Bacula Case Study | LinkedIn Marketing Solutions

Innovative approaches to targeting enabled Bacula to reach specialist, sought-after audiences at scale while maintaining a competitive CPL. On LinkedIn, the marketing team found a range of different options for engaging relevant system administrators, IT specialists and decision-makers.

“One of the main problems for anyone working in software marketing is catching the audience that actually signs the bill: Chief Information Officers and IT Managers,” explains Andrew Yunisov, Director of Online Marketing. “On LinkedIn, it’s really easy to do this because you can just target all 30 or 40 variations of the IT management job title – and you can then tailor your content and the message of your InMail to these specific audiences.”

Matched audiences proved another route to reaching the businesses that Bacula Systems’ sales teams identified as particularly important to growth plans. “We’ve worked with our sales teams to develop lists of our most valuable, dream accounts,” explains Andrew. “The problem we found on some platforms is that there’s a very high minimum number for targeting particular accounts in this way – but that’s not the case on LinkedIn. We were able to reach our target accounts very cost-effectively, and the match rate was double that of other platforms.”

The ability to create bespoke audience segments was one factor helping to reduce Bacula’s CPL.

The addition of LinkedIn Lead Gen Forms to the Sponsored InMail campaign also played a critical role. “LinkedIn Lead Gen Forms helped to cut our CPL on LinkedIn 2x,” says Andrew. “We achieved this without any reduction in lead quality. We’re able to include the same fields in our Lead Gen Forms as we would with other data capture forms, and we can see from that data that we are still reaching the right sizes of companies for our business.”

About Bacula

Bacula Systems is the leading Enterprise Open Core network backup and restore software company, combining Bacula's enterprise-class open standards software with first-class support and professional services.

Leveraging the millions of downloads of the community project, Bacula Enterprise is by far the most popular Open Core software solution for network backup, data recovery and protection of computer data. Our software offers up to ten times lower total cost of ownership compared to proprietary solutions, higher reliability and proven performance in mission-critical enterprise environments.

INDUSTRY: Computer Software

NO. OF EMPLOYEES: 11 - 50

HQ LOCATION: Yverdon, Vaud

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Andrew Yunisov

Director of Online Marketing - Bacula Systems

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How Bacula tapped a new pipeline of leads on LinkedIn

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