The world of data protection and backup is becoming increasingly more competitive, which presents challenges when it comes to having an impact with the right people. For this campaign, Arcserve identified three key objectives:
- Educate IT decision makers about the differences between traditional approaches to data backup and recovery versus continuous replication
- Raise awareness and drive leads for the newly updated Arcserve Continuous Availability product – the first significant update in six years
- Introduce Arcserve to a newly identified buyer persona of operations managers
To ensure a successful and impactful campaign, we first developed target audiences that focused on operations managers and IT decision-makers at enterprise-sized organisations in the United States. These were the people most likely to be interested in Arcserve’s solution, so all the content we created was shaped by these personas.
We then ran a sponsored LinkedIn campaign alongside more traditional thought leadership media relations activity to drive visitors to sign up for a free trial of Arcserve’s Continuous Availability product. The thought leadership articles gave us a platform to present the key business challenges that the product can solve, while positioning Arcserve as an industry expert.
By supplementing these articles with multiple promoted LinkedIn posts – highlighting the technical differentiators of the product, and the importance of keeping data, applications and workloads available 24/7 – we were then able to directly address the needs of the target audiences and move them down the sales funnel.
This approach generated more than 700 visitors to the sign-up landing page, as well as achieving an impressive 8.2% conversion rate, illustrating the impact of delivering the right content, to the right customer, at the right time.