ReliaQuest increases meetings booked by 62%
Ryan Haygood is the Director of Demand Generation at ReliaQuest, a cybersecurity firm defending the world’s most trusted brands against cyber threats.
While their target market of Fortune 400 and 500 companies was engaged, Ryan was seeking a solution to capture that engagement and turn it into meetings for his sales team. ReliaQuest found Alyce to be the right integrated solution to take their Demand Generation efforts to the next level.
What we wanted to do was cut through the noise.
— Ryan Haygood
Director of Demand Generation @ ReliaQuest
increase in meetings
The Surprise and Delight
Like most days, Ryan’s desk was full of boxes. These boxes were generally all the same - generic branded swag from a company looking to earn his business using direct mail to book more meetings. “I open them up and it's all the same stuff. It's cupcakes or it's like a bottle of wine or some kind of a little gadget or a little mini drone.”
One day, in particular, Ryan found something different on his desk: a handmade cedar box with his initials engraved on the lower right corner. Inside, rather than finding candy or unwanted stationery, Ryan found only a handwritten note offering him a personal gift and the choice to exchange it for something more useful.
This experience stood out.
It stuck with him so much that he immediately knew he needed to deliver that experience for his prospects and recreate that same moment of surprise and delight.
Getting Attention Just Wasn't Enough
It’s a challenge to get in front of CTOs and CSOs at Fortune 400 and 500 companies. Not only are other cybersecurity firms vying for their attention, it’s also a challenge to get the relationship to a place where sensitive security information can be candidly discussed.
“You're trying to get attention or get engagement from the people at their companies telling their companies ‘do not click on add’ or ‘do not click on any links.’” says Ryan. “They're laser-focused on protecting their multi-million dollar organization.”
This results in a slow sales cycle. After a lead is created, it can take the ReliaQuest sales team roughly 60 to 90 days to book a meeting with their ideal customer. Once ReliaQuest can progress the relationship to booking a meeting, they are able to quickly demonstrate the value in their solutions resulting in high close rates.
Ryan explains, “We're generating leads. But for the marketing team, it’s really about how can we really get more at-bats for our sales team? How can we generate more qualified meetings for the reps?”
The challenge for Ryan became turning all of the engagement they see in their target market and turning it into booked meetings.
After working closely with their CSM, Mark, Ryan realized that Alyce should become an integral part of the prospecting efforts put forth by his Business Development Team. Through cross-functional alignment with the Business Development team, Ryan was able to integrate Alyce into their outreach cadences resulting in more booked meetings.
After adding a personal gift step to their cadences, Alyce improved ReliaQuest's send-to-meeting rate dramatically, reducing the time it takes to book a meeting from 90 days to just 1 week. The new prospecting approach with Alyce helped the ReliaQuest team source 23 opps resulting in $10 million in marketing-influenced pipeline.
Adjusting in Times of Adversity
Prior to COVID-19, in-person events were ReliaQuest’s highest performing channel. As digital events in early 2020 were canceled, Ryan and his team were worried about how they were going to fill the gap left in their pipeline.
With the ability to shift their gifting strategy to digital, Alyce was the differentiator for ReliaQuest. They pivoted their physical gift invitations to digital and were able to cover the deficits their pipeline saw when trade shows were canceled. As a result, Alyce is now their highest performing channel.
Faster Sales Cycles Mean More Opportunities
Alyce and its personal gifting solutions gave the ReliaQuest team the ability to connect with their prospects on a new level. In lieu of in-person events and generic direct mail, the ReliaQuest team was able to use Alyce to decrease sales cycles from 60 to 90 days to just one week. Because of the personal gifting experience, the ReliaQuest marketing team was able to book 60 meetings and source 23 new opportunities in Q1.
Today, ReliaQuest is able to create an elevated experience for its naturally cautious audience while conveying the integrity and trust required to partner with CTOs and CSOs. Not only did they build rapport and earn trust through Alyce, but they were also able to do this without sacrificing their team's quantity - and quality - of their outreach.
Our mission is to defend the world’s most trusted brands against cyber threats – a goal made possible through our GreyMatter SaaS platform. Our customers have increased visibility, confident automation across the entire investigative lifecycle, and effective measurement of tools, people, and processes for continuous improvement.
Industry: Cybersecurity Technology
Company Size: 450
Location: Tampa, Florida