Name: Sophos Marketing Circle - September 2025
Uploaded: 2025-09-25T10:32:20.945Z
Duration: 1 h 2 min 40 s
Description: Sophos Marketing Circle - September 2025

Transcript for "Sophos Marketing Circle - September 2025": Hello. Good morning, good afternoon, and good evening to everybody that joined the Clubhouse Marketing Circle, the newest September session. My name is Camilla Laimo. I'm a channel marketing specialist here at Sophos. And with me today, I have Avinashra that just disappeared, but she will join us later. And we all oh, she joined again. Hi, Avilash. Hi, Jeff. And it's great to be, on the Sophos marketing circle session today. Thank you. Thank you so much for joining us. And we also have Jack Findlay and Jonathan Wintera from our digital agency, Magic, joining us today for our expert, speaker slot. Hi and welcome. Hi, everybody. So sorry. So before starting, I would allow a couple more minutes for everybody to join. And in the meantime, I will give you a couple of housekeeping notes. This is this will probably be the most asked question. And, yes, the session is being recorded, and the recording will be shared via email along with the slides with all of you in the next couple of days. Please use the q and a box that you see on your right hand side of the screen to ask all of your questions throughout the session. We will reply to as many as we can, while we present, and we will also have some time at the end to answer, your questions. Now I see that we have a good number of people that have joined, and I think that we can, officially start. Let me start by, going through the agenda real quick. The marketing circle is a recurring session. So I don't know if this is the first time you've joined or if you are one of, our people that join every time. But for this session, we, change the agenda around a bit. I will start with, by talking about what's new in Sophos marketing, Then we will have our expert insights thoughts talking about digital campaigns. And at the end, Abidarsha will talk about how to do lead generation with Sophos marketing, explaining the all the free tools that we offer. But let's start. And first things first, let's talk about what's new at Sophos, as I just mentioned. You may have already noticed a refreshed look in some of our materials. And, yes, I've been talking about Sophos' new brand rollout, including the first logo redesign in over, twenty years. Let me start by showing you a quick video. Okay. Very good. I hope you all liked it. And, no, I don't think we can take no for an answer. So and, let me explain what goes on behind this new logo. The shield and the logo together are designed to communicate Sophos' dual power, dual strength, the advanced effective technology backed up by elite cybersecurity expertise. And here in this slide, you can see the Sophos' branding out in the world. A couple of days ago, we used the new logo at Garner at the Garner Summit in The UK. But before that, the logo has been introduced at various industry event across across the world, and it's now featured as well on our website, on panel badges, on our PowerPoint design, even on our new, on our webinar tool here here in Goldcast. But what's the rollout plan, and what should you do next? To keep things smooth and minimize disruption, we are rolling out the new, identity in waves over the next few months. This means that you might still see some legacy branding assets alongside new visuals for a little while, and that is totally fine. We'll continue to provide resources and guidance along the way to keep you updated and help you stay, synchronised with us. But in the meantime, we have updated the assets you use the most, and they are ready for you now. My first suggestion would be after the webinar, of course, visit the partner portal to download your new partnership badge and partner certificate. Keep an eye out as new sales tool and assets will be updated and, into the new branding over the next few months. As mentioned, you can still use legacy branded assets available in the asset library until the updates roll out. And to access brand guidelines, logo, templates, and, everything else, you can visit our brand.sophos.com website that will, that will have all the assets to download. Of course, our CSC service and Sophos brand healthcare team are always ready to assist you in case you are not finding what you're looking for. Now sorry. Almost forgot about this slide. So this is a really quick screenshot of where to find your updated batch. Of course, every time you are talk we are talking about Sophos marketing, your your go to tool is the Sophos partner portal. So to download your updated batch, log in to the partner portal. In the top navigation menu, select asset library. On the right left hand side, sorry, scroll down and select partner program. And under partner program, you will find a section that says partner logo and certificate, and there you will find it ready for you to download. Okay. Let's move on. And this is something really, hot news of the press. After updating the Sophos logo and brand identity, we are also updating the partner portal, moving to a new, more powerful platform that it also that also includes a new co marketing section to help boost your business. Stay tuned as we will keep you updated on this. We are, really in the early stages right now and are building building new pages and moving assets to the new platform. The launch will happen at the end of the calendar year, so we still have some more months to go. And super important to keep in mind, for you, it's business as usual. So you keep going into the partner portal and use it as you are already doing, and we will update you when the time comes to move to the new platform. This is really something that happened yesterday, and this is the first time we are sharing the slides, so it's really, some news. Okay. Let's move on, and, let's talk about ready to the our newest ready to deploy campaign called neutralize cyber threats twenty four seven. Let me do a step back. And for those that have joined for the first time, the partner portal has a lot of, campaigns that are ready to use and fully customizable. The neutralized cyber threat one is just the latest that we have released, and I'm going to present it to you