The increased transparency and access that recent years’ developments in online connectedness has brought, with it has also come increased vulnerability for corporations doing business online. Achieving the right balance between transparency and security, between leverage of marketing technology and good old-fashioned face-to-face contact is a topic that now noticeably faces IT and Marketing departments alike.
In this Moneyball for Marketing podcast, Marie Hattar, CMO of security technology leader Check Point Software Technologies, addresses this balance. Simplicity and Synergy are key, it seems, and Marie is happy to share how Check Point keeps its corporate marketing simple, secure and successful.
Connection is Key: Check Point frequently connects with customers at field events. Marie explains Check Point’s corporate marketing mix amongst digital and physical, shares how they generate inbound leads and explains why trust and connection are what matter, whether they emerge from modern marketing technology or face-to-face interaction.
Better Together: Check Point’s Sales and Marketing teams are unified under the same president, with three people deciding the group’s initiatives together. Marie shows how this builds synergy and eliminates finger pointing. Specifically, she reveals how this team balances corporate marketing activities to support both current quarter conversions and lead nurturing for conversion a quarter or two down the road.
Keeping it Simple: When it comes to corporate marketing, Check Point places emphasis on security first, and uses a simple marketing technology stack. “Our fundamental belief is really simplicity, and our focus on simplicity is what helps you be incredibly successful,” says Marie. Learn which marketing technology solutions Check Point prefers, as well as the one simple question the company asks when deciding about a new technology tool.
Marie Hattar is the CMO of Check Point Software Technologies. Check Point is the worldwide leader in securing the Internet, providing customers with uncompromised protection against all types of threats, reducing security complexity, and lowering total cost of ownership.
Read the full transcript here
Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.