Name: Quarterly Marketing Circle
Uploaded: 2025-06-25T10:30:38.432Z
Duration: 1 h 2 min 8 s
Description: Quarterly Marketing Circle

Transcript for "Quarterly Marketing Circle": Good morning. Good afternoon, everyone, and welcome to the next edition of our quarterly Sophos Marketing Circle. My name is Anna Becker. I'm the director of email channel marketing, and I welcome you to this session. Today, we have a lot of topics and interesting topics, to share with you, but we will give it another minute for everybody else to join us. And in the meantime, as we were discussing in the, during the rehearsals, I will do my usual bid for those sessions. I will just simply test the the chat function, and I will ask you all, where you are coming from. So what which country are you joining us from? So use the use the q and a function. Sorry. Not chat, but q and a function. Let us know where you are joining us from. For example, I'll start with me. I am joining, this this session today from very sunny Wiesbaden in Germany. And we have people joining us from Johannesburg in South Africa, from The UK, from Serbia, another South Africa. Very nice. And I am now being joined by Maria who will also be presenting for us. Maria, where are you joining us from? I'm joining you from the paradise, Mallorca, Spain. Oh my god. We are all very jealous, by the way. Yes. Cloudy Manchester then. Very sorry to hear that. We have people from The Netherlands, from England, from Leipzig, High Nils, from a lot of people from South Africa, which is really nice, Poland, again, UK, Germany, from Nigeria, Egypt, from Belgium, from Ireland, Sweden. Very nice to to welcome people from Sweden, although I know that you have had the midsummer, holiday after which everybody is going on vacation. So we are very privileged you have joined us. Alright. Thank you so much. We've seen that the chat function is working properly. And apart from cloudy Manchester, we're kinda hoping that you all enjoy the nice nice weather today. Right. So what are we going to be covering today? At the beginning, I will, hand over to Maria to cover the, marketing lead generating tools that we have at Sophos. Right? And, to get you, acquainted with the demo live demo of our partner portal so that you, get the feeling. And if you wish, you can also log in and click through together with Maria when she's presenting. Then from Abhilasha, we will hear about, our ready to use successful marketing campaigns that we have prepared for you. And today, we have a very special guest, actually, our guest speaker, Dan Skip, who is, our software director of EMEA SDRs, and he will share some insights on prospecting and, gaining new customers. We have run this session already in, April in the this was the addition for our Sophos academy for salespeople, But we wanted today to spend some time with, with our marketing fell folks and, get this information to you guys today as well on the best practices how you can do prospecting and gaining new customers because we all know how important it is. After this, we will, have an open q and a. So please do not hesitate and ask us questions, as we go. Right? And we will be answering them in the chat during the presentations. And at the end, we will, answer some of the most, relevant questions live. As always, we are recording the session, and you will receive the recording and the slides with a follow-up email afterwards. I guess that's it from my side, and I'm now happy to hand over to Maria. Thank you, Anna, so much. Hello, everyone. Welcome to our Sophos Marketing Circle session. I'm Maria, and I'm the channel marketing specialist here at Sophos. So part of my role is to make sure that you know exactly what is available to you and how we can support you to drive your business with Sophos. So first things first, let's dive into the fundamentals of co marketing with us. So at Sophos, we are a 100% channel focused. And because of that, we view our partners as our main assets. So our basic philosophy is that if you are successful, then we are successful. And because of this, we spend a lot of time, money, and effort on creating tools and assets that help you to be successful. So I wanted to start with one of my favorite marketing concepts, the marketing funnel, also known as marketing campaign life cycle. So I'm going to start by asking what is a marketing funnel? So as you know, a marketing funnel is a customer journey model that shows you how people move from discovering a brand or a product or a service to make actually the purchase. And thanks to all these four stages, they become loyal. As you may know, of course, customer journeys can be very complex, and here we are because we have the marketing funnel that simplifies them so you can build a better strategy. So the funnel also helps you with three important things. The first one is that they help you to understand your audience, then to identify your weaknesses and how we can solve them, and finally, to place your marketing results. As you can see on the screen, you can we can we have four stages. The first one is the blue one, generate awareness. So this is when the potential customers discover your brand, your product, your services. Then we have interest. Is this is when they started to develop some curiosity about your offering. Then we have desire. They prefer your brand, your product, and they are starting to considering, making the actual purchase. And then my favorite one, of course, it is the action when they actually make the purchase. So why do you think marketing funnels are so important? Because of two simple things. The first one is because they help you to create more effective marketing strategies. And the second one is because they help you to understand where your leads are so you can deliver the right message at the right time. We will see an example later in the partner portal about the marketing funnel. Then let's go to how can we help you. Okay? So we have three elements, to marketing with Sophos. We have the content, tools, and support, all of which is housed within the Sophos partner portal. The most important thing to remember here is that this is all completely free for you as our partner. I'm repeating it. This is all with no charge, free of charts for you. So you can get complete access to all ready to use marketing materials and tools to help you promote and generate demand. This includes premade cam marketing campaigns, content that you can host on your website plus customization support from our CSC, our team of experts. But we will get into that later. Let's just start with content. So as you can see on the screen, we have our fantastic partner portal. As you know, this is a central hub that hosts everything you need to begin marketing with Sophos. Here, you will find the asset library where you can search and download promotional assets to go around with your logo. And plus, we also have a marketing dedicated area that houses our tools and campaigns. But we will take a deeper look at this during the demo portion of the session. But first and super important, if you haven't set up your login for the partner portal, this is a step one in marketing with us. So make sure that you check that you