Check out your Company Bowl for anonymous work chats.
SentinelOne is an endpoint security software company. If you didn’t know, the endpoint protection space is extremely crowded. A lot of funding and a lot of competitors. As a startup, the goal was IPO but to get there they needed to hit their numbers which was going to be hard considering the competitive landscape. Working together, we all knew they had an innovative and unique product, we just needed to figure out how to tell the world. We both agreed, the strategy was going to revolve around being fully discoverable with the right message, no matter where the buyer was in their buying journey. First, we set the foundation with in-depth customer research so we could match the right message to the right buyer persona, set up the right conversion tracking in all paid media platforms (We both agreed we should focus on SQLs rather than MQLs) and CRO so that any traffic to the website could be met with the right CTA and message. We took a full funnel, multi-channel approach that incorporated SEO, Paid media channels such as Google Ads, Twitter, LinkedIn, Facebook, and Microsoft Ads so that we could be where the buyer was when they were ready. This full-funnel approach had a huge impact, increasing SQLs YoY 251%, well past their initial goals. In a competitive space, it can be hard to stick out. The SentinelOne team is small but very talented, we’re just happy we were able to be an extension, helping them get to IPO.
🎉 Player of the Week 🎉 Meet Jacob Henderson, Operations Resource Manager at Directive! Jake is more than a Florida Man. He is the man. He livens up every internal meeting, tells clients the real truth without sugarcoating that creates trust during critical moments and a proactive learner that always comes up with solutions. One thing everyone (no, really everyone) says, is that he lights up any room with his joy and positivity. We appreciate everything you do.
Episode 4️⃣1️⃣ of the Original Marketing Podcast is out. In this episode, Garrett and Brady discuss Everything You Need to Know About The Cannes Lions Awards 🎙️ - https://spoti.fi/3sbTY2S 🍎 - https://apple.co/3VAg3FI
Matillion is a very established player in the cloud ETL space. They were getting a lot of traffic to their site organically to both bottom and top of the funnel pages. One issue they were running into was that even though they had a lot of traffic, the visitors weren’t converting into leads and MQLs. This was especially true on their core product pages. As you know, traffic volume and rankings for key terms is great but if the visitors aren’t converting or low quality, it doesn’t matter. We needed to figure out how to get the visitor to take action. Working with the Matillion team, we started digging into their buyer personas to understand the pain points and the JTBDs (Jobs to be done) of each persona. This transformed into a messaging and CTA framework that could help guide the visitor in the right direction and when ready, to take action. Within the CTA testing and framework, we also worked on highlighting the primary CTA by removing any clickable distractions on the pages that didn’t offer any value to the visitors. As mentioned above, Matillion was getting a lot of traffic to the site, so we needed to find a way to get more out of that traffic, and in just one year they saw just that with 2,750% more MQLs. It goes to show with just a little CRO and well placed CTA, from your existing traffic you get a lot more of what you’re already getting to your website.
🎉 Congrats to our Player of the Week, Alex Slade 🎉
Episode 4️⃣0️⃣ of Original Marketing is out! In this episode, Garrett and Brady break down the marketing strategy for the Apple Vision Pros. Listen to the podcast on 🎙️ Spotify -https://spoti.fi/3sbTY2S 🍎 Apple - https://apple.co/3VAg3FI More about the Original Marketing Podcast - https://www.originalmarketingpodcast.com/
Congrats to our Player of the Week, March Ruiz 🎉 "March is a positive force that lights up every (virtual) room that she's in! She is a natural people person and makes everyone she talks to feel welcomed and listened to. March is always willing to hop on a quick call or send you a quick Loom to help you with any challenge, and has an outside-of-the-box way of looking at things. The fact that she truly cares radiates through all of her work and interactions to the point where she makes everyone feel like she's face to face with them and not thousands of miles away. Every remote workplace needs a March (or two or three)."
Arctic Wolf, a security operations platform uses paid search as part of their marketing strategy like most B2B orgs because of the intent the platform provides. It’s an amazing channel, if used correctly. 💪 The one issue they were running into was that although they were getting most of their lead volume from paid search, not all leads were the best fit or the highest ACV. As you probably know, this is the biggest problem with Google ads for B2B. It has an intent, but you can’t control firmographics and no one types in “Security Operations Platform for companies with 1,000+ employees”. It’s just not a thing. When we started working together, Google ads was a big driver of their lead volume. Working together, we wanted to figure out a way to increase ACV and drive more revenue from the platform. To do so, we first needed to implement OCT (Offline conversion tracking) which allows you to import CRM stages to Google so you can better understand how your campaigns and keywords are performing toward later stage metrics such as SQLs, Opps and Revenue. Once that was implemented, we were able to gather enough data and start leveraging value based smart bidding. This also gave us more data to better allocate our capital based on performance of later stage funnels. This allowed us to tell Google to go get more people like these that are a bigger ACV and it started working beyond expectations. In just one quarter, Arctic Wolf saw their average deal size from paid search increase
Zapproved an e-discovery platform, needed to diversify their revenue driving channels. They knew their buyers were on LinkedIn, but as you know, LinkedIn can get expensive if you rely on the black box of third party data like industry targeting. 👀 They couldn’t just rely on paid search because although it has intent, there’s no firmographics making it hard to control ACV. It still can be part of the overall strategy but they needed scale. LinkedIn was the place to look but historically (due to bandwidth), it was too expensive and not driving the opportunity volume to hit their goals. We worked closely together on LinkedIn ads with the focus of increasing efficiency and opportunities. To do this, we nailed down our messaging with persona research and TAM development. This would allow us to advertise on Linkedin, with first party data, so we knew every impression would be an account Zapproved and their sales team would love to talk to. Less wasted ad dollars, and the right messaging to the right person and account. This focused approach made sure every ad dollar went towards the right person, with the right message, driving down their CPL 58% and increasing their opportunities. Zapproved knew how to get the outcome they needed to continue hitting their growth goals and we’re just excited we got to be an extension to their talented team.
Congrats to Jordan 🎉 Below is a quote shared by an employee who works with Jordan. "Anyone that has the pleasure of working with Jordan is in for basically a master class on how to run an account, manage a client relationship, and give his colleagues the boost of confidence they might need. Jordan leads with a calm & collected attitude and provides the perfect balance of trust & support to those on his team. He has the ability to take a small idea or brainstorm and execute it into an exceptional strategy. Jordan sets the standard high and inspires others around him to match his energy. Working alongside Jordan has been one of the best things that’s happened to my career."
