'Digital assets campaign' for Acronis by CleverTouch

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Acronis did not have the luxury of a large budget or a significant amount of time to raise its profile in the very competitive world of online backup. This resulted in a campaign and programme that required several marketing goals to be completed within a short period of time.

Acronis worked with CleverTouch to create a campaign that would achieve its goals within a relatively small budget and a tight timescale.

Objectives included:

Test and re-energise an underutilised marketing database
Raise the awareness of Acronis ahead of major product announcement
Generate leads for a new sales team

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'Digital assets campaign' for Acronis by CleverTouch

  1. 1. Case Study: Acronis’ Digital Assets campaign 14th June 2012Copyright © 2011 CleverTouch Marketing. All rights reserved.
  2. 2. About CleverTouch • Founded in 2009 • Supported over 75 in their MA deployments • 30+ employees • Compound growth 120% p.a. • Offices in – Alresford, nr. Winchester, U.K. – Neuchatel, SwitzerlandCopyright © 2012 CleverTouch Marketing. All rights reserved. 2
  3. 3. About Acronis • Acronis is a leading provider of easy-to-use disaster recovery and data protection solutions. • According to Gartner, Acronis is now the worlds largest privately-held storage management software vendor. • 175,000 B2B customers • 2.5m B2C customers • 90 countries • 14 languagesCopyright © 2012 CleverTouch Marketing. All rights reserved.
  4. 4. The challenge 1. Data an issue- hygiene and consistency 2. Recently invested in Marketing Automation 3. How to built multi-touch campaign, integrating multiple channels 4. How to raise awareness of new product offering 5. How to build pipeline, quicklyCopyright © 2012 CleverTouch Marketing. All rights reserved. 4
  5. 5. What Marketing Automation is all about? Forget lead scoring, lead nurturing, automated drip programmes or CRM integration- which are all foundations for outperformance. THE THREE biggest source of advantages Marketing Automation provides any organisation are 1. the reduction in the number of marketing communication silos. 2. The ability to scale marketing. 3. The ability to forecast future revenuesCopyright © 2012 CleverTouch Marketing. All rights reserved. 5
  6. 6. The campaign (priority) • Optimising MA (Workflow) • Data • Reciprocal AssetsCopyright © 2012 CleverTouch Marketing. All rights reserved.
  7. 7. Data Audit & improvement using exact and fuzzy logic matching rules…………became a global projectCopyright © 2012 CleverTouch Marketing. All rights reserved.
  8. 8. 1. Whitepaper 2. Blueprint 3. WebinarCopyright © 2012 CleverTouch Marketing. All rights reserved.
  9. 9. Acronis – Digital Assets (English & Dutch)Copyright © 2012 CleverTouch Marketing. All rights reserved.
  10. 10. Adding value to PartnersCopyright © 2012 CleverTouch Marketing. All rights reserved.
  11. 11. Results • The original objective was to get 65 attendees to attend a webinar. • The final result was 140+ attendees with 10 immediate opportunities (worth approximately £50,000+ in year 1) and one initial sale of £10,000. • As a result of the campaign’s success the same process was applied to a secondary campaign within a three week time frame. • This second campaign had equally successful results with another 140+ contacts in attendance. • ROI within 1 quarter was 4:1 • Expected ROI 10:1Copyright © 2012 CleverTouch Marketing. All rights reserved. 11
  12. 12. ………leads to even better resultsCopyright © 2012 CleverTouch Marketing. All rights reserved.
  13. 13. Delighted customer • “CleverTouch is an expert in Marketing Automation and an excellent partner to support campaign execution. Id happily recommend them to anyone thinking about deploying Marketing Automation or looking to get the best from an existing deployment”. • Ed Masson, • Head of Marketing Campaign Management at Acronis. Now • Senior Manager Global eMarketing at AcronisCopyright © 2012 CleverTouch Marketing. All rights reserved. 13
  14. 14. www.clever-touch.com 14Copyright © 2012 CleverTouch Marketing. All rights reserved.
  15. 15. Case Study: Acronis’ Digital Assets campaign 14th June 2012Copyright © 2011 CleverTouch Marketing. All rights reserved.

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