now. But if you have the time, look at the partner portal where you will find a lot of other campaigns focused on endpoint, on firewall, on artificial intelligence, and so on. Another very important thing to keep in mind is that we are translating all our campaigns and all our assets into our core languages, meaning German, Italian, French, and Spanish. So please look out for a translation. If you cannot find it, please reach out to our CSC team. That Abhilasha will explain in a bit what what this team is is helping with or to your local marketing team. They will always be ready to help you. Okay. So now let's really talk about our new neutralized cyber threats twenty four seven campaign. Whether you sell the full software portfolio or deliver your own services built on central, This customizable ready to run campaign is designed to help you increase your brand visibility and position and the art and to identify new state opportunities. The aim of this campaign is to show prospect how Sophos delivers defenses and reduces cyber risk 17 a week, 24 a day. The campaign includes everything you need to build your lead generation plan, from emails to videos to on demand webinars, landing pages, banners, advertising, social media types, and so on. So everything really everything that you need to to run this campaign. After my my slot, I will, post the link to the campaign in the chat so that you can have a look after the webinar. Very important to we have this we have designed this campaign for with both resellers and MSPs in mind. This is because we want to help you position yourself in the most effective way to reach your audience. Whether you resell MDR or deliver your own MDR service, you can customize this campaign to expand brand visibility. As a resellers, this campaign is designed to be customizable to fit your needs. You can choose to share the content out of out of the box or adjust the messaging to help, your value proposition. On the other hand, if you're an MSP, we we recommend that you customize the content provided, and adjust the content to position your own MDR offering and your unique differentiators, of course. As I mentioned before, we had a lot of assets, create we have created a lot of assets for this campaign, and we have divided the assets into, the different stages of the sales journey. Because as you can imagine, some assets are more, are more, let's say, good for the awareness stage, so for the first stage of the sales journey, while some assets are more helpful and more targeted for the last two stages of the sales journey when the prospect is already used to our solution and, and has a little bit needs to know more about you and your service and so forth. Now let me go into details of which asset we have thought of for each stage of the funnel. Early stage of the funnel, the we have selected assets which purpose is to engage with prospect and spark curiosity. In this case, the asset that we suggest are the state of ransomware report as well as the MDR solution page and the MDR solution brief. Then moving on to the next stage, the consideration stage, the assets that we have chosen for this stage of the sales journey are aimed at nurturing leads and demonstrate the value of your own offering. In this case, we suggest to use independent reports and third party reports from analysts like the Frost and Sullivan one, but also, promote the MDR buyers guide or the MDR product page. Now last stage, conversion assets. Here, the purpose of the asset is to encourage prospects to make a purchasing decision. In this case, an infographic that really shows the value of building your own SOC versus, you using MDR is really, really helpful. As you can see, this campaign is in its it's being developed as we speak because it's the newest that has been released. So some assets are still a work in progress, and they will be uploaded into the panel portal in the coming days. Okay. Now let's, let's talk about how to generate leads out of this campaign in four e in four easy steps. We have put together a quick guide for you to use as a basis for when you're deciding to run this campaign. The stages, of course, as I just mentioned, are four. The first one is identify target your target list. Select campaign assets, of course, most important, plan and execute, and at the very end, track and analyze. Now I'm going to explain this first step in a bit more depth. So identify, target persona. Of course, before starting a campaign, you need to make yourself you need to make sure that you're that you have a good a right target in mind and that you're using the assets that will help you reach that target audience. This campaign, for example, is ideal for IT and security leaders. Then, again, when we are talking about target list, you might want to to divide your list based on size of company and maturity level. You might want to segment your list based on company size and based on maturity level in because why? Because in in this case, you might, you can ensure that the right message and assets will resonate with well with your audience. Then moving on, let's talk as I just mentioned, Sophos has planned a wide variety of assets to support running this campaign. Our first suggestion is determine which tactics and, sales and marketing tactics you want to include in your campaign. Here we have added a list of recommendation, but, again, feel free to pick and choose which type of assets and taxing might work best for to reach your own goal. To, download this ready to go and fully customizable asset, you will have to log in to the plan report then and select the list of co brandable assets available for your campaign. We are offering a free service that will help you co brand the assets by adding your logo and contact info. If you're not familiar with the channel service center or CSC team, my colleague Avinashia will explain this in a bit, so stay tuned. Moving on to step three. Once you have your target list and the campaign assets identified, it's time to start building out your plan. A few suggestion from our side is to set defined goals. What do you want to reach and by when? Customize your, your campaign plan by your audience, by understanding your audience, and by building out your user's journey. Another thing that