Forcepoint is the human-centric cybersecurity company that understands behavior and adapts security response and enforcement to risk. The Forcepoint Human Point platform delivers Risk-Adaptive Protection to continuously ensure trusted use of critical data and systems. Based in Austin, Texas, Forcepoint protects data and identities for thousands of enterprise and government customers in more than 150 countries. Learn more about Forcepoint.
What was Forcepoint looking to achieve?
Forcepoint’s digital marketing efforts were kind of a mess. There was no reliable website analytics in place, no tracking or measuring of marketing results, no type of weekly or monthly reporting, no marketing goals… you get the picture.
How We Exceeded Forcepoint’s Expectations
The first step was to get Google Analytics in place. Setting up Google analytics to track conversions (goals) and various events of interest took interfacing with various team to see what goals and events they wanted to see tracked. Linking Google Analytics with Marketo and Salesforce was thankfully a straight-forward affair.
The next 60 days was focused on gathering enough data to establish baselines for KPIs. Finding out what was converting, how much a cost per lead was, finding out the lead volume… all of this was achieved. During this period, we began to see what marketing was working, what wasn’t working, and how people were interacting with the website.
Oddly enough while the digital marketing wasn’t being tracked, Forcepoint was collecting leads in Marketo and syncing that information in Salesforce. We knew how many leads were be generated in total, but not by marketing tactic. We had a gross number of leads and a gross marketing spend, so that was the number we started using for optimization purposes.
Once the initial 60 days was over, we began optimizing hard. Deep cuts to the existing marketing were made on what wasn’t working, and a doubling and tripling down on what was working occurred. We also experimented with new marketing tactics (a new account-based marketing campaign).
The results were fantastic: we quadrupled the lead volume while maintaining the same marketing budget and lowered the CPL by nearly 90%. We also launched a new trial offer of one of the products, and during the first month increased the trial-to-signup rate by 400%.
The financial impact was dramatic. A new system for routing leads had to be developed and more ISRs were necessary to take on the increased lead volume. The annual revenue impact is still being measured and the company is expanding their product portfolio while increasing their product development, which has led to higher rankings in product reviews by third party research firms.