Case Study

Alcatel-Lucent SDN

ABM | Lead Magnet | YouTube
ABM campaign using YouTube for SDN solution
+ K

YouTube Views

Targeted Accounts

Leads generated

Client Overview

Alcatel-Lucent is a leading provider of hardware telecommunications and software networking solutions for telecommunications companies, mobile operators, government agencies, and enterprises.

The marketing campaign aimed to promote the "New Guy" web series, which narrated the journey of a new Chief Information Officer (CIO) and his innovative problem-solving using Alcatel-Lucent products.

This campaign sought to showcase the practical applications and benefits of Alcatel-Lucent's solutions through engaging storytelling, highlighting their effectiveness in real-world scenarios and reinforcing Alcatel-Lucent's position as a trusted industry leader.


ShoutEx Methodology

In collaboration with the client, ShoutEx developed an extensive Account-Based Marketing (ABM) program, supplemented by a comprehensive Search Engine Marketing (SEM) strategy. This dual approach enabled key accounts to benefit from the "New Guy" subliminal messaging while ensuring broader mind-share within the Software Defined Networking (SDN) industry.

To enhance the plan further, ShoutEx partnered with the Alcatel-Lucent team to create a detailed YouTube promotion strategy. This included various types of targeted advertising, using the "New Guy" web series as teaser videos. These efforts aimed to maximize engagement and visibility, effectively reaching and influencing the target audience within the SDN industry.


The Solution

The promotional campaign was further strengthened through the use of Google Search, LinkedIn Advertising, Facebook Ads, and Twitter Sponsored Updates. These platforms enable highly targeted advertising at the account level. The key to success lies in effectively segmenting the accounts to ensure the right message reaches the right audience at the optimal time.

This process demands meticulous tweaking and continuous monitoring, tasks that were expertly managed by the ShoutEx team. The traffic generated from these ads and social promotions was directed towards meticulously crafted and optimized landing pages featuring gated assets. This approach ensured that the campaign not only reached but also engaged the intended audience effectively.


Superb numbers on YouTube that gave us solid results 

quote-sn-aluShan Nardechia
Director of Marketing


The Results

The New Guy promotion achieved remarkable success, leading to the launch of a second-year series. The entire series garnered over 800,000 highly qualified views and attracted tens of thousands of visits to the landing pages from 500 key targeted accounts, that generated over 700 market qualified leads.

Additionally, The New Guy was honored as a finalist in the prestigious CorpComms award for Best Use of Video for the year. This recognition highlights the campaign's effectiveness and the exceptional engagement it generated, underscoring its impact and the quality of its content.

  • 800,000 YouTube Views 

  • 500 Targeted Accounts

  • 710 Leads generated

Logo ABM campaign using YouTube for SDN solution

Experience Highlights

  • Account Based Marketing (ABM)
  • Audience Targeting
  • Message Development
  • Conversion Rate Optimization
  • Lead Magnet
  • Lead Generation
  • LinkedIn Sponsored Updates
  • Google Search Advertising
  • Google Display Advertising
  • Conversion Rate Optimization