HPE Storage, the game-changing hyper-converged data centre solutions company, signed up for UPILA’s expertise to capture leads from its target audience.
Client | Hewlett Packard Enterprise |
|---|---|
Services | Pay Per Click, Email Marketing |
The Challenge
A hyper-converged data centre solution targeting companies with data security as their prime concern, HPE Simplivity has been a game-changer in the industry. Some of the most powerful data centres are powered by HPE Simplivity. However, the company faced quite rapid competition in the market. HPE wanted to grab the attention of the decision-makers among its target-audience. We had to generate Market Qualifying Leads for the high-ticket product. For this, we had to attract attention, create brand awareness and run sequential exercises and refining exercises
Results
We ran a campaign for a quarter, focusing on Linkedin sponsored content and email marketing, targeting the audience acutely. A lot of traction was created owing to our sequential exercises and keen observation.
Consistent targeting and retargeting of the highly specific audience through various processes including Linkedin marketing, email marketing and Google search ads procured well above 25 leads in the first quarter campaign, which was unprecedented for such a fairly high-ticket product. With our well-planned strategies, we achieved a 103% increase in Click-through-rate. Further, owing to the refining exercises, we were also able to cut down the cost per lead by 113%.
Our Proud Numbers
procured
How We Did It
To begin with, we had a lot of data around HPE simplivity obtained from HPE resources. We had to emulate that voice into our assets as well
The main mediums we engaged in this campaign were Linkedin sponsored content and email marketing. Both were extensively used to create awareness and generate interest among the target group. These channels could be employed well to produce results in the campaign because we knew very well who to target.
Our target audience bucket was well-defined and specific, making it easier to retarget effectively. Our list of specific target audiences included the names of nearly 200 companies. We knew which positions of these companies had to be targeted in our campaigns. We obtained contact details and Linkedin profile links of these decision-making individuals in the target companies and started out with a sequential exercise.
Our sequential campaigns were designed in a way that if the targeted professionals saw an ad of ours and clicked on it, they would get an email from us around the same time, re-emphasizing the product. We were very much familiar with high ticket products and what it took to get qualifying leads for such products. Our strategies must aim at maturing the audience and make them interested in the product, followed by reassessment of their interest.
We clubbed Linkedin ad campaigns and email marketing very well, the latter complementing the former, cementing the interest generated. We also worked on google search ads which is an arena with heavy competition. The target community being narrow, in a vast medium like Google search, only a small group of people who want hyper-converged solutions qualify as potential target audiences. The competition to grab their attention and bidding for the best keywords is a tight race in this particular field.
To beat this competition, we resorted to keen observation of the kind of activity done by competitors and which of them were engaging enough to produce results. This was indispensable to prevent overspending in fruitless pursuits. As a part of the observation and monitoring, we tracked every lead we got back to the source – that is, which keyword search led the user to us. Continuous monitoring and fortification of our campaign activity based on keyword observation and tracking allowed us to modify and improve our list of negative and positive keywords, which enabled us to find the set of keywords that actually performed and brought leads.
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