How to Reach, Influence and Sell to Security Buyers Andy Briney, VP/Group Publisher TechTarget Security Media Group September 2007 VALID 1191505421_30 1192425836_376 synd NonUnique 3How to Reach, Influence and Sell to Security Buyers To access this document, please complete all fields below and click 'Read Document'. By completing this form, you agree to the collection, use, disclosure and transfer of the profile information collected herein by TechTarget and the owner of the document. Based on the information provided, you may receive updates from the TechTarget network of IT-specific websites (and/or the document owner) to inform you of the latest White Paper, product, and content launches as they relate to your informational needs. Once registration is complete, you will have access to all similar documents without having to fill out additional forms. First Name: Last Name: Email Address: Business Phone: Job Title: Company: Industry: --Select one --Country: UNITED STATES Zip/Postal Code: I fit the following profile in my company: --Select one --I primarily market/advertise to the following technology market: --Select one --May we contact you? --Select one --Abstract: There are some 850 vendors and 2,500 products being marketed under the “information security” label, with scores of companies and solutions entering and exiting the market each year. The goals are clear: Rise above the noise and clutter, establish a memorable brand, and drive “active” inquiries. Easier said than done right? Here’s your chance to discover what it takes to achieve these goals as Andy Briney, VP, Group Publisher of Security Media and Networking Media, TechTarget, drills down and reveals the strategies and techniques for achieving results in this jam-packed market….without going over budget. You also benefit from decisive case studies in which security marketers have employed “new” media such as content targeting, video, podcasting and integrated print/online media to reach all of the decision-makers within the enterprise security “team.” Read Document Cancel Information entered on this page and other data about your use of the attached document will be stored in a file on your computer and transmitted to TechTarget over the Internet. TechTarget may provide this information to the owners of the document and either party may use this data to contact you and/or track your use of the document. In consideration of access to the attached document, you agree to such storage and uses as more fully described in the TechTarget sends monthly technology marketing resources such as expert Webcasts, market research and case studies of effective integrated campaigns. TechTarget Privacy Policy.To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Does this sound familiar? • “Sales is always complaining I don’t give them enough qualified leads” • “I don’t get enough budget to support the goals set out for me and my department.” • “We need newer/better marketing collateral to tell our story.” • “The best leads always seem to fall into a black hole— our CRM process is broken.” • “I’m inundated with calls from media vendors offering the latest and greatest—I don’t know who to believe.” To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.A Forum for Learning and Sharing • What makes marketing in security so darned hard? • How the market is changing • How enterprise security is changing • The CSO’s perspective • How do you buy? • How do you use media? • Effective marketing in action • Panel discussion with Symantec, ArcSight To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.$21B Land Grab Over Next 3 Years $9 $15 $20 $10 $17 $25 $12 $19 $28 $14 $20 $33 $0 $10 $20 $30 $40 $50 $60 $70 2007 2008 2009 2010 Hardware Software Services 15% CAGR over 3 years: HW: 16% SW: 10% Svcs: 17% Source: IDC $44.5B $51.4B $58.8B $66.7B ($B) To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Security M&As in the last year • Symantec /4Front • Sun Micro /Aduva • Symantec /Altiris • Oracle /Bharosa • Symantec /Bindview • Cisco /Broadware • Secure Computing /CipherTrust • McAfee /Citadel • Sourcefire /ClamAV • IBM /Consul • BT /Counterpane • Verizon /CyberTrust • Vmware /Determina • Sophos /Endforce • Novell /eSecurity • IBM /FileNet • Google /Green Border • Verisign /iDefense • Cisco /IronPort • IBM /ISS • Attachmate /NetIQ • EMC /Network Intelligence • Check Point /NFR Security • McAfee /Onigma • Check Point /PointSec • Websense /PortAuthority • Google /Postini • IronPort /PostX • McAfee /Preventsys • Cisco /Reactivity • Symantec /Revivio • EMC /RSA Security • Fortify /Secure Software • Patchlink /Securewave • Novell /Senforce • St. Bernard Software /Singlefin • HP /SPI Dynamics • Patchlink /STAT Guardian • Websense /SurfControl • Microsoft /Sybari • Symantec /Sygate • EMC /Tablus • EMC /Valyd • EMC /Verid • IBM /Watchfire To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.40% decrease in “mid-sized” security providers, 2004-2007 • ActivIdentity • Aladdin • Altiris • Bindview • Check Point • CipherTrust • Consul • CyberTrust • Entrust • F-Secure • ISS • IronPort • McAfee • MessageLabs • Mirapoint • NetIQ • Novell • Postini • Radware • RSA Security • SafeNet • Secure Computing • SonicWALL • Sophos • SurfControl • Trend • Webroot • Websense 2004: 28 Companies 2007: 17 Companies [Mid-size = $50M -$1B in FY Rev] • SafeNet • Secure Computing • SonicWALL • Sophos • Trend • Tumbleweed • Webroot • Websense • ActivIdentity • Aladdin • Check Point • Entrust • F-Secure • McAfee • MessageLabs • Novell • Radware To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Changing of the FUD • FUD = how security pros feel when they see all these acquisitions • “Will my product continue to be supported?” • “The personalized support I used to have—will that continue with Gargantuan Vendor?” • “Will other products I’ve bought meet the same fate?” • “Should I stop taking sales calls from startups?” To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.CSO Panel • Kevin