IT & cyber security

Arcserve lead generation

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The Campaign

Driving business leads with PR and digital

Arcserve is the world’s most experienced data protection provider, boasting more than 35 years’ experience in the business continuity and disaster recovery (BCDR) industry. With customers in more than 150 countries, the company is trusted by some of the world’s biggest brands to prevent data loss, protect against cyber-attacks, minimise downtime and reduce IT complexity.

After updating its Arcserve Continuous Availability product, the company wanted to raise awareness of the solution and, most importantly, drive sales leads. With so much competition to be heard, we developed a carefully targeted campaign that combined traditional PR with digital elements.

The Results

Directed traffic

Generated a high level of clicks to the landing page throughout the campaign with a total of 722 visits.

Sales opportunities

59 visitors converted to achieve a conversion rate of 8.2%. Conversion rates for LinkedIn campaigns are typically around 2%, signifying that the targeting was successful.

Cost-efficiency

The campaign came in under budget, spending ~$1.6K of the $2K available budget. Achieved an average cost per click of $2.34, which is below the industry average of $5-7.

b2b media relations

Secured five thought leadership bylines in key publications including Manufacturing Tomorrow, Accounting Today, and Digital Health Age, which incorporated the new target audiences in priority vertical markets.

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:

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.

Running a LinkedIn campaign alongside our media relations efforts allowed us to own the conversation on continuous availability, while driving users back to our website. The lorries developed a cohesive digital plan that yielded great results.

Leslie Keil - VP Brand, Demand and Communications Arcserve

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