Unique digital marketing serves FireMon an ROI win

With so many in-person events being canceled in recent years, the FireMon team needed to brainstorm new ways to connect with CISOs, directors, network engineers, and security architects across healthcare, finance, energy, and other industries where compliance is a priority.

The B2B Texas-based company helps cybersecurity teams automate their security policy processes. So it’s no surprise that FireMon turned to automation to help open doors with prospects.

Marketing Programs Specialist, Zoey Morck, needed to move quickly and explore ideas to improve Firemon’s opportunity generation efforts. One of her colleagues had seen Sendoso’s value in a previous role and recommended they give it a try. 

Morck looked for a unique way to get attention beyond eGifts. Rather than a giftcard, Morck’s team opted to offer prospects a unique Virtual Experience through Sendoso.

The team brainstormed and arrived at a clever way to connect with prospects by launching “Sips & Security,” a series of virtual cocktail classes targeting high-value security professionals at established companies.

The business development representative (BDR) team was able to develop a highly personalized campaign to send 1:1 messages to qualified acount-based everything (ABX) targets via email, LinkedIn, and phone. 

They used intent data gathered with 6sense and leveraged Sendoso’s Address Confirmation. The latter is an automated feature that reaches out to contacts and asks them to confirm their address. In this case, Address Confirmation was needed because Sendoso delivers all the supplies for Sips & Security before the online mixer. 

The invitation was to attend a fun, one-hour event of cocktails and trivia, hosted by professional mixologist and A Bar Above co-founder Chris Tunstall. 

Upon registering, prospects received a Crafted Taste kit to make an old fashioned cocktail, sent through Sendoso.

As you might expect, such a unique event idea turned out to be a hit! FireMon saw a 57% conversion rate from registrant to attendee—higher than any other event managed at FireMon.

Afterward, personalized emails and eGift cards saying, “Next round is on us!” were sent to schedule follow-up meetings and share more about FireMon. 

BDRs used Sendoso’s SalesLoft integration to track how these meetings progressed into opportunities that impacted the sales pipeline.

The results? 

The “Sips & Security,” series drove a whopping $1.8M in net new pipeline and influenced over $4M in pipeline—surpassing their ROI goal by 570%.

“They were the most effective events of all time,” said Zoey, who attributed their success with Sendoso to having a close relationship with her Customer Success Manager, Sarah Steinberger. 

“She is always super responsive, and usually gets back to me within an hour,” explained Zoey. “We’ve had calls late in the evening. It’s great to have a CSM who’s so engaged and on the ball.”

On the field marketing side, the FireMon team launched an always-on ABX campaign to qualify leads at their target accounts. Each week, field marketers identify a low-performing territory and sent roughly 800 Cravory cookie packages to contacts at target ABX accounts.

“The cookie sends are super effective at opportunity generation, which is always our biggest focus. It’s a low-effort campaign that produces a lot of very real sales opportunities.” 

Using Address Confirmation feature, the field marketing team is able to ensure that the packages are delivered to wherever their prospects are currently working. During a six week period in Q4 2020, the campaign generated 39 new meetings and influenced a $150K closed-won opportunity.

“This was really notable because our average sales cycle is six months with bigger deals taking longer to close,” Zoey says.

Looking ahead, Zoey is already brainstorming additional virtual event ideas around field marketing, business development, demand generation, and channel marketing. She also has plans to incorporate Sendoso campaigns into FireMon’s customer marketing program, including setting up a trigger to send a gift package with cookies and a mug to launch their newly redesigned User Center.