Case Study

Forcepoint

Multi-Faceted
North America Campaign

Building a demand generation engine from the ground up

Company

  • Forcepoint

Services

  • Demand Generation
  • Lead Generation
  • Creative Development
  • Media Planning
  • Analytics Consulting
The Challenge

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. 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.

Campaign 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:


Insight

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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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.

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Together, all our campaign efforts were implemented with the following priorities in mind:

Speed and sustainability

To get up and running quickly but create the breadth of content assets needed for an always-on campaign, we used an agile approach. As assets were developed, we flighted them into the campaign as it ran – supported by custom landing pages and an automated email nurture.


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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"90octane 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
Campaign Results:

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

0:1

Return on Ad Spend

0

Inquiries

0

Marketing Qualified Leads

0%

Inquiry-to-MQL Rate (Target 15%)

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