#TTGTSummit | www.techtarget.com/ForMarketers

Patty Foley-Reid, Director Product & Solutions Marketing,

Veracode

Peter Ross, VP Corporate Marketing

Real world case study: Driving sales & marketing

alignment

Key points we’ll cover

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● Marketer case study—real world example of Activity

Intelligence™ in action

- Recognizing the IT buying dynamic has evolved

- The importance of delivering the right content

● Delivering actionable intelligence to sales is key to your

marketing success

- The story of the uncovered $1MM opportunity

- Lead follow-up and nurturing best practices

● Closed loop marketing and sales together drive revenue

Our featured guest speaker and case study

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● Responsible for leading product

marketing and demand strategy

- Increase measurable impact on

pipeline and bookings through an

integrated content and campaign

framework aligned to the buyer’s

journey

● Veracode secures the world’s software

with a market leading Application Risk

Management Platform

● Marketing philosophy: Revenue

marketers must evolve from passing

leads to passing intelligence

Patty Foley-Reid Director Product and

Solutions Marketing

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Content Marketing Blueprint

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Persona

Supporting

Content

Sweet

Spot

Buyers

Journey

Media,

Distribution

Programs

Nurturing

Metrics,

Testing,

Optimization

Core

Content

Content Marketing Blueprint

Takeaways for Tech Marketers – intelligence

leads to more deals

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IT buyers are in control - Tech buyers know more about us than we think

- Identify research trends and monitor activity closely

Activity Intelligence™

is a critical success factor

- Marketing owns the insight

- Old school = passing leads

- New school = passing intelligence

Content blueprint drives

more deals

- Need a content strategy and everything has to

connect to revenue

- Align your message/solution to only relevant content

Best marketers are the

ones that measure

- Closed loop lead follow-up

Use nurturing - Take leads to where you want them to go

Moral of the story: Intelligence helps Sales get in early on more deals!

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Q&A

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