SALES ENABLEMENT FOR SOC-SIEM ADOPTION
Korton is an IT service provider with approximately 100 employees, specializing in solutions for the healthcare sector. Building on this foundation, the company sought to expand its offerings with a new security service. In collaboration with Nedscaper ,Korton developed a SOC/SIEM service that enables healthcare organizations to better monitor their IT environments and respond more quickly to security incidents.
BUSINESS CHALLENGE
The challenge wasn’t the technology, but the conversation. How do you ensure that existing customers are not only informed about a new security service, but also actually engage in the conversation and decide to start using it? Korton therefore wanted to launch a thought leadership campaign that wasn’t just marketing-driven, but would bring sales and marketing together and lead directly to meetings and new security contracts.
- COMMUNICATION
Security is technical and abstract, which makes it difficult to convey the message clearly and in a way that is relevant to customers.
- URGENCY
Existing customers do not automatically view a new service like SOC/SIEM as urgent; we had to find a way to capture their attention.
- CONVERSION
The challenge was to actually persuade existing customers to make concrete commitments and sign new contracts.
PROBLEM
Security is a complex topic that is often explained in technical terms. As a result, the message remains abstract for many organizations. Furthermore, it’s not always easy to rekindle a sense of urgency among existing customers regarding a new topic such as SOC/SIEM. So we needed to find a way to make the message personal, relevant, and eye-catching.
SOLUTION
Together with StoryYo, Korton developed an integrated campaign focused on sales enablement, personalized video, and storytelling Account managers used personalized videos and a pitch deck to approach clients directly, while thought leadership videos highlighted Korton’s expertise in the healthcare sector. Physical video cards were used to convey the message directly to clients, after which the sales team followed up with them. Marketing and sales collaborated to create a consistent narrative, enabling account managers to communicate more effectively and persuasively about security.
- Sales playbook you’reA sales playbook for the SOCSIEM campaign, supported by video.
- Sales Pitch DeckThrough interactive sessions, a pub quiz, and more than 15 colleagues who made videos to show their commitment.
- Video MarketingA video pitch script that salespeople have used to send over 100 personalized videos as part of a comprehensive video marketing strategy.
BENEFITS
This approach gave account managers a clear narrative, strong content, and a concrete way to start the conversation about security with their clients. Because marketing and sales collaborated on the campaign, a consistent message emerged at every step of the process.
IMPACT
The campaign was sent to more than 100 of Korton’s existing customers. After the videos were received and the sales team followed up, dozens of appointments were scheduled. This ultimately led to a conversion rate of approximately 70% within the existing customer base for the new SOC/SIEM service. In addition, the campaign more than paid for itself five times over.
- ENGAGEMENT
The campaign reached more than 100 existing customers and led to dozens of concrete appointments.
- CONVERSION
About 70% of the customers who were approached ultimately purchased the new SOC/SIEM service.
- ROI
Payback time was a no-brainer because of the high number of customers who signed up for new MRR.
LESSONS LEARNED
New services are adopted more quickly when customers not only receive information but are also personally drawn into the story. The combination of Sales enablement sales enablement, personalized video, thought leadership, and physical distribution ensured that the message was not only seen but also led to concrete conversations and decisions.