A worldwide campaign in a high-end B2B segment for $1,000Veronika Minovska, CDN77.com
@vercaminovska
What market are we in?
Turnover: $2B / year
CDN turnover: ~$150M
CDN turnover: ~$100M
@vercaminovska
HTTP/2…? What?!
Tech idea vs. Marketing idea
@vercaminovska
65 hours to execute17 Aug 20:30
CEO comes with the idea 18 Aug 17:00
Functional HTTP/2 demo (just technology)
19 Aug
Design, copywriting
Researching influencers 20 Aug 12:30
Website ready!
Starting the campaign
@vercaminovska
But how?...screenshot kodu TW API...
@vercaminovska
Generic email vs. Individual approach 0:1“Hello Tsahi,
My name is Veronika and I am HTTP/2
Evangelist at CDN77.com. I have noticed that
you compared HTTP1.1 to HTTP/2 on your blog
recently and we just released the new
protocol support.”
“I just wanted to suggest you checking our
demo” ... “Just test it yourself :)”
Re: HTTP/2 live demothank you Veronika
if you think could put together a technical
article (commercial free) on http/2 and webrtc,
let me know -- would be happy to publish it
alternatively, could publish a technical http/2...
Re: HTTP/2 live demo
Hi, Veronika.
Thanks for the demo. It was neat.
I've not "viewed source" care to
tell lazy me how it works?
Re: HTTP/2 live demo
Thanks.
I'll keep this in mind for my next mention of
HTTP/2 on my blog
@vercaminovska
$1,000? Prove it!Backend HTTP/2 technology 2 man-days $0
Frontend 2 man-days $190
Marketing 4 man-days $350
Paid campaigns AdWords, Twitter Ads $400
TOTAL $940
@vercaminovska
What did we get for our $1,000?3 days; 20 - 22 Aug
600,000Twitter reach
31,100Unique visitors
22.3%Avg CTR for search
+176%Sessions on our brand website
@vercaminovska
@vercaminovska
What we learned...● It does make sense to use social media for B2B
● It is possible to create content that would spread organically even in high-end B2B segment
● It pays off to spend time with research & personalization when contacting influencers
● It is good to overshadow your brand sometimes:○ helps spreading organically○ remarketing later○ non-pushy topic for sales
@vercaminovska
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