-seat license deals were worth 10x more. The CMO determined that it was time to give it a try—though they were starting from zero enterprise market awareness, and some sales reps were already feeling defeated.
The CMO called in Inverta to help them build an enterprise motion that’d break through the noise. Within weeks of launch, they’d generated 10 demos and 4 opportunities.
Marketing needed a big “pop” of awareness
Typically, going upmarket is a long, involved process, but SecureMind wanted to see if they could achieve the impression that they had always been in the enterprise, but faster. What would it take to accomplish the year’s goals in three months? What would have to happen? Luckily, sales and marketing were unusually aligned and willing to experiment. SecureMind also had a thought leader advantage: Two of their product experts had written books on the topic and had extensive followings.
“I think this is just such a good example of what happens when marketing, sales, and product want to achieve something and commit to working together,” says Jeff. “They really got sales invested, and that makes this a dream program to work on.”
Inverta kicked off a discovery process, and all the brainstorming led back to amplifying their subject experts who’d written books. The books were just as applicable to enterprise buyers, if not more so, because the pains were more acute. And their existing followings helped them earn organic reach on social media and fill webinars with attendees.
Inverta developed a 1:few account-based program that’d reach target executives through several channels at once and give the impression that they ought to know who these experts were:
The outreach flow:
- Send sales emails.
- Send a physical copy of the book.
- Send invitations to a ‘meet the author’ webinar.
- Send exclusive invites to third-party hosted events.
- Throughout, show targeted display ads.
- Review and adapt based on dashboards and reporting.
“We met with sales once per week,” says Jeff, “We’d say, ‘Here’s who engaged, here are the accounts that are surging, get ready to call these, and get ready to research those.’ It was a very well-oiled campaign in how it all came together.”
The ABM earned them 10 demos within a few months
The evangelist blitz approach paid off: Target executives were curious enough to engage, and many started to wonder, “Who is this author I’m seeing everywhere? Should I know them?” The meet-the-author webinars started to draw as many as 100 senior-level individuals per event, sometimes as many as a dozen per account.
As a result, 86% of target accounts visited SecureMind’s website. Ten accounts booked a demo within the first three months, and four converted into opportunities worth millions.
About the author
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