B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 12
10
Category 5:
Sponsored by
Best use of search marketing
Winner: Backup Technology
Campaign: ‘Google Adwords’
B
ackup Technology specialises in the of someone searching on one of your follow up with the IT department of that
provision of secure automated online keywords in a Google search. Adwords company, potentially converting the visit
backup and disaster recovery are free to create; advertisers only pay into a lead.
services to businesses and SMEs. Google when a potential customer clicks Such proactivity has been cited by
It has considerable expertise in on the ad to be connected to the many new customers as a key factor
performing disaster recovery on individual advertiser’s webpage. in leading them to choose Backup
servers and entire networks to ensure that Adwords were important to Backup Technology over competitors, indicating
customers have complete business Technology because the name of the the level of personal service that they
continuity. The company protects more company is itself a very generic term, could come to expect once signed up
than 550 terabytes of data, comprising of bringing in more that 5.3 million returns in as customers.
more than two billion files and offers
worldwide support for all customers and
data types from 10GB to 100TB.
Why the campaign?
The objective of the campaign was
to attract IT managers, IT directors
and CIOs from medium to large a Google search. To avoid being lost in the Results
enterprises in order to increase the masses of listings, it was imperative the Backup Technology’s marketing strategy
number of Backup Technology’s company come first in any search list. To has relied on the use of Google Adwords,
customers and revenue. The campaign do this the keywords used needed to be with its website generating all leads for
also aimed to raise Backup Technology’s highly targeted and up to date. customers, resellers and partners. To date,
profile, alert prospective customers The list of keywords selected by the initiative has allowed the company to
to the importance of backup and Backup Technology ran into the grow exponentially from its start-up in
recovery strategy for data, and thousands. To target specific sectors September 2005 and has achieved growth
position the brand as being the of potential customers, Backup Technology of 468 per cent over the last two years.
organisation to rely on for this. divided these keywords into 30 different Backup Technology now has a
Backup Technology has always campaigns, which ran simultaneously. substantial client portfolio, including
concentrated on using Google Adwords Each campaign addressed a specific football clubs, charities and organisations
for its marketing. Firstly, the Internet is the group of target customers. such as the British Red Cross and the
primary source of information for its target International Baccalaureate Organisation.
audience. Secondly, as a start-up company, Adding analytics to the mix Ashley Harding, network manager at
Backup Technology lacked the budget for Backup Technology also chose to use Liverpool Football Club, says, “Having
expensive campaigns and Google Adwords Google analytics to monitor those found and appointed Backup Technology
gave the company the flexibility to invest visitors brought to the site via a we know we can retrieve lost data within
as much money as was available. As Google search, but who then didn’t minutes rather than days and with
return on investment became apparent, contact the company. The analytics encryption of data in-flight and at-rest,
spend was increased. allow Backup Technology to view the stolen data cannot be read. Since our
company from which the visitor is making request for information via Google, through
Why Adwords? the search, the city in which they are to the present day, the company has
Adwords are ads linked to keywords that based and the pages viewed. Backup maintained the level of proactivity set at the
appear next to a search result as a result Technology’s sales team is then able to time of our very first enquiry.”
B2BM AWARDS 08 – www.b2bm.biz
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45