have access, or maybe you can reach out to your account manager to support you with this. Also, we have the asset library. This is one of the most valuable areas that we have in the partner portal. This houses all our premade content for you to simply download and use. As you can see on the screen, we have various white papers, infographics, product data sheet, web banners, presentation decks, social media social media tiles, everything that we have created that you can use free of charge. So one of our priorities is to make your lives easier. So that's why we make all this content available for you to take away and use. And as I simply said before, you just need to download the assets you want to use in Co brand with your logo, add your reflow ID, and then you are ready to send out fully generation. I'm so sorry. The air con. Now we have cover where and how you can utilize our content. Let's move on to the tools for lead generation. So we have our lead referral program. So this needs to be a key takeaway from this session because the idea around this tool is that we want to develop, your business. So our aim is that everything you generate, we want to give back to you for follow-up on. So in case you don't remember or you don't know, a lead referral ID is a personalized tracking code that you can add to a URL linking to any page, asset, or form on a social site. So, basically, it captures lead information and routes them back to you. This means that you can easily leverage all our marketing assets to create leads for your own business. So I will point in out a couple of places today where you could use your referral ID. And as you can see on the screen, you can find your referral ID on the home page in the partner portal with the rest of your account information. And now let's move into the third and final area of marketing with Sophos. So we can support you with all of this. So we have our CSC channel service center. So they are a team of marketing professionals that are available around the clock to help you with all your comarketing needs. So best way is to think of them as as a marketing agency that you can use free of charge, And this is very important. This is free of charge for all for all of you. So a couple of things that they can help you with. For example, they can customize software's demand generation campaigns. You can add your logo, your contact details, any other important information to Sophos collateral. But the most important thing is that they can create lead tracking leaks with your lead raffle ID attached. I'm repeating myself. I'm so sorry, but this is a free service. All you need to do is simply email the team and explain in detail your request. For example, if you wanted to co brand one of our emails, you just need to email the teamcsc@sophos.com, attach the asset or link or the link to the asset library within the partner portal, provide your logo, your referral ID, and contact details, and they will process your request. So it's best to give as much detail as possible to help the team out here, especially if your request is time sensitive. And I'm super happy to announce that partners who have used this service have given 4.7 out of five star rating. So we really take pride in this service and will recommend you, to use. You can contact them by emailing csc@softwalls.com for your co marketing needs. I'll be sure to include their contact information into the follow-up email from this session. And I know that Abilasha or or Anna right now is going to type the email address in the chat so you have it, to hand as well. So let's go now to the first poll of the session. So let me see. I'm going to share it and open. So I'm going to take a little bit of a breath here and do our first poll of the session. So what do you think? What tool do you find the most, useful? As you respond to the poll, I would like to say that, you know, we love to do these this polls on every webinar because we like to know. So what your opinion is and and what do you find that will help you the most to boost your sales, or which do you find the most useful and which less? Okay. Thank you all for the email. Okay. Interesting. So comarketing campaigns. Yes. I agree. We have 26 votes for co marketing. We have one vote for CSC. I have to say that the CSC team, they are the best. They give you an answer in less than twenty four hours, and they help you with anything you need. And then we have the Rafa ID that I'm going to show you in a couple of minutes while we are finishing the poll. Yep. Perfect. So as we can see, we have the co marketing we have a clear winner. We have the co marketing campaigns. I totally agree with you. But, yes, we are going to take a look at the refi ID and the CSC as well, in the, partner portal demo right now. Okay. So I'm going to stop sharing the pool, and I will be sharing right now the Sophos partner portal. Okay. So I think that you are, watching my screen right now. Let's see, and let's go through all everything that I just explained it to you. So if we start with content, as I mentioned before, we have the asset library. So one thing that we are super happy, to say is that yesterday, we have released the state of ransomware 2025. So please take a look in the partner portal, and then my colleague, Abhilasha, will take a deeper look at the state of ransomware in the successful campaigns. But if, for example, if you want to type here in the search button one of our latest, campaigns, we have the AI. And as you can see over here, we have the the webinar recording. We have the comprehendable emails, the social media kit, then also we have slides. We have even the guide and where the it it it explains how AI is so important in the cybersecurity, industry and how it it impacts. So as you can see, you have all of these assets for you to co brand. You can use the CSC in order to to co brand with your referral ID, etcetera. Also, in the asset library, you have in the left side, a collections. This means that if you're looking for something more specifically, for example, the managed service and the managed detection and response campaign, you have here all the assets as well. Okay? Also, if we go to the marketing tab, you can see the marketing tools, the campaigns, the sat in a box, etcetera. Here, you can see everything that I just explained, the channel service center, the lead tracking, and everything. Also, we have the marketing campaign, some promos, incentive, etcetera. So for example, if you don't remember what I just explained or you're a bit confused about the lead ref ID, you can click over here and you can see that we have a guide explaining everything you need to know about lead ref ID and how to use it. Okay? This is so important. Also, if we go to the marketing tools, I want to point out again to the CSC. If you go to discover more, you can see as well the the email. You have a guide of how you can use and how you can see, the CSC as your best friend in marketing. So here you have a guide of how you can, of the the whole process of how you can contact with them. Okay? Then, let's see one of our campaigns because I wanted to explain you a bit of the marketing funnel. Let's go to because Abhilasha is