Palo Alto Networks, the Next-Gneneration Firewall Company located in the Silicon Valley has experienced phenomenal growth both in revenue and adoption. Wall Street Journal said they were the only company to experience truly-hockey-stick-like growth of all the startups they reviewed in 2008.
PA Net has a truly revolutionalary product which is the brain child of long-time Security design genious, Nir Zuk. He had to convince their customers to replace their existing ineffective firewalls used for Network Security in a mature segment and a saturated market.
But there is some other significant genious going on in the company in the realms of Inbound Marketing that are affecting the companies revenue just as much, in my opinion.
It would be nice to think that if you build a better mouse trap, everyone will know and show up to buy it. But the reality is, that many times the marketing of that product will make the difference in whether people and companies learn about it, and purchase it or not.
Enter Inbound Marketing Guru, Howard Ting, Palo Alto Network's Director of Marketing. I can speak first-hand of his talents since I worked in lead generation for the company last year. I have never seen so many warm leads produced and passed to both the Inside and Outside Sales Teams at a tech company in my life.
Ting applies every inbound marketing trick in the book and a few outbound ones as well. Calls-to-Action, Landing Pages, Educational GiveAways, Educational Webinars, Syndicated Ads (the most expensive way to generate a lead), Email Marketing, Lead Nurturing, SEO, Pay-Per-Click, Social Networking, Blogging, Resource Library, Creative Mailings to target Fortune 1000 CTOs, Special promotions.
Asked Ting what he was doing and why he was doing it every day and gleaned a lot of pearls.
Worked the RSA Security show for Palo Alto Networks. It's a once-a-year-only-security-show-of-the year Show in San Francisco. To be honest, most booths, even the ones with the models in the silver sequins body suits and 4 inch heels were empty. And people were lined up to hear about Palo Alto Networks next-gen Firewalls from CTO, Zuk, who spoke every hour.
As I talked to a lot of potential customers while I scanned their badges, I found out that a lot of them didn't know about Palo Alto Network products yet, they just knew they were invited and some just came because everyone else did and they could see the hype.
This is a case, in my opinion, of the inbound marketing driving the outbound marketing's success. So hats off to Howard Ting, for his great contribution to a very promising company's success: Palo Alto Networks.
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