Sonicwall Case Study

Our outreach efforts on LinkedIn led to a significant increase in webinar and event registrations, enriching our CRM with new, high-quality contacts aligned with our Ideal Customer Profile (ICP). As a result, we maintained a steady flow of Marketing Qualified Leads (MQLs) into the BDR inbox, allowing for nurturing and progression.

Overview

SonicWall is a renowned cybersecurity company with over 30 years of experience, dedicated to defending small, medium-sized businesses, and enterprises worldwide. Backed by the research capabilities of the Global Response Intelligent Defense (GRID) Threat Network, SonicWall offers award-winning real-time breach detection and prevention solutions. They collaborate with a formidable network of over 10,000 loyal channel partners across the globe, safeguarding more than a million business and mobile networks, along with their emails, applications, and data. This powerful combination of cutting-edge products and strong partnerships has enabled SonicWall to provide a real-time cyber defense solution tailored to the specific needs of over 500,000 global businesses in more than 215 countries and territories.

The Challenge

In the UK, SonicWall had a robust customer and channel base, but we faced a significant challenge. Our Business Development Representative (BDR) team relied on LinkedIn for prospecting and outreach, which was time-consuming despite having Sales Navigator licenses for our sales team. We initiated a company-wide “social selling program” to encourage sales reps to engage in activities like sharing posts, building their personal brands, and connecting with their target audience. While some team members achieved success, sharing best practices and replicating this success across the team proved challenging. The situation was further complicated by the 2020 global pandemic, which made reaching decision-makers even more difficult due to the cancellation of events and face-to-face interactions.

The Solution

Upon engaging with Trueleads, we collaborated on a plan to optimize our BDR team’s efforts and implement a scalable, repeatable, and measurable demand generation strategy on LinkedIn using the Trueleads Demand Generation Intelligence platform. We identified “power users” within the team who would lead campaigns from their LinkedIn accounts. These individuals closely worked with the Trueleads team to define their total addressable market, create customized campaigns in the Trueleads platform, and craft targeted messaging that resonated with key personas. This messaging included both sales-focused content and marketing initiatives such as events and webinars that we aimed to promote and track. We established regular review calls with the Trueleads team to ensure campaign success and receive guidance on best practices and future campaigns.

Impact

The impact of our collaboration with Trueleads was immediate and substantial. We achieved an 80% reduction in the time BDRs spent on manual LinkedIn prospecting. Our outreach efforts on LinkedIn led to a significant increase in webinar and event registrations, enriching our CRM with new, high-quality contacts aligned with our Ideal Customer Profile (ICP). As a result, we maintained a steady flow of Marketing Qualified Leads (MQLs) into the BDR inbox, allowing for nurturing and progression. Additionally, we leveraged the Trueleads platform to track campaign success and conduct A/B testing on our messaging

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