going to to take a deeper look of the campaigns. But I wanted to show you real quick the, for example, the MDR campaign. If you access to the campaign, you can see the funnel. We help you to create a campaign. This means that every week, you can generate awareness. What do I need to do? Which assets do I need to begin with? Then if you go to the second week, this is the establish establishing interest, and they help you on why do I need to do this or which promotional assets is better for me to start, etcetera. Okay? And here you go to the end, to the action, handling interest. Okay? And here they give you some a bunch of resources that you can download. Okay? And then finally, let's go to sales because after all of my explanation, you were thinking about but okay. Where are my leads? So if you go next to the marketing tab, you go to sales, you go to leads, and here you can find all your leads listed. Let me see. Okay. Perfect. Here you can see the name, the company, the campaign description, the referral ID, even the status of your lead. Please make sure that this will remain open for ninety days because you need to follow-up in your in your leads. So to make a quick a quick, recap, this is the home page where you can see all your information. If you don't remember where I can find my referral ID here. In your account information, you can see it in the home page of the Sophos partner portal and some of the quick links to start. For example, I want to start a campaign with Sophos. You have here a quick link that drives you directly to the marketing tab or to the asset library. And here you have the latest news, from us. Okay? So I'm going to, stop sharing and hand over to my wonderful Abhilasha because she's going to explain the successful, marketing campaigns with us. Thank you so much, everyone. Thank you so much, Maria. That was wonderful. And we got to know a lot about the asset library and what all we have in our partner portal. So hello everyone. I'm Avlasha Singh, EMEA channel marketing specialist at SoForce. And now I'm gonna take you through, some successful marketing campaigns that we have built, and, they are available in partner portal for you to leverage and execute, based on your target audience and the, need, like, what do you need, at the moment. And then you can, just start building your pipeline. So let's get on with it. So, as my colleague, Maria, already explained that we have developed these, comprehensive marketing funnel campaigns. So what does the need? Basically, we are a channel driven organization, and we we get to hear a lot of feedback from our partner community. And based on those feedback, we got to know that you are already excited for the campaigns that we have, on the partner portal. But then sometimes it could be a little tricky to know where to start from. So now we have created this fully fledged, campaign life cycle wherein you get, all these advantages. So the first is clear step by step instruction. What does that mean? It means then in each of those, those stage of funnel, you get the clear step by step instructions. So you don't have to guess. You just know the it comes with a manual. You know which asset is to deploy, how to deploy, how to co brand it, and then launch the campaign. Now for that, we do have templates also, and these are all the three of all examples. So the templates which I was talking about, you do have the social post, you do have the infographics, the email templates, webinars. So it comes with the, with all of these assets in each of those stages. So you just know which one you want to deploy and you can co brand it and, execute it. Now the most important one, which is the flexible participation. So we have kept it so flexible that you have, all these four stages within a campaign, but you don't you get to pick and choose the one that you want to execute. You don't have to go through all of those stages if not necessary. So suppose you have already built an interest and you already have, your customers who are, aware about the cybersecurity need, and you just want to solidify their interest or you just want to, go with the product messaging from so forth, then you can do it. And you can just, go directly to the second stage, which is the established interest of the final campaign, and, you can start with your campaign. Now, to show how exactly this has been built, this is the example of endpoint campaign. And I have chosen this, example because I know how important it is as we, and all of our partners are focusing more and more on new logo and the pipeline, associated with new logo. So this campaign is really popular amongst our audience and you have, you can see that every step and, all these stages have clear cut instructions. So, you know, you just have to, decide on the campaign objective, finalize your target audience, then you get to see the activity overview, but all assets are available in each of those stages. And then the best, practices, the marketing tips from our end that we know have, proven to be successful for all of our partners. So with this, you get these assets. Now I'm gonna take it, to the next step and, explain how you are going to do it. But first of all, there are two ways to execute it. So you can either self host all of these assets. You can download it and then host on your website and then launch the campaign. Or if you are facing limited resource issue, then you can simply host it on so forth. I mean, you can use the so forth hosted assets and just add your referral ID, the one that Maria took you through, a while ago. You need to add the referral ID and you're good to go. Then you can launch it and all the leads that you will generate from the campaign, it will show up under your, lead tabs. So coming to the first, stage of the campaign funnel, which is the generate awareness. So we have provided two assets over here and you can use, because both are, both will generate the awareness amongst your core prospects and your existing customers in case this is a cross sell that you are trying to achieve. And the navigating to the AI hype or the state of ransomware 2025 report that we have just published yesterday. So all the co brandable assets will be uploaded to the partner portal soon. So I've just given you a glimpse of it. So this is the stage where you are actually trying to drive the awareness and trying to build their interest in Sophos endpoint. Now going on to the next stage, here you have a plethora of assets available to you, which has your, buyer's guide, your email templates, social media kit, PPT, deck. All of this is basically to, make them consider to, make them aware about what all is available in the, Sophos product portfolio and how they can leverage it. Now, these are these are just some of the, assets that are available. To give you a glimpse of the white paper, the email templates, the social media kit that we have made available, there is this latest infographics also. Now, yeah. Now we are in the second stage where wherein we are trying to establish the interest. So you have got the landing page copy, the the social media kit. So, as we said earlier, and we are reiterating it again and again just to make you more