SentinelOne is an industry-leading cyber security platform recognized for its range of enterprise grade products. The listed company is a mainstay in Gartner’s Magic Quadrant for endpoint protection platforms and recently achieved a pole position in the MITRE Engenuity ATT&CK evaluation. 

The following case-study illustrates how Jeremy Goldstein (Sr. PMM, SentinelOne) and his team leverage Storylane to tackle three common challenges faced by SentinelOne and other cyber security companies.

In Summary

• As with most cybersec products, it’s challenging to convey SentinelOne’s extensive functionality
• This leads to issues with scaling live demos, expanding lead gen, and driving on-site engagement
• Storylane’s interactive demos simplify this process, resulting in 200+ leads and 320+ hours saved

The Challenge

Complex Products, Challenging Sales

1. The high cost of scaling product demos

Cyber security products are notoriously complex and multi-faceted. It’s an industry where it’s especially important to educate prospects on the product and its use-cases — but this is easier said than done. Traditional methods such as live demos and expert-led presentations are usually labor and capital intensive. They’re also high-tough initiatives with limited reach and scalability across a broader audience.

2. Stifled lead generation from website visitors

When it comes to cyber security, the usual blogs, videos, and ​​PDFs are rarely enough to convert website visitors or generate qualified leads. Often, a gap emerges between sophisticated cybersec products and prospects looking for a deeper understanding of the whats, whys, and hows. Jeremy and his team aimed to bridge this gap and drive lead gen by improving product communication on SentinelOne’s website. 

3. Limited engagement at in-person events

Large scale industry events can be tough. Companies (even ones as big as SentineOne) struggle to effectively engage with attendees because there’s just SO MUCH going on. The challenge is to stand out in a sea of CyberSec products with a unique value proposition. For SentinelOne, the goal was to capture prospects’ attention and offer an initial taste of the product without the need for forms and schedulers.

As you might have already guessed, interactive tours and demos are the most effective way to solve for all three challenges. The following section explores why SentinelOne chose Storylane to create their fleet of tours and highlights the impressive results that followed. Here’s an example of one such product tour:

The Solution

Why Storylane

Storylane is a demo automation platform that helps marketing and sales teams build interactive product tours for prospect conversion. Here’s a word from Jeremy on his customer experience with 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.

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.”

How Storylane Helps

1. Time-effective product demos, at scale

Storylane has had a considerable impact on SentinelOne’s sales process. Over a period of 90 days, SentinelOne’s product tours received over 320+ hours of engagement. 

• For one, this allows website visitors and prospects to explore the full range of SentinelOne’s line of products at their own pace, resulting in a convenient, immersive buying experience.
• This also reduces the initial dependency on sales engineer-led live demos. Empowering top of funnel prospects to self-navigate the product helps the sales team to focus on high-intent leads.

2. Demo-led website and lead generation

SentinelOne’s decision to build an ungated collection of interactive demos for each of their products paid great dividends in the form of generating 200+ qualified leads and counting. This approach segments an otherwise overwhelming product into consumable, bite-sized chunks. The interactive, hands-on product experience buoys buyers and other stakeholders as they progress from discovery, to demo, to deal won.

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3. Standout CyberSec events and conferences 

Interactive demos are a unique way of engaging with audiences and showcasing product value quickly. SentinelOne leverages Storylane to create standout experiences in a crowded conference environment. The impact is evident in the attendees' positive feedback.

Jeremy and his team already have plans to surface Storylane demos during upcoming events such as RSA, Black Hat, and more. The objective is to improve event-led pipeline with a strong presence of interactive product tours in booths, sessions, and more.

“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." 

The Results

Impact & Next Steps

When asked about the impact of Storylane, Jeremy had one word: “Tremendous”. Here are a couple of key results:

• 320+ hours saved (for buyers and sellers alike)
• 200+ directly attributable qualified leads generated

Going forward, SentinelOne will expand its usage of Storylane demos to onboard new customers, educate existing customers about new features, train new hires, and build sales kits for stakeholders.