How Multapplied Boosted MSP Leads with Organic and Paid Marketing Strategies

The Product in Need of an Audience

Multapplied Networks Inc. is a Vancouver, B.C.-based software company that builds high-performance SD-WAN solutions tailored to the needs of its target audience: managed service providers and internet service providers. They offer a niche, white-labeled product — which serves their customers well, but makes it hard to get their name recognized. They knew they had a product other companies would want. They just needed to better connect with those companies to build brand awareness and start generating leads.
“We needed a team of experts who could extract key information from our teams and distill it, so it resonates with our audience in a meaningful way.”
Logan Campbell
VP of Sales, Multapplied Network

About Multapplied

A “Vendor of Note” in Gartner’s Magic Quadrant for WAN Edge Infrastructure, Multapplied operates a unique business model, selling its high-performance, white-label SD-WAN technology solely through its service provider partners.

Multapplied’s niche SD-WAN technology allows service providers the flexibility to host their own solutions, bundle and package SD-WAN with other service offerings, and completely own the customer experience. In essence, Multapplied enables service providers to deliver network provisioning services without the cost and complexity involved with working with a telecommunications provider or a mainstream SD-WAN vendor.

Their solution is extraordinary — all they lacked was a solid marketing and communications strategy to get the word out.

The Partner Who Could Help

The team at Multapplied recognized they had a marketing problem.

Their knowledge of their solution’s features and functionality was deep and vast, but they struggled to communicate its value to their audience.

Multapplied had worked with external marketing agencies before, and it hadn’t gone well for them. This time around, they opted to look for a local partner — one based near their offices in Vancouver — so they could build a stronger, in-person relationship with the people working to get their message out. They examined several options, checked client references, and eventually selected Total Product Marketing.

Why Total Product Marketing?

“TPM took the time to learn about our business. They really want our business to succeed, and it shows. If you want an agency that follows your direction blindly, go somewhere else. If you want a real partner who truly invests time in understanding your business and offers expert advice to challenge your status quo, choose TPM.”
Logan Campbell
VP of Sales, Multapplied Network

Status Report

In February 2020 (the month before TPM began overhauling Multapplied’s marketing efforts), Multapplied saw:
Direct Traffic Leads
0
Organic Traffic Leads
0
Leads from Paid Social Ads
0
Total Leads
0

The Plan to Increase Leads

The TPM team wasted no time getting to work. They audited all of Multapplied’s existing content and defined keywords that would help Multapplied start climbing the rankings in search results. With targets in place, TPM launched a four-pronged strategy to help Multapplied increase their visibility and start connecting with potential partners.

Content Marketing

Paid Ads

Lead Nurturing

Partner Marketing

Content Marketing

Using a proven pillar content strategy, the TPM team developed a wide range of content that would resonate with organizations in every stage of the buying process:
They optimized the Multapplied website to make information accessible to visitors and regularly published content on social media to establish Multapplied as a leader in their field.

Paid Ads

With an organic traffic pipeline in place, TPM turned their focus to paid advertising. They created dozens of campaigns offering SD-WAN best practices downloadable content, case studies, and statistics to demonstrate the power of Multapplied’s solution.

Lead Nurturing

Once potential partners found Multapplied’s new organic and paid ad content, it was time to nurture them down the pipeline to a purchase. Multapplied lacked the resources to adequately nurture leads, so TPM took care of it.

Partner Marketing

Multapplied had already built up a small group of loyal partners who loved their solutions — but those partners weren’t actively serving as brand ambassadors to help Multapplied grow. Recognizing the value of partner marketing, TPM stepped up efforts to help Multapplied leverage the power of their existing channel, creating:
"TPM has elevated our marketing and made it look far more sophisticated than what we were doing before."
Logan Campbell
VP of Sales, Multapplied Network

Status Report

In June 2020 (a couple of months into TPM’s strategy implementation), Multapplied saw:
Direct Traffic Leads
0
Organic Traffic Leads
0
Leads from Paid Social Ads
0
Total Leads
0

LinkedIn: Success on Social Media

The crowning jewel in the success of TPM’s marketing campaign for Multapplied was the results of their efforts on LinkedIn. The TPM team created a series of LinkedIn ad campaigns including downloadable content to build Multapplied’s brand awareness, position them as a leader in their field, and connect with potential customers.

The response was immediate and overwhelming. For an investment of just over $30,000 US, Multapplied saw impressions, clicks, and — most importantly — leads increase dramatically.

LinkedIn Status Report

Impressions
0
Clicks
0
CPC
$ 0
Leads
0
Cost Per Lead
$ 0
Fiscal Year Oct 1, 2019 - Sep 30, 2020 Before TPM posting

Oct 1, 2019 - Feb 29, 2020 (first 5 mo)

After TPM posting

March 1, 2020 - Sep 30, 2020 (last 7 mo)

Monthly Increase
New followers 264 36 (7 per month) 228 (33 per month) 371%
Organic impressions 13,198 3,171 (634 per month) 10,027 (1,432 per month) 126%
Organic engagement clicks, likes, reactions, comments, shares 480 19 (4 per month) 461 (66 per month) 1550%
Traffic Users (non-paid) 294 (+0.34% from 2019)

The Payoff That Just Keeps Growing

Total Product Marketing’s campaign of content marketing, paid advertising, lead nurturing, and partner marketing has been a resounding success. 2020 was intended to be a “build year” for Multapplied’s marketing efforts — in March 2020, TPM launched new processes for:
But the results came quickly. Five of the six deals Multapplied closed by September were either directly or tangentially related to their new marketing efforts, and leads had increased by more than 144% over the previous year.
Inbound Lead Source Fiscal 2019 Fiscal 2020 YoY Increase
Direct & Organic Traffic 124 209 68.55%
Email Marketing* 23 3 -86.96%
Social Media** 7 9 28.57%
Paid Social 2 136 6700.00%
Referrals 7 3 -57.14%
Paid Search 7 1 -85.71%
Total Leads 170 361 112.35%

Q4 Results of Lead Generation

2019 vs. 2020 Organic Traffic

By October, TPM’s comprehensive organic and paid marketing strategy had yielded astounding results for the Multapplied team.

Status Report

In June 2020 (a couple of months into TPM’s strategy implementation), Multapplied saw:
year-over-year increase in direct traffic
0 %
year-over-year growth in organic traffic
0 %
increase in organic LinkedIn engagement
0 x
year-over-year lead generation increase
0 %

With a solid marketing program in place for Multapplied, TPM is now focused on honing its strategy to deliver a continued return on investment. The teams have already established benchmark reporting metrics and will continue to fine-tune the strategy to adapt to market changes. For example, in response to the COVID-19 pandemic, TPM spun up a new support campaign and quickly shifted ad spend toward it.

As marketing data rolls in, TPM will improve their efforts even further — helping to ensure a future of prosperity and growth for their partners at Multapplied.

“TPM is selling a service and, yes, we are their customer — but it doesn’t feel like that. With TPM, you’re getting a true partner on the marketing side.”
Geoff Hultin
President, Multapplied Networks

How Can We Help?

No matter how large or small your organization — or your idea — TPM is here to help bring your concepts to life. Contact us today to learn how we can help you.
Call now on 1.855.646.8662