BAI Marketing Case Study
 Alert Enterprise

AE-Logo-Standard-K201

AlertEnterprise (AE) is an Enterprise Security Software manufacturer uniquely positioned to address threats that span both Informational Technology (IT) and Operational Technology (OT). The company was founded by CEO Jasvir Gill, who previously sold his IT Security company, Veritas, to SAP for $400M.

The software is able to detect anomolies in seemingly meaningless events which allows AE to mitigate and stop threats from things like: Terrorists, Accidents, and Insider Threats.

Their verticals include companies which have infrastructure and people to protect in addition to IT such as: Utilities, Oil and Gas, Airports, Federal, Food and Beverage and more. While their software is perfectly positioned to address market conditions, this positioning creates a number of unique challenges in marketing and integration.

Alert Enterprise has to convince experts in both sides of the house to integrate software with things like shotgun detectors, electric fence monitors, video surveillance, badging systems, and SCADA/ICS valve controls, from vendors like Honeywell and Siemens along with HR software, and IT hardware like firewalls, network servers, and PCs. It is a daunting task since both sides of the house have their own managerial hierarchies.

Having visibility to both sides gives greater control and protection for people and assets, but the team said that when giving product demos, prospects eyes seemed to glaze over because there were too many bells and whistles.

Laurie was able to overcome this hurdle. She created 12 offers that were based on real-world security events, because she knew Chief Security Officers tracked those to prevent threats to their own companies and careers. These offers were at all levels of the sales funnel and educated prospects on the necessity of AlertEterprise's Products. These offers brought in qualified leads, increased sales appointments, and ultimately helped triple the number of customers and revenue for AlertEnterprise.

Pan Kamal, VP Marketing at AlertEnterprise
"Laurie managed to quickly create a lot of new demand generation and lead generation programs that increased leads and sales for AlertEnterprise such as:
-Educational Game called "Can You Name This Recent Security Disaster that Involved Both IT and OT?"
-JumpStart Weekly Product Demonstration Webinar Series Focusing on Real-World Events
-Insider Threat "Kit"
-VITO Letters for Sales Reps to Blast to Territories which Increased Appointments and revenue.
-Wiley e-Book: IT and OT Security Convergence for Dummies
-Migrated blog and created template for SEO

I highly recommend her work."

August 2014