CLIENT SUCCESS STORY
SecureWorks Generates 500% ROI Through Enterprise Class ABM
Secureworks is a leading global cybersecurity company that keeps organizations safe in a digitally connected world. When Nichole Austion joined the organization as Field Marketing Manager, she took a hard look at the demand generation tactics being used and concluded that the current approach just wasn’t working.
To build a more effective marketing program, Nichole needed to narrow down those 300,000 contacts to the ones who were ready to buy. She also wanted to be able to create and deliver account-based marketing programs tailored to the specific needs of those prospects. After interviewing several firms, Nichole selected MRP because of their mix of predictive analytics capabilities and full a suite of account-based marketing services.
Identifying SecureWorks’ target market was the first step. “Together with MRP, we looked at what content was resonating with the broader audience and built buyer personas. MRP Prelytix combined that information with a real-time data stream of buying activity to identify the target market we needed to attack,” said Nichole.
SecureWorks also took advantage of MRP’s account-based marketing solutions, using a combination of email, ad retargeting, and inside sales in their marketing outreach activities
According to Nichole, the results have been phenomenal. “The program generated an ROI of over 500%. It was because we had the right target, the right message, delivered at the right time. We couldn’t have done it without MRP Prelytix.”