Forcepoint Building a demand generation engine from the ground up

A multi-faceted campaign to generate new leads in North America.

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75:1

Return on Ad Spend

1,450

Marketing Qualified Leads

Forcepoint is a firm dedicated to human-centric cybersecurity: safeguarding organizations while enabling employees to work efficiently and freely. 

In an increasingly decentralized world—a reality that’s been expedited by a global pandemic—cloud-based security is more relevant and necessary than ever.

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The challenge

Amidst the backdrop of a rapidly changing cybersecurity landscape, Forcepoint was looking to cement its position as the security partner to help enterprise security leaders move their most valuable data and applications to the cloud; spread its new mission (“Stop the bad and free the good”); and generate leads in North America.

The strategy

The team began by developing two major campaigns that support Forcepoint's primary solutions—Cloud Security and Data Protection.

When the COVID-19 pandemic hit in the spring of 2020, a third major campaign was created and launched (within a month) to put the new state of cybersecurity into the context of a rapidly emerging remote workforce.

All campaigns were aimed at security professionals at various levels of seniority. In order to bring Forcepoint's story to life in a way that connected with buyers, we focused our messaging on a core insight that spanned audience roles and industries:

The seemingly competing needs of keeping data safe while allowing access requires a new approach—one that protects people and their data while simultaneously enabling them to do their work, from anywhere.

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The results 

In the first five months, the campaign performed well beyond industry benchmarks and exceeded Forcepoint goals.

 

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Key deliverables

  • Content Creation

    Powering the lead generation campaign was a deep content marketing engine, with assets tailored to support the entire buyer's journey. eBooks provided general information about a given solution, while buyer's guides allowed for more specific competitive comparison. For pre-sale conversations, we produced and promoted webcasts, whitepapers and remote consultations.

  • Segment-specific targeting

    Multiple campaign messages in market were tailored to our various audiences throughout the buyer’s journey, driving to custom landing environments.

  • Channel breadth

    A sophisticated paid media targeting strategy was developed, run and optimized up and down the funnel. Included were industry partnerships, programmatic display, paid social, content syndication, paid search and email.

  • Real-time results

    A custom dashboard was developed to keep all campaign and sales performance data in one place, with views for both Forcepoint executives and practitioners.

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The campaign in numbers

75:1

Return on Ad Spend

7,300

Inquiries

1,450

Marketing Qualified Leads

20%

Inquiry-to-MQL Rate (Target 15%)

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The Marketing Practice is a true partner in every sense of the word. They operate with integrity, intelligence and the best interests of our business in mind. They bring a point of view to every meeting and are quick to adjust programs and strategies to optimize our business results. They are a critical part of our revenue growth team, and we trust them as if they were our own employees.

Tami Cannizzaro
VP Growth Marketing