Enhancing online events with Brocade.
The challenge.
Enterprise networking and hardware specialists Brocade had traditionally used face-to-face events to drive demand and ROI. But, as with the rest of the events industry – and the world in general – the arrival of COVID-19 stopped everything in its tracks.
As the world of B2B adjusted to the new ways of remote working, digital content took on the responsibility of delivering the personal touch in engaging new prospects and upselling current customers.
Our task was to create content that was versatile enough to pivot from personal to global, and informative enough to help audiences understand and appreciate the benefits of highly technical products.
Not only that, but we had to use all our digital performance expertise to drive users towards the content.
Our solution.
We created a dedicated online hub chocked full of cherry-picked content designed to tick both boxes. Our creative spanned everything from brochures and info cards to videos and webinars, all rich with SEO keywords and in keeping with the Brocade brand and tone of voice.
We used a range of digital techniques and best practices to promote the hub and ensure its ongoing optimisation. From CRO tweaks and user experience updates to Google Ads and paid social media engagement strategies, we pulled all the necessary digital levers to drive quality traffic from key demographics to engage with the content.
Regular content updates and functionality improvements based on site performance and user behaviour helped to extend engagement, while ongoing maintenance and monitoring helped to identify and address any technical issues promptly.
The results.
By combining our content creation skills with the best in digital performance marketing practices, we were able to help Brocade seamlessly pivot from in-person events to making a digital impact with emote audiences:
ROI in one month
webinar attendance
talk.