beyond event marketing: how fishnet security’s marketing team managed to branch out into...

Moving Upstream Evolving into a more strategic marketing

organization

SECURELY ENABLING BUSINESS

John Van Blaricum August 27, 2014

© 2014 FishNet Security Inc. All rights reserved.

INTRODUCING FISHNET SECURITY Founded in 1996 in Gary Fish’s basement…

12 Employees 200% Growth



500 | 34%

570 | 24%

Em

plo

yees


• Established 1996

• 29 Offices

• 9 Training Centers

• 700+ Certifications

FISHNET SECURITY TODAY 700+ employees dedicated to helping enterprise customers secure every aspect of their IT environment.

VITAL STATS

2013 HIGHLIGHTS

• $600M Revenue

• 3,200 Customers

• 1,500 Service Engagements

• 22.5% 5-Year CAGR

96% Customer Satisfaction / Best-in-Class NPS Benchmark

STRONG TECHNOLOGY PARTNERSHIPS We are a certified value-added reseller for leading security and infrastructure manufacturers so customers have reliable advice, access and support.


PROFESSIONAL SERVICES Comprehensive service capabilities reduce the time, cost and risk involved in achieving your security goals.

SERVICES

CONSULTING

MANAGED

SECURITY

TRAINING

STRATEGIC

STAFFING


SECURITY

SOLUTIONS

COMBINED

CAPABILITIES

DRIVE VALUE

OUR VALUE Our experts take the time to understand your business, so they can develop, implement and support solutions tailored to your environment.

TECHNOLOGY PRODUCTS

• 55 Sales Engineers (SE) & Enterprise Architects (EA)

• 100+ Vendor Partnerships

• Direct Access to Vendor R&D Teams & Advisory Panels

• Cloud-Based Testing Lab


• ADVISER Solutions Lifecycle

PROFESSIONAL SERVICES

• 31 Strategic Services (StS) Advisors

• 300+ Consultants

• 2 Security Operations Centers

• Frontline Support

• Network & Security Training


• Information Security Program Model (ISPM)


MARKETING’S INITIAL FOCUS

Visibility

Relationship Building

Credibility

Sales

Field Marketing supported rapid growth for most of company’s history

• Hospitalities • Sporting Events • Lunch and Learns • Security Dinners • Security Conferences • Trade Show ‘After Parties’

450 Events in 2012 Results: $525M; 24% YtY growth


PLANS FOR GROWTH

Strong focus on sales and

marketing effectiveness

Expanded service offerings

and practices

Investment in market research

and account mapping

Plans for additional

acquisitions

In late 2012 a new investment partner entered with plans to double the business in five years. Field Marketing by itself would no longer suffice.


STARTING FRESH IN 2013 As I joined the team, my mission was chart a course to transition our focus and develop a strategic marketing platform

Great success to build upon

History of growth and largest company of

its kind in the US

Talented team – significant industry

recognition

Field Marketing was viewed as best event

planners in the industry

Business leaders and investors knew we

needed to evolve and expand marketing

Environment set for funding and

investment in marketing: new tools and

headcount

But the road wasn’t without potholes

The organization trusted event-based marketing;

everything else was unproven

Too many chiefs directing marketing – The team

lacked the ability to set boundaries

Department turnover and concerns across staff

Little to no infrastructure to support marketing

Change would be hard: new people, processes

and structure


Consolidate roles and organize by function and increase our focus on capabilities

Focus on process and define how resources can best support the business

Plan uses for the assets available to marketing, creative svcs., appt. team, sales, IT, and EBC

Build Trust across team in Management, Sales, Marketing

STEP 1:

GET ORGANIZED Fill new positions; organize teams for management and understand the dynamics of a fast paced channel organization


Key Initiatives Targeted Programs

Target

Audience

Priority 1-4 ;

high to low

Grow MSS Revenue Add new Threat Detect customers, Promote new Managed UTM MSS

Offering

--Raising awareness is a key strategy. Leverage the new threat analysis

team.

Director and

above,

geography TBD

2

Fortune 1000 Expansion Expand with new logos, Expand business with existing accounts TABLED

Chicago TABLED

So/CAL Boston or New York?

Grow IAM Services Promote IAM Workshops, Promote IAM Capabilities w/Vendors 3

Grow eLearning Business Expand awareness and drive adoption of Cyberbot content

--Potential international campaign for our multi-lingual capabilities

2

Grow UK revenue3

Promote our SDN, Cloud,

Infrastructure, Capabilities 4

Expand Underserved or

Underperforming Markets

STEP 2:

ESTABLISH THE FOUNDATION Establish a foundation and generate targeted campaigns while maintaining some aspect of business as usual

1-800-Who-Where? SFDC

Create Priorities and build consensus

Examine Market Analysis for geographic and target profiles

Define Contacts for targeted accounts

Establish Process for outreach and follow up

Initiate Data Cleansing and define maintenance

Implement marketing automation as our core system


STEP 3:

EXECUTE ON THE PLAN Launched creative multi-touch programs to drive awareness while honing our internal processes

IAM Campaign—August 2013 MSS Campaign—September 2013 CyberBOT Campaign—October 2013 Enterprise Account Acquisition—March 2014


Solutions focused messaging across all

of FishNet Security

FishNet Security-first strategy to

present our unique value proposition

Integrated approach using multi-touch,

multi-channel model to gain awareness

Integrated tactics bringing campaigns,

webinars, field events and Executive

Briefings together

STEP 4:

EXPAND OUR FOCUS As our processes and capabilities mature, we look to include our vendor partners and define more complex programs using multiple channels


CHALLENGES AND LESSONS

LEARNED

Sales

attention &

follow up

Process

change is

HARD

Must gain

TRUST

Build and

operate at

the same

time

CRM &

Data

Quality

Sales guys

will be sales

guys

Over communicate

Trust is

critical

Define

priorities &

expectations

Build a plan

to manage

and maintain

Get consensus

early – but set

boundaries


Explode our outreach through

campaigns, strategic communications

and event promotion channels

Catch and hold our customers and

prospects through improved

engagement paths, new website

experience, nurturing programs

Monitor and Measure our

performance with analytics so we can

do more of what works

Focus on repeatability, which is

critical for scale

NEXT STEPS


THANK YOU

John Van Blaricum Vice President, Marketing

FishNet Security

[email protected]