Balancing Community, Conversation & Conversion

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In this session, you’ll get an inside look at how CA Veracode’s content and messaging strategy has evolved around application developers, while still supporting aggressive pipeline goals for engaging and accelerating qualified leads and opportunities.

Marketing

#B2BMX
Connecting the Conversations
From Curiosity to Close

#B2BMX
How do you make Un-marketing work
for your business?
How we did it.

#B2BMX
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

#B2BMX
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.

#B2BMX
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?

#B2BMX
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

#B2BMX
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

#B2BMX
Content Examples
Interactive Webpage
Topic Videos

#B2BMX
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

#B2BMX
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%

#B2BMX
Completing the Cycle
Attract/Engage
Convert
Enlighten
(Ungated)
Empower
Community, Dialogue, Platform

#B2BMX
Selling Past the Close- It’s a Good Thing

#B2BMX
Lead the Transformation Campaign - Dashboard

#B2BMX
Accelerate Move to Dev Use Case Campaign -
Dashboard

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