comfortable with the whole campaign life cycle, that you can pick and choose the assets that you want to deploy based on your need and, the target group that you have at hand. So now that you have built the interest and now that you are you have leads coming in and, you are able to pick their interest, you know, that they are interested in your products. So how do you solidify their interest? So we have the, like, the analyst validation, the insights, the case studies, which reinforces how so far has helped the customer and how it can actually help your prospects as well. So then you can, certify the interest, with use of these assets and, launch a campaign. Now, so now that we are at the bottom of the funnel, so you know that, all your leads, they have passed through the whole of the funnel and now they have reached at a point where you need to handle their interest. So now you want to, maybe, have an event. So that is something that we're still building, and it will be coming soon on the partner portal for you to leverage. It will have the, PPT, the slide deck, and, all the materials and including the follow-up script also for you. And at this point, I would like to, tell you which, Dan will, anyway, tell you in in detail that you can even leverage our SDR as a service also in case you have those leads coming in and you just want to follow-up with them and convert them into their customers. So, this is a sneak peek to a new campaign that we've just launched. The, assets all the co brandable assets are yet to be available in the partner portal. But then this is something really interesting and a very good way for you to generate new logo with Sophos because, there is, this end of support for Fortinet devices coming in for a huge customer base. And we have got a very good opportunity to pitch in and, talk to them and leverage this opportunity, with their customers because we have got a great, I mean, range of desktop models that we can offer to these customers. So, yeah, the battery card is already available in the sales campaign and the partner portal which you can see now. But all the other can campaign kits are going to be available there pretty soon. So, yeah. This is a sneak peek for you and, we are ready to leverage this as much as possible. Now talking about the demand generation campaigns. So, we have just seen the endpoint campaign. And similarly, we have structured the same, method of stages, the whole final campaign for network also. The MDR campaign is also coming soon. We have got MSP co marketing campaigns. So you have got the links over here. You can, explore these campaigns and see what it offers and how you can leverage this, and and which is the one that you want to leverage. I mean, what is based on your focus, which on the interest of your prospects, you know, which one you want to launch. So, yeah. We do try to provide you as much as possible so that it can cater the needs of your customers. Now the, co marketing focus with so forth. So right now and, even in general, this is how we are focusing and we also want our partners to to focus on these elements. So we want to, generate new customers along with, I mean, with the whole of our partner ecosystem. So any campaign that you launch, please keep in, view that you are trying to target prospects, the new logos that are not already associated with so forth, but then you have a better opportunity there. And, of course, the cross sell and upsell. So your customers with so forth end point who can now go to the next level, which is your which is our SDR and MDR service. And looking at the, the the, customer community that we have got for MDR, it's a great time to pitch in, for the upsell. So yeah. This is something about the marketing focus and, nevertheless, we always emphasize the new logo aspect in all of the campaigns. So yeah. Now I would not take much time, but then I would like to conclude it at a high point, which is that we can, launch a lot of campaigns. But then it always has to start with a plan, and you should always keep this whole framework in mind before launching a campaign. Because when you don't have a clear defined goal, it could go in various directions, and it could happen that you don't get the, desired result. So it all starts with a why. What is the goal? Why do you want to launch a campaign? So please keep it, specific and have, just one goal at a time if you are beginning a campaign so that your focus is totally clear and you are not distracted. Now the budget part. It could be small. It could be that you are just launching, maybe a LinkedIn campaign or a digital campaign that is just a email nurture campaign. So you just have to keep that, budget in your mind while planning the whole campaign so that you know how much you are going to invest in it, and then you are able to measure the ROI against it, when it is completed. Now the target audience. So you need to know which audience are you targeting, which vertical is it that you want to target to. It could be, the the government sector or you could, target them. So whatever it is, but then you need to define that in the beginning of the team. That is and based on your, target group, you will be, deciding the activities as well. What all activities are you gonna, complete in the full campaign? And there comes the follow-up because this is the most crucial stage. We cannot, leave all our leads just lying there. We need to follow-up with them at the right time so that we are able to convert them and get the desired output, get those leads, become actual customer for us. And the next but important stage, which is controlling. So why are we controlling it? Because this this only talks about the, monitoring aspect of the campaign. So you did, plan it. You need to let people the budget and and then drag all the time and input it. You need to see you need to measure. Did it work? Did it not work? And what went wrong? So that the next time you're, you know, launching a campaign, you know where do you have to control it, what factors are, something that is, that needs to be revised. So, yeah, that's about it. When it comes to marketing, I mean, launching these successful marketing campaign with so forth. And, now I'm gonna hand it over to Dan who will share his expert insight on prospecting and discovery. So over to you, Dan. Thank you. Thank you. I hope everyone can hear me. I hope you can hear me okay. You're not familiar with this platform particularly, but hopefully, you can hear me loud and clear. Look. It's a privilege to be here. It's a pleasure to be with you. I don't think I've presented to this audience before. It's great to be amongst, the marketing community. I have run this session very recently with some of your your sales colleagues, so it has got kind of a, I guess, a bit of a sales flavor to it. But what I wanna hopefully do is walk you through maybe a few stages in our new logo process. So as the head of sales development here at Sophos for EMEA, one of the big things my team need to focus on is finding new customers, finding good profiles or potential new customers, and working out ways of how we can build messaging for them. Obviously, it's relevant, that wants to invite them and