Spreading the word to old and new markets alike.

ConvergeOne is a leading provider of custom information, communications, and data technology solutions and services for any environment, regardless of existing vendors or systems.

As a major reseller and implementation partner for Avaya’s suite of communication technologies, Converge One wanted to increase awareness for Avaya’s newest communications platform, Aura7. Previously successful telemarketing campaigns had begun to prove ineffective, and C1 wished to aggressively market this new product release and the services they could provide around it.

This campaign came on the heels of a major brand consolidation and public rebrand, so ConvergeOne wished to capitalize on this product launch opportunity to create exposure within their newly acquired markets.

Far from basic.

Because this product launch tied into so many other C1 initiatives, the Element Three team felt it was an opportunity to capitalize on the campaign to build awareness, generate leads, and upsell current customers looking to upgrade to the latest version of Avaya Aura.

The multi-channel campaign strategy spanned three months and incorporated the following tactics:

• Content Creation, for new Avaya Aura 7-specific content devised to maximize online visibility and user engagement
• Email Marketing, targeted to both current and prospective customers and focusing on the benefits of upgrading to Avaya Aura 7
• Remarketing, driving to the new content on the ConvergeOne website for those yet to convert
• Paid Search, oriented around issues- and solutions-related terms as well as branded search terms to generate awareness and organic search visibility.

Setting a new standard.

Element Three’s strategy paid off, resulting in a 282% increase in traffic to Avaya pages on the C1 website during the campaign over the previous 90-day period. Search visibility increased with a 170% rise in the number of product-related ranking keywords, while user engagement improved on the new content with a 10% increase in session duration during the campaign in comparison to three months prior.

Most importantly, the campaign drove 12 sales qualified leads with an average lifetime value of $100,000—their most successful lead generation campaign to date. Based on these leads alone, the campaign generated 60x the client’s initial investment.