Case Study: Cybersecurity Marketing Yields 89 Event Registrations
Impressions
CTR
Cost Per Spend
We created a digital marketing strategy that was keyed in on driving event registrations and increased brand awareness
The client was getting lost in the clutter of other cybersecurity companies and was looking for the creation of a detailed marketing strategy and subsequent B2B cybersecurity marketing campaigns. They had been searching for a digital marketing agency to execute their social media marketing campaigns over the course of several months.
They were looking for an experienced cybersecurity marketing firm to provide recommendations to drive brand awareness, affinity, and purchase intent. Their main goals were lead generation to add to their inbound marketing efforts. We did this by promoting their product/service offering by focusing on key tenets such as: risk management, data security, data protection, and cyber threats.
Objectives
Recommend how much to spend on each type of media placements across LinkedIn, Twitter and YouTube
Execute on ad buys for event marketing and brand awareness campaigns
Optimize throughout each campaign, provide analysis and recommendations
Marketing Strategy
1
Developed a holistic marketing strategy and media plan specific to the client's goals
2
Suggested creatives to promote: videos, landing page, digital ads, blogs, white papers and datasheets
3
Aligned ad sets to target audiences across each platform, copywriting and set budgets and bids
Timeline
March
April
May
August
Solution & Implementation
Overall we were able to position this security company as a key thought leader through our cybersecurity advertising promoted posts, tweets, and video campaigns across all channels. We also saw a great share of event registrations which led to additional business opportunities for the client.
We utilized the following ad products across each platform:
Bumper ads (:06 videos)
Longer form video (:10 and 1:30)
Standard display banners (300x350, 728x90, 1200x628 and more)
ABM list (Account Based Marketing), targeting contact lists that were provided
InMails (email marketing on LinkedIn)
Sponsored content
We ran with the following target audiences:
Interests in network systems and services, and network enterprise security
Specific industry conferences
Job titles, functional roles and specific industries pertaining to the client's niche
We chose a variety of different ad creatives that were made for these campaigns and A/B tested to eventually narrow down to the best-performing ones. We also promoted blog posts, whitepapers, and case studies (both gated and ungated).
Campaign Performance
Video
156,000 impressions
53,000 views
$0.08 cost per view
39% view rate
Events Promotion
215,000 impressions
0.49% CTR
$0.46 cost per send
89 registrations
Brand Awareness
178,000 impressions
1,000 clicks
0.57% CTR
1.12% engagement rate