we, suggest is to, adopt a multi touch approach, meaning to leverage different kind of tactics. Maybe one stand alone email won't get you to your goal, but maybe combining an email with a webinar invite and with some social media ties will help you reach your, target audience. Of course, everyone's talking about artificial intelligence, so our suggestion is to, leverage AI that can help you get you started. And, of course, expect to monitor your campaign's performance throughout the journey, not just at the beginning, not just just at the end, but also throughout your execution so that you can see what works and what can be improved. Regarding the execution options, we have two execution options for you. For those that are familiar with the Sophos referral ID, we encourage you to use our Sophos website and our lead referral ID. If you're not familiar with the lead referral ID, again, my colleague Adelasha will explain this to you in a little while, so stay with us. And this is recommended and a very good and efficient way to if you have limited marketing resources. On the other hand, if you prefer to host the con to the host the the content on your own page by leveraging the the content that Travis provided you, you can also do this. And in this case, you will have to track leads manually on your own website. But these two execution options work, by using, of course, the content that we have provided for you. Last step is track and analyze data. As we said at the beginning, set achievable goal achievable goals and track them throughout the campaign. Set a clear timeline and analyze, again, the data. Analyzing the data can help you guide future marketing strategies and understand what worked, what didn't work, what can be improved, and what needs to be done differently or maybe what needs to done more because it worked good. K. I'm towards the end of my slot. Here, we have put together a 60 example of a lead generation plan. As you can see, this is very, very extensive, and we are using a lot a lot of approaches from emails to webinars to social media types to even blog posts. But, yes, have a look, at this example plan, and, you can pick and choose. Right? This as I said, this campaign is fully customizable. So you can take one email, one white paper, one social media title, and create your own plan to to to where it fits best within your sales journey. Now before handing over to our, digital experts, I will launch a poll and ask and ask you what type of assets do you find the most useful. Let me open it now and see what kind of responses we get. You can see the pull tool next to the q and a, panel on the right hand side of your screen. Okay. I see that we, are starting to get some, responses. So social media kit goes for the the majority, but also okay. I can see that video assets are also something that you would really, appreciate and find useful. Okay. Very good. So I would say social media kit goes for the is probably the most useful asset, then followed very closely by video assets that also goes on social media, email templates, and PowerPoint decks. Very good. Thank you a lot. I will close the pool now, and I will pass over to, Jack and Don to speak about our digital campaigns. Thanks, Tina. Morning, everyone. I'm Jack. I work in the paid digital team within Sophos. I have John with me as well who is, part of our agency, Magic, who we work with extensively. And, yeah, we're just here really today to go through and take you through some elements, of what we do from a digital standpoint and kind of how this can kind of be you guys can kind of benefit from this one. So slides. Here we go. Thank you. Okay. So quick overview really of the agenda. Just give you an introduction into what we're trying to achieve. It's gonna be kind of a three part series of what we're doing here. We'll touch on some of the overviews of kind of the strategies that we have, and then we'll also give you a couple of live examples of some recommended tools and publishers that we that you can use, and kind of try and benefit to improve your kind of website from a from a digital standpoint. So quick intros. What do we do as a team? How do we work with magic? Here are our agency. Essentially, what we do within digital team is to kind of complement what Camilla said. We do everything from, the from awareness, the top of the funnel, all the way through your considerations to demand capture to drive awareness for Sophos, which will have an impact, for you guys as well, a top level perspective, and also kind of play put out some of those thought leadership points that help to, educate and inform, prospects. And we do this through understanding, who our prospects are. We do this through developing new creative testing, making sure we have the right data, and to do it in the most cost efficient way. Because, ultimately, that's what we're trying to do. We are trying to drive as much kind of as we can from awareness and demand capture, in a in a most efficient way as possible. So how can we do this, and helping explain this in a way that isn't gonna be too overly complex and too much detail in a very short space of time. And the way we've we've kind of devised this is to do a three part series as mentioned before. So we'll start the series initially on how can your website be discovered. This will, John will take everyone through kind of how can we, do this from an SEO perspective, what is the impact of AI, happening within the space. The second part of the series is how do we measure success in terms of the website, attribute and leads, and some more detailed solutions if we need to. But, essentially, with this second part of the series, so understanding what have we done to be discovered, then how we measure and how it's gonna perform in terms of generate of of that lead generation cost efficiency. And then the final point is of of the series is how we're gonna convert these users, from different elements. As you can imagine, digital marketing is quite a wide scope. So it includes the email, social, paid media, display, that kind of, that kind of aspect. So that's where we're at, with the with the series we wanna go for. Really quick overview to some glossary of terms because I do appreciate, digital marketing can be very acronym heavy. And