Digital Advertising
Digital Advertising
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Paid Media
Paid Media
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Omnichannel Strategy
Omnichannel Strategy
Digital Advertising
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Paid Media
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Omnichannel Strategy
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The Brief
Veeam is the #1 global leader in data resilience. They protect more than 550,000 customers worldwide, including 74% of the Global 2000, and their Radical Resilience platform is what enterprise IT and security leaders turn to when ransomware, downtime, and data loss stop being hypothetical and start being a quarterly board conversation.
What they needed from us was not awareness in the broad sense. The brand was already in the room. What they needed was a paid program that could deploy a $300K+ monthly budget across seven channels and land squarely in front of two specific people: the CIO and the CISO. The buyers who actually sign for enterprise data protection.
This is one of the hardest audiences in B2B. Tech C-suite buyers research through search engines, colleagues, industry experts, and trade press, in that order. They are concentrated in a small number of metros. They consume media across podcasts, CTV, LinkedIn, and premium news at very specific times of day. Generic targeting wastes the budget. Generic creative gets ignored.
We came in to build the program from the audience out. Persona research, channel architecture, creative strategy, optimization, and live reporting. Reach the right CIO and CISO at the right moment in their consideration journey, and prove every dollar with numbers the client could see in real time.
That is what we set out to do. That is exactly what we did.
The Brief
Veeam is the #1 global leader in data resilience. They protect more than 550,000 customers worldwide, including 74% of the Global 2000, and their Radical Resilience platform is what enterprise IT and security leaders turn to when ransomware, downtime, and data loss stop being hypothetical and start being a quarterly board conversation.
What they needed from us was not awareness in the broad sense. The brand was already in the room. What they needed was a paid program that could deploy a $300K+ monthly budget across seven channels and land squarely in front of two specific people: the CIO and the CISO. The buyers who actually sign for enterprise data protection.
This is one of the hardest audiences in B2B. Tech C-suite buyers research through search engines, colleagues, industry experts, and trade press, in that order. They are concentrated in a small number of metros. They consume media across podcasts, CTV, LinkedIn, and premium news at very specific times of day. Generic targeting wastes the budget. Generic creative gets ignored.
We came in to build the program from the audience out. Persona research, channel architecture, creative strategy, optimization, and live reporting. Reach the right CIO and CISO at the right moment in their consideration journey, and prove every dollar with numbers the client could see in real time.
That is what we set out to do. That is exactly what we did.
II. The Results
Veeam went from a paid program that needed constant oversight to a coordinated, omnichannel engine that ran in sync across seven platforms. Reach scaled into the tens of millions. Engagement held at rates that B2B campaigns rarely see. The KPIs hit, and then they kept hitting.
We built the infrastructure that made it possible: the targeting stack, the channel mix, the creative system, and the live dashboard. Each piece doing its job, each piece accountable to a benchmark.
II. The Results
Veeam went from a paid program that needed constant oversight to a coordinated, omnichannel engine that ran in sync across seven platforms. Reach scaled into the tens of millions. Engagement held at rates that B2B campaigns rarely see. The KPIs hit, and then they kept hitting.
We built the infrastructure that made it possible: the targeting stack, the channel mix, the creative system, and the live dashboard. Each piece doing its job, each piece accountable to a benchmark.
Total Impressions
Nearly 75 million across seven ad platforms in a single campaign window, with audience targeting built around the hard-to-reach CIO and CISO buying committee.
Total Impressions
Nearly 75 million across seven ad platforms in a single campaign window, with audience targeting built around the hard-to-reach CIO and CISO buying committee.
Total Impressions
Nearly 75 million across seven ad platforms in a single campaign window, with audience targeting built around the hard-to-reach CIO and CISO buying committee.
Podcast Impressions
Direct access to a curated podcast marketplace put Veeam in front of the C-suite during a moment audio buyers consistently underuse in enterprise B2B.
Podcast Impressions
Direct access to a curated podcast marketplace put Veeam in front of the C-suite during a moment audio buyers consistently underuse in enterprise B2B.
Podcast Impressions
Direct access to a curated podcast marketplace put Veeam in front of the C-suite during a moment audio buyers consistently underuse in enterprise B2B.
Video Completion Rate
Sharp creative and placement strategy drove a completion rate that beat the standard 65% online video benchmark and approached the 97% CTV target.
Video Completion Rate
Sharp creative and placement strategy drove a completion rate that beat the standard 65% online video benchmark and approached the 97% CTV target.
Video Completion Rate
Sharp creative and placement strategy drove a completion rate that beat the standard 65% online video benchmark and approached the 97% CTV target.
KPI Met or Exceeded
Of every benchmark set across the seven-channel program — viewability, audio completion, video completion, view rate, CTR — we hit or beat nearly all of them.
KPI Met or Exceeded
Of every benchmark set across the seven-channel program — viewability, audio completion, video completion, view rate, CTR — we hit or beat nearly all of them.
KPI Met or Exceeded
Of every benchmark set across the seven-channel program — viewability, audio completion, video completion, view rate, CTR — we hit or beat nearly all of them.
III. The Approach
When we took over, the challenge was not budget. It was discipline. A million-dollar quarterly campaign without a real targeting and measurement architecture is just an expensive way to be ignored, especially when the buyer is a CIO who knows what generic looks like.
