Infinite Ranges' CISO Trivia Battle: The Anti-Webinar
When Infinite Ranges, a DevSecOps services firm based in Austin, Texas, needed to engage Chief Information Security Officers from the top 300 largest companies in their region, they recognized the need to cut through the clutter of conventional marketing (especially during the pandemic, which was — if you don’t recall — pretty much boring webinar after deadly boring webinar).
Extry Extry leveraged a unique blend of competition, humor, and the inherent camaraderie within the cybersecurity community to create an impactful, memorable engagement, that drove real revenue for the IR team.
Extry Objective
The primary objective was to build brand awareness among a highly targeted audience of CISOs, foster engagement, and pave the way for future business conversations. The challenge was to do this in a way that was both memorable and respectful of the time constraints and professional demeanor of the target audience, without getting black-listed by the cybersecurity experts themselves (trust us: they know how to do that bit).
Extry Strategy
The strategy revolved around an invitation-only event titled "Are You Smarter Than The Average CISO?"—a rapid-fire, 100-question trivia battle designed to appeal to the competitive nature and professional pride of CISOs. The campaign's tone was lighthearted and slightly provocative, asking, "What does the C in your CISO title stand for? Champion or Chicken?" This approach aimed to evoke curiosity, a sense of challenge, and the notable “dark humor” endemic in the cybersec industry to encourage participation. Check out the full example below!
Extry Execution
Infinite Ranges sent cold emails to a list of 300 CISOs, carefully crafting the message to stand out. The email promised an exciting trivia night, minimal time commitment (about an hour), and a unique opportunity for CISOs to prove their mettle against their peers. The grand prize was a "chintzy little trophy," adding a playful yet competitive element to the event. All on a budget, mind you.
Extry Results
Participation: Out of 300 CISOs contacted, 102 participated in the trivia battle. This +33% participation rate is notably high for a cold email campaign, especially considering the busy schedules of the target audience.
Revenue Impact: The event directly contributed to generating $4M in pipeline, and converted three large customers with a high CSV.
Brand Engagement: Beyond the immediate revenue impact, the campaign significantly boosted Infinite Ranges' brand recognition among their key demo, setting the stage for long-term relationships and future business opportunities.
Extry Takeaways
Creativity Still Wins: The campaign demonstrates the power of creative engagement strategies in reaching highly specialized and senior-level audiences.
Community Building: By tapping into the community spirit and competitive nature of CISOs, Infinite Ranges created a memorable experience that resonated well beyond a traditional marketing campaign.
Strategic Humor: The use of humor, when done respectfully and in context, can be a powerful tool in breaking down barriers and engaging busy professionals, even when their “Marketing Defense Systems” are highly trained.
Follow-Up Potential: The event's success laid a strong foundation for Infinite Ranges to follow up with participants, further nurturing relationships and exploring business opportunities.
Infinite Ranges' CISO Trivia Battle serves as a compelling case study in how imaginative campaigns, when aligned with the interests and professional pride of the target audience, can yield significant business results and foster lasting brand engagement.