involve them in conversations with us so we can then qualify those those opportunities and feed them through to our our sales team. So something, I guess, you guys are very familiar with that whole idea of kind of building interest around a particular topic, engaging prospects, and getting them, you know, into the into the sales funnel. So I'm gonna share some ideas, that are not pretending that all of this is gonna be brilliant, revolutionary new. Hopefully, a lot of it is also very reassuring, confirms some of what you're doing already, and and what we do might be a bit different. So there might be some some new ideas in here as well. And I'm sure, you know, in the chat afterwards, you can share some great ideas with me as well. So, hopefully, it becomes a bit of a two way thing, as we go forward. Right. I'm gonna start, moving my slides forward. This is the framework I'm gonna walk through. I think I've got about fifteen, twenty minutes. So we're not gonna dive in very deeply to any of these four steps. But, if anybody wants to find me afterwards, please do. I'm in neutral places like LinkedIn, whatever. So or email me, and we can, you know, we can talk about some of this stuff in more detail. But let me just kind of give you at least a flavor for these four steps in the new new logo process, to start with. So, I'll go into each of these in a little bit more detail, but, what they are is first and foremost, you need to make sure that you're finding the right people to talk to and engage with, and present to. You need to know who your ideal customer profiles are. We'll sort of talk about how we do that, what that might look like in a minute. Then when you understand who these people are and the proposition you've got, clearly, you need to tailor a message around them and and what their, very specific context is and how you will be able to add value to them and solve the problems and take away the things that are holding them back. And then the third thing is about when and how you do that. So, it's very easy to find, I guess, the right people. But sadly, as we know, working in the commercial space we do, not everyone is out buying stuff all the time. So you can't address a 100% people with your message, you know, in in the same way or at the same time. I think depending on which piece of research you look at, only about five to 10% of organizations are in a buying stage at any point in time. So any five to 10% of them are in market at any point in time. So you need to know what to do with, I guess, the other 95 to 90%, and how you keep those live and how you develop them and how you then get them closer to that 5% and bring them into the kind of buying buying motion. And then how we do that, like, in terms of how we engage in those conversations. But at the far right hand side of this, you know, you're very much starting to get into sales territory there in terms of how you run discovery, how you run qualification. But for you guys, I think the first three steps are gonna be much more relevant and much more helpful. So let's take a look at those. So the first step is about finding the right people. So these are people that, there's gonna be some mutual value. Right? These are the people that are most likely to have a need or benefit from what you do, your proposition, but also in that mutual value piece, they also have the potential, I guess, to be good, profitable, long term customers for yourself as well. So who are these people? Where do you find them? Well, they tend to be easy to find if you take a look at who who you are already working with and whoever is already buying from you. So take a look at where your success is today. You know, who where is your customer base? Who are your customers? What job roles do they hold? What industries are they in? You know, what size of organizations? You know, what do they value? What do they prefer? How do they behave? You can start to get a really good sense then of, you know, okay. So, clearly, we appeal to a particular type of of segment, and how do we find more people in that segment. And some of the things that we do, at Sophos is we kinda look across different, I guess, data points, characteristics, to see how we can then kind of build that customer profile. Now it might be from firmographic information on the account, you know, who they are, where they are, how big they are, what industry, vertical they sit in. It might be demographics. It might be more around the contacts to people in those in those accounts. So it might be based on a job title or job responsibilities, or it might be based on, I don't know, their career history and where they've crossed paths with us in the past. Technographic information, that might be something to do with the technologies, the platforms, the tools, services they're using already, and it might be just purely behavioral. Like I talked about, you know, things that they prefer, interests that they have, intense signals that they're giving out at the moment in terms of, you know, where they're spending their time online, what they're searching for. You know, depending on how big your organization is, there are there are tools and datasets that can can help answer some of those questions as well. So when you can start to build all that together, you can get quite specific. So you can start with a big long list that just says, well, actually, we work in a particular vertical very nicely or for a particular size of organization, but then you can very quickly start to trim it down, tier your targets, you know, prioritize them based on, you know, more and more different criteria. So you can make your your your list as big or as small as it needs to be, to engage with. And then when you've got, obviously, a segment to work with, you can some of the great stuff that that Balash was mentioning before about running running campaigns with them. But then you need to make sure you've got the right message. Now that message can't be about yourself. You know, first rule of selling, I guess, is you need to be on the on the customer side. You need to understand them. You need to be empathetic to their needs, to their problems, the things that are stopping them from achieving more or being, in our case, more secure, protected, you know, able to mitigate threats or respond to them if if they happen. So you need to be talking about them. You can't be just pitching your solutions at them. I mean, we all don't wanna be that person at the party, right, who just turns up and talks about themselves and about how great they are. Nobody listens. You need to show empathy. You need to show understanding. So your message has to be problem led. It need to be centered around them, what they're struggling with, what's holding them back, or where they have potential, I guess, to accelerate and do better than they are today. I'll introduce a few tools that we use to help us with that. The first tool is well, the first, I guess, example is of an idea custom profile we have. This is one, I think, that my UK team will use. So those of you that are I mean, this is quite transferrable, but those in UK would recognize, you know, large Edu establishments that we're talking about, universities, colleges