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Case Study - Inbound Marketing


Ping Identity - Client Profile

Ping Identity is a leading provider of cloud identity security solutions to over 8000 of the world's largest companies, government organisations and cloud businesses. Their solutions empower their clients to secure employees, customers, consumers and partners, using secure, open standards like SAML, OpenID and OAuth


The Initial Campaign

Ping Identity needed to develop a relationship with a demand generation partner who was able to quickly respond to their inbound and outbound marketing requirements across EMEA. They engaged IRSDirect on a one month trial campaign, during which we demonstrated our in depth understanding of Ping Identity's technology and our ability to deliver the message to prospects and engage with them to uncover business opportunities


The Relationship

The impressive results of the initial campaign led to an ongoing monthly relationship targeting enterprise companies primarily within the manufacturing, financial services and healthcare sectors. IRS provides Ping Identity with a range of services including outbound demand generation targeting new business growth and inbound marketing responses to support their presence in EMEA.

IRS has direct access to Ping Identity's Salesforce CRM system, allowing us to respond to the business' changing requirements in real-time. This also delivers a seamless share of information as all IRS communication records are immediately visible by all Ping Identity sales and marketing team members and vice versa.

The dynamic, integrated working relationship ensures the Business Development Executives (BDEs) develop their solution knowledge and deliver the current message to prospects. In return, the robust reporting procedures of IRS provide Ping Identity with accurate measures on the progress of a campaign with clear visibility at prospect level for all involved.

IRS Also foster a strong Sales Engagement approach whereby sales are involved in marketing activity form an early stage and are actively encouraged to impact the course of a campaign. This facilitates excellent communication between IRS BDEs and Ping Identity field executives where details of an account or opportunity cant be discussed openly and directly. A true partnership

In 6 months activity IRS delivered a sales pipeline of £1.5m exceeding the estimated pipeline by 100%

What Next?

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