The New Vanguard
The Test Master
Eric Morley, Director, Outbound Internet Marketing, VeriSign
Since joining intelligent infrastructure services provider VeriSign in 1999, Eric Morley’s priority has been lead and demand generation for the company’s Security Services. The driver behind the company’s direct marketing success, according to Morley, is the optimization process. “The most important accomplishment at VeriSign has been the team’s ability to build a model that has allowed us to continually optimize the direct marketing program spend to continue to improve profitability over the years,” he explains.
Morley also avoids relying too heavily on any one marketing channel or strategy, and looks to the numbers to make the smartest marketing investment decisions. “I think the guiding principal is really focusing on tracking and testing,” he says. “So really tracking the initial program that went out the door, the click, the lead, the sales rep follow-up, the actual conversion through multiple different systems is the goal. And a big part of that, for us, is really partnering with the sales team to help them understand the leads that are being generated and the programs that are being generated, and to provide them with any tools we can to help them convert leads into sales.”
Always looking for new ideas is another hallmark of Morley’s philosophy. “Look beyond just your direct marketing and lead generation,” he suggests. “Interface with your Web team and your product team and your sales team, and look for innovative ideas on how to generate leads, traffic and sales from all the infrastructure around you, versus always saying we need to throw more money at direct mail or search marketing or advertising.”
And sometimes, innovation means “recycling” a tactic that worked in the past. “E-mail marketing was huge for a while, and not many people were doing hard copy direct mail,” Morley describes. “So we went back and [asked] how we can make hard copy direct mail work again.” He’s also made a success of the company’s SEO efforts by focusing on the core analytics.