here. And the way that we kind of then build the customer profile is we think about all of those things that those people are likely to be affected by. So we've got a whole bunch in the top left there of insights and facts around, know, those organizations. You know, we know that 50% of, you know, their, IT estate could be impacted. You know, there are there's there's research out there, that would show that, you know, 50% of their IT could go offline or does go offline when ransomware hits. We can then sort of see all of those different, research points, and then we can conclude from that, like, what the problems are they're likely to have, and then importantly, what the causes of those problems might be, you know, the things you need to address. Also, very important is just what I mean, again, some salespeople make this mistake. You focus a lot on the problem. You don't focus as much on the cause or more importantly, the impact. Right? Because what you're not trying to do necessarily is solve the problem while you are, but the difference it ultimately makes to you is the impact. Right? You wanna take away the impact of that problem, whether that's, you know, loss of finances, disruption in the case of this education establishment here of teaching and learning being, you know, shut down. They might, because they're an education establishment, have sort of pretty crucial data, safeguarding records, that kind of stuff as well. That kind of stuff is yeah. That's the worst case scenario. That's what we're trying to prevent. Yes. We're trying to prevent ransomware, but the knock on effect from that is is also quite high. And the more impact that you can present and show in your messaging, the more likely you are to stop somebody in their tracks and want to engage with you because there's more of a reason to. Right? They can start to see the the extent of the pain and the problem and the cost of of not addressing the problem. Then we kind of got, well, let can we solve it? You know, I guess it's a bit of a qualification thing there because you might have people with problems, but you might not be able to solve them. So having a kind of reassuring value proposition stack in the middle is helpful. And then, of course, you know, just because you can solve it, you know, anyone can claim to solve it, but how do you prove it? And then we've got some some facts and figures at the bottom right there that kinda do justify and validate what we're what we're claiming through this. So that's kind of what the ICP model looks like. To get to it, we do some some great workshopping in in my team and around the team. You know, we take that problem with ransomware. This is called the problem identification chart. It's not not my own tool. I very much stole it from from a book I read a little while ago. So for those of you that have maybe read some sales text, this is in gap selling. And what it does is it encourages us to think about the problem the likelihood of the problem occurring. So 59% of organizations we know, year over year tend to suffer from ransomware. That might be different. State of the ransomware report is out yesterday, guys, so we can go and fact check that, straight after this. I think that might have been last year's stats, so that needs to be updated. But then you can start to see the impact of ransomware, and it's not just, you know, it's a cost. There's lots of other ways in which it's gonna impact you and hurt your organization, and there's lots of different ways that ransomware is caused. So if we're trying to work out why we're having 59% of organization suffer ransomware, then it's probably for any of the number of reasons on the right hand side. If we go back to the slide before, then you start to think, okay. Well, okay. How do I fill in those boxes around impact and problem and the causes of those problems? And this is how you do it. You run this kind of exercise in tandem with that ICP building exercise. When you've got all of this stuff, and I kind of emphasize some bits here. Right? Because I think when we're messaging, when we're selling, we talk a lot about the problem, which we should do, but, actually, the thing we're selling to is the impact. We're trying to address the impact of the problem. That is where people will be more emotional, more energized, more engaged if we can talk about the, you know, the things that happen because of the problem rather than the problem itself. So sell for the middle bit. Try not to get too bogged down in selling just the problem itself. Think about the impact. And, also, when you're trying to work out, you know, how we prevent ransomware and the different solutions that we have that can help to do that, you know, there's lots of different causes of the problem. So in terms of what the solution, what the thing is you sell, the product, the service, actually, it might be multi multidimensional because there's lots of different ways in which, you know, in the case of ransomware, it can be caused in the first place. There's lots of different things you need to think about, and work on to be able to reduce the risk of ransomware happening. When you've got all of that, it's it's really easy to build your messaging, and this is a really, really simple framework for, this is is how my team, if they're writing emails, if they're ringing and having conversations with prospects, you know, this tends to be the model that we we work with. Like, we make an observation that we know is right, is relevant. You know, it's insightful based on which shows we've got empathy, what's happening on the customer side. So we know that 50% of, your estate could go offline if you were to suffer ransomware. You know, the problem with that is multifaceted. You know, the impact from having that situation of having that downtime is the you know, you've got breaks in efficient in operational stuff that happens in schools, but that's remember this is for education. So we've suddenly, I know, removed some of the access systems, systems, registration systems, safeguarding systems have gone gone offline. Your children can't access it access teaching and learning resources. There's a break in teaching and learning, which essentially the the school or the university is there to do. And also there's probably a bit of an impact in terms of confidence in terms of their, IT team's ability to, you know, run the IT and keep it safe and make sure all of that operational stuff and all of that teaching and learning stuff, you know, is is available all the time. There's continuity there. So there's quite a lot of reasons to kind of worry about this this problem of ransomware now, and then you can present your solution. So we know there's a problem. Yeah. We know there's this thing that's affecting you right now. There's some problems linked with it. Don't worry. We've got a solution, you know, by aggregating all of your IT and getting your telemetry all into one place, cross referencing that, analyzing it, you know, prevent you know, responding to it, you know, doing preventative stuff. And then if there's an incident being able to do it deal with it in real time, you know, we can take away all of that worry, all of