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The Company

Founded in 2013 and headquartered in Mountain View, California, SentinelOne is a leading cybersecurity company, listed on NYSE and recognized for its advanced AI-powered security platform designed to anticipate threats, manage vulnerabilities, protect various assets across the cloud, endpoint, identity, and enterprise. The company has received accolades for its performance in the cybersecurity field, including being a leader in the 2023 Magic Quadrant for Endpoint Protection Platforms and achieving a leading position in the latest MITRE Engenuity ATT&CK Evaluation.

The Team

Jeremy Goldstein is a Senior Product Marketing Manager at SentinelOne, leading mobile threat defense, vulnerability management, and threat intelligence product marketing. He is experienced in various cybersecurity domains, such as XDR, EDR, SIEM, Zero Trust, UEBA, artificial intelligence, and cloud security. Jeremy also has vast experience in launching and positioning products and executing go-to-market strategies.

The Problems

📌 The High Cost of Scaling Demos

In the rapidly advancing world of cybersecurity, providing comprehensive and understandable demonstrations of complex solutions is crucial for education and sales. SentinelOne encountered a significant challenge in scaling these demonstrations effectively. Traditional methods, such as live demos and expert-led presentations, required a substantial allocation of resources—both human and financial. These methods were high-touch and limited in reach, especially when trying to engage a broad audience across various touchpoints.

📌 Capturing Leads on the Website

SentinelOne began to explore new ways to effectively demonstrate the value of its cybersecurity solutions to potential buyers through its website. Traditional static content like PDFs and videos wasn’t as effective in engaging visitors or conveying the sophisticated features of their products, resulting in a disconnect between potential buyers and the innovative solutions offered.

The challenge was to find a way to bridge this understanding gap, ensuring that website visitors could grasp the value and functionality of SentinelOne's offerings as soon as possible, prompting them to engage further.

📌 Limited Interactivity and Engagement at Large-Scale Events

In large-scale industry events, companies often struggle to effectively engage attendees because there's so much going on, making it challenging for companies to convey their unique value and stand out. Often, prospects are in the research phase of the buyer’s journey at these events, and providing easily accessible demos makes it easier to have the first interaction with the product without multiple touches and days-long demo scheduling logistics.

Storylane tours give a high-level overview of the product or feature that gets prospects interested in taking a deeper demo with a technical seller onsite, increasing conversion. 

Why Choose Storylane? 

The ease of creating new tours was unlike anything we had seen from other competitors. Storylane has been a great partner for SentinelOne, even from day 1, building in new features and helping us mature our product tour program from zero. 

Even when researching, it was easy to understand how Storylane worked because they drank their own champagne and used Storylane on the website and in their documentation. I could understand how implementation worked before even engaging. It’s rare to find vendors that are that transparent until you purchase, let alone accessible on the internet for users researching vendors.

Storylane was a clear leader in peer review sites like G2. Current users gave it positive feedback, and it had feature-rich integrations with Marketo, Salesforce, and chatbots.

The licensing model was more attractive than being limited to the number of tours we could create. Storylane seemed to focus on the marketer and demand generation use cases, whereas other tools were overly focused on providing sellers with access to send out tours, which not only ballooned the cost but also weren’t our top priority. 

We had already implemented Storylane and built a tour by the time the rep from another vendor replied to our request for a demo.

"The ease of creation for new tours was unlike anything we had seen from other competitors." "

Jeremy Goldstein, Senior Product Marketing Manager

The Solution

‍📌 Maximizing Efficiency while Reducing Sales Engineers' Involvement and Costs

Interactive demos brought considerable cost savings in the sales process. In 90 days, it saved over 320 hours of demo time by allowing potential customers to explore products autonomously, reducing the need for live, sales engineer-led demos. This translated into significant savings, given the premium on sales engineers' time. By allowing potential customers to self-navigate the product's features, SentinelOne optimized its sales process, reallocating resources towards higher-value interactions and deepening the potential for conversion.

📌 Elevating Lead Generation on the Website and Pipeline Growth

SentinelOne’s strategy to directly incorporate Storylane's interactive demos into their website significantly amplified their lead generation efforts. This approach provided a hands-on experience for potential customers, making the complexities of cybersecurity solutions easier to grasp and far more engaging.

📌 Enhancing Conference and Event Engagement

To tackle the challenge of engaging attendees in the competitive environment of large-scale industry events, SentinelOne leveraged Storylane to create a standout attendee experience. Positive feedback from these events highlighted the effectiveness of interactive demos in engaging audiences and conveying product value in a crowded and competitive environment. 

At upcoming industry events like RSA, Black Hat, etc., SentinelOne plans to make a significant impact with Storylane’s interactive demos. They aim to engage attendees better by interactively showcasing the capabilities and benefits of their cybersecurity solutions. With a strong team presence and an enhanced booth setup, SentinelOne intends to boost its event pipeline compared to the previous year. 

"We struggled in digital experience as we do not offer a free trial, so we looked around for a solution that could help fill that gap in the buyer's journey. Storylane product tours helped us with demand generation, events, and sales enablement. G2 link" "

Jeremy Goldstein, Senior Product Marketing Manager

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The Impact

Jeremy said, in his own words, that he has seen a 'tremendous' impact due to the Storylane demos. Here is qualitative data from two demo sets over the past three months, which have shown notable success.

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Overall, in just 90 days, SentinelOne:

• Saved over 400 hours of demo time
• Generated over 200 direct, highly qualified leads

The Future

Looking ahead, SentinelOne plans to continue using Storylane in marketing and sales and expand its usage within its product ecosystem, particularly through introducing mini-tours for new feature announcements. This initiative aims to:

• Directly educate users on new functionalities, ensuring customers understand and can leverage new features from day one.
• Facilitate smoother onboarding and feature adoption, significantly enhancing user satisfaction by making the learning process more interactive and engaging.

Also, SentinelOne is expanding the use of interactive demos to further empower sales and partner enablement, specifically by:

• Streamlining training for new hires and partners: Introducing interactive, self-guided tours for salespeople and partners on products' functionalities, reducing the need for extensive training sessions.
• Enriching sales toolkit: Equipping the sales force and partners with interactive demos as part of their sales toolkit, allowing for clearer, more effective presentations of SentinelOne's solutions.