the amount of conversations that we have as teams that are just in acronyms is more than you kinda think. So SEO, we'll have examples of this. It's essentially search engine optimization. It's how well your, Google and other platforms are ranking your website, organically. They're basically the listings that don't have ad or AI mode next to them. SEM, search engine marketing, is essentially just paid ads. So anything that has ad next to it or comes up with an ad set on YouTube, that is SEM. Artificial intelligence, I'm pretty sure you guys would kind of know all that, but as you know, AI is take is kind of starting to take over the world, especially in digital. There's a few elements here. LLMs, so large language models such as Chad GPT. Also, we're finding more and more people are using these to do their research, so it's important for us to understand how they work. AEO is answer engine optimization. It's essentially AI search. So when you put something into Google, you'll probably see now you have, like, the AI generalization at the top. Again, we'll show some examples. That is essentially AI search. And then domain is essentially your website. So these are some of the key terms, that John will go through, with everyone shortly. I'm just gonna go get that overview. As Bruno says, we'll be on q and a if you need us, and we'll answer as many questions as we can during the session. Anything we miss, we'll try and answer answer, after the fact. So, John, over to you. Absolutely. Alright. So let's get started. Before we want to get into the, website piece, what we wanted to figure out too is what are gonna be the common themes. So all throughout those three part series that Jack mentioned, there's gonna be common themes and common traits and common keywords. So want to go through those now just because you're gonna hear them a lot more in the next three sessions. So overall, when we think about digital strategy, you could imagine, traffic is a big part of it. Right? Very similar to, in person interaction. You want to get as much traffic to, your sales team in order for it to convert into leads, and then eventually those leads convert to sales. Right? But within a digital strategy, one thing that you will hear a lot, here and elsewhere is around audience intent. Intent is gonna be huge. So when we think about audience intent, it's basically the intent behind someone's interest. Let's say, as an example, what's the motivation behind someone's interest in endpoints? So if someone's gonna be searching on Google, best endpoint solutions, what's that intent? Is it for pricing? Is it for technology? Is it for a brand or sales team support, etcetera? There's a lot of things around it. And when we think about that, there's gonna be three things that we are gonna be looking at the team to determine what that intent is. So how relevant is the content? How trustworthy is the content? How useful is the content? So those are gonna be three main questions. These engines, call it Google search engines or chat g p t answer engines, they're all gonna be looking for those three questions or asking those three questions rather. So coming back to what the digital strategy would be, what we want to inform you guys, talk to you guys about is how to elevate your digital strategy from traffic to more about how do you look and decipher someone's intent. So when we think about the next session, this this session matter on website, we're gonna be really focusing on capturing the audience intent. When people are searching for best endpoint solution or best MSP solution, What we want to figure out is how do we capture that? How do we become more visible? Now going into the website piece. Pretty exciting. I know you guys most likely have, been working with Chatt GPT and other LLMs. So we want to kick this off with, that topic. So when we're thinking about your website, we wanna make your brand more discoverable, both on the SEO side. And as Jack mentioned, SEO being search engine optimization, call it Google, and then, answer, engine optimization around AI search. And how do we increase awareness, consideration, and lead generation around your website? So let's talk about an example around SEO, and we try to come up with a search query, in this case, as relevant to, to your businesses. So SEO, it's really, around visibility. So when you search on Google, of course, there's gonna be results that, it could be a list of websites for the most part, based on exactly what your intent is. So in this case, it's a very, very specific intent. So in this case, you could see that it's all websites, and what's highlighted here is gonna be the organic listings. So when we're thinking about search engine optimization, it's basically how do we get your website to be at the top, preferably above the, above the fold? Above the fold being, when this person searches and that search results become visible, making sure that your website is within that search page even before they start scrolling down. What about, AEO? So answer engine optimization. So in this example, just because, Google does both, both general, site list, or site website ranking, and then also trying to answer questions through their AI called Gemini. We also wanted to use the same, engine. So in this case, it's a different search query or call it prompt. And in this case, what we're trying to do is become part of the answer. So there's a major difference between the two. So in this case, in the first case around search engine optimization, it's your website. Sending traffic to your website for you to answer and hopefully fulfill the person's intent. When we're thinking about answer engine optimization, it's more so becoming part of the answer. And the wording here is pretty important. We mentioned direct and indirect. So direct being that first box that's highlighted towards the right. So you becoming part of the answer could be your your website being referenced or cited by, this case, Google Gemini. That'd be great. That's one thing that we would want to optimize and build your website's relevancy about, around. However, there's other elements of the answer, and that's the indirect part of it. The indirect part of it being information on your website being used in the actual answer. That