How our integrated attendee journey generated 140 on-target leads for F5 & Red Hat
$ Cost Per Lead
Another significant challenge was how do we engage IT professionals in a cost-effective manner without sacrificing the depth of their engagement. F5’s brand perception in front of the Developer and Operations personas is of critical importance. These audiences (especially the under 30’s segment) are very sensitive to advertising, and have a distaste for corporate attempts to get them to buy outright. In light of this, all communications need to lead with value and should avoid product-specific offers until buying intent is shown.
We kept costs low with strong incentive (a pair of Bose headphones given away at the event) to reduce the cost per lead. Our proprietary bidding strategies also allowed us to beat market rates for B2B leads acquired by a massive 96%.
We kept the campaign performance high with super-targeted parameters (specific locations, industries, company sizes, titles and seniority)
We optimised the lead journey for frictionless data capture, using LinkedIn Lead Gen Forms in a novel and innovative way, embedding survey questions subtly into each form. Participants were shaping the kind of event they would be attending, all while providing their details and giving them a chance to opt-in to marketing communication.
F5 & Red Hat were not only able to penetrate the DevOps market but also do market research to help them better understand their new market and provide value from their first event.
Agile Project Management
We generated highly targeted opted-in leads matching the DevOps persona for both F5 and Red Hat.
We obtained market research by requiring entrants to answer 3 survey questions.
We invited all competition entrants to the DevOps Day Johannesburg event to take part in the greater discussion and meet with F5 and Red Hat product specialists.