Adam Kerrigan, Director of Americas Demand Marketing, Cybereason
“We need to market to prospects and customers the way they want to be reached. . . . . [Sophisticated account based nurturing] has been on every marketer’s wish list, but it’s going to take more people on the front end, require automation, and take longer.”
“We moved our larger in-person events online quickly, but replacing the intimacy of smaller, in-person events with small virtual events that
allow for more informal communications and networking was a
challenge.”
There was a two-week period where frustrations were high because we were more prepared for 2020 than we had been in previous years. Many people’s first reaction was to run webinars in place of in-person events. Traditional webinars were still quite successful for us, with 500 to 600 people attending, but we knew we needed an additional format.
We have worked hard to replace the face-to-face communications of an intimate whiskey-tasting event or a steak dinner with smaller virtual events. We came up with a coffee break series that’s city or territory specific. It is more conversational than large events, with maybe twenty to thirty people attending.
Through these events, we could reach out to a targeted account list in a particular area while introducing them to their local sales unit. We haven’t encountered much concern over potential competitors attending the same digital events. We have found that there’s still a sense of camaraderie
among those in the cybersecurity industry because we all have the same goal: to secure our businesses. Sometimes, people do need to protect the confidentiality of those clients they work with, but that information often comes further down in the sales cycle.
This is an excerpt from 15 Experts on Reimagining Field Marketing. The eBook was generously sponsored by Mighty Guides.
