Breaking Through in Cybersecurity Marketing

Conversion Rates at Checkpoint with Head of Digital Strategy and Operations at CheckPoint Technologies , Sean Mattson


Listen Later

In this episode, Sean Mattson, Head of Digital Strategy and Operations at Checkpoint Technologies, joins Maria and Gianna to discuss conversion rates and personalization.

 

To begin, Sean discusses his role at Checkpoint as the management of all digital channels including websites, outbound, marketing automation, digital intelligence, globalization, and SEOs. He has been doing marketing for 20+ years and has 15 people on his current team. Since the team is so small, they use tools like Marketo to help automate tasks. Sean built everything from the ground up in this company and Checkpoint was known as the firewall creator. They needed to work on SEOs and after two years of brand awareness, the traffic on their website went up by 700%. They cross linked all the pages on their own website. They also talk about how the quality over the quantity matters, and how to create leads that can be marketed. Checkpoint does progressive profiling and uses third party data services to do backend form enrichment. This created a 60% lift for Marketo landing page, but Sean asked, “why wait till I’m walking away before you show me any content?”

 

Then, Sean discusses how Checkpoint uses Hushly for self-nurturing landing pages that has been a game-changer for the company. Hushly sets a preview of the content as the landing page itself, so they are presented with content and value first. Then, the audience can decide whether you like it first. It is in a single field form, and you can set as many pages as you want. There is also a column on the side with alternate content if you don’t like the first page. Hushly provides the service, but Checkpoint also uses clear bit forms and zoom info forms. This is enriched in real time and there is a 25% conversion rate across the whole library. In addition, Checkpoint Technologies is rolling out resource hubs for geo sites in 11 languages and this will expand their reach. They are also using Smartling AI. Translating a website is easy, but the whole cycle is difficult to keep consistent and managed. Hushly will help translate all the PDFs and assets as well. There is a fine line between personalization and stock authorization; you need to personalize it without making it extremely obvious. Finally, our guest and hosts engage in a fun guessing game to reveal what career Sean would pursue outside of the cybersecurity marketing field.

 

Links:

Follow Sean on LinkedIn.

Follow Gianna on LinkedIn.

Catch up with Maria on LinkedIn.

Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

...more
View all episodesView all episodes
Download on the App Store

Breaking Through in Cybersecurity MarketingBy Cybersecurity Marketing Society | N2K Networks

  • 5
  • 5
  • 5
  • 5
  • 5

5

21 ratings


More shows like Breaking Through in Cybersecurity Marketing

View all
Security Now (Audio) by TWiT

Security Now (Audio)

1,979 Listeners

MacBreak Weekly (Audio) by TWiT

MacBreak Weekly (Audio)

2,013 Listeners

Marketplace by Marketplace

Marketplace

8,659 Listeners

Planet Money by NPR

Planet Money

30,839 Listeners

TED Radio Hour by NPR

TED Radio Hour

22,072 Listeners

Hidden Brain by Hidden Brain, Shankar Vedantam

Hidden Brain

43,483 Listeners

CyberWire Daily by N2K Networks

CyberWire Daily

1,009 Listeners

Pivot by New York Magazine

Pivot

9,202 Listeners

Pod Save America by Crooked Media

Pod Save America

86,708 Listeners

Up First from NPR by NPR

Up First from NPR

56,221 Listeners

Darknet Diaries by Jack Rhysider

Darknet Diaries

7,879 Listeners

Crime Junkie by audiochuck

Crime Junkie

365,972 Listeners

CISO Series Podcast by David Spark, Mike Johnson, and Andy Ellis

CISO Series Podcast

189 Listeners

Hacking Humans by N2K Networks

Hacking Humans

314 Listeners

Morning Brew Daily by Morning Brew

Morning Brew Daily

2,969 Listeners