OffSec
OffSec Consistently Reaches a Hyper-Targeted, Hard-to-Reach Audience with ViB Services
Overview
Lauren Newman has held several B2B demand generation roles primarily at a few cybersecurity companies. Now, she’s the Demand Generation Manager at OffSec, a leading provider of hands-on cybersecurity education. They empower individuals and organizations to fight cyberthreats with critical cybersecurity skills and resources.
Newman’s primary responsibility is implementing high-impact B2B lead generation campaigns and tactical marketing programs. Her goal is driving awareness, demand, pipeline and revenue.
However, reaching the company’s target audience has always been one of the biggest challenges in lead generation for OffSec. The company has found that advertising doesn’t work, even with an extremely good offer, because many cybersecurity professionals have ad blockers turned on. Gated content is challenging because security professionals don’t like to give out their personal data.
Lauren Newman
Demand Generation Manager
“The quality of the leads that have been generated through ViB have been phenomenal. ViB’s services allow me to get in front of hard-to-reach cybersecurity buyers pretty easily and achieve the result I need. My manager and I are convinced we need to partner with VIP on a go-forward basis.”
Challenges faced:
- Narrow targeting requirements
- Hard-to-reach cybersecurity leaders who seldom share their contact details
- Competitive cybersecurity market
That was when Newman reached out to ViB again, based on the positive results she saw when working with ViB at her previous company. Instantly, OffSec managed to “get these hyper specific titles again” with ViB’s millions-strong high-tech community.
Presently, Newman’s team continues to see results from two lead generation services:
- ViB Emails: to drive registrations to the company’s monthly webinars and other virtual events.
- ViB Appointments: to generate new sales meetings with a target audience in the ViB Community at a guaranteed rate.
Filling webinar seats every month with ViB Emails
OffSec hosts monthly webinars and other virtual events on a wide range of cybersecurity topics. But the company had struggled to fill seats for events with its internal resources.
When she took over demand generation at the company, Newman set a goal for 50 registrations for every monthly webinar. “We had a pretty lofty registration goal, and we had specific technographics that we were targeting in the cybersecurity space,” said Newman. “And we were not reaching the goal.”
Knowing that ViB could help, she ran a ViB Emails pilot project to see how well the service could attract more registrations to the events at OffSec too.
With that immediate success, Newman notes, “I’ve continued to work with ViB for our webinar registration based on the results we continue to experience month after month,” noted Newman.
ViB Appointments guarantees meetings with highly targeted prospects
Following her success with ViB Emails, Newman decided to invest in ViB Appointments as well. With this solution, she hoped to boost the number of meetings with highly targeted prospects for the sales reps.
“The primary goal of all our lead-gen marketing activities through every channel we spend money on, such as advertising and events, is to schedule meetings with our sales team,” she said. “ViB Appointments has given us an opportunity to get in front of new, highly targeted accounts within the ViB Community. As a result, we can eliminate our low-performing activities.
“So far, we’ve generated 35 meetings, and most of them met our lead target criteria,” noted Newman. “A few others were demographic based. With ViB’s lead report, we were able to provide our sales reps with valuable details, such as company size, titles, geographies, etc., which is fantastic. Our sales team loves it.”
From the 35 meetings generated through ViB Appointments, OffSec has generated 10 opportunities. “One of them was the largest commercial opportunity we’ve had in the company’s history,” said Newman. “I’m sure more meetings will convert to opportunities soon. All told, we’ve seen about a 50% pipeline ROI ratio from the service.”
Sales reps love the quality of the leads
Thanks to ViB’s million-plus community of technology professionals, the lead generation services Newman has deployed have been able to consistently find quality leads for email and appointment setting outreach.
She adds, “Whether we provide ViB with our target account list to overlay with specific job titles, or we supply them with geographic and technographic information, the leads that come back are exactly what we’re looking for. I’m so relieved that ViB is a reliable lead channel for us.”
“Our sales team loves ViB Appointments. I’ve even heard feedback that the leads are better than those we generate from our ‘contact us’ forms, because we receive a report with information about the leads that they can review prior to the meetings. They feel better prepared because they can target their talking points to each lead’s pain points.”
Newman added, “The proof of the lead quality is that they are converting well and we’re gaining a higher ROI.”
ViB team has become an extension of her internal team
When it comes to her partnership with ViB, Newman said, “I consider ViB my most reliable channel for not only webinar registrations and pipeline registrations, but also for the quality of interactions I have with the ViB team. I work with Nicole, Lisa, Jillian, and Tom almost daily. I feel like they’re an extension of my own internal team.
“I don’t think there has been a day that’s gone by at OffSec in the last four months, where I haven’t interacted with one of them, and my interactions are always so pleasant. They’re responsive. They’re kind. They work with me to meet my needs. I just feel like we’re on the same team.
“Also, I feel confident that whenever they tell me something,I can trust them and I can rely on them so I can focus on whatever it is I need to focus on”, while they take care of the details of sending webinar emails and setting up appointments.”
Newman highly recommends ViB services to her lead-gen peers
When Newman evaluates solution partners to help support her lead-gen activities, she looks for several characteristics, including:
- Delivers a reliable source of pipeline generation
- Meets specific lead generation targets
- Delivers a successful first experience
- Is consistently responsive to her information requests
- Improves her company’s bottom line
“The first thing I need to make sure of is that a vendor can deliver the metrics they promise me,” said Newman. “The second is that they’re responsive and will answer my questions immediately or immediately send me a metrics report for my boss when I request it. And probably most important is they help us positively impact our ROI.”
Through several different pilot programs and low-risk trials, Newman was able to test-drive ViB’s unique approach to lead generation, and confidently invest in ViB after seeing results.
“From our first test run with ViB, they delivered on every point. I was able to spend a little bit of my budget to see that they are worth a bigger investment. From the first pilot project, I was impressed. I expanded our partnership because I saw results — and I am continuing to expand it based on consistent stellar results.”
Future plans with ViB
Soon, Newman plans to add two more ViB services to her demand generation operation: ViB Research and ViB Deal Intent.
ViB Research will be leveraged to create several high-impact pieces of content. ViB Deal Discovery will be used to connect with bottom-of-the-funnel prospects who have shown an interest in services related to OffSec’s offerings.
“We’re especially excited about ViB Deal Discovery because those leads will be extremely bottom of the funnel,” said Newman. “It also offers a guaranteed budget. As a result, we know that if we can get in touch with the leads and schedule a meeting with them, we’ll be golden.”
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