is as important, as being cited as well. So those are gonna be the two main things that we would look to prioritize when building answer engine optimization strategies. Being cited, but also being incorporated into the actual answer itself. So let's talk about SEO first, because both are gonna be as important to your business in the next few years even with the evolution of AI being so quick. So when we're thinking about SEO, there's really four foundational elements. And there's a lot more, of course, and, of course, we would love to talk and chat more about it. But when we're thinking about what are the key things to consider, there's gonna be four. So there's gonna be site speed, organic visibility, domain authority, and technical SEO. So on the site speed, it's basically, building your website so that it loads very quickly. Google likes that because it's able to answer the person's intent or search as quickly as possible. There will be a difference in having your page load faster than your competitors. That is something that Google will look at and will favor. Organic visibility is basically more around the keywords. So when we're thinking about the search engine, let's say Google in this case, and they're searching best endpoint solution, there's gonna be a lot of keywords associated to that answer. So making sure your website and the pages within that website uses those same keywords is important as well. That's another thing Google will be looking at. And then domain authority. So domain authority is basically trust. Are other websites and other people, so websites being, let's say, Gartner, or Reddit, Are people referencing and linking your website back to their, back back to the the example or question that they're they're putting into their website. Right? So it's a big thing. Google loves domain authority because it makes you feel or makes you feel, they wanna make sure they're also trusted by the user. So if there's more website coming from all these other websites, partners, social, platforms, the more the better. And then the technical SEO part. This is gonna be the more technical, of course, but basically is is more so around, are you giving the chance to Google to find your website? It's just more about, how your site is built, how it's crawled, etcetera, etcetera. There's a lot of technical aspects, but, really, the main question is, are you making sure Google is able to find you? And what we're gonna do now is actually go through a tool that we have built that you could use after this call to figure out how well you are scoring against these foundational elements. So I'm just gonna share my window. Alright. So we built this tool called Merlin. I know it's a play on words. We're magic. Of course, we, we use Merlin as the name of our tool. So in this case, you could see here there's two box or there's one main box. You enter your website, and then you basically choose what type of your web what what type of business your website is, whether there's an ecommerce store or lead gen store or lead gen business rather. So in this case, what we wanted to do is use an example, relevant to this, audience. So we've looked at Gartner. You guys are we partner with Gartner a lot of times. And we put in Gartner here, and then we also put in lead generation. Gartner has a lot of interest and awareness. So when we're looking at page sorry. The different elements, you could see here. Hopefully, it's easy to read, and you could see that there's different boxes, meaning different parts of a website's performance. From security, page speed, organic visibility to the domain authority that we were just talking about to technical SEO. Then it goes down to what the results are. So you could see here, in terms of page speed performance, one out of a 100 broken out between the desktop and mobile experience, they're around half. Not so great. There's a lot of heavy elements on the page that doesn't get to, the answer as quickly as possible. Then it goes to the rankings around organic visibility, domain authority, technical SEO, etcetera, etcetera. So there's a lot of great views here. You could double click into any of these to get even more detail, but this is a good first step in looking at your website and seeing how well it scores against all these different different scores, and different foundational elements that we just reviewed. It's helpful, and, hopefully, it gives you a little bit more context to how well your, site will perform against Google searches. Mhmm. I'm gonna just stop sharing. And then here we go. Okay. So we talked about SEO. Now, going into AEO or answer engine optimization really built for those LLMs, large language models. In this case, let's talk about either Google Gemini or ChatGPT. So a lot of questions we get from, you know, from Sophos is, should we focus on SEO or should we just start transition to AI search now? Obviously, it's a hot topic. A lot of people are keen on it. Or rather, do we just do both? What are the physical best, benefits of doing both strategies? Because there are difference, but there's a lot of overlap at the same time. So we wanted to share is this chart, this table rather. So there's this company called SEMrush. It's a third party tool that also has different, different tools, to measure your site's performance, traffic, interest, a lot of stuff. And they're well trusted, and they did a survey earlier this year to figure out how much, traffic they're predicting to grow between both traditional search, call it Google, and LLMs like chat GBT. You could see that they forecasted into 2029. By 2027, two years from now, they are forecasting that traffic will be even for both websites. By 2029, traffic will most likely be dominated by LLMs or those answer engine tools. So we, of course, given this forecast, given current conversations and the advancements of AI, we definitely wanna prioritize AI search. But one thing to know is thinking about Google. Google still dominates website searches. Most people still use Google even when they use Chatubit, and even more so, Google is doing both. They are trying to integrate an experience where you both get websites to to, go to to learn more about your search, but at the same time, they're also combining a prompt or an answer