Securing new business for Intel Security
SUCCESS STORY
THE CLIENT
THE SOLUTION
McAfee is now part of Intel Security. With its Security
CBSi B2B provided McAfee with a profiled lead generation
Connected strategy, innovative hardware-enhanced security,
campaign that would engage their target audience. CBSi
and unique Global Threat Intelligence, Intel Security develops
worked together with McAfee in defining the right audience
proactive, proven security solutions and services to protect
and profiling information required for McAfee to nurture and
systems, networks, and mobile devices for business and
progress the leads through the sales funnel.
personal use all over the world.
CBSi utilised a multi-channel acquisition approach (online,
THE CHALLENGE
telemarketing, eDM, newsletter) to deliver leads consisting
Getting your voice heard in the crowded security market is
of quality checked business card details and further profiling
never easy. Making it more difficult, the focus on privacy and
recent legal changes inhibits the purchase of contact lists and
the demand from sales teams for higher-quality leads are
increasing. McAfee wanted to create a consistent supply of
leads that contained dependable and quality information on
each lead.
information to empower McAfee to follow-up the leads most
efficiently.
“We have now set-up essentially a turn-key
operation. We give you guys the target markets,
the budget, and the assets and you’re able to
“We had recently setup a lead-development team
and needed to keep them fed.”
Using the information provided by ‘data brokers’ might have
kept the Lead Development Reps busy from the perspective
of x number of calls/day, but their frustration level was pretty
high, and they were getting more and more sceptical of the
leads.”
syndicate those assets easily.”
These leads were fed into McAfee’s team of lead development
reps who then converted them into qualified opportunities
for their sales teams. Through a combination of the quality
lead supply provided by CBSi and the Marketing Automation
system in place for McAfee, a strong ROI has been realised.
“We can cover all of our English Speaking
McAfee wanted to talk to the right people at the right stage
markets with just one email, saving time
of the IT buying cycle to build awareness and consideration
and work involved in briefing agencies from
of McAfee’s Next Generation Firewall solution. McAfee’s
target audience were CSO’s and IT Decision-Makers among
companies with 250+ employees in the APAC region.
“We had used [competitor] before. Although their
individual countries/regions separately.”
THE RESULTS
wiz-bang interface had the potential to help
build a profile of the leads before the LDR started
calling, from a financial perspective, there was no
additional benefit derived from the additional cost
of the lead.”
ANZ PIPE
VALUE
ANZ DEAL
ROI
16 13
TIMES
CAMPAIGN COST
TIMES
CAMPAIGN COST
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