To thrive in a competitive, fast-paced market like IT security, the marketing team at FireEye is tasked with continuously attracting and engaging new audiences to fill sales pipeline.
As they work toward these goals, they employ a mix of demand generation activities, with a special focus on those that consistently deliver high-quality, sales-ready leads.
One of those top-performing demand gen tactics is BrightTALK. FireEye uses BrightTALK to publish streaming content, target right-fit prospects, and analyze their engagement behavior to create better sales conversations.
“Whenever we create a piece of content, there’s already an audience that’s ready to consume it.”
On the BrightTALK platform, FireEye’s webinar and video content is shared with a community of 1.2 million IT security professionals, who are actively seeking out relevant content to stay ahead in a constantly evolving industry.
“BrightTALK allows me to expand our reach into already formed communities that are actively looking for cyber security information, and to build up our own communities within those.”
FireEye has seen an enormous amount of success with BrightTALK, accumulating over 70,000 subscribers on the platform and steadily contributing to sales pipeline. As a result, they now run dedicated BrightTALK Channels across North America, EMEA, APAC and Japan.
“Quarter after quarter, BrightTALK consistently sits in the top three demand generation activities and delivers significant ROI,”
With BrightTALK, FireEye is also able to generate continuous demand from their on-demand webinars and videos -- as opposed to hosting one-off events with no long-tail lead gen.
“When we build content, we know it will have a long shelf life, We still see leads coming in from webinars we hosted one or two years ago. BrightTALK helps us drive demand from our content way beyond its original release date.”