Case Study:

Proofpoint Rapid Relaunch™

Proofpoint provides unified email security and data loss prevention solutions defend against inbound threats such as spam and viruses, to prevent leaks of confidential and private information across all protocols. Capable of processing hundreds of millions of email messages per day, Proofpoint protects millions of email inboxes from both inbound and outbound message-borne threats.

Deloitte recently named Proofpoint the fastest-growing young technology company in North America (winner, Deloitte Fast 500 Rising Stars, 2006).

Proofpoint's old web site was having difficulty accommodating their rapid growth and aggressive product roadmap. Proofpoint needed the new website to effectively generate leads.

	We wanted a state-of-the-art site that could pick up speed as our products did. AtreNet is renowned for their progressive thinking and killer designs. We made the right choice. We pushed them, and they guided us with expert strategy and ideas - in the end they helped us launch an awesome site. - Keith Crosley, Director of Corporate Marketing, Proofpoint

AtreNet's Lead Generation Solution

AtreNet worked with Proofpoint to create a successful conversion funnel for the new website. AtreNet's approach was to place persistent, relevant calls-to-action throughout a website. These call-to-actions address visitors at different stages of the sales cycle and engage them in a pre-sales activity that motivates them to provide personal information.

The Proofpoint homepage features a series of call-to-actions; Try Proofpoint, Get Started, and Learn More. The website also uses vertical banners throughout the site to engage customers.

Engaging Visitors with Interactive Applications

AtreNet designed a solution configurator to help users gain insight into Proofpoint's solutions and help the company gather valuable leads.

When visitors click "Build Your Solution" they are taken to an information rich results page. The challenge is that the complexity of high tech solutions can overwhelm the visitor.

Here are the results from using the solution configurator. Each topic has an Expand button (highlighted in pink) that allows users to drill down into a topic without leaving the page and exiting the conversion funnel. Users can toggle the Expand button to reveal or hide this information (example on right).

Reducing Abandonment Rates

An important consideration for building the Proofpoint conversion funnels was giving the visitor multiple options. While "Request a Call" is the desired outcome, visitors might not be ready for that step. By offering secondary call-to-actions ("Modify" or "Share" in this case) the less committed users are more likely to stay engaged and not abandon the process.

Capturing Qualified Leads

The Proofpoint website monitors visitor interaction with the solution configurator and transmits that data into their CRM, Salesforce™. When the visitor chooses Request a Call and fills out the form, their choices regarding products, configuration options, and industry are tracked, are combined with their personal information and transferred into SalesForce™.

The Challenge

• Proofpoint needed an updated site to captivate visitors and set Proofpoint ahead of their competitors
• AtreNet was tasked with improving the site's information architecture
• Proofpoint sought an image of being Sales centric - easy to buy from & to interact with
• The relaunch needed to support the 5.0 launch of Proofpoint's products
• The new web site was to appear as an evolution of the Proofpoint brand and to serve as a foundation for future collateral