KnowBe4

KnowBe4 is the world’s most popular integrated new-school security awareness training and simulated phishing platform. Used by more than 15,000 organizations worldwide, the platform is used to train workforces on ransomware, CEO fraud and other social engineering tactics. The training is designed to enable personnel to make smarter security decisions and become a human firewall as an effective last line of defense.

The Challenge

KnowBe4 primarily focuses their digital marketing efforts on their newsletter program, which contains all the latest critical security information IT operations personnel need to know to protect their users, including their Scam of the Week email series. So, when their previous digital marketing platform began making it increasingly difficult for KnowBe4 to reach their readership—despite being fully CAN-SPAM compliant and having a less than 1% unsubscribe rate on their newsletter—KnowBe4 knew it was time to find a new marketing automation platform.

The Solution

When KnowBe4 began looking for a new platform, they wanted one that better understood B2B inbound marketing tactics and had the quality delivery mechanism to suit their large-scale email sending—which is why they came to Maropost. Providing experience serving both B2C and B2B clients, as well as some of the industry’s most in-depth deliverability services, Maropost was the perfect match for KnowBe4’s needs.

After verifying and uploading their email subscriber list into our platform, KnowBe4 was able to see their newsletter program reach its full potential, with the help of our deliverability team in IP address setup and blacklist unblocking.

Now, KnowBe4’s team can leverage in-depth analytics to keep a close eye on the metrics they struggled to meet with their previous provider—including total and unique open rates, click-to-open rates, complaints, and unsubscribes—and ensure their audience is engaged and enthusiastic about their newsletter. Using multi-variate A/B testing, they’ve been able to optimize the content of emails—so the highest-converting version is being sent every time—increasing engagement and ROI.

The Results

Looking back at their customer acquisition data between 2016 and 2017, a lot has changed since KnowBe4 moved their email marketing program to Maropost. In just six months, they’ve seen impressive results:

  • 76.6% increase in site visits
  • 52.98% increase in new contacts
  • Blog views increased by 49.55%
  • Blog subscribers increased by 36.91%

When looking at the revenue impact that comes along with these metrics, KnowBe4 has seen tremendous growth, with total annual revenue having increased by 250% since last year, something KnowBe4 CEO Stu Sjouwerman says Maropost has directly contributed to.

The Testimonial

“I’m impressed with the infrastructure. I’m impressed with the delivery rates. I’m impressed with the service. If someone would ask me ‘could you recommend Maropost?’ I can wholeheartedly say yes.”

STU SJOUWERMAN
KnowBe4 Founder and CEO