Autotask (now Datto) makes the world’s leading IT business management software. Their innovative suite of services is used by managed service providers (MSPs) and IT professionals in more than 9,000 companies across 90+ countries. They continue to lead the charge in creating innovative MSP-centric solutions that protect mission-critical business data and empower SMBs with enterprise-level technology.
But as their team and market geography continued to grow, how could they tactically increase brand awareness, marketing effectiveness, and sales at an international scale?
Dragon360 worked hand-in-hand with Autotask’s leadership to create a unified sales and digital marketing plan: implementing a comprehensive demand-focused strategy fed by digital advertising and content creation.
To best identify and implement marketing opportunities in 90+ countries and 7 languages, we started with building the foundation of our demand generation machine. Qualitative and quantitative research identified a varied mix of audiences and attributes that aligned to Autotask’s ideal customer profile (ICP), setting in motion an audience-first approach that would drive scalable growth through our demand creation and capture framework.
Focusing on demand creation and brand-building within Autotask’s market, we built a robust library of content and assets that were messaged strategically across paid social, display, and video. These key pieces of content were mapped to specific goals and pain-points along the buyer journey — identifying gaps to be filled by value-driven, buyer-focused messaging and topics. Then, we incorporated a wide range of marketing assets specific to each media platform to help convert new customers. These assets and messaging were distributed across a range of channels within a fully integrated, holistic advertising strategy, including display, social, search, and video. Tailored by language and geographical region, this strategy ensured we did not lose sight of region-specific nuances and opportunities.
Collectively, these channels and content moved prospective, qualified buyers to an inflection point of acting on their pains and challenges. This buyer engagement and movement allowed demand capture channels — paid search and retargeting — to achieve much greater effectiveness and efficiency in generating high-quality leads with a low cost per acquisition.
To continue further growth, we also did extensive conversion rate optimization (CRO) across autotask.com by running multivariate landing page tests and making user experience recommendations to streamline the user journey.
Overall, we helped implement a unified demand generation and capture strategy powerful enough to drastically increase Autotask’s marketing-driven revenue, but also flexible enough to be effectively adapted to any of their markets across the world.