The document outlines strategies for effective un-marketing, emphasizing public service, expertise sharing, and customer trust as core components. It discusses leveraging campaigns to expand customer engagement and drive revenue, focusing on security and software development. The content map and examples illustrate how to create and distribute value-driven content to connect with the target audience and reinforce the brand's position in app security.

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Connecting the Conversations
From Curiosity to Close

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The Bad Old Days…

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How do you make Un-marketing work
for your business?
How we did it.

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1. It’s Not Marketing. It’s Public Service
2. Provide expertise. Trust the customer.
3. Don’t block people from getting the information they need now.
4. Connect it all the way to the sale.
Rules of Un-Marketing

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The Un-Marketing Program- Find the Value
OfferingOfferingOfferingOffering
Direct Expertise
Other Expertise
Shared Expertise
The thing People
Pay you for.
Your Expertise
Surrounding that Offer
Other Expertise Your
Organization Has.
Classic Definition
Of Value
New Definition of
Value
Expertise You Build
in Collaboration with
Others.

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How it Translates to Reality
OfferingOfferingOffering
Direct Expertise
Other Expertise
Shared Expertise
Software
Scanning
How to Write
Secure Software
How to do DevOps
How Are We All Transforming
Software Development?

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Leveraged Through a Campaign Model
Expand Customers
Increase percent of customers buying 2+ products
Promote Portfolio & Compete Aggressively
Exceed product revenue goals across portfolio
Accelerate Veracode’s Move to Dev Use Case
Increase “Dev Use Case” driven opportunities
Increase App Sec Market Share
Increase opportunities in our core audience
Lead the Transformation of App Sec
Position as leading the enablement of DevSecOps
Veracode Brand
Security
Audience
Development
Audience
Products/Competitive
Customers/Cross-Sell

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Key to Success:
Collaborate Like a Developer
The Marketing DevOps Process
Architecture
Campaigns
Development
Content
Operations
PR
Social Media
Demand Generation
Nurture
BDR follow up
Community/customer programs
Regional Marketing/ABM
Marketing Operations

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Building the Category
Content Themes (for PR and Demand)
Content Campaign Themes
Security
AppSec Journey
AppSec Best Practices
Third-Party Security
Systemic Risk
Developer
DevSecOps is the Future
Changing Role of Development
Brand: Lead the Transformation
Systemic Risk
Skills Gap
Digital Economy
Customer
Systematic Approach
Working across the organization
Product/Competitive
Product capabilities and
enhancements
Theme
Story
Message Message
Story
Message Message
Story
Message

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Sample Content Map
Enlighten
5 Ways to Develop Secure Code 5 Ways to Develop Secure Code
Convert
(Ungated)
Education Gap Report
(secure development and cyber security)
(Digital economy/closing gap)
Education for Changing World podcast series
(Digital economy/closing gap)
Attract/Engage
(Ungated)
Contributed article:
why we need
secure dev
education
Social media
images/stats from
report
Video: Skills I Look
for in a developer
Infographic: from
report
Blog post: how the
world is changing
Infographic:
developer of the
future
Blog post: why
security matters for
Computer science
Blog post: the line
between a hacker
and a programmer
Awareness level content
Shareable
Drives to gated content
Gated content
Drives Demand
Exclusive content
Used by BDRs and ISRs as follow
up content to those
downloading Convert content
Used at events as handouts

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Content Examples
Interactive Webpage
Topic Videos

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Content Examples

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Example:
SoSS Results
4,000 Inquires
1,000
opportunities
($5.2M)
229 closed
won ($900K)
81 Piece of Press
Coverage
Meetings with Federal Agencies
and members of Congress

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Website Traffic and Interactions-
Consumption is King
User Sessions 8.3% Increase YoY
• 2016 Sessions: 1,816,288 (151,357/Month)
• 2017 Sessions: 1,957,246 (163,103/Month)
User interactions 47% Increase YoY
• 2016 Goal Conversion: 1.58%
• 2017 Goal Conversion: 2.17%

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§
Content Flow Example

16. The Old Funnel

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The New Funnel

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Completing the Cycle
Attract/Engage
Convert
Enlighten
(Ungated)
Empower
Community, Dialogue, Platform

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Selling Past the Close- It’s a Good Thing

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Lead the Transformation Campaign - Dashboard

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Share of Voice with Volume View

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Accelerate Move to Dev Use Case Campaign -
Dashboard

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Networking Break