Powering LinkedIn Success for Cloudflare in ANZ

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

Full Funnel Paid Campaign | Linkedin Strategy | Retargeting | 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.