Leading, award-nominated application security testing product, Checkmarx worked with UPILA to break into the Indian market, which poses some challenging milestones.
Client | Checkmarx |
|---|---|
Services | Pay Per Click, Event Promotions |
Performance Growth | 150% |
The Challenge
The leading application security testing product, Checkmarx, was nominated in the Gartner Magic Quadrant Awards repeatedly, undoubtedly hailing it as one of the best in its domains. However, they were experiencing some setbacks in cracking the Indian market. The Indian technological field, despite being one of the most progressive in the world, is rife with open source products in application security testing.
To establish a place in the Indian technology market, we had to target the application security community, which was a very narrow audience. The objectives of our campaigns were to raise brand awareness about Checkmarx in the application security community and to showcase their advantages over similar open-source products in the market.
Results
With scientific experiment-based strategies and campaigns, not less than 60% of the app security community was reached, and some sort of engagement was achieved with that segment of the target audience.
Our point of strength was that we had sufficient audience data from the previous campaign to study who interacted with our ads the most. This enabled us to plan sequenced activities that led to an interest in product demos with a leap of over 150%, an unprecedented growth for Checkmarx in India. We were able to procure an increment of 25% in leads in each stage as a result of the sequenced efforts.
Consequently, we produced a turnout of around 536 people. The click-through rate (CTR) increased by a whopping 300%, the numbers hiking from 2.89 to 8%. The performance on LinkedIn illustrated a 200% increase in CTR. The cost of acquisition was cut down by 50%.
Our Proud Numbers
growth in india
Google Ads CTR
Linkedin Ads CTR
How We Did It
Our exercises were initiated through Inflow Technologies, the premiere exclusive distributor for Checkmarx. Our campaigns also had an extensive remarketing and retargeting phase.
In the first round, we targeted all users in the application security community who were using Linkedin and email. We scoured the internet for contact details of users in this community. These users were targeted on Linkedin as well, and through this fine-tuned targeting, we ensured they knew about Checkmarx and its advantages over other open-source application security solutions available in the market.
After establishing brand presence and ensuring brand awareness in the target community, we proceeded to carry out a Linkedin exercise in the next quarter, starting in February. Our well-defined, specific audience included Chief Information Security Officers (CSO), and we reached out to all CSO’s in India because a premium product like Checkmarx called for targeting a premium audience.
We also did extensive email marketing, especially through Linkedin mail ads, which generated interest among the target community like never before.
We campaigned with personalized emails which ensured the aforementioned interest. The second phase comprised the sequenced exercise.
While in the first phase, we offered whitepaper to users who showed interest in the last campaign, in the second phase, we offered infographics. The third phase went up another step and offered an e-book rich with information.
In the fourth phase of our second campaign, we went on to offer a demo, after which a one-on-one webinar was provided.
In short, our lead generation campaign was complete with brand awareness, offering content assets of various levels in different phases, high-value offerings like a product demo and drew the curtains with resourceful one-on-one webinars that offered interactions with product specialists.
Our multi-pronged approach with personalized email marketing and telecalling created quite the movement towards the solid MQL and skyrocketed the CTR.
Prospective CSO’s were targeted by conducting three events led by partners of Checkmarx. With the kind of data we had, we were able to give Checkmarx a solid audience through lead generation activity. Extensive google search activity based on keyword targeting was also done.
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