Background
Arbor Networks helps secure the world’s largest enterprise and service provider networks from DDoS attacks and advanced threats. Arbor is the world’s leading provider of DDoS protection in the enterprise, carrier, and mobile market segments. Arbor also delivers market-leading analytics for dynamic incident response, historical analysis, visualization, and forensics.
Challenge
Arbor partnered with inSegment to generate leads for Arbor DDoS security and launch their new advanced persistent threat (APT) solution. Because advanced persistent threats are ever-evolving, Arbor needed to inform target audiences about APTs in order to build awareness of their new product, Arbor Networks Spectrum.
Solution
inSegment took a holistic approach to the Arbor program, including content syndication, email marketing, paid search, programmatic display, search engine optimization, and creative development.
Throughout the process, content syndication was the largest focus. inSegment provided Arbor with competitive CPLs, a long tail of providers, and transparency for high quality and low cost. inSegment also managed all providers so Arbor only had to deal with one point of contact.
Results
There was a strong correlation in conversions across all channels (main website, paid search, remarketing), as performance tended to increase when content syndication lead volume went up. Additionally, inSegment brought down the CPL in all 4 quarters of the CS program.
Paid search conversions increased 157% in the first quarter due to an optimized landing page, efficient keyword control, high quality ad copy, negative keyword management, and the addition of relevant ad extensions. Additionally, CTR increased from 1% in October to 4% in March.
