Case Study – Metallic (Commvault) – Brand Awareness & Lead Generation

Direct answer

How we built brand awareness for Commvault's Metallic solution and delivered sales leads for the SMB market.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "How we built brand awareness for Commvault's Metallic solution and delivered sales leads for the SMB market....".

Introduction — Metallic by Commvault

Commvault is a global leader in enterprise data management software, serving thousands of organizations worldwide. The company delivers cloud and on-premise solutions for the most demanding corporate environments. Metallic is their new Backup-as-a-Service (BaaS) solution designed specifically for the SMB market.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Commvault is a global leader in enterprise data management software, serving thousands of organizations worldwide. The company delivers clou...".

Metallic provides comprehensive data protection for Microsoft 365 environments — OneDrive, SharePoint Online, Exchange Online, Teams — and Azure Blob Storage. For small and medium businesses, it offers enterprise-grade backup without the need to build their own infrastructure.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Metallic provides comprehensive data protection for Microsoft 365 environments — OneDrive, SharePoint Online, Exchange Online, Teams — and A...".

Within “Introduction — Metallic by Commvault”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory guidance rather than a condensed list of generic best practices.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Objectives and Business Goals

Commvault tasked us with launching the Metallic solution in the Polish market with three clearly defined business goals. Each required a distinct strategic and operational approach.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "Commvault tasked us with launching the Metallic solution in the Polish market with three clearly defined business goals. Each required a dis...".

• Deliver approximately 40 qualified sales leads for the designated Partner
• Increase solution awareness — KPI: 500 unique users on the dedicated page monthly
• Create conditions for effective Metallic sales through the partner network
• Establish Metallic as the reference BaaS solution in the SMB segment

Within “Objectives and Business Goals”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "Within “Objectives and Business Goals”, practical precision matters: what exactly should be executed, who owns the outcome, and which signal...".

Buyer Persona Development

The first step was gaining a deep understanding of the target audience. In the IT B2B segment, purchase decisions are typically made by multiple stakeholders — from IT administrators and CTOs to business owners. Each persona has different motivations, concerns, and language preferences.

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We conducted a series of interviews with the client's sales team and existing solution users. Based on these insights, we defined three key personas: the IT Manager focused on reliability and automation, the CFO seeking predictable costs, and the SMB owner needing deployment simplicity.

When expanding “Buyer Persona Development”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "We conducted a series of interviews with the client's sales team and existing solution users. Based on these insights, we defined three key ...".

Key Persona Research Findings

• IT Managers value seamless integration with existing Microsoft 365 environments
• Financial decision-makers need a TCO calculator comparing Metallic to traditional backup
• SMB owners respond most strongly to business continuity and GDPR compliance arguments
• The SMB decision cycle is 2-6 weeks — significantly shorter than enterprise

Within “Buyer Persona Development”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Buyer Persona Development”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Content Strategy for IT B2B

Content marketing in the IT B2B segment requires a fundamentally different approach than B2C. Audiences expect technical, specific content free of marketing jargon. We built a content strategy around three pillars: education, comparison, and social proof.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Content marketing in the IT B2B segment requires a fundamentally different approach than B2C. Audiences expect technical, specific content f...".

We produced a series of technical articles comparing different approaches to Microsoft 365 data backup, a whitepaper on the cost of data loss for SMBs, and an implementation guide for IT administrators. Every piece was SEO-optimized targeting long-tail keywords.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "We produced a series of technical articles comparing different approaches to Microsoft 365 data backup, a whitepaper on the cost of data los...".

Within “Content Strategy for IT B2B”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Execution — Landing Page and Conversion Funnel

We built a dedicated landing page serving dual purposes — brand awareness and lead generation. The page was designed following CRO best practices with clear information hierarchy and multiple conversion points.

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Landing Page Design Principles

• Above the fold: clear value proposition and CTA for a free trial
• Social proof: Commvault client logos and global statistics
• Feature comparison: Metallic vs. traditional on-premise backup table
• Savings calculator: interactive tool estimating ROI
• Contact form: multi-step, collecting data on organization size and M365 services used

Within “Execution — Landing Page and Conversion Funnel”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Execution — Landing Page and Conversion Funnel”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Within “Execution — Landing Page and Conversion Funnel”, practical precision matters: what exactly should be executed, who owns the outcome,...".

Experimentation Process and A/B Testing

Rather than assuming we knew what would work, we built an experimentation-driven process. We dedicated the first month to deeply understanding challenges — interviewing the client's team, analyzing value propositions, Google Analytics, and existing marketing data. From this foundation, we created a Customer Journey model.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Rather than assuming we knew what would work, we built an experimentation-driven process. We dedicated the first month to deeply understandi...".

