Guiding the way.
Vertica by the Hour—an hourly offering of the company’s advanced SQL analytics database solution built to handle big data—had been available for six months, but due to a lack of promotion, awareness was still low. The audiences most likely to be looking for this Vertica offering weren’t buying in simply because they didn’t know it was there.
To confront the issue, Vertica engaged Element Three to design and develop a multi-channel paid digital media effort with the intent to educate decision makers and create awareness about Vertica by the Hour in AWS Marketplace—with the underlying goal of ultimately increasing the volume of Vertica usage.
With two months to test, adapt, and make educated adjustments to learn what does and does not perform well, we had to work fast.
Vertica and AWS: better together.
Positioning is important in any marketing engagement, but when you’re introducing an audience to a new product (or at least one that’s new to them) it’s key. In this case, we concentrated on establishing the product as a pay-by-the-hour solution that’s designed to scale with your business.
One major boon was AWS Marketplace—not only is the cloud-based deployment convenient for potential users, but being hosted on AWS infrastructure allowed us to pitch a “better together” message to the audience. In other words, we wanted to show how easy it is to spin up Vertica by the Hour on AWS Marketplace and only pay for what is used.
We make a good team.
Element Three and Vertica partnered closely on the campaign—collaborating on direction and messaging, moving budgets around to properly support the work, and even implementing the work together as Vertica executed the creative and strategic concepts that we developed. In a way, we took a “divide and conquer” approach to the work, and the quality of that work on both sides was critical to the success of the overall campaign.
Getting the message across.
Once the campaign was launched, people started to get the message about Vertica by the Hour. Subscriptions increased, and organic traffic to the campaign’s landing page quickly followed suit—indicating that the awareness ads were prompting people to search for Vertica by the Hour specifically, in addition to finding it while browsing in AWS Marketplace.
Those are pretty hot numbers! This is a such an effective way to ensure that the world knows about Vertica by the Hour. This campaign is our primary GTM for Vertica by the Hour and with that in mind, I definitely believe that the significant increase in usage is directly attributed to Element Three!
VP, Vertica Product Management, Product Marketing, and Field Enablement
The momentum rolls on.
In shepherding the campaign from discovery to management, we were able to do more than just generate usage of Vertica by the Hour. The campaign built awareness of the product in the audience that matters, driving momentum that will last long after the campaign is complete. And in large part, that momentum came from seamless collaboration between advisor and client.
In the end, users don’t just know about Vertica by the Hour—they know it’s easy to use in AWS Marketplace, and they’re motivated to try it out.