BreakingPoint Systems was able to sustain triple digit revenue growth during the Great Recession by evolving their marketing mix to focus on social prospecting and email. They established an 8 step process for social and email prospecting that included aligning sales and marketing, monitoring social media for opportunities, using prospecting tools, creating valuable content, optimizing their online presence, enabling their sales team for social selling, and implementing email drip marketing. This evolution allowed them to transition their goals from building brand awareness to establishing themselves as a market leader and influencing purchases.

1. Social Prospecting and Email How BreakingPoint Sustained Triple Digit Revenue Growth During the Great Recession Pam O’Neal Vice President of Marketing BreakingPoint Systems, Inc. January 22, 2010

2. STOP THE INSANITY Key Takeaways BreakingPoint’s not so unique challenge Evolution of goals and Marketing mix Social and email as growth accelerators Get started with 8 social prospecting essentials Monitoring and prospecting Optimizing your social network presence Creating an efficient content engine Enabling Sales for social prospecting Automating email drip marketing And more….. Crédito de la foto: Vacuum3d

3. BreakingPoint Systems ??? “….the worst financial crisis since the Great Depression.” Source:Wikipedia

5. Build brand awareness

6. Generate initial demand

7. Key Tactics

8. New media buzz

9. SEO

10. Trade event participation

11. Relationship building

12. Testing & monitoring

13. Goals

14. Expand share of core market

15. Increase awareness & share of new markets

16. Key Tactics

17. Thought leadership

18. Word of mouth

19. Segment & role-based direct programs

20. Trade event exhibits & presentations

21. Rich media SEO

22. Goals

23. Establish reputation as market leader

24. Influence purchase/preference

25. Key Tactics

26. Thought leadership

27. Word of mouth

28. Targeted direct programs

29. Trade event exhibits

30. SEO/SEM

31. Conversion optimizationIncreasingly targeted, more efficient and productive social prospecting

32. Return Visitor Growth Sustained Growth in Inbound Leads Partnership Announced * LAUNCH PHASE LEADERSHIP PHASE

33. Get Started8 Social/Email Prospecting Essentials

34. 1. Sales and Marketing Alignment Think like Sales Set goals and develop plan Secure Sales buy-in Get on the same page Stay on the same page

35. 2. Social Monitoring System Mine for opportunities Tame social media chaos Monitor web traffic Identify opportunities Influencers Buyers Identify and create content for buyer needs, issues Monitor priority sites and conversations

37. Provide easy access to market intelligence

38. Contact databases

39. Contact profiles

41. 5. Destination Site Create blog, forum, community Optimize for search Build community of interest Pull with “conversation” Pull with SEO, viral content Push with SEM, email Maintain with fresh valuable information Tailor content to target audience(s) Sustain the conversation

42. 6. Company Social Network Presence Reserve all brands NOW Create company/product pages Create employee page templates Administer customer or peer group Start a group around an event Actively participate Bolster online group w/face-to-face Connect with other group members

43. 7. Ready, Willing, Enabled Sales Team Key Messages and Thought Leadership Content Monthly Webcast Promotions Use Case Targeted Sales Presentations Membership in BreakingPont Group and Other Key Groups SALES Process and Rules of Engagement

44. 8. Email Drip Marketing Follow through with targeted consistent communications Define communication timeline and deliverables Leverage automated scoring and nurturing technology Enable audience to select preferences Encourage sharing Track and optimize

45. 8. Email Drip Marketing (cont.) . . . .

46. Credits/Thank You Big Thanks to: BreakingPoint Team Kyle Flaherty, Director of Marketing John Repa, Marketing Analyst Shawn Naggiar, Act-on, www.act-on.com Paul May, BuzzStream, www.buzzstream.com Pam O’Neal, Vice President of Marketing Connect: www.linkedin.com/in/breakingpoint Follow: @poneal poneal@breakingpoint.com