SEO, PPC (SEM), SMM, Paid Social & Email Marketing for Enterprise Backup Software Vendor

This ongoing, 9-year project has both lead and demand generation objectives. One of the project goals is to generate at least 800 MQLs monthly with 30% conversion rate into SQLs. To accomplish this task, I am using the following channels: PPC in Google Ads (for branded and selected target keywords), SEO for a much broader spectrum of keyword domains, account-based, job title-based and industry-based paid social advertising on LinkedIn, remarketing on LinkedIn and Reddit, paid acquisition along with content seeding on Reddit, intent-based website data for cold email outreach, organic social media marketing and email lead nurturing. The target regions include: the USA, Canada, Western Europe, part of Eastern Europe, ANZ, and part of Latin America.

We tripled (+300%) the number of leads in only one year and added +150% to the number of opportunities during the second year. For the last five years we’re continuing to grow the amount of qualified leads and opportunities, successfully competing with the hugest IT companies like IBM, HP, DELL, EMC, Veeam, Commvault and others. Our website secures top-10 rankings for keywords related to enterprise backup technologies.

Quick facts:

1) Our Google Ads campaigns deliver a steady flow of quality MQLs with 8-10x times lower cost per lead compared to the industry average (according to Statista);

2) Our Reddit Ads campaigns generate leads in niche communities with only $25-30 cost per lead, while our content gets in average 50+ comments and 15,000 impressions in relevant subreddits;

3) The sophisticated SEO optimization and content strategy brought us dominating visibility levels in Google for all enterprise backup-related searches, and the traffic improved by a factor of 5;

4) Our Linkedin Ad Campaign was awarded for the best conversion rate by the LinkedIn team in their case study section. LinkedIn remarketing converts our SEO traffic with $22 cost per qualified lead.