How Multapplied Boosted MSP Leads with Organic and Paid Marketing Strategies
The Product in Need of an Audience
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?
The Plan to Increase Leads
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
|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)
|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
|Inbound Lead Source||Fiscal 2019||Fiscal 2020||YoY Increase|
|Direct & Organic Traffic||124||209||68.55%|
Q4 Results of Lead Generation
2019 vs. 2020 Organic Traffic
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.