within your search as well. It's a difficult experience, but they're really looking to do both in order to make them experience of finding, you know, finding answers and content as interesting as relevant as possible. So that's why we're always gonna be recommending both, as these search engines look to evolve. So what are gonna be the main differences when you think about answer engine optimization? You could see here, it's the four foundational elements. It's gonna be the same. However, what we want to emphasize to you is that there's gonna be two of those elements that are gonna be really prioritized by chat the chat GPTs of the world, And it's gonna be around organic visibility and domain authority. It is gonna be translated a little differently. They're gonna be, asking, you as a business different questions though around both topics. So let's say for organic visibility. Instead of keywords, keywords relevant to this person's search or question within their search prompt, it's more about the content. Is your content on your page, on your website answering the question very different than just having keywords on your page that's relevant to the search? Domain authority is more around not just who is talking about you and who's sending traffic to your website to answer a question, it's also about how are they rating you, what are the reviews, what type of content people are posting on Reddit, Facebook, yeah, Reddit, Facebook, and other social platforms, and how they talk about you, and how are you answering their question eventually. So let's first talk about organic visibility. So it's around how is your content on your website answering that question. There's really top, there's a lot of ways, and it will always change, not just by month, but it seems by week. It's changing quickly, but there's gonna be really three, three best practices that we recommend. So when you're writing content, let's say for a question like, what are the best endpoint solutions? First one that we recommend is to lead with clear answers. So when you're writing a page around that question, making sure that you start with two or three sentences. At the very top, answer it very directly and precisely and concisely, and then also support it with evidence. These large language models like bullets, likes tables, and FAQs just because it gives a little bit more context to how, your website, your tools, your solutions are servicing that question. Then for the second recommendation is to write for topics, not just one keyword, similar to what we were talking about the main difference between Google and ChatGPT. When Chat GPT is looking for an answer, it's looking around other topics associated with that answer as well. So when we're thinking about, questions to answer, think about think about the intent behind that question. So we, we provided this example here. So in this case, it says best indoor plants for small apartments. That could be a general question. But what you want to do is also be very concise because the intent behind that could be even more specific. It could be a snake plant versus a pothos. Those are very two different plants, and what we would recommend is writing about that too. Because a lot of times, even though they're just looking for best indoor plants, they already have those plants in mind. So when you're thinking about writing content for both or for this question, go as detailed and concise as possible. Think about the actual recommendations this person needs. And then the last point is state your offer clearly. When we're looking at your business, yes, you want to answer the general question coming back to the best endpoint solution. You want to provide specifics. What is endpoint solutions? What it does? Bullets, tables, all that jazz. But at the same time, you want to integrate your brands in a very relevant way with proof points, with prices so that they know exactly what are the advantages of your brand against that question. Then when we think about domain authority. So how what is your authority of your website? More so, what is the authority around your content against this person's search? So when we think about chat GBT, and this is gonna be, the same study that SEMrush did, they looked at what type of websites are being cited the most when they're delivering these answers. So you could see here, it does vary a lot of different categories, but the really, big thing to focus on is that business service. It's still gonna be 50%. So thinking back around the endpoint solution question, the best endpoint solution, ChatGPT, Google Gemini, and others are still gonna be referencing business websites service websites. So it's still very critical for you to focus on that. The other point we're looking to make here is the chart to the right. So, yes, big priority, optimize your website. The other big priority, be out there. You could see here that Quora, Reddit are the top two sided domains when Chatibiti are creating these answers. So what you want to do is also be included and participate in these communities and making sure that, your answers, your content, is also out there. It's very critical just because Chat2BT and others feel that real people outside, especially in these social communities, are providing also good relevant answers. So they're gonna scrape those and making sure that they're providing the best answer possible to their user. So in wrapping up, yes. Coming back to this intent. Again, we're gonna be talking about this a lot in the next upcoming sessions. How do we, determine someone's intent behind their question or their need? More thinking about SEO, AEO, a lot of this, what we just talked about is capturing audience intent. How do you become more discoverable within Google's and the chatty b t's of the world? Another thing that you will also hear a lot more is around curating audience intent. So there's a major difference between, someone being, someone's intent, to be what are the best endpoint solutions versus what is your brand and why is your brand the best endpoint solution. That will be a general goal that we're gonna be talking about in future, sessions as well. Because one thing is is to be part of the answer, which is very difficult, but it's doable and we're here to help. But