Company: CyrusOne Inc., Carrolton, TX
Entry Submitted By: KEO Marketing Inc
Company Description: CyrusOne (NASDAQ: CONE) specializes in highly reliable enterprise-class, carrier-neutral data center properties. The company provides mission-critical data center facilities that protect and ensure the continued operation of IT infrastructure. CyrusOne's National IX platform provides robust connectivity options for enterprises, content, and telecommunications companies.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom

Nomination Title: New Product Launch: National Internet Exchange Drove 137% More Leads and New Business

1. Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:  TEXT REDACTED FOR PUBLICATION

Following a successful IPO in January of 2013, CyrusOne was in a rapid growth phase and needed to continue to expand their brand visibility and generate a large increase in number and quality of leads to fill their sales pipeline and support several new data centers around the US and Europe. They needed to do this at a reasonable cost, in part to make sure that their financial results continued to be very attractive to the financial markets. On May 16, 2013, CyrusOne developed and launched the National Internet Exchange – a platform that enables high-performance, low-cost data transfer and accessibility for customers and unites 12 state-of-the-art CyrusOne sites in Dallas, Houston, Austin, San Antonio, and Phoenix.

To help the success of the launch, CyrusOne partnered with KEO Marketing, Inc. to provide B2B inbound marketing solutions that would expand online visibility for prospective customers and deliver the most qualified sales leads at a profitable cost. Both CyrusOne and KEO Marketing knew that the best way to launch this product to a senior level IT audience was to deploy a comprehensive integrated marketing campaign that would tell the story about how this new technology transforms an enterprise’s ability to connect their business users and their customers in real time.

The new launch campaign included several strategies:

Content Marketing
Mobile Advertising
Corporate Blogging
SEM – Search Engine Marketing
SEO – Search Engine Optimization
Social Media
Public Relations

KEO Marketing launched and managed the entirety of the campaign over a two-month period with a continued secondary focus through the end of the calendar year. The marketing efforts drove the following substantial results:

• Drove more than 160 new qualified enterprise level leads within the two month time frame
• Drove 17% of all new leads for the year
• In 2013 the company gained more than 640% more impressions and 328% more click-throughs with only a 64% increase in budget
• 137% more website and phone leads year over year
• Cost per acquisition decreased by 31%
• Mobile leads increased and accounted for 27% of CyrusOne.com’s impressions
• Click through rate was 184% better than desktop PPC
• Mobile engagement increased and accounted for 50% of clicks from PPC campaigns and made up 17% of all new leads
• Natural search visits increased 72% for the year
• Form submissions from SEO increased 83%
• Phone calls from SEO increased 43%
• Total leads from SEO increased 78%
• In Q4, 2013 85% of new customer leases included the National IX.

The above stats are proof that the combined efforts of KEO Marketing and CyrusOne resulted in substantial campaign results and a very successful product launch.

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2. Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Scott Brueggeman is Chief Marketing Officer of CyrusOne. His responsibilities include worldwide strategic marketing, branding, public relations, and advertising. Scott's marketing experience includes Fortune 50 firms, as well as smaller high-growth companies. Under his leadership, the company received several awards of distinction from the American Marketing Association and Business Marketing Association.