Punch! worked with Riverbed to design and implement an acquisition strategy that generated 4360 leads and fuelled $3.4m in pipeline.
Riverbed employs over 1,200 people across 40 offices around the world. It works with over 30,000 customers to maximise business potential through a variety of performance management solutions.
Riverbed wanted to implement an ABM programme that raised awareness of its unified Network Performance Management (NPM) solutions. It wanted to identify and engage IT and business leaders at large strategic accounts, and drive new MQLs and opportunities.
Riverbed asked Punch! to analyse its key competitors to help correctly identify its unique strengths. Punch! wanted to establish the challenges that the target accounts were facing, and these insights would drive the strategic messaging. Riverbed also needed supporting evidence and statistics that proved how it would reduce clients’ issues.
The Riverbed team required support using key demographic data to position towards key accounts, and taking this message to market.
The programme message focused on how Riverbed’s unified NPM solutions can quickly identify and resolve network issues, so IT professionals can make better use of their time.
Punch! started by conducting secondary research into Riverbed’s competitors, which gave insight into its key competitive advantage; end to end unified visibility. Punch! followed this with immersion into the pain points of key target accounts, which highlighted that on average leaders were waiting three hours for their network issues to be resolved, meaning three hours out of the target audience’s day was wasted.
Using these insights, the big idea “Imagine Time Better Spent” was formed. The campaign consisted of territory-specific activities that could be achieved within the time saved using Riverbed, and the customer promise highlighted that with Riverbed your time won’t be wasted.
Punch! helped Riverbed raise awareness of their solutions by creating a number of pieces of content surrounding “Imagine Time Better Spent”. Personalised infographics and social assets targeted accounts across multiple regions within EMEA.
Punch! also helped identify and engage individual leads by creating key contact follow up content through SDR outreach. The follow-up content included personalised video messaging that aimed to continue the conversation and drive new MQLs. LinkedIn Inmails was another channel used to directly talk to key contacts and created new opportunities for Riverbed.
After review, Punch! decided to shift the messaging slightly, as certain landmarks used in the assets weren’t open due to the pandemic and were therefore unrelatable. The new messaging focused on time better spent in relatable lockdown situations. This shift massively improved the results of the campaign.