Lumension’s Innovative B2B Nurture Marketing Campaign Takes the Gold in MarketingSherpa Email Awards

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Leading Marketing Team at Lumension Honored with Highest Level of Industry Recognition

Marketing Campaign Takes the Gold in MarketingSherpa Email Awards

The goal of the program was to take contacts who indicated they were looking to solve a specific business challenge and provide them content, in the context of their buying process.

Lumension®, the global leader in endpoint management and security, today announced that their Automated Nurture Campaign has been recognized with Gold Honors in the 6th Annual MarketingSherpa Email Marketing Awards. The campaign, where an automated email platform was implemented to drive leads through nurturing tracks to help contacts through three months of solving a specific business challenge, was honored with the highest level of recognition in the Best Triggered Email or Auto-Responder Series.

Having received many very impressive marketing campaigns, Lead Judge Daniel Burstein, Director of Editorial Content for MECLABS Primary Research was finally able to determine Lumension the winner by answering key questions such as “what can the MarketingSherpa audience learn,” which ultimately enabled them to decide to name Lumension as the Gold Honor for automated responder email campaigns.

“We are honored to be recognized by Marketing Sherpa who is known throughout the marketing community as a leader in identifying marketing best practices,” said C. Edward Brice, Senior Vice President of Worldwide Marketing at Lumension. “To be recognized for nurture marketing is even more satisfying, as we believe it to be one of the most important undertakings of a B2B marketing organization as we now operate in a business environment where 80% of your customers find you.”

“In the last year, Lumension has developed eight integrated and automated email nurturing tracks, based on industry and/or product focus, which was then optimized to a four-month program. Leads only receive emails if they further engaged and took offers from emails,” explained Annie Wacker, Senior Marketing Programs Manager at Lumension. “The more a lead engages, the more emails they will receive. We know that in order to successfully market, especially in the B2B IT security industry, you need high quality, specific targets and messaging or you will struggle to find success.”

In aiding their Sales Team, the Marketing Team at Lumension sought to increase their qualified lead engagement by 12% which initially proved to be quite a challenge. Over the course of 18 months, the Marketing organization developed and optimized a fully integrated and automated nurturing program that converted top-of-funnel leads and or/stagnant leads in the prospect database and found the top sales-qualified leads. “The goal of the program was to take contacts who indicated they were looking to solve a specific business challenge and provide them content, in the context of their buying process,” said Sam Erdheim, Director of Marketing Programs for Lumension. The nurture program was designed to provide additional content centric offers that delivered specific information as a prospect progressed along their buying cycle. The ultimate goal was to drive a potential prospect to a product trial and ultimately becoming an accepted sales lead.

“Annie Wacker, Sam Erdheim, and their team at Lumension hit it out of the park,” said Daniel Burstein, lead judge. “The team tackled a pain point that many other marketers likely face as well – a need to work together with sales and deliver high-quality (not mass-quantity) leads and what was most impressive for this particular category is that the team achieved this goal in a way that puts the customer first.”

More information on the success customers have had in using the Lumension product suite.

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About Lumension Security, Inc.
Lumension Security, Inc., a global leader in endpoint management and security, develops, integrates and markets security software solutions that help businesses protect their vital information and manage critical risk across network and endpoint assets. Lumension enables more than 5,100 customers worldwide to achieve optimal security and IT success by delivering a proven and award-winning solution portfolio that includes Vulnerability Management, Endpoint Protection, Data Protection, Antivirus and Reporting and Compliance offerings. Lumension is known for providing world-class customer support and services 24x7, 365 days a year. Headquartered in Scottsdale, Arizona, Lumension has operations worldwide, including Virginia, Texas, Utah, Florida, Ireland, Luxembourg, the United Kingdom, Australia, and Singapore. Lumension: IT Secured. Success Optimized.™ More information can be found at lumension.com.

Lumension, the Lumension logo, are trademarks or registered trademarks of Lumension Security, Inc. All other trademarks are the property of their respective owners.

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