another thing to consider is making sure people also have your brand top of mind. So that's why we always recommend, doubling down on your social community efforts. Make sure you're out there. Talk about your products with folks on Reddit, on Quora, and others, platforms and making sure people know who you are. And even before they search endpoint solutions, they're searching your brand name your brand name as well. So just another thing for us to, consider, when building in a really effective digital strategy. And I'm gonna stop there. Oh, sorry. And then, yes, there's one last slide. So we, have a list of links, that we felt, would be helpful for you guys. So it's categories into three buckets, the SEO tools, search enter search industry, links, and websites, and then also just general digital marketing industry websites. We find this really helpful, whether it's around SEO or just best practices around digital marketing and research. Awesome. Thanks, everyone. I've seen a couple of questions cut up in the q and a, which, John and I will will get back to you. But, yeah, I think over to Abhilasha, I think, for the for the last part. Thanks, Nicole. Thank you so much, Jack and John. This was really, headfirst. And, as evident from the questions, our participants did find it very useful. So, hello everyone. And, we let me share the right slide first. Yeah. So, I'm Avidasha Singh, channel marketing specialist at Sophos. And in the next few minutes, I am quickly going to take you through how you can leverage, Sophos marketing when it comes to all the assets that are available on our partner portal and how can you drive successful campaigns, with Sophos. So, first things first, you need to see that your partner portal is rightly configured and you have access to it. Contact your account manager and, get the access so that you can and check out the partner portal and leverage all the, amazing assets that are available there. Now, to start with it, there are three key elements when it comes to partner portal. And the first one being content. Now as we've been, rightly understand that this is the most important part because, this is where all our assets, everything related to the, collaterals, resources like white papers, the code brandable email templates and everything. So so all of that great assets are boosted under the asset library on the partner portal, which you can, make use of based on the goal that you have in your mind. Second comes the tools, and I will deep dive into it even further when, we go through the further slides and at the time of the part important demo as well. And the third one being support. So, we have amazing support for you, and, we do have a channel service center, dedicated team for you, which is a team of experts, and they help you out with everything that you need when it comes to launching a successful demand gen campaign. Yeah. So this is just a glimpse of all the assets that are available. I have taken the example of endpoint campaign, which is the, most popular amongst our audiences, and our partners keep on leveraging it for the, whenever they are launching a new campaign and based on their goals. So as you can see, there are the buyer's guide, then, the white papers, social media kit, email templates. So all of these things are available for you. You need to make sure you're choosing the right one based on your goal, and then, you are adding your referral ID and then launching it so that when the lead comes, you have the right window to look into and then you can follow through them, in the right manner. Now yeah. So when it comes to tools, there there is a a lot that is available which is evident in the screenshot. So now when I say tools, it has got everything ranging from the, lead referral ID to the the, guideline documents that are available for you to refer anytime when you are launching the campaign and in case you are stuck somewhere. So, what exactly is a lead referral ID? So this is something really unique to every partner. And, this is a tracking code wherein you, you need to I mean, by launching your campaign, all you need to do is add this referral ID to the, form URL of Sophos or the, or or any of those assets, like the social media tiles or your, email templates. Because when you add this, then those leads that you generate from that particular marketing tactic that comes back to you, and then it is, available in the lead dashboard in the partner portal, which I'll show you in a bit. And then you can see whatever you have got. So this is very much important because then you know how your campaign has performed. And accordingly, then you can tweak your campaign as you go ahead based on the learnings and based on the performance that you see. Now I am quickly going through the support part. So support is very much crucial because here you get a full fledged support. So you can think of CSC as your very own marketing agency, and they are your one stop solution for everything related to free customization of the assets. So when I say free customization, of course, these are all free of charge. So suppose you you want some message to be because my do you want to add your logo? You the personal favorite and add everything related to everything related to, your services as well. And then personalize it, customize it, and then launch the campaign And then launch your campaign. Sorry for the bad network. I don't know why it happens all the time, but, yeah, I'm I'm I'll make sure it it goes perfectly now. So, yeah, this is about the CSC team. So you need to be as effective as possible, and then you need to send the either you can send the partner portal, link of the asset that you want to customize, or you can attach it in the email and then request for the customization, and then they will be sending it back to you for you to launch your campaign. Now all you need to make sure is, keep the timelines, I mean, keep a view of the timeline and then provide the request well in advance so that it aligns with your goal along with the time line that you've that when you want to launch the campaign. Now we discussed a lot about so, even Camilla told you how exactly you need to plan your campaign and what are the goal and what are the, campaign performance metrics that you need