Asked about these first contacts, Mark Beunk, head of B2B Kaspersky says: “Due to the COVID-19 outbreak and our event plans for 2020, we were looking at other options to create new business. Soon we realised that we had a challenge to reach the right people, since we only have a limited number of opt-ins at our disposal”.
In light of that challenge, we had an initial meeting with Hans, one of the account managers within Smart Profile. Not only were the possibilities discussed regarding the available data in the Smart Profile Marketbase, but also the activation of that data in demand generation campaigns. Mark adds: “I knew from an earlier job that Smart Profile is known for its good market data, but I was positively surprised that they can also help to activate these insights. This led to a first campaign in which the data was used as the basis for sending various e-mails supported by outbound call activities”.
“I knew from an earlier job that Smart Profile is known for its good market data, but I was positively surprised that they can also help to activate that data. This led to a first campaign in which the data was used as the basis for sending various e-mails supported by outbound call activities”.
In the conversations with the Kaspersky partners, there also appeared to be a need for new business in view of the events being cancelled or postponed. As a result, an add-on to the existing partner programme was created. The Smart Profile MarketBase forms the basis on which actions can subsequently be taken, often in the form of a 20-day tele campaign. Together, we are able to use the available budgets very effectively. After all, the campaign is way more affordable for the partner by using the existing MDF budget.
“Again, Smart Profile showed that their team is able to show good results quickly. At first, a specific partner had doubts about the participation, but as soon as we started, results were achieved that were above expectations,” Mr. Beunk explains. “There was 1.5 leads per day and the client was so satisfied that the campaign was extended with additional days fairly quickly. In addition, this partner is now looking to continue to work with Smart Profile outside the programme”.
In addition to insight into the ICT infrastructure at Benelux organisations, Smart Profile also offers insight into the Benelux ICT market via the so-called ChannelBase ICT. Based on this data, insight is offered into possible new Kaspersky partners. “At the moment conversations are being held not only to help the existing partners, but also to connect new partners to the partner programme. In addition, Smart Profile will provide structural support in the area of inbound and expanding turnover with existing customers,” explains the head of B2B at Kaspersky.
When asked about the success factors behind this ever-growing cooperation, Mark Beunk mentions various things. “Of course Smart Profile knows how to generate the necessary leads and fill the sales pipeline, but they also know very well how to share the information from the conversations that are not a lead yet. By simply being able to put that information into our systems, we are able to do effective nurturing”.
“I would certainly recommend Smart Profile. They are a great sparring partner, ask critical questions, keep short lines of communication, have skilled people and are able to switch quickly based on their flexibility. In the end, we both focus on our individual strengths, which is reflected in the results. It took some getting used to handing over some things, but now it feels very good because we work together so pleasantly”, concludes Mark Beunk, head of B2B at Kaspersky.
Kaspersky is a global cybersecurity company founded in 1997. Kaspersky’s deep threat intelligence and security expertise is constantly transforming into innovative security solutions and services to protect businesses, critical infrastructure, governments and consumers around the globe. The company’s comprehensive security portfolio includes leading endpoint protection and a number of specialized security solutions and services to fight sophisticated and evolving digital threats. Over 400 million users are protected by Kaspersky technologies and we help 270,000 corporate clients protect what matters most to them. Learn more at www.kaspersky.com.