ABOUT THE COMPANY
MicroStrategy (Nasdaq: MSTR) is a worldwide leader in enterprise analytics and mobility software. A pioneer in the Business Intelligence (BI) and analytics space, MicroStrategy delivers innovative software that empowers decision-makers and companies to make better decisions and transform the way they do business. MicroStrategy provides enterprise customers with world-class software and expert services so they can deploy unique intelligence applications.
THE CHALLENGE
MicroStrategy primarily does its marketing in-house and through a central team. Having a central team to oversee all marketing activities has its benefits namely in the form of unified messaging and maintaining brand standards when it comes to verbiage, tone, and creatives. But it does come with its disadvantages and this was faced by the in-market teams. The challenges faced can be summed up in the following points:
- Lack of local knowledge in the use of keywords and messaging leading to a blanket approach
- Uneven distribution of marketing budget resulting in low impressions and leads
- Slow turnaround for changes to ad creatives and messaging
- Lack of inbound leads for the local team
THE SOLUTION: NICHE-DRIVEN STRATEGY
For a B2B enterprise client like MicroStrategy operating in a very specialized sector, we adopted a NICHE-DRIVEN STRATEGY to ensure there is minimal ad wastage with the highest possible conversion return. Our team used a combination of Primary Audience Data (from the client’s database) and Secondary Audience Data and layering them with Custom-Affinity Data to craft out a niche and narrow target audience segment.
The Google Display Network solution was used to run the campaign. On top of the desktop ads, we also adopted a Mobile-focused approach with different variations of ad messages to drive different stages of the conversion funnel.
During the Prospecting Phase of the campaign, we served the broader brand awareness campaign message to drive towards generating more initial interest and traffic to the campaign landing page.
The objective is to garner as much attention and impressions from targeted audiences so that we can retarget them later on.
After a sizeable pool of audience cookies were collected, the campaign went into the Retargeting Phase. This was where a more targeted message was delivered revolving around a Webinar Sign-up. The aim was to trigger interest and move people along. These retargeting ads were mainly served to people who have shown interest but did not convert or make an inquiry during the initial prospecting phase.
THE RESULTS: LEAD CONVERSION SPIKE 15X ACROSS A SHORT 3 MONTH PERIOD
MicroStrategy was only averaging a handful of leads per month via its paid ads effort before engaging OC Digital. Within a short 3 months campaign span, we helped MicroStrategy achieve an average of 330 leads per month, this was a staggering improvement of 1,550% or 15.5 times the monthly average! Overall ad traffic attained within that same period was 35,470 clicks with over 5.9 million impressions delivered. The decision to use different creative and ad messages to target different audiences in the prospecting and retargeting phases was key to the success of this campaign.
Positive Words from Our Satisfied Client
“We needed a trusted agency that has good experience running B2B campaigns. It is not easy to understand our company offerings but John and his team have managed this well and given us timely feedback and advice, especially in the initial tracking and setup stage.”
MicroStrategy
APAC Marketing Team