to keep in mind while launching a campaign. And I understand it could be a lot. So, I will just give you three key takeaways from the session. And that has to be the first thing is the lead referral ID. So lead referral ID is something that you have to make sure that you are including whenever you're launching a campaign. When you will you're deciding upon a campaign, you need to make sure that this is something that you are not failing to implement so that you get everything. You you have the complete visibility of how exactly your campaign is performing. Now the second most important aspect is you can either download the co planable content that is available in the partner portal, or you can host it on your website depending upon the size of the marketing team that you have. And the third most important stage is that you can get it customized. You can add your logo. You can co brand it, and then you can add all the contact details so that, your prospect, your audience knows who they have to contact when, if it all there has there is some need and if at all they are progressing towards that buyer journey. So with that, I would quickly take you through the partner portal, for a quick demo. So let me share my screen. Yeah. I hope, the partner portal is now visible to you. So, first and foremost, as I was saying, so this is the home page of partner portal, and this is where you can find your referral ID. In case there is some issue, please reach out to CSC team and, ask a bit of queries. So this is where you have you will find the, referral ID and this has to be used in all your demand generate any initiated whenever you are generating some leads and then you want to have the full view of it. So, now that we have seen the home page and then, of course, there are a lot of information. So I will point you to the, quick links which you can refer whenever you want to. So this is the asset library. And as you can see, all our assets, all the content that we were talking about, be it campaigns, be it the webinar recording, or the promotions that are available for you to leverage while registering your deals, Everything is available over here. Now there is a lot. So in case you want to search for something specific, all you need to do is make use of the search bar, and then you will get that targeted asset that you want to run through. Alternatively, what you can do is you can make use of this collection also. So all the assets which are, in in this same category have been categorized over here. So in case you are looking for something related to the managed managed services, then you will find all those assets over here. So you can then refer to these quick links as well. I would also like to highlight the promotions that are available for you. So, whatever the product that you are pitching, make sure that you have this promotion also handy so that when you are generating those leads and then you're registering the deal, make use of these promotions which give you extra benefits, some more discounts which is only available for our partners since we are a channel driven, company and we always keep on developing those assets, those resources for you that will be very much useful. So, this is all about the asset library. Now I will quickly take you through the marketing tab. So this is the marketing tab. And if you go into the marketing tool section, then whatever we have talked about in the last hour or so, everything is available over here. So in case you feel that you're stuck somewhere or there's something that you don't know or you are forgetting while launching the campaign, there are these quick guides available. So you can just refer to you can just learn more going to these tabs and see how exactly you need to launch those campaigns. Another thing that is something I don't want you to miss out on is the, prepackaged marketing campaigns for you. So I will take the example of MTR campaign, which is really popular, and we have really, repurposed it again with with all the new content and, new insights from the market trends. So here you can see that, these are very much clearly explained here along with the, based on the final stages of the campaign as well. So you have all these clear cut instructions that how exactly you have to go about launching the campaign, what should be your first step, like finding your audience, then what assets that you want to start ahead with so you can make use of these things. And, also, this this gives you a quick execution guide also, the, the the referral ID again and the the help section so that if you are stuck somewhere or if you need more help, you can reach out to the CSA team, ask a few questions, and get the help, and then you can simply go ahead and launch your campaigns. So, all this is nice, but what do you want to do with it? What when you have some leads, and where will you find it? So this is the lead dashboard. Now as you can see, you will not see anything in mind because this is a dummy account, of course. But for you, you will find all those leads over here. So suppose you had launched some social, campaign, and with those social dialing post, you got some leads. So that will be available over here. You will be able to see it here. Now one thing which is very much crucial for you to remember is these leads are only available for you to follow-up on for the next ninety days. So you need to make sure that you are following up within that stipulated time. And, as there was a question earlier, you need you can, send the notification for these leads to come directly to your mailbox. And whenever a lead is there, then you will get notified. So that functionality is also available over here. You just need to turn it on. So, I can see that we have already go and gone overboard the, the the given time. So, thank you so much for all of you to listen to, all these insights from our end. And, that's that's all, from my side. Thank you so much. Hello again from my side as well. I know that conscious of time, we answered all the questions, through the chat. If you have anything else, please send them our way. We will be happy to reply via email. Thank you again for everybody that joined us, and we will see you in the next session. Bye. Thank you so much. Have a great day. Bye.