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Ciena Corporation
Case Study
:
Ciena
Corporation
"Winning Search Marketing For A B2B Service
Provider"
http://www.ciena.com
The Company:
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Ciena
Corporation (www.ciena.com),delivers communication network platforms, software
and professional services to transition networks for maximum business,
operational and end-user value. |
| With industry-leading functionality and
performance, Ciena's offerings form the foundation for many of the largest,
most reliable and sophisticated telco, cable/MSO, enterprise and government
networks across the globe. |
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The Challenge:
Ciena recognized a
potentially viable lead generation opportunity in search marketing, however
they determined they didn't have the necessary in-house resources to fully
manage the process. Also, because Ciena's networking solutions are often sold for
customer projects of significant size and scope, the Company's sale cycle can
be a long process.
Furthermore,
the complexity of Ciena's product portfolio
combined with a long sales cycles meant the identification of key online
marketing success metrics was more difficult
than for a traditional ecommerce business. As a
result, Ciena decided to look for a company to
help adequately measure the success of its
online marketing campaigns.
The Solution:
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Ciena Corporation hired Engine Ready in mid-2005
to takeover all phases of its search marketing campaign setup and on-going
management.
Additionally, Ciena looked
to Engine Ready for guidance in developing key performance indicators (KPI)
that would lay the foundation for measuring performance, campaign analysis and
future strategies. |
"In addition, landing page
and online form
modifications not only led to an increase in the quality of the leads, but
better enabled Ciena to distribute leads throughout its organization for the
most productive future sales development." |
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Clearly, it was unlikely that Ciena could sell a
multi-million dollar solution from the single interaction of a visitor clicking
on a pay per click (PPC) ad. However by asking qualifying questions in its
online form, Ciena could determine if the visitor was a good prospect for
further sales follow-through. |
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Engine Ready assisted Ciena in fine-tuning the
entire online lead generation process and placed
a strong focus on the quality of leads attracted
via search marketing. Extensive testing of all key search
marketing components, including Ciena's online
form, helped lead Engine Ready to meeting
Ciena's goal of attracting higher quality
leads without sacrificing quantity. |
The Result:
Within 4 months of taking over the management of
Ciena's online marketing accounts, Engine Ready's comprehensive
testing was beginning to show significant increases in qualified traffic
at reduced cost per leads. In fact, Ciena's cost per lead, originally
at $12, declined 50% to $6.
In addition, landing page and online form
modifications not only led to an increase in the quality of the leads, but
better enabled Ciena to distribute leads throughout its organization for the
most productive future sales development.
Testing of ad placement revealed that the best
quality leads were coming from the content network in Google AdWords and
content match in Yahoo Search Marketing. Bidding was adjusted as needed to
deliver the right mix of ads to the content networks and search networks. After
Engine Ready's testing and continued management of the accounts, pay per click
now drives nearly 60% of Ciena's subscribers worldwide.
"Our ability to reach quality prospects and
generate meaningful customer acquisition numbers has clearly proven that PPC
can be used effectively for B2B sites with long sales cycles", reports Ross
Jenkins of Ciena Corporation.
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