We built the program from the audience out, took ownership of the full paid operation, and gave the client a real-time dashboard they could open whenever they wanted. They stayed focused on the product roadmap. We stayed focused on the pipeline.
Audience-First Targeting
CIOs and CISOs are not a single audience. They are two distinct personas inside a buying committee of six to ten people, with different priorities, different media habits, and different reasons to care about data resilience.
We built the targeting stack around five layers working in parallel: firmographic (vertical, company size, revenue), technographic (companies running complementary or competitor stacks), behavioral (in-market signals for data protection and ransomware solutions), intent (category and competitor keyword searches), and brand engagement (users already interacting with Veeam properties, G2, Capterra). On top of that, we layered ABM against named target accounts and CRM lookalike modeling against existing customers.
The result was a targeting architecture that treated the CIO and the CISO as the specific buyers they are, not as a single generic "IT decision-maker" persona that everyone in B2B claims to reach and almost no one actually does.
Audience-First Targeting
CIOs and CISOs are not a single audience. They are two distinct personas inside a buying committee of six to ten people, with different priorities, different media habits, and different reasons to care about data resilience.
We built the targeting stack around five layers working in parallel: firmographic (vertical, company size, revenue), technographic (companies running complementary or competitor stacks), behavioral (in-market signals for data protection and ransomware solutions), intent (category and competitor keyword searches), and brand engagement (users already interacting with Veeam properties, G2, Capterra). On top of that, we layered ABM against named target accounts and CRM lookalike modeling against existing customers.
The result was a targeting architecture that treated the CIO and the CISO as the specific buyers they are, not as a single generic "IT decision-maker" persona that everyone in B2B claims to reach and almost no one actually does.
Coordinated Ad Platforms
Connected TV, Digital OOH, Display & Native, Online Video, Podcasts, LinkedIn, YouTube. One audience, one strategy, seven synced channels.
Coordinated Ad Platforms
Connected TV, Digital OOH, Display & Native, Online Video, Podcasts, LinkedIn, YouTube. One audience, one strategy, seven synced channels.
Coordinated Ad Platforms
Connected TV, Digital OOH, Display & Native, Online Video, Podcasts, LinkedIn, YouTube. One audience, one strategy, seven synced channels.
Monthly Ad Budget Deployed
Allocated across the funnel with live transparency, persona-mapped targeting, and weekly optimization against benchmark KPIs.
Monthly Ad Budget Deployed
Allocated across the funnel with live transparency, persona-mapped targeting, and weekly optimization against benchmark KPIs.
Monthly Ad Budget Deployed
Allocated across the funnel with live transparency, persona-mapped targeting, and weekly optimization against benchmark KPIs.
Personas, Mapped & Targeted
CIO and CISO segmented as the distinct buying-committee roles they are, with firmographic, technographic, behavioral, intent, and ABM targeting layered on top.
Personas, Mapped & Targeted
CIO and CISO segmented as the distinct buying-committee roles they are, with firmographic, technographic, behavioral, intent, and ABM targeting layered on top.
Personas, Mapped & Targeted
CIO and CISO segmented as the distinct buying-committee roles they are, with firmographic, technographic, behavioral, intent, and ABM targeting layered on top.
DSP Execution & Optimization
A diverse channel mix is only as good as the bidding logic behind it. We layered nine proprietary optimization algorithms on top of The Trade Desk via API integration, analyzing bid-level data on a per-user, per-impression basis to identify each user's propensity to convert and bid accordingly.
That meant Veeam was paying the right price for the right impression at the right moment, instead of overpaying for inventory that would never close or underpaying and missing the buyer entirely. Combinatorial bidding, dimensional bidding, fraud prevention, impression delivery balancing, custom frequency evaluation — each algorithm tuned to maximize the high-performing attributes and eliminate the low ones.
Pair that with macro-level human optimization across fold position, ad size, daypart, device, and supply vendor, and you have a program where the technology and the strategists are pulling in the same direction.
We’re not trying to be the biggest agency. We’re trying to be the most trusted one.
We care deeply about our clients’ success and they feel that. We ask good questions, build with intention, and give you a team that shows up like an extension of your own.
DSP Execution & Optimization
A diverse channel mix is only as good as the bidding logic behind it. We layered nine proprietary optimization algorithms on top of The Trade Desk via API integration, analyzing bid-level data on a per-user, per-impression basis to identify each user's propensity to convert and bid accordingly.
That meant Veeam was paying the right price for the right impression at the right moment, instead of overpaying for inventory that would never close or underpaying and missing the buyer entirely. Combinatorial bidding, dimensional bidding, fraud prevention, impression delivery balancing, custom frequency evaluation — each algorithm tuned to maximize the high-performing attributes and eliminate the low ones.
Pair that with macro-level human optimization across fold position, ad size, daypart, device, and supply vendor, and you have a program where the technology and the strategists are pulling in the same direction.
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We know the tools because we never stop training on them.
Let’s bring your vision to life
We’re here to make things simple and set you up for success. If you need something, ask. The goal is that you feel supported and confident while you do great work.
Justin Hooker
Owner
Contact us
Let’s bring your vision to life
We’re here to make things simple and set you up for success. If you need something, ask. The goal is that you feel supported and confident while you do great work.
Justin Hooker
Owner
Contact us
Let’s bring your vision to life
We’re here to make things simple and set you up for success. If you need something, ask. The goal is that you feel supported and confident while you do great work.
Justin Hooker
Owner
Contact us