Redington Gulf, one of the largest IT distributors in India and the Gulf, entrusted UPILA with the lead generation for Carbon Black, the brand new product from Vmware, in the Levant region. Despite the political and economic limitations, we achieved some stellar results in the campaign.
Client | Vmware for Redington Gulf. |
|---|---|
Services | Pay Per Click, Email Marketing. |
The Challenge
Assigned to our team by Redington Gulf, one of the largest IT distributors in India and the Gulf, we were mandated by Vmware to generate leads for their new product Carbon Black from the Levant region. Carbon Black is an endpoint protection platform that is a security solution that allows users to log in securely to their enterprise cloud platform from anywhere without being susceptible to any sort of threats.
Owing to the problematic political front, the Levant region is not a hot place to target with IT solutions. Despite the limitations in political and economical statuses, we targeted Israel, Jordan and Iraq. We focused only on people from the core IT domain where they have to deal with systems and networks.
Results
Through a widespread email and ad campaign, we were able to increase the Click-through-rate from 0.2% to 1% which is a great win considering the small target audience.
We were also able to bring down the cost, which was high, to begin with, due to the small audience, by 50%. The email campaign with the same target audience resulted in a good open rate. The Carbon Black website was also found to have received organic and direct traffic, resulting in a gratifying number of sign-ups.
How We Did It
Our strategies included widespread email marketing and ad campaigns which involved Google Search Ads, Google Display Ads and Linked in message campaigns.
The Google Search campaign initially targeted all keywords on endpoint security which generated very meagre leads. So, we restarted the exercise by targeting people who were also searching for solutions of competitors which brought in more leads through Google Search Ad campaigns.
We also relied on Linkedin and Google Display Ads.
In Google Display Ad campaigns, we targeted all websites featuring any content related to endpoint security. This led to the discovery that the target region had some seekers for the product genre, and we were able to reach these narrowed audiences.
Linkedin ads worked out very well, too, by targeting people who were part of communities in IT, cloud protection etc. This resulted in a rise in CTR on the ads.
Further, the email campaigns through Linkedin ensured more specific targeted marketing to the audience of interest, and they had an excellent open rate, ensuring qualified leads.
We also enabled offering the product for a free trial for three months since it was the most attractive way to catch promising interests from the potential audiences. This efficiently converted to subsequent signups from the relevant audience.
As an overall achievement, aside from the delightful number of signups from the region despite its challenges, this campaign ensured a hike in CTR and a significant drop in costs.
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