Dickey, Deputy CIO/Chief Security Officer, Contra Costa County, CA • Richard Jackson, Chief Security Officer, Chevron • Ron Woerner, Security Engineer, TD Ameritrade To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Priorities for Security Pros Integration Intelligence Inspection Identity Four “I’s” of Security To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Security Buying Team To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.What marketers here are dying to know…. • Can you sign off on a purchase? • What’s your role in buying stuff vs. other members on your team? • How do you buy stuff? What’s the process? • How do you use media to consume information? How does it affect your purchase consideration? To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.How media affects decisions • What media do you use to guide you on enterprise IT security strategy? • What media do you use to investigate new technologies? • What media do you use to make product purchase decisions? • IT/Security trade magazines • Online editorial content • Vendor White Papers • Webcasts/Podcasts • Conferences/seminars To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Survey: Decision Dynamics • Respondents: 360 enterprise Business/IT/Security professionals • Titles: • Business Executive (CEO, CFO): 4% • IT Leadership (CIO, CTO): 15% • InfoSecurity Leaders (CSO,CISO,Dir) 7% • Mid-level IT/Security Mgmt: 30% • IT/Security Staff: 44% Organization size: • Small (Under 250 employees) 30% • SMB: 250-1,000 18% • Medium/Large: 1,000-10,000 28% • Large: 10,000-25,000 11% • Very Large: 25,000+ 15% “C-Suite” “Security Mgmt” “Sec Staff” To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Most effective media for IT security strategy? 1. White papers: 27% 2. Conferences/seminars: 24% 3. Magazines: 20% 1. Conferences/seminars: 28% 2. White papers: 27% 3. Magazines: 14% 1. White papers: 31% 2. Conferences/seminars: 30% 3. Online editorial: 24% C-Suite Security Mgmt Sec Staff To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Most effective media for investigating new technologies? 1. Magazines: 24% 2. Conferences/seminars: 20% 3. White Papers: 12% 1. Conferences/seminars: 31% 2. White papers: 14% 3. Webcasts: 14% 1. Conferences/seminars: 37% 2. White Papers: 34% 3. Online editorial: 21% C-Suite Security Mgmt Sec Staff To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Most effective media for making product purchase decisions? 1. Magazines: 22% 2. Conferences/seminars: 18% 3. Webcasts/White papers: 10% • Conferences/seminars: 26% • White papers: 19% • Magazines: 14% • Conferences/seminars: 34% • White Papers: 33% • Online editorial 19% C-Suite Security Mgmt Sec Staff To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Be Where Buyers Are… • While all three groups (c-suite, security management and security staff) use all three media (events, print and online)…. • C-suite relies on IT magazines proportionally more than other groups to make all sorts of security decisions • Security management uses the highest mixture of media—events, print, online • IT/security staff relies heavily on online media To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.How media affects decisions • What media do you use to guide you on enterprise IT security strategy? • What media do you use to investigate new technologies? • What media do you use to make product purchase decisions? • IT/Security trade magazines • Online editorial content • Vendor White Papers • Webcasts/Podcasts • Conferences/seminars To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Marketers’ Take-Aways • (Still) unmet security challenges = high opportunity marketplace • But constant change in provider market = buyer FUD • Meanwhile…security remains a “team decision.” • And different members of the team gravitate to different types of media To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Marketers’ Objectives • Build confidence and reduce noise—”We offer a tested, best-of-breed solution that uniquely solves your problem” • Make your solution appealing to multiple stakeholders on the team. • Accomplish both of these things without breaking the bank To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Case Study Panel • Lisa Dardis Harrup, Senior Market Programs Manager Enterprise/Mid-market Marketing, Symantec • Cynthia Hulton, Director of Marketing Communications, ArcSight, Inc. Moderated by: • Melissa Marron, Director of Client Consulting, TechTarget To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Case Studies • Symantec & ArcSight • How to “surround” your target • How to integrate effectively • Achieve “depth” (multiple touches per lead) • Achieve “breadth” (multiple stakeholders per target organization) To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Symantec's Challenges • Maintaining industry leadership in traditional security markets while “transferring authority” to new market segment (compliance) • Providing content that engages various stakeholders in the IT security/compliance team To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Objectives • Generate actionable North American Leads • Establish Symantec as a solution provider for IT Policy and Compliance by offering a cost effective, clear compliance strategy • Attract the multiple titles involved in the implementation of compliance solutions To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.TechTarget Solution • Target CIO and IT security management and staff • Integrated online management, technical and vendor content assets • Sponsor 3-City Compliance 2.0 Seminars • Information Security Magazine To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Lead Engagement: Online Account Penetration Verizon To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Lead Engagement: Drilling Down New York University– Manager To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Lead Engagement: BB&T – CIO To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Vendor and Editorially-Aligned Programs deliver complete spectrum of key buyer demographics Demographic Profile – Title Expert Content Vendor Content Architect IT Management (Manager IS/IT) IT Staff Network Management Senior IT Management (CIO/CTO/VP/Director) Senior Non IT Management (CEO, CFO, VP, Director) Systems Management/Administration Demographic Profile-Decision Making Expert Content Vendor Content Technical or Financial Decision Maker Recommend or Specify Products Buying Frame Less than 90 Days Buying Timeframe 3-6 months To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.ROI Results • Objective Achieved -generate interest from all stakeholders on the buying team through an integrated online, print and event approach • Enabled the Security buying team to choose their media of preference • 93% of the responses part of the decision making process • Surrounded the audience with relevant media types with best of breed content to build leadership position for compliance strategy • Objective Achieved -On-line campaign delivered 160% of Guarantee • 73% of leads were from North America To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.TechTarget Team Stephanie Stein Custom Online Media Manager Courtney Kay Security Media, Senior Product Manager Jonathan Bisbing Security Media, Program Performance Associate Carrie Donnellan Senior Webcast Production Manager John Boyce Contract Coordinator Matt Lodge Senior White Paper Promotions Specialist Yolie Hernandez Client Consulting Manager To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.ArcSight’s Challenges • Extending reach, mindshare as provider of security (SIEM, threat management, and compliance) and network management solutions • Addressing the ever-expanding, “noisy”, security market using content assets that help IT security pros educate themselves and “the boardroom” on how to better protect their business • Providing content offering solutions on how security and networking teams collaborate on SIEM solutions and implementation To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Objectives • Generate highly qualified Worldwide leads • Educate on the importance of SIEM solutions as related to security, network infrastructure, compliance solutions • Establish credibility and brand alignment using 3rd party, expert content To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Vendor Content Expert Content TechTarget Solution • Integrated Online Lead Generation on SearchSecurity with cross promotion on SearchNetworking • Sponsorship of expert editorial content • Promotion of “problem solution” focused ArcSight content To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Messaging Review Security & Networking Professionals To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.CISSO • IT Management • Downloaded on 3/5/07 • Decision Maker Configuration Manager • Network Management • Downloaded on 5/8/07 • Recommends Products IT Manager • IT Management • Downloaded on 3/23/07 • Recommends Products Network Manager • Network Management • Downloaded on 3/6/07 • Recommends Products Lead Engagement: Account Penetration Security & Networking Professionals To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.5/1/07 Senior Security Manager Lead Engagement: Online & Events -AT&T Corporation Account Penetration 1/26/07 Software Engineer 2/26/07 Software Engineer 5/3/07 Director of Government Security 4/24/07 Security Manager 5/1/07 Manager 3/6/7 Complex Security Manager3/13/07 Manager of Network Security 3/8/07 Senior Project Manager 2/5/07 IT Director 5/1/07 Security Manager 5/1/07 Development Engineer To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Lead Engagement: Drilling Down MN State Colleges – IT Security Manager To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Lead Engagement: Seminar Events Account Penetration -GMAC Smart Defense Seminar • Information Security Principal • Data Security Architect** • Senior Security Analyst Network Security Seminar •Security Analyst • IT Infrastructure Project Manager • Senior Data Security Analyst Compliance Seminar • Data Security Architect** • Security Architect • Security Architect • Security Architect 9 # of attendees from GMAC that went to the seminar events 9 # of attendees from GMAC that went to the seminar events **Same Attendee To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.ROI Results • Objective Achieved -Provided content and messaging that offers solutions for team collaboration • “Solving the NOC and SOC collaboration puzzle” • Objective Achieved -Attracted leads from all members of the IT security buying team • 1 out of 3 responses have an active project • 82% of leads part of the decision making team To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Matt Lodge Senior White Paper Promotions Specialist Pat Volpe Magazine Production Manager Ron Shaw Webcast Production Manager Mike Stoico Senior Trafficking Specialist Stephanie Stein Custom Online Media Manager Courtney Kay Security Media, Senior Product Manager Carlynne Bradley ROI Campaign Manager John Bisbing Security Media, Program Performance Associate ArcSight TechTarget Team To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.Best Practices Marketing to the IT Security Decision Making Team • Break through the clutter by clearly differentiating your brand • Maintain consistent presence over time – 6 mos. minimum • Disarm prospect’s FUD by messaging your commitment to them • Choose media types that will appeal to specific role of the decision makers • C-Suite • Security Mgmt. • Security Staff • Surround and engage target audience with relevant content through integration • Use a consistent message across Online, Conferences, and Print • Leverage contextual marketing online To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.To access this document, please return to page 1 to complete the form. By completing this form once, you will have access to all similar documents without needing to register again.