AlgoSec lands inbound leads at under $4,growing conversions 15% with BrightInfo in minutes! CASE STUDY

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1 AlgoSec lands inbound leads at under $4,growing conversions 15% with BrightInfo in minutes! CASE STUDY

2 The Challenge AlgoSec empowers organizations to manage security at the speed of business. Through its application-centric approach, AlgoSec automates and simplifies security policy management across virtual, cloud and physical environments to accelerate application delivery while ensuring security. Over 1,000 of the world s leading organizations, including 15 of the Fortune 50, rely on AlgoSec to streamline change management, optimize firewall and network access configurations, mitigate risk and ensure continuous compliance. AlgoSec marketing strategy relies on content marketing with valuable educational content such as videos, webinars, white papers, demos and an active blog. When visitors arrive at the AlgoSec website, the company leverages content marketing to drive visitor engagement and conversion, nurturing visitors with free content until they are ready to sign up for premium content or contact the company. Once visitors convert AlgoSec leverages Marketo Marketing Automation and SalesForce CRM to nurture and advance these leads further in the buyer journey. AlgoSec wanted to maximize the ROI from their content marketing investment and increase conversion and leads from existing content and traffic. The marketing team decided to focus on three key areas: 1. Increasing content consumption 2. Increasing conversion rates for premium content items 3. Turning blog visitors into leads As a potential solution AlgoSec s team was looking to target anonymous online visitors and new visitors that are bouncing/abandoning with relevant marketing content as a way to keep the audience engaged and move them forward through the buyer journey. However, the team had some concerns: How to target the right content to the right anonymous visitor dynamically How to get this done quickly and automatically, not investing ongoing resources How to fit this into the current set of marketing technologies used, such as Marketo marketing automation and SalesForce CRM 2

3 According to the Content Marketing Institute 80% of business decision makers prefer to get information in articles rather than advertisements says Nimmy Reichenberg, Vice President of Marketing at AlgoSec. While our content strategy worked well for us, I wanted to increase audience engagement and conversion by personalizing the content offers to each individual anonymous visitor. The Solution AlgoSec signed up for the BrightInfo cloud service that targets anonymous visitors with personal, dynamic content recommendations from within the available website content as they browse around or leave web or blog pages. Activating BrightInfo just required placement of a small Java Script on the AlgoSec web pages and customizing the BrightInfo look by selecting a few menu options. Within minutes from signup, BrightInfo s unique targeting algorithm helped AlgoSec leverage their existing content by automatically recommending online website and Blog visitors relevant next steps from the content marketing items available. In addition, when new anonymous visitors decided to leave without converting, BrightInfo s solution offered them automatically focused content offers as a way to keep them engaged and to show them that there is more relevant content available to them from AlgoSec. Since BrightInfo is an add-on solution the AlgoSec team wasn t required to change anything on their content, website, blog or landing pages to activate BrightInfo. BrightInfo was setup in minutes and immediately increased conversions from our online website and blog audience and reduced bounce by dynamically recommending the right marketing content to visitors, notes Reichenberg. Everything worked well right out of the box, and BrightInfo fit seamlessly into our Marketo and SalesForce environment. 3

4 The BrightInfo Recommended Content window accompanies visitors through the AlgoSec website or blog or engages visitors as they plan to exit The Result AlgoSec experienced an immediate uplift in online conversions, without any other change to their website. Using BrightInfo s automated service, AlgoSec was able to expose individual anonymous visitors to the best possible content for them in real time, providing them with a personalized experience and encouraging them to engage with the company. 4

5 Within the trial period the measurable results were a 15% increase in online form conversions from BrightInfo links as more visitors responded well to the company s marketing content offers that matched their interest and less visitors exited the website without converting. In addition content consumption of the AlgoSec content assets increased by 24% as visitors responded well for content that best suited their interest and buyer journey phase. AlgoSec continues to use BrightInfo to provide real time personalization for individual anonymous online visitors, increasing the ROI from their content marketing investment further. Through the BrightInfo built in reporting the AlgoSec team sees a steady increase in their conversion and engagement metrics and gets insightful information on the content engagement and content consumption. I am pleased with the 15% increase in conversions from BrightInfo. These extra inbound leads cost us under $4! I recommend BrightInfo for every Content Marketing organization that wants to get more leads from their existing site in minutes observes Reichenberg. ABOUT BRIGHTINFO With BrightInfo, every website that leverages content marketing can offer the most relevant content to each anonymous visitor dynamically, in real time and on each page visited. Businesses that leverage BrightInfo increase visitor engagement dramatically. The service helps ensure visitors are exposed to the most relevant content, consume more content on average, and sign up more for premium content. It can be configured for website and blog pages or to engage abandoning/bouncing visitors on landing pages. BrightInfo requires no configuration, customization or integration and delivers value within minutes of sign up. Visit to learn more. 5