PTC

the client

challenge

PTC needed to refocus on its core products in emerging markets.
First paid social display campaign ever run for lead generating purposes for the business.
Few creative assets in existence.
Social mainly used for PR and brand awareness.
Tracking systems existed (PTC had Google Analytics) but they were not optimised for Social Media Marketing.

objectives

PTC's marketing activity had historically included mostly traditional campaigns.
The business wanted to explore more cost-effective digital channels with a focus on new markets, as the ability to explore quickly is one of the great advantages of digital advertising.
The key objective of the campaign was to test these new markets, but more generally, how well paid social advertising functions as a top of funnel lead generating mechanism.
The output being not only leads, but a set of guidelines that PTC could use to run social media advertising in subsequent campaigns including in core regions, which tend to be more saturated.

target audience

End users through to senior decision makers in industrial engineering, manufacture and industrial design.
As the campaign was being launched in different countries, Sherpa had to overcome language and cultural boundaries/sensitivities.
The timing of the campaigns had to be taken in to account (e.g. Different working weeks / consideration of cultural events and holidays).

media mix

FB advertising
FB audience network
FB remarketing
LinkedIn sponsored content
Twitter sponsored updates

This mix of media was chosen as it was cost-effective and had a wider reach with the ability to audience profile based on interests, jobs and which influencers the target audience followed.
These channels also offered the ability to remarket easily to engaged audiences. During the second follow up campaign, prospects were offered a free trial of PTC's core product Creo.

testimonial

"We were very pleased with Sherpa's analytical approach to campaign management. Careful A/B testing and campaign performance monitoring helped us to capitalize on a trend to maximise the campaign results. I experienced so much joy watching the numbers go up on the CRM dashboard."

- Tatiana Golub, Regional Marketing Manager, Emerging Markets