Overview
The client is in Hi Tech industry and provides content management services through hosted solution to its customers. Their on demand solution is tailored to meeting requirements for large websites in Web 2.0 environment. The content management space has traditionally been dominated by installed enterprise class CMS loaded with all bells and whistles. These expensive systems also provide website CMS just as another service.

Objective
Despite clear advantages in terms of both cost and speed of implementation added with an unmatched TCO, client was finding it hard to build up prospect volume through its online marketing programs. Potential opportunities in client’s sweetspot were getting costlier to acquire. The programs were trapped in a high cost low return conundrum delivering leads in single digits but running cost of acquisition in almost four digits. The trend was showing a spiralling upwards cost with a narrowing reach.

Solution
Regalix analyzed the issues involved and found that the programs were very sharply targeted and loosing out potential prospects that were either at the beginning or at the mature end of the decision cycle. Our solution was designed with a near term fix to control cost and a mid term strategy to build volumes by expanding target segment. The first part consisted of very intensive Search Engine Marketing by increasing Quality of the campaigns to control cost. The mid term appraoch involved expanding the scope to include a broader segment of users by focusing on content creation and distribution through Web 2.0 channels.

Results
These first steps pushed the lead volumes into triple digits and, at the same time, brought the cost of lead acquisition down into high double digits. Targeting business users required content to bite on - to increase user awareness of issues in the Web CMS space and potential benefits of the new technology. The content was more educative and was not marketing oriented. Regalix authored white papers and other collateral's to increase the depth and breadth of the content library and increased targeting of the SEM program in the desired manner.

This content served another very useful purpose. By distributing it judiciously over content network and sharing sites, it spawning numerous discussion threads and drew in organic traffic to the website. Now almost 40% of the total leads are generated through organic traffic.