that risk, and stop all of that kind of worst case scenario from happening. And then your invitation to continue in any message shouldn't be too big, shouldn't be too bold, shouldn't be asking for too much. You just need something that's very easy for them to say yes to in the first instance. You know, customers potential customers, prospects won't give you tons of time straight out of the gate because they don't know you, they don't trust you. So just asking for, like, a two minute opportunity to go through how that might work, how that solution and that problem how the solution might work and how that problem might go away. Probably, it's about as much as you want to ask for at this point in time. And then, just a quick note around timing. We've talked a little bit around, ICP and fit. So you've got this model here. You can see on one side that we can now start to gauge whether we should be targeting it because they'll be high up the the the y axis on the left hand side. But also, as I said, you know, five to 10% of market is is ready to buy at any one time or is looking to buy at any one time. So you have to accept that there's gonna be a bunch of people that you're gonna have to nurture. Right? You can't just engage with them and expect quick quick wins. So you have to have some kind of nurture pattern, some sort of strategy around how you, you know, you found your prospects and if you engage with your prospects, how you just keep them engaged, how you move them forward, how you take them to that that part, the buying or the the thought process, the buying process, where they're actually starting ready to engage with with you and your sales teams. So we kind of do do that consciously. We think about when we've got our ideal customer profiles, we're doing our segmentation, we're building our lists. We know that probably they this is how it break down. You know, 50 to 60% may not be aware they've got a problem. 30 to 40% probably are aware they've got a problem, but, you know, aren't necessarily actively doing anything about it yet. They're still considering whether they should. And then there's only three to 10% depending on which piece of research you read that actually would want to or are out there, you know, trying to solve the problem, trying to buy a solution for it right now. So we then just kind of do have a different approach, strategy if you like, and some tactics that are different depending on where they those the marketplace is, where those customer profiles sit. I guess the key one is the bit in the middle here because this is where you kind of, you know, you've got the ones on the left. We haven't spoken to them yet. We don't know if they are valid. We have a theory, a hypothesis that they are ideal, but that might not be the case. So until we contact them, we don't know. When we have contacted them and validated them, then they go into this middle bucket, and then we can start to do things like, you know, tag them, make sure we don't miss them, like, market them in a different way. So you you and your sales teams or your sales development teams might then start to work together on campaigns into those profiles because you know they're real, they fit your profile, they've been validated, they are there to be communicated to. So you can start to run your marketing into those into those profiles that are in this bucket here. Start to do things where, you know, if you understand what their problems are likely to be, you can start to communicate to them about those things. You develop awareness around that problem, you know, make sure they're conscious of the impact of that problem, build some more energy, build some more momentum, and try and get them into this place where they are engaged, ready to talk about, how those, you know, how those solutions might take away the the problems that we we know they have. The final thing is more for and I guess this this audience may be not so, so relevant, but I think it's worth mentioning. When we talk about doing this in the right way, I think there's quite a, a hurry to get into qualification mode, and we kind of jump through the the discovery phase. So if I'm an SDR person, an SDR, a manager of SDR teams, you know, what we should always be encouraging first is a bit of a discovery conversation. You know, could this be a a good fit for us? Could there be a problem? Could we motivate them enough to want to act on that problem, before then we work them into a kind of qualification motion around, well, actually then should we if there could be a problem here, we validated that. Should we then move them into the sales funnel? Like, do we have the solutions, the services to be able to address that problem? Is there support within the organization that we're selling to to move that that forward? You know, are they compelled to do something? Are there people there that will drive this through? And, actually, is there a a business case to do it? Like, there may not be money. There may not be a time frame around it, but that's okay if the problem's big enough that they can justify spending or they can justify putting this into their plans so they end up velocity to start to to build. So, yes, the importance of discovery, is critical in all of this because unless you get to that stage and you can then, you know, find out what their situation is, find out what their problems are, and then importantly, find out whether there's motivation or have the opportunity to build motivation around that problem. And until you've done all that, I wouldn't even worry about getting into the wonderful world of BANT and having budget authority need time. And sort of starting to worry about qualification because you need to do this step first. And these are the kind of steps around discovery, and I'll be more than happy to come back to you guys at some point in the future and and go into this more deep in more detail if if you would find it helpful and even share some some helpful questions, some example questions there about how you do great discovery. But I am conscious of time, and I know that there's probably some questions for me and for the other presenters today. So I won't, consume that the final minutes of of the slot that we've got available. Said I'll hand back to you, Anna, to to tell us what what questions we have got. Thank you so much, Dan. I think it was very, very useful to hear from you, for our marketing, colleagues in the field from our partners. Right? Because we all know that a lot of you guys, are not 100% dedicated to marketing. Some of you are also doing some sales support, but also some, business development. So we do hope that this content was very, very useful for you. And we do have a couple of questions. And the last one, I'll start from from, the bottom. So what is the best call to action for an invitation to continue the conversation with a customer that really works from your perspective? Yeah. I think it it's, it's low friction. I think if you are it depends where you are in the conversation with them. I I think I've said just now, I wouldn't I wouldn't ask for too much too soon. I think the temptation is to say, book half an hour with me tomorrow. That's quite a big