Security Will Never Be the Same
Despite its strong business case for Security as a Service, Alert Logic sales had stalled. In a crowded marketplace how could the company establish new markets and rethink its brand purpose?
An extensive market assessment, including research and interviews, showed that the optimum way for AlertLogic to accomplish its aggressive growth goals was to redefine its brand expression, demonstrate category leadership and drive engagement to promote lead-generation and close sales.
A demand waterfall model unified sales and marketing teams and established closed-loop processes, which, with the launch of a connections plan encompassing each stage of the buying cycle, tied into the sales system. Once the performance marketing system was up and running — and outperforming all metrics — the nFusion team was awarded the responsibility of planning and managing the Alert Logic demand generation system.