Cato Networks is a network security company specializing in Secure Access Service Edge (SASE), which enables its customers to combine their communications and grew its business security capabilities on a single cloud platform.
Daniel Bleichman leads the company’s Inbound Marketing
Growth team and is responsible for demand generation, lead generation, and broader marketing initiatives that drive direct pipeline growth for the company. He instagram database shares his team’s strategy and how data is at the center of the game…
TechTarget: What challenges did you face that led you to evaluate TechTarget?
Daniel Bleichman: Cato Networks is a networking and security company, and our primary competitors are large, well-known organizations. One of our biggest challenges an online store is not a website that sells: it is a real store! was to grow quickly to establish ourselves as a leader in this industry and compete with others in our space. We determined that we needed a reliable source of data based on real-world prospect intent to help us understand the market potential and identify the best fit for our solutions, which led us to look at Priority Engine.
How does the Priority Engine platform support your marketing efforts?
Priority Engine is essential to fill our marketing andorra business directory funnel and fuel our email market engagement strategy. Our nurturing strategy begins with analyzing intent data and topics of interest that will allow Priority Engine prospects to enter our database, aligned with specific use cases. The use cases for our SASE solutions vary depending on a customer’s industry or interests.
Priority Engine (PE) allows us to understand
Which grew its business specific topics, technologies, and solutions each prospect is most interested in, as well as their use case. We use this information to determine which flow—based on their maturity—to place each prospect in, ensuring they receive content that is relevant to them. Typically, we use Priority Engine information to segment users and put them in the right flow to more accurately assess their purchase intent and how they engage with our content, allowing us to optimize our engagement strategy as a prospect moves through our funnel. By implementing this strategy, we’ve found that the email engagement rate of PE prospects is significantly higher than the engagement rate of leads from other sources.
How does marketing use Priority Engine to support sales?
Our marketing department is closely aligned with our SDR team. To fill our sales pipeline, our marketing team creates specific lists, prioritizes, and scores leads before sending them to sales. These lists are driven by the intent that leads demonstrate after they engage grew its business with our content. Then, our SDRs begin following up with these leads. They are especially likely to follow marketing’s advice because. The intent insights we share with them help them prioritize their outreach and focus on improving the quality of their service.
This allows them to prioritize their contacts
Engage with prospects in a more contextual way. Additionally. Our SDRs also have direct. Personal access to Priority Engine. Which allows them to prospect using different functions and open search for. Accounts that interest them. And we’ve really seen a positive correlation between SDRs. Who are actively using Priority Engine to they’ve had in generating new opportunities.