thing to ask or, yeah, should I share a, a white paper with you that takes half an hour to read? Yeah. We don't you know, we've never spoken before. We don't have a relationship. I wouldn't ask for too much too soon. I think the ones that work best are those that are, like I said, very low friction, very easy to say yes to. So maybe two minutes to show you how. Maybe we could give you a two minute video on that. Something that that is easy for them to engage with and say yes to. I think keep it really, really low friction to start with. Something that's going to hook them a little bit more, build a bit more interest, build a bit more motivation, and then you can ask for more once you know that kind of interest or that level of interest or level of intent has has grown from that first point. Prospecting is is tough. Right? Everyone's competing for your prospect's attention. If you try and consume too much of it, you know, you'll just create friction. They'll they'll push they'll push you away. So you need to kind of do it gently, and as easy as possible would be my would be my answer to that. Thank you, Dan. And I when I think about getting those emails myself, right, you're getting an email at 4PM in the afternoon asking you, oh, can you can you have jump on a half an hour call with me tomorrow at 9AM? Right? It's like, okay. Probably not. Right? So as Dan says, start small and do not request too much from them. Okay. We have some more questions. Do you have a dedicated resource person that can go into a presentation with a potential customer? Well, I think we do. I think, and, again, I think this is more kind of a broader one rather than just for me. I think part of our process is that, yes, you know, we have got subject matter experts. We have got sales engineers. So if the conversation gets to a certain point where seeing is believing and you need somebody to walk them through and show them something and bring it all to life, then, yeah, we do have teams of people, you know, on the product side, on the sales engineering side, or even within sales themselves who will do that, who will literally do the run the demo, run the presentation. Again, you know, validate that what the claim is true because we can show you for real what it looks like and what it does. Thank you, Dan. Okay. Do you have a target market for softwares, or can it be used by any business, any business area? And how do you deploy it for the campaign for promotions? I've answered this also, in written, but I thought this this is an important one to answer live here. So I'll I'll take this up. Sophos is a 100 channel company. And Maria said this at the beginning. We do everything that we can to support you guys on the market. Right? And we on every single market, we operate through our channel, through our partners. Means that everything that we have shown today and that we are showing every single time in those sessions is suitable and applicable for every single market in which you operate and should help you operate and generate new customers, generate new, business, right, and, push our solution. I think we're getting some background noise at the moment, and this might be you. Can you try and mute yourself? Yes. Thank you. Alright. Do we have any other questions? That's a good one. How soon will all the assets for the state of ransomware be available? That we have anticipated that question even because the campaign got live, just yesterday with the assets. So we have officially published and released, the campaign yesterday afternoon. So we are expecting all the assets to be uploaded into the partner portal for your use as our partners in the upcoming days. We're we're just talking really days. In the English language, if we are talking about other languages like German, Italian, French, and Spanish, you will have to wait just a little bit more, and bear with us until we finish all the necessary translations and post them all also on the partner portal and add them into all the final campaigns. So the English assets, please expect them to to see them, within a couple of next days. Hopefully, by the end of the week, if not beginning of next week, the translation assets translated assets will, need slightly more time. So there then we are talking probably one or two weeks around this this time. But, yeah, very happy that we got this question. Means that the assets that we showed and the campaigns, we showed, do resonate. K. There is another question. Do you have email templates, MDR for Microsoft Outlook, template? Could you please share the MDR email templates? So if you go to the, we we do have a lot of, email templates. If you go into the partner portal and into the asset library and if you type in MDR, right, it will give you all the assets that we have. Among them, you will also see a lot of email templates. Now most of them are created in the HTML format, but I think it is a no brainer to turn them into an Outlook template. So you just copy paste copy the the them from the HTML format and paste them into an Outlook. Right? Adjust them, change them, and then you have the Outlook template to use. This is a good one. How often are the campaigns updated to stay relevant? So as you can imagine, like, we we we have as as Maria also said at the beginning, we are using all the funds and assets, both human, but also material assets, to help you guys stay also, to help you sell and to help our materials work for you as you need them. Right? So we are, up to try we try to update all our campaigns as we go. Means that the state of ransomware that we are releasing, right, we are releasing this. This is our first quarter of the financial year, and this is how we typically do this. We, release this data of ransomware report in the first quarter of our financial year so that you have enough run time, with this campaign, to close successfully, the co the the year the financial year with us. Right? There are situations if there is a market incident. Right, then, of course, we are working fast to try to compile a campaign for you that you can use, to communicate to your customers. Right? And that campaign, obviously, if the when the incident is over, then pretty much the campaign is over. We are removing it. But things like the state of ransomware or the threat report for the year that we also released, they pretty much stay relevant for the whole year. And, obviously, we update campaigns as soon as we have new features to the product. If this is a purely product campaign, we do update them as, as we we get new features and new materials to it. Alright. I think we are at the top of the hour now. And if you do have any questions, please, send them to us, via email, and we'll be happy to help you or reach out to any Sophos contact, that you're working with in our company. They will also be happy to help. We hope that you found the materials we showed today very useful, especially Dan's session on, prospecting and getting new customers. You will receive the, slides, with the recording, with a follow-up email shortly after the session. And, we will be looking forward to welcoming you in our next session next quarter. Thank you so much, and have a nice rest of your day. Goodbye.