Powering LinkedIn Success  for Cloudflare in ANZ

Cutting CPL by 50% exceeding benchmarks  with a value led LinkedIn Campaign

Full Funnel Paid Campaign | Buyer Personas | User Journeys | Strategy | Digital Assets

Content Marketing

OVERVIEW

Optimizing Lead Generation: Cloudflare’s Journey with Blue Melon

Cloudflare sought to generate high-quality LinkedIn leads in the competitive ANZ market while maintaining cost efficiency. BlueMelon delivered a strategic, data-driven campaign that not only reduced cost-per-lead (CPL) by 50% but also drove meaningful engagement and high-intent conversions. By combining product-specific messaging with value-driven content, the campaign addressed the challenges of engaging a cold audience and seamlessly aligned with Cloudflare’s broader marketing objectives. This case study illustrates how BlueMelon’s tailored LinkedIn strategies deliver measurable business results for complex digital initiatives.-

THE SITUATION

Expanding Visibility in a Competitive Market

Cloudflare faced a twofold challenge: engaging a cold audience unfamiliar with its products while achieving cost-per-lead (CPL) targets. Initial campaigns had high CPLs, signaling a need for a fresh approach to resonate with IT and security professionals.

THE SOLUTION

Phased Content Approach for Optimized Results

We created a two-step strategy focused on high-impact LinkedIn content tailored to Cloudflare’s goals. The campaign began with product-led messaging to introduce Cloudflare’s offerings. When engagement fell short, we pivoted to a value-driven approach, promoting their 2024 API Report – a shift that deeply resonated with the target audience.

Key Steps Included

Advanced Targeting: Using LinkedIn’s robust tools, we honed in on IT decision-makers.

Optimised Creative: Data showed guide mockups outperformed other visuals,   so we adapted accordingly, reducing CPLs by 24%.

Measurable Insights: Regular reporting helped Cloudflare adjust quickly, driving better engagement at lower costs.

THE RESULTS

Delivering Measurable Success with Value-Led Marketing

Our phased approach delivered 80% of the lead target, showcasing the power of adaptability in strategy. By pivoting to value-based content, we achieved an impressive 800% reduction in CPL compared to the initial product-led strategy. This shift underscored the effectiveness of audience-centric content that addressed key job-related pain points. By prioritizing content that aligned with audience needs, the campaign delivered:

80% of target leads achieved, with CPLs dropping significantly.
Demo bookings, showcasing the campaign’s ability to drive high-intent traffic.
A CTR exceeding LinkedIn benchmarks, proving the quality of audience engagement.

While website conversions were not a primary goal, the campaign’s influence on  high-intent leads highlighted its potential for long-term business growth.

Engagement Insights

Achieved click-through rates (CTR) above LinkedIn benchmarks (0.40% – 0.60%), demonstrating audience alignment.
Creative experiments highlighted the power of guide mockups and vertical ad formats in reducing CPL and increasing engagement.