Case Study - Marketing Data

RSA- Client Profile

RSA Security, the security division of EMC, is a world leader in business-critical identity assurance, encryption and key management, SIEM, data loss prevention, and fraud protection with industryleading governance, risk and compliance capabilities. RSA is the chosen security partner of 90% of the top 500 US companies.

The Campaign

RSA’s major account development strategy was to drive sales activity across a broad product front and right across the customer base. A key element of the company’s strategy was to penetrate large enterprises across Europe. In order to assist account managers with account intelligence and to identify high-potential targets, in-depth account profiles were to be developed.

The Brief

IRS was tasked to provide profiles within the top 100 RSA customer organisations across Europe and to identify new key contacts and business units. A by-product was to enhance the marketing database for onward marketing initiatives. Within the first few profiles it became evident that decision-makers were being contacted and sales discussions initiated. In 6 initial customers, 3 large-scale sales opportunities were identified. IRSDirect proposed a change of tack ie to progress with demand generation.

What happened

Using the decision-maker contact to engage in complete discussions about need and budget, IRS proceeded to identify further sales opportunities. The result was beyond RSA’s expectations and the programme was rolledout across EMEA to all 100 major customers. The ROI into the pipeline was over £2m in the first 12 months.

What Next?

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