The journey began 30 months ago. During the first half, the new company enjoyed success by selling LifeLock in the Norton funnel. The next half
involved selling a new product in the IOS and Google Play funnels.Among the lessons learned:
1. Defining the right success metric is the key first step.
2. Defining the organization
and the team/agencycomes immediately after.
3. Defining the right process between x-functional team with take time and patience.
4. Mistakes will happen so try and sandbox or gate as much
as possible.
5. Risk appetite will be tested, use this as an opportunity to test other items stuck in testing queue.
6. Simplify the journey -- click on your own ads and go through the
customer path.
As for Norton/LifeLock's media plans, it is heavy on short-form TV, infomercials and radio. Much of its mix is online via search, about a third digital, 15% on mobile and 5%
direct mail.
"We have a robust search team, display, email, and prospecting," said Pasha, "and we're getting into the CTV space." Most of the new entity's success has been on its VPN app.
"We are the beneficiary of the work that Norton did in VPN space. We're drafting off of that." Pasha spoke highly about a colleague on the app marketing side who built a good narrative to talk about
mobile, and how to use it to upsell into a more expensive category. "He got buy-in, increased focus and investment."