Alert Logic was in fast growth mode and wanted to implement marketing automation to support the scaling of their business. They wanted a partner to lead the strategy and implementation of an Enterprise-class marketing automation solution, and with that in mind engaged Launch Marketing to lead the effort.
Alert Logic had been working with Launch Marketing on a number of other projects and in 2015 made the decision to invest in marketing automation. In addition to implementing Marketo, Launch worked with them to roll out new branding updates across the US and EMEA when the company went through a major re-brand.
Launch partnered closely with key sales and marketing stakeholders to outline the lead funnel, including naming and definitions at each stage. From there, Launch created and implemented a comprehensive lead scoring model along with setting up Revenue Cycle Modeler for ongoing tracking and analysis.
With a clear understanding of the various verticals Alert Logic was targeting, Launch jumped in to plan and build out a wide-array of targeted engagement streams to help move prospects through the funnel. This included customized templates, robust content, corresponding emails and integration with third party vendors like BrightTalk.
One of the very first promotions on the new platform resulted in 350 registrants for their webinar, which well surpassed expectations. Additionally, the lead nurture campaigns developed by Launch contributed significantly to the sales pipeline and provided a large set of reports that had a breadth and depth of analytics by which Alert Logic could use to make highly informed decisions and understand where their efforts were most effective.
Acting as a valued partner and resource for the team, Launch also worked closely on the day to day management of Marketo. Based on initial engagement in the nurture streams and the results of A/B testing, Launch provided strategy and guidance to further segment campaign efforts by audience and personas resulting in even better engagement across segments.
Moving to a comprehensive solution like Marketo allowed Alert Logic to be more efficient with their time and helped to streamline their efforts by leveraging the various demand generation and nurture campaigns created.
“Launch Marketing’s team has everything you hope for in a long-term partner: agility, commitment to excellence, and an honest investment in your organization’s values and goals. Alert Logic engaged Launch’s experts to assist with marketing automation campaign creation and delivery, template design, and social media. They were instrumental in helping us transition our assets during a re-branding stage and their strategic recommendations have allowed us to generate more leads with better content. Ultimately, we trust them with our brand.”
— John Whiteside, Vice President Global Marketing Programs, Alert Logic
About Alert Logic
Alert Logic has more than a decade of experience pioneering and refining cloud solutions that are secure, flexible and designed to work with hosting and cloud service providers. As one of the nation’s leading managed security providers, we have the tools and experience that set us apart from other cloud security companies. We focus on delivering a complete solution that lives in the cloud, but is rooted in real expertise.