Evan Jacobs, Senior Manager of Customer Marketing & Advocacy In today’s crowded marketplace, customers are inundated with information, offers and requests for their time, money and resources. This makes it difficult to not only cut through the noise, but also a challenge to create meaningful and lasting relationships with them. Lack of engagement doesn’t always mean they’re not listening; it could just mean you’re taking the wrong approach. Much like any other relationship, building and maintaining a certain level of trust is the key to a successful partnership. Creating this foundation can open a dialogue, allowing both parties to mutually benefit, grow and learn from one another. In this session, Evan Jacobs, Senior Manager of Customer Marketing & Advocacy at the cyber-security company Rapid7, will break down the key steps and benefits to establishing trust and meaningful dialogue with customers, highlighting some this strategy and approach that Rapid7 has used to elevate customers into super advocates. Audience members will walk away with actionable steps for how to implement these tactics in their own organizations at a global level.

1. Evan Jacobs
Senior Manager, Customer Marketing & Advocacy at Rapid7
It Takes Two: How to grow with your
customers for relationships that last

2. Am I Vulnerable? Am I Compromised? Am I Optimized?
Threat Exposure Management
VULNERABILITY
MANAGEMENT
USER BEHAVIOR ANALYTICS
ATTACK SIMULATION
INCIDENT DETECTION &
RESPONSE
Incident Detection &
Response
Log Management & IT
Analytics
APPLICATION
SECURITY TESTING
ENDPOINT VISIBILITY &
INTERROGATION
Solve Critical Security & IT Questions
ENDPOINT VISIBILITY &
ASSET MANAGEMENT
INFRASTRUCTURE
MONITORING &
TROUBLESHOOTING
LOG MANAGEMENT &
COMPLIANCE
Software + Managed Services

7. Content
Event
Creative
Solutions
Product
UX Team
Public &
Community
Affairs
Sales
Demand
Gen
CSM
Customer Marketing
& Advocacy
Team

9. In relationships, timing is
everything…

11. RECOMENDED
Adventure
CHOOSE YOUR OWN
Send to Voice@rapid7.com or Join the VoiceUp Hub
NEW CUSTOMER
EARLY STAGE
MID STAGE
MATURE STAGE
Educational materials, Invite to VoiceUp hub,
Early call to set expectations, Offer mentor
Hold first Discovery Call with Product
Management team, Design Partner program,
Joining Customer Reference Program
Join Beta and Design Partner Program
Answering open questions on Support Portal
Completion of Gartner Peer Insights
Speaking to media, Webcasts
Speaking with Industry Analysts, Become a
Mentor, Public testimonials & Case study
Establishing trust
Testing the waters
Ready & willing
Committed
Product
Community
Build my brand
q Nexpose Discovery Calls
q AppSpider Discovery Calls
q InsightIDR Discovery Calls
q Design partner Calls
q Join the beta program
q Join the UX Focus Group
q InsightIDR Feedback Survey
q AppSpider Feedback Survey
q InsightOps Feedback Survey
q Answer Unanswered questions on Community
q Join the Customer Reference Program
q Complete Private Reference Calls
q Complete Gartner Peer Insights review
q Mentorship program
q Answer Unanswered questions on
Community
q Join the Customer Reference
Program
q Private Reference Calls
q Gartner Peer Insights review
q Video Testimonial
q Case Study
q Blog Post
q Media Interview
q Webcast

12. Each customer is different…

15. Purchased 2 more additional products
Wrote glowing LinkedIn Pulse review
Spoke at customer appreciation event
Quoted in Press Release for product launch
Spoke @ Booth 11 times at RSA Conference
Got involved with Alpha product Testing
Joined Voice/VoiceUp Advocate hub
Initial Purchased
Looking for the spotlight

17. Tony,
Cyber-Security Engineer
Ongoing engagement efforts and
support of sales
Joined VoiceUp
Since joining, completed 65 Acts of Advocacy (challenges)
Completed Discover Call
Joined Customer Point
of Voice Call
Gartner review August 3rd
Video Testimonial @
Customer Conference
“I feel like Nexpose
and IDR are starting to
work together”
UNITED2016
Reference
Program
Joined reference call with prospect, they made the purchase
Purchased AR in September
“I have found that many features
that are offered with Nexpose are
greater than that of several other
VMS tools we either formerly
owned or I tested.” 2016 VoiceUp
September 8 2016
Rapid7 on their shortlist for Pen-
test in 2017
Continues to be a big part of the reference
program
More of the “Behind the Scenes” guy.

18. Joined Voice / VoiceUp
9/24
Jack,
Sr. Director of IT
Presented
Ongoing Engagement
Efforts
Webcast
$$ Cross-sell opportunity
Activated Nexpose Now
Completed 334
Acts of Advocacy
Gartner Review
Looking to help out and contribute

19. Business
Impact

22. Engagement in our Community

23. DEAL CLOSES!
IVM and MDR ,
2-year deal
-No POC
-No other vendors
considered
-Bought IDR and didn’t
even know that we had
it before the initial call
with them!
Friday
March 17, 2017
Wednesday
May 10, 2017
Wednesday
March 29, 2017
Initial intro call is
held and Sales
rep is introduced.
Learned that our
advocate has
inherited a total
greenfield
program with no
incumbent tools
in place.
The Long Tail of Advocacy in action!
2012-2015
CISO

24. 3 Key Take-Aways
1. Timing is everything
2. Advocacy isn’t a one-size fits all program
3. Don’t judge a book by the cover