Capability 02
Audience Driven MarketingChallenge
A cybersecurity company wanted to develop deeper insights into their buyers by better understand it’s hard to reach audience.
Solution
Carbon Design used an AI personality profiling tool to analyze and segment Risk and Security buyers. Primary research was used to better understand their preferences and the team analyzed closed deals and marketing activities over that last 18 months.
Outcome
How to win over skeptics? Credibility.
Insight from the profiling showed that one personality type made up over 65% of the audience. This particular personality was skeptical by nature and the research highlighted that they relied heavily on “most credible sources” (peers, analyst and colleagues) for information. As a result, a “credibility marketing program” was created using client advisory boards, analysts, and a referral program. The client also ramped up efforts to track inbound referrals, reviews and tightly control outbound efforts. Within a week, three out of three MQL’s transferred to sales were all referral based.
Most Important Information Source
Colleagues
77%
Peers
65%
Conferences
55%
Analyst
54%
Connect With Us
Contact Us
+1 703.887.3223
sales@carbondesign.com
