Inside Fidelis Cybersecurity’s Revenue Marketing Factory

Fidelis Cybersecurity — a company that provides automated detection and response of threats and breaches — was facing slow revenue growth. Cold leads from traditional lead generation efforts weren’t converting fast enough. Sales cycles were long. Buying committees were hard to convince. And the company’s marketing team was trying to keep them top of mind in an increasingly crowded market.

In an attempt to address these issues, the CMO introduced account-based marketing (ABM) strategies to their traditional lead gen mix. But the team soon uncovered issues around disconnected systems and missing data that kept them from meeting their revenue goals. Moni Oloyede, Director of Marketing Operations, talks about how they overcame these challenges as she takes you inside Fidelis Cybersecurity’s revenue marketing factory.

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Disconnected Systems, Missing Data

Moni and her team needed a way to bring the disparate data that was stored in their CRM and marketing automation platform together so they could see a complete picture of their accounts.

"Nothing was integrated,” she said. “Our Salesforce and our Marketo talk to each other, but they don't mirror each other. There's some data that's in Marketo that's not in Salesforce. And Salesforce data and that's not in Marketo.”

In addition, they discovered that they were missing important account engagement data because of orphan leads that weren’t associated with their accounts.

“Sometimes a new lead would come in for an existing account but for one reason or another, it wasn’t converted over and attached to that account,” said Moni. “That means when we looked at the account, we didn't see all of the activity from that particular lead.”

Finally, they needed a way to more quickly identify high-value prospects so their sales reps wouldn’t waste so much time trying to penetrate Fortune 1000 companies.

A Holistic Customer View, More Efficient Targeting

Once Fidelis Cybersecurity implemented CaliberMind, they were able to integrate their data across systems, more efficiently identify their ideal target accounts, and kick their revenue factory into high gear.

“CaliberMind gave us the opportunity to integrate all of our platforms and get a full view of what's really going on with the customer,” said Moni. “Integrating the stack gave us the ability to uncover foundational data issues and make data cleanse decisions that have helped our reporting tenfold.”

To help solve the orphan leads issue, they used CaliberMind to match leads with their existing accounts.

“A lot of people get scared when they think about matching and appending data,” said Moni. “I used to think I had to get my Salesforce admin and my IT team involved to decide which data could be appended. But all we had to do was identify the issue, and it was turned around in a couple of days. Not having to involve a bunch of people, and not having to worry about negative consequences for making these decisions was huge.”

With a more holistic view of their customers, their salespeople were also able to uncover accounts they never would have targeted, to begin with, added Moni.

“They're the right fit, the right people at the enterprise level, right employee count, right revenue size. It's just that our business development reps were focusing on the list dictated to them by their sales managers, and not anything outside of that.”

But Don't Take Our Word For It, Hear from Moni herself.

Moni joined CaliberMind to talk about how to integrate your tech and data to run targeted ABM programs.