Three-Phase Optimization Process

1. 1Exploration: testing 5 different ad messages, 3 landing page variants, and 4 audience segments
2. 2Validation: analyzing data from the first 30 days, identifying the most effective combinations
3. 3Scaling: concentrating budget on proven channels and messages, expanding reach

We tested different communication approaches — from technical language aimed at IT Managers to business arguments for decision-makers. The message emphasizing "Microsoft 365 backup in 15 minutes" generated 3.2x higher CTR than generic data protection messaging.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "We tested different communication approaches — from technical language aimed at IT Managers to business arguments for decision-makers. The m...".

Within “Experimentation Process and A/B Testing”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Google Ads Campaign Results

After the exploration phase, we focused on Google Search Network, segmenting campaigns into three product groups aligned with Microsoft 365 architecture.

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• 12,000 ad impressions per month
• CTR — 3.3% (B2B IT benchmark is approximately 2.1%)
• 390 clicks per month with CPC below industry average
• Landing page conversion rate: 8.7% (vs. 2.6% industry average)
• 20 new leads after each partner training session
• Cost per lead (CPL) reduced by 34% between months 1 and 3

Within “Google Ads Campaign Results”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

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LinkedIn Campaign and Social Selling

Alongside Google Ads, we launched a LinkedIn campaign targeting IT Managers and decision-makers in companies with 20-200 employees. We used Sponsored Content with educational articles and InMail with invitations to product webinars.

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LinkedIn proved to be an excellent channel for building awareness among people not yet actively searching for backup solutions. The engagement rate reached 4.2% — double the industry benchmark. The campaign generated 35% of all marketing-qualified leads.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "LinkedIn proved to be an excellent channel for building awareness among people not yet actively searching for backup solutions. The engageme...".

Within “LinkedIn Campaign and Social Selling”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Partner Enablement Program

Metallic is sold through a partner network, making partner enablement a critical strategic element. We developed a comprehensive enablement package — from sales presentations to conversation scripts and technical FAQs.

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We organized regular partner training sessions combining product knowledge with lead nurturing best practices. After each session, we observed an average of 20 new leads — partners armed with fresh knowledge were noticeably more effective in conversations with potential clients.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "We organized regular partner training sessions combining product knowledge with lead nurturing best practices. After each session, we observ...".

Within “Partner Enablement Program”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Marketing Funnel Analysis and Attribution

We implemented a multi-touch attribution model to precisely measure each channel's contribution to lead generation. Analysis revealed that a typical Metallic customer needs 4-5 brand touchpoints before completing a contact form.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "We implemented a multi-touch attribution model to precisely measure each channel's contribution to lead generation. Analysis revealed that a...".

• First touch: most commonly Google Ads (42%) or LinkedIn (31%)
• Engagement: technical blog article or whitepaper (average 2.3 visits)
• Conversion: direct return or branded search → landing page → form
• Time from first contact to lead: median 18 days

Within “Marketing Funnel Analysis and Attribution”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "Within “Marketing Funnel Analysis and Attribution”, practical precision matters: what exactly should be executed, who owns the outcome, and ...".

Long-Term Brand Impact

After 6 months of campaigning, branded search for "Metallic backup" increased by 340%. Metallic became a recognized brand in the Polish SMB segment, and the dedicated page exceeded its 500 monthly UU target, achieving a stable 780 unique users per month.

When expanding “Long-Term Brand Impact”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "After 6 months of campaigning, branded search for "Metallic backup" increased by 340%. Metallic became a recognized brand in the Polish SMB ...".

Within “Long-Term Brand Impact”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Long-Term Brand Impact”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Within “Long-Term Brand Impact”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confi...".

Key Takeaways

Through our process, we learned precisely what works in Metallic's communication. We identified the right marketing channels, gained clear understanding of the needed marketing technology, and gathered data on the most effective messages and creatives.

When expanding “Key Takeaways”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Through our process, we learned precisely what works in Metallic's communication. We identified the right marketing channels, gained clear u...".

The most important lesson: in B2B IT, simply "being present" isn't enough — you need to speak the audience's language and deliver value at every funnel stage. Companies that build strategies on data rather than gut feelings consistently achieve superior results.

When expanding “Key Takeaways”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "The most important lesson: in B2B IT, simply "being present" isn't enough — you need to speak the audience's language and deliver value at e...".

Many companies make the mistake of choosing their digital strategy based on past experience. Build a process based on experimentation, listen to the data — those are the only certain variables in digital marketing.

Within “Key Takeaways”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Key Takeaways”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Business impact and GEO SEO value

• Strengthens visibility for both transactional and informational search intent.
• Improves AI citation potential through entity-