As cybersecurity is one of the greatest threats of our time, Tenable set out to expand its presence across AMER, EMEA, APAC and LATAM.
While Tenable protects nearly thirty percent of the Global 2000, the brand was looking to grow their vulnerability assessment solution, Nessus, while growing sales pipeline for enterprise solutions.
Just Global laid the groundwork for a foundational marketing strategy designed to grow over time leveraging data-driven insights to maximize performance and guide future optimizations.
Across the board, the campaign brought in a more qualified audience while also decreasing costs allowing future initiatives to focus on nurturing funnel progression.
Cybersecurity company, Tenable, Inc. protects over 30,000 organizations worldwide from security threats. As cybersecurity is one of the greatest threats of our time, Tenable has established itself as a “The Cyber Exposure Company” with a mission to empower every organization to understand and reduce their cybersecurity risk.
While Tenable protects nearly thirty percent of the Global 2000, there is still room for them to grow as they have a lofty goal of “empowering every organization”. The key objective of this campaign was to grow demand across Tenable’s core business units and product offerings. More specifically, Just Global was tasked with crafting a media strategy that would add to their pipeline and expand their presence across AMER, EMEA, APAC and LATAM.
Just Global laid the groundwork for a foundational marketing strategy designed to grow over time, leveraging data-driven insights to maximize performance and guide future optimizations. The tactics leveraged in this campaign included SEM, Social, Programmatic, Content Syndication and Direct Publishers.
In order to utilize SEM budget efficiently while capitalizing on demand, Smart Bidding was implemented to maximize conversions. Growing demand in EMEA led to an increase in search volume, and Smart Bidding approach allowed for scaling effectively while improving the CPA within the EMEA region. In addition, LATAM showed a high-level of engagement and conversions. This insight demonstrated how a demand-first approach would deliver positive results.
Now with this larger audience group, LinkedIn Audiences could be expanded upon for retargeting purposes. Lead Gen ads were initiated later in the campaign which allowed for bottom-funnel messaging by offering viewers content about mitigating risks and identifying cybersecurity vulnerabilities.
Welcome ads were placed on Dark Reading, one of the most widely-read and trusted communities for security professionals, with messaging that focused on the value of Tenable’s product: predicting security vulnerabilities. This ensured that Tenable would be top-of-mind when readers caught up on the latest news in cyber threats and technology trends.
Programmatic was used to leverage direct buys with impression retargeting to drive view through conversions and further nurtured the target audience group. This assisted in helping drive awareness and engagement targeting towards specific job functions and seniority.
Using data from previous quarters, we were able to identify which media partners drove the most pipeline. By doing so, this
Conversion rate increase QoQ
Increase in conversions QoQ
Decrease in cost QoQ
Increase in content syndication leads