(One in an ongoing series of sample IT drip content marketing campaigns. Feel free to steal this sequence or, if you’d like help customizing one for your needs, email or call at 781 599-3262.)
Antivirus products are “doomed to failure.” So says, of all people, Symantec, even though it gets 40% of its revenue from AV.
What’s up? For one thing, AV not a huge money maker. Second, hackers have moved on from endpoint attacks using viruses. The most serious threats now come from “zero day” network intrusion and denial of service attacks that target the core of the IT infrastructure and are too new to be caught by AV scans. As a result, Symantec and other vendors are trying to sell software and services that help customers limit the damage from attack.
If you’re selling security response services what sequence of marketing content can help you to identify and rate prospects for those services?
Story One: This captures prospects early in the sales cycle by clearly explaining the limits of AV, the nature of the new threats AV cannot stop and how security response, rather than prevention, can help limit the damage. Be honest about whether antivirus is really “dead” or is just not sufficient, in and of itself, to provide security. Get specific with recommendations without touting your product. Should customers, for example, just get basic free AV for end points and focus the rest of their efforts on hardening the core and on security response? If they shift more security spending to the network, specifically where should they invest? And what is the ROI of security response versus prevention?
Offer this content free and promote the heck out of it via emails and social networks. Repurpose it for videos, ebooks, blog posts, contributed op-ed pieces and Webinars. This is your chance to become the trusted voice of reason on this topic. The call to action (CTA) is a link to the more detailed stories 2 and 3 which are aimed at more specific market segments.
Story 2: Focuses on one subset of your target market with specialized content. To find SMB prospects, for example, produce a checklist they can use to determine whether this shift from prevention to response is true for them as well as for large companies. If basic AV is still necessary, what are the “must-have” features an SMB in particular should focus on? And if SMBs should start thinking “response” rather than just prevention, what are the basic “response” steps an SMB should take themselves, given their limited budgets, and what can best be done by an outside vendor?
Gate this content with two to three basic contact/qualification questions, such as name, business email and top security challenge they are facing. The CTA is a link to story three, pulling prospects further through the sales funnel to the product/vendor evaluation.
Story 3: To capture prospects that are in the “consideration” stage of the purchase process, offer tips for evaluating the security response services that are flooding the marketplace. Which of the services they are selling, such as centralized real-time monitoring or documentation and forensics of past attacks are most valuable? What of the incident response workflows they are offering will help limit the damage from each type of attack most effectively? What security response steps should a customer take themselves, and which should they leave to a service provider? What are some of the “gotchas” that could hurt a customer by choosing the wrong provider, and how can they avoid these mistakes?
Gate this content with two or three further progressive profiling questions, such as whether they have (or plan to) create a security response plan and their time frame for action. If you can combine this with third-party data to further qualify them, all the better. If they plan to act soon, the call to action could be a sales call to further discuss their response needs. If they’re months away from action, offer them a subscription to your email newsletter of security response tips, tracking their readership to determine if and when they might be open to a call.
Note: In place of each “story” in this sequence feel free to replace with “webinar”, “video”, “podcast”, “white paper”, or other format.) And if you have a product or service for which you’d like to see a sample, drop me a line or call at 781 599-3262.
Like this post? Subscribe to my RSS feed and get loads more!