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Client case study

TechTarget delivers 4x the engagement and stronger sales conversions for Dell SecureWorks in EMEA with its Nurture & Notify™ solution

When Dell SecureWorks was looking to increase lead quality and get unprecedented insight into activities taken by those campaign leads within United Kingdom, Benelux and Nordic regions, they turned to TechTarget's dashboard and Nurture & Notify™ solutions.


"As a marketing team, we must ensure leads which are passed to sales are at the later stages of the buying cycle and ready to engage…The Activity Intelligence dashboard helps us to identify the prospect's content journey and also their stage of the buying cycle."

Nurture & Notify is the next milestone in TechTarget's Activity Intelligence™ platform. It provides increased context and intelligence into prospect's research activity, while driving deeper engagement with those prospects and wider account penetration. The Nurture & Notify solution also alerts sales to emerging and ongoing projects and account activity with other topically relevant content.

Using Nurture & Notify to drive the success of marketing and sales teams

The benefits of Nurture & Notify were a key factor in Dell SecureWorks adopting the solution for their marketing campaign and lead generation efforts. Before this, they had implemented a robust lead scoring process which is integrated into Dell SecureWorks' customer relationship management system where leads are ranked depending on scoring criteria and either passed over to sales as marketing qualified leads or held back and owned by marketing for future nurturing. Dell SecureWorks continues this practice but today it's run in conjunction with the Activity Intelligence dashboard and Nurture & Notify products to provide invaluable information to equip the sales team more effectively prior to engaging with marketing qualified leads.

Andrew Milne, Marketing Manager EMEA for Dell SecureWorks, feels that while the strong lead and scoring process in place at his organization is relatively mature, oftentimes it is still difficult to pinpoint what particular stage of the buying cycle a prospect resides. This is an area where TechTarget helps to fine tune the process and expose opportunities for his sales teams.

"As a marketing team, we must ensure leads which are passed to sales are at the later stages of the buying cycle and ready to engage while also ensuring the leads which are not ready to engage are nurtured effectively by marketing, serving them with appealing content. The Activity Intelligence dashboard helps us to identify the prospect's content journey and also their stage of the buying cycle.


"Another key benefit of the new feature is the email notification system which proactively notifies our sales team via email, flagging any contacts who have been consuming multiple pieces of content or decision stage content. This is invaluable information and intelligence to arm our sales team with, helping to build a more holistic view of engagement at a prospect and account level."

Another key benefit of the new feature is the email notification system which proactively notifies our sales team via email, flagging any contacts who have been consuming multiple pieces of content or decision stage content. This is invaluable information and intelligence to arm our sales team with, helping to build a more holistic view of engagement at a prospect and account level." states Andrew Milne, Marketing Manager EMEA, Dell SecureWorks.

Although the Nurture & Notify solution was not used as an enhancement vehicle to complement existing nurturing programs, the information garnered from this campaign allowed Milne and his team to map out a content strategy that targets contacts with appropriate Dell SecureWorks assets via nurturing campaigns, which match the prospect's stage in the buying cycle.

But Milne also stresses Nurture & Notify was particularly helpful for his sales force as they seek strong lead context to support with follow up calls. Meaning, adoption amongst sales was effortless as the benefits were obvious.

So how does Dell SecureWorks make the data collected through the dashboard and Nurture & Notify actionable for their sales and marketing teams? The plan incorporates information to target prospects with appropriate nurturing campaigns. It enables the marketing team to analyze and evaluate campaign content that is performing well while presenting improvement opportunities for the content set. It's extremely useful for marketing in that they have a dashboard that displays a prospect's content journey as well as average buying cycle information, across different industry verticals - this can be shared with the wider sales team to support their efforts.

"Though still in the early stages, it is proving to be an incredibly useful source of information for our sales team. Details on competitor mindshare and undiscovered contacts allows the sales team to take this information onto calls in the knowledge that these prospects are genuinely interested in Security and are researching competitive offerings" states Milne.

TechTarget delivers unprecedented ROI for Dell SecureWorks

Milne explains that other paid media programmes he has executed outside of TechTarget do not offer the advantages which Activity Intelligence and Nurture & Notify now provides for them, such as:

  • Digestible and easy to use dashboards, which integrate seamlessly with CRM and lead scoring system
  • Improved lead and account level information and context with visibility of competitor mindshare
  • Proactive notifications to the sales team to highlight highly active and engaged prospects

Milne also states, "I've seen much more engagement per prospect due to Nurture & Notify, which in essence provides my team with more sales ready leads."

Dell SecureWorks has seen improved results already, even in the early stages with Nurture & Notify adoption. Milne notes that more pipeline opportunities have been created from this TechTarget programme, compared to previous basic campaigns which ran without Nurture & Notify product features.

With Nurture & Notify, Dell Secureworks has seen an increase in engagement with their content; specifically they've seen a 389% increase in the number of leads who interact with more than 3 pieces of content. Defined as multi-touch leads, this engagement behavior was key for Dell SecureWorks as these leads indicate increased interest and ultimately result in better sales conversions for them.

And, Dell SecureWorks has already seen a notable increase on leads and conversations that have progressed from the inside sales team to the business development team which constitutes an opportunity in their CRM system. Dell SecureWorks saw a 66% increase in conversation rates compared to previous campaigns, with additional increases expected.

TechTarget centralised account management and strong local presence unmatched by other media providers

Milne also credits the importance of having great client service from TechTarget. He explains that having worked with a few different media agencies, he realizes that having a main point of contact at TechTarget is invaluable. His key point person provides advice on which contacts to follow up on and extensively breaks out dashboard and Nurture & Notify activity in the weekly report summaries. Milne also adds that this eliminates much of the administration and reporting which was required in the past. Dell SecureWorks continues to work with TechTarget because of the support they receive, which has not been replicated by other media providers – between Nurture & Notify, integration with their CRM system and other lead nurturing programs, TechTarget's approach makes adoption easy and integrating simple.

Finally, aside from having the right audience for Dell SecureWorks' marketing and lead generation initiatives, the TechTarget team has a strong local presence across the EMEA region. Therefore, TechTarget is the first place he reaches out to for a marketing campaign that will target the audience that he needs.

Visit www.techtarget.com/ActivityIntelligence to read more.

Case study highlights

Client: Dell SecureWorks, EMEA

Markets: Information Security

Solution:

  • TechTarget Activity Intelligence™ Dashboard and Nurture & Notify

Benefits:

  • Dell SecureWorks viewed a 66% increase in conversation rates compared to previous campaigns, with additional increases expected
  • Multi-touch leads (MTs) are significant to Dell SecureWorks as they indicate increased engagement and ultimately result in better sales conversions for them.
  • Comparing two campaigns that Dell SecureWorks did, the rate of MT leads with 3 or more content touch-points averages 35% for the campaign with Nurture & Notify, versus 9% for the campaign without it

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