CASE STUDY: Sophos increases campaign and lead management efficiency

About Sophos
More than 100 million users in 150 countries rely on Sophos to help protect against complex threats and data loss. Sophos provides complete security and data protection solutions that are simple to manage, deploy and use. It offers award-winning encryption, endpoint security, web, email, cloud, mobile and network security solutions backed by SophosLabs – a global network of threat intelligence centers. Sophos sought an advanced, enterprise-ready marketing technology solution that could support evolving campaign and lead management requirements, and one that was also flexible enough to align with its transition to a new CRM system from Salesforce.

The challenge: Traditional sales cycles don’t apply
Sophos sends approximately 200 email campaigns globally each month, with two to three variations for A/B testing. These campaigns include license renewals and security alerts, as well as invitations to webinars and regional events. As Sophos grew its customer base and expanded into new global regions, the marketing department needed to be able to scale and improve lead management processes, without adding more resources.

“Traditional sales cycles don’t necessarily exist at Sophos. Our marketing needs are unlike typical B2B organisations due to the nature of our subscription-based solutions. Our multi-touch campaigns use several metrics to track which activities effectively move prospects into the pre-buying cycle and ultimately generate revenue,” said Andrew Hall, director of marketing operations, Sophos.