Case Study: Palo Alto Networks
Palo Alto Networks manufactures and sells a next-gen firewall for IT Security in a saturated market and a very mature segment. They have to convince their Enterprise customers to replace their existing security products with Palo Alto Network’s Next-Generation Firewall Products.
Messaging, Positioning and Lead Generation was very important to PAN’s success. Their messaging was genius, they adopted the messaging that what their clients were using was totally outdated for today's new security threats. We sent educational offers such as ebooks and Gartner Analyst reports to prospects, then had sales call through the leads which were prospects that downloaded the offers first.
We trained Sales on language around the new types of security threats, not addressed by the prospect's legacy firewalls, so they could answer questions when they reached a target persona, such as IT Manager, by phone. We used rubber dinosaurs in Fed Ex mailers to large target accounts, with a link to a video that explained our firewalls, and a one line message that asked, "Is your firewall a dinosaur?"
According the Wall Street Journal, Palo Alto Networks has truly hockey-sticked on their Sales revenue numbers.
Starting in 2011, Gartner began listing Palo Alto Networks as a leader in the Magic Quadrant for Network Firewalls. The company debuted on the NYSE on July 20, 2012, raising $260 million with its initial public offering, which was the 4th-largest tech IPO of 2012.
I delivered on my targeted lead generation goals by more than 200%.
Howard Ting, Director of Marketing at Palo Alto Networks
“Laurie was the top performer in her group for generating leads that closed in sales. She managed to significantly exceed her targeted goals. She has demonstrated success in both the Sales and Marketing Arenas and I highly recommend her work” Sept 5th, 2011
