Veeam is the global leader in Intelligent Data Management, offering data protection solutions focused on backup and recovery for more than 300,000 organizations worldwide, including 75% of the Fortune 500 and 58% of the Global 2000.
As a global company, Veeam’s digital advertising drives leads from many different regional markets. However, Veeam found that lead quality varied significantly from region to region. Optimal was tasked with driving high-quality leads through top-revenue markets and increasing total lead volume—all while attaining a lower average cost per lead.
“They don’t feel like a separate contractor. I feel like they’re part of our business and they share our goals.”
-Russ Kerscher, Veeam Senior Global Product Marketing Manager
Optimal used the power of Google’s machine learning to maximize lead volume at the lowest possible cost per acquisition with Google Smart Display. By pairing Google’s smart automation with regional budget constraints, and aggressive ad testing we were able to grow global leads while also improving lead quality.
Optimal expanded on Veeam’s digital strategy to include paid social advertising on Facebook and LinkedIn. To attract and engage in-market, and demographically relevant social users, our social strategy focused on driving asset downloads to build a robust audience to fuel Veeam’s remarketing efforts.
Our paid social advertising strategies increased traffic and engagement with Veeam. But, to help nurture those leads further down the funnel, we established remarketing campaigns on various ad networks including; Google, Bing, Facebook, and LinkedIn. The remarketing campaigns targeted customers that had previously engaged with Veeam’s content, whether through paid ads or directly on the Veeam website.
The campaigns also utilized Veeam’s own CRM customer data to remarket cross-channel to customers of other Veeam products. Aligning the remarketing strategy to Veeam’s customer touchpoints, the campaigns promoted free product trials, bringing these users one step closer to making a final product purchase.
Optimal was able to exceed Veeam’s performance goals and drive a substantial increase in web traffic, lead acquisition, and more! Contact us today to boost your PPC success.
