BtoB

Company raises its profile with integrated marketing campaign

By Published on .

Most Popular
strong>Objective: SonicWALL wanted to generate awareness of its e-mail security solutions after acquiring vendor MailFrontier in 2006.
Strategy: The company launched an integrated marketing campaign featuring a "phishing quiz."
Results: SonicWALL has seen a 20% increase in the number of sales leads.

SonicWALL Inc. is a provider of network security, secure remote access, Web and e-mail security, backup and recovery, and policy and management solutions. In January 2006, the company acquired e-mail security vendor MailFrontier. The challenge after the acquisition, said Rick Wootten, director of e-business at SonicWALL, was that there wasn't significant awareness among customers and prospects that SonicWALL had e-mail security solutions.

So in June 2006, the company launched an integrated marketing effort with the goal of generating awareness about its e-mail security capabilities, Wootten said. A secondary goal of the campaign, he said, was to generate leads for a "try-and-buy" program, through which customers could purchase the product with a 30-day trial but return it if it didn't fit their needs.

"We wanted to attract a person, get them to our Web site, hold on to them as long as we could, get them engaged in several activities and then convert them to a lead and eventually a sale," Wootten said.

To do so, the company has used print and banner advertising, search engine optimization and search engine marketing, and e-mail marketing to drive customers and prospects to three microsites.

One microsite features a phishing quiz, which leads participants through 10 questions that help determine whether a particular e-mail is legitimate or a phishing scam. The quiz gives test-takers a score and educates them on what to look for to identify scam e-mails. As a call to action, the quiz page then directs visitors to the try-and-buy program or to a webinar.

A second microsite targets small companies (with fewer than 200 employees) by labeling the product as an anti-spam solution; the third microsite targets companies of more than 200 employees and describes the product as an e-mail security solution. "The same product in two different segments is called two completely different things," Wootten said. "So we built out dedicated sites for each of those segments."

To generate additional leads and drive more traffic for the trial program, SonicWALL also syndicated the quiz to various publishers, including Washingtonpost.com and CNET, and to its partners.

Print ads have run in magazines such as CRN and Network World, and online ads have run on sites such as Darkreading.com and redmondmag.com, Wootten said.

SEO and SEM have been an important part of the campaign, he said, and proved to be very successful in driving traffic.

SonicWALL works with vendor Eloqua Corp., which provides demand generation, marketing automation and lead management, to send e-mails to customers, partners and prospects, and to track Web site visitors' behavior and drive relevant content, Wootten said. It then integrates that information into Salesforce.com, its customer relationship management solution, so salespeople can see all a prospect's actions—for instance, that the prospect entered SonicWALL's Web site by searching Google, then took the phishing quiz and attended a webinar—before calling that person.

The campaign has generated significant Web traffic and sales leads, Wooten said. An impressive 60% of the people who start on one of the landing pages finish the phishing quiz, he said. Overall, SonicWALL has seen a 20% increase in sales leads.

In this article: