Neolane’s enterprise-ready lead management capabilities, commitment to
security and integration with Salesforce.com are key to supporting Sophos’
increasingly sophisticated marketing strategies
Sophos Increases Lead Management Sophistication and Improves Engagement with Perpetual Prospects
1. Sophos Increases Lead Management Sophistication and
Improves Engagement with Perpetual Prospects
Customer name: Sophos
Industry: IT security and data protection
Neolane’s enterprise-ready lead management capabilities, commitment to Business Need: Sophos sought an advanced,
security and integration with Salesforce.com are key to supporting Sophos’ enterprise-ready marketing technology
solution that would support its marketing
increasingly sophisticated marketing strategies department’s evolving campaign and lead
management requirements
More than 100 million users in 150 cycle and ultimately generate revenue,” “Neolane proved to be
countries rely on Sophos (www.sophos. said Andrew Hall, Director of Marketing the only enterprise-class
com) as the best protection against Operations, Sophos.
marketing automation
complex threats and data loss. Sophos is
committed to providing complete security Sophos had always benefitted from basic solution that could help
and data protection solutions that are marketing database centralization, but the us manage a number
simple to manage, deploy and use. Sophos downside was that everything – every of different campaigns
offers award-winning encryption, endpoint touch, every lead - went into the CRM with varying levels of
security, web, email, cloud, mobile and system. That process hampered Sophos’
complexity on a regional
network security solutions backed by legacy system and made lead follow up
SophosLabs - a global network of threat more inefficient. and global level.”
intelligence centers. Sophos sought an Rob Schlansky,
advanced, enterprise-ready marketing The Solution: Multi-Touch IT Director – Marketing,
technology solution that could support Reporting and a Security Mindset Sophos
evolving campaign and lead management Sophos spent several months evaluating
requirements, and one that was also marketing technology vendors against a
flexible enough to align with the transition specific set of criteria that included the TECHNOLOGY ENVIRONMENT
to its new Salesforce.com CRM system. ability to handle its multi-touch reporting • Salesforce.com for CRM, Sitecore for
requirements and manage tiered campaigns web CMS
The Challenge: Traditional Sales on a global level.
Cycles Don’t Apply RESULTS
Sophos sends approximately 200 email Additionally, Sophos knew it would • Increased campaign efficiency, cutting
cycle times and supporting increased
campaigns globally each month, with two eventually transition to a new CRM system, activity with no additional headcount
to three variations for A/B testing. These so the marketing solution had to be flexible
• Automated response handling for
campaigns include license renewals and enough to not only integrate with Sophos’ hundreds of global and regional
security alerts as well as invitations to existing IT infrastructure, but with whatever campaigns each month
webinars and regional events. As Sophos system the company eventually selected. • Improved insight into which activities
grew its customer base and expanded effectively move prospects into the
buying cycle and generate revenue
into new global regions, the marketing Being an IT security company, it was also
• Supported smooth transition to
department needed to be able to scale very important that Sophos work with a
Salesforce.com, with seamless
and improve lead management processes, vendor that was conscious of security integration and information flow
without adding more resources. and could demonstrate a commitment to between the two systems
data protection and privacy. As a result of • Future-proof platform can effectively
“Traditional sales cycles don’t necessarily its evaluation, Sophos selected Neolane’s support Sophos’ growth and
increasing marketing sophistication
exist at Sophos. Our marketing needs are conversational marketing technology. over time
unlike typical B2B organizations due to the
nature of our subscription-based solutions. “Neolane proved to be the only enterprise-
Our multi-touch campaigns use several class marketing automation solution that
metrics to track which activities effectively could help us manage a number of different
move prospects into the pre-buying campaigns with varying levels of complexity