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Career Highlights

Marketing CipherTrust For Growth

Challenge:
In the summer of 2003, the market for email security, particularly anti-spam solutions, was intensely competitive with well over 100 companies vying for market share. Many of these companies were large corporations, such as Symantec and McAfee, or start-ups with significant venture capital funding. CipherTrust, a relatively unknown company with no venture backing, was in a fight to emerge as one of the long-term survivors in the email security market. The company made the decision to significantly increase its marketing investment with the overall objective to establish CipherTrust as a market leader in enterprise email security. As Chief Marketing Officer, it was Lance's responsibility to meet this objective.

Actions:

  • Solidified CipherTrust positioning and key messages via meetings and surveys with customers, employees, and industry analysts.
  • Put tools in place to determine cost-effective lead generation methods. Redeployed lead generation marketing resources based on data analysis to gain efficiencies.
  • Established metrics to scale lead generation to meet sales goals.
  • Created industry analyst and public relations programs to raise visibility and build long-term brand equity.
  • Conducted public relations agency review and hired Schwartz Communications, a technology security boutique, as agency of record.

Results:

  • The award winning lead generation program increased the number of leads generated by 218%, surpassing the requirement to achieve the company's business objectives. Over 17,000 leads were generated over the course of the program.
  • Despite the massive scaling of the lead generation budget, cost per lead remained flat.
  • Media exposure jumped from 66 media hits per quarter to 1,250 media hits per quarter in just nine months.
  • Significant awards and reviews generated include Gartner Enterprise Spam Filtering Magic Quadrant Leader, Red Herring Top 100 Private companies, Deloitte & Touche Fast 50, and SC Magazine "Best Buy".
  • CipherTrust recognized as a leader in the messaging security market by Forrester, Gartner, IDC, Meta, and the Yankee Group as well as the venture capital community.

"Lance took CipherTrust's marketing to the next level and helped establish CipherTrust as the email security leader. His focus, ingenuity and leadership allowed CipherTrust's resources to be used most effectively in generating leads and establishing a market presence that matched its leadership role."

Matt Anthony, Former Director of Marketing, CipherTrust, Inc.
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