Switching buyers onto Datastax
DataStax was keen to launch their Graph Database and drive high-quality leads – MQLS and SQLs for their sales teams across the US, UK, France, Germany and Benelux markets. And fast.
We identified that a majority of search traffic was focused on just two vendors. If you’re in the process of considering a graph database, you’d look at the two vendors first. We wanted to switch consumers to DataStax, right at the point of search and consideration.
We ran a series of online AdWords, search and retargeting ads, with links to local language campaign landing pages.
We created a detailed nurture programme for each country market within the client’s marketing automation platform to manage MQLs through to SQLs and conversion. Separate nurture streams were created to manage uncovered leads for ongoing marketing activity.
The European campaign achieved all pre-campaign KPIs and exceeded expectations – 500 highly targeted leads across EMEA markets, 10% MQLs and 10% sales converted. The US campaign was deployed and managed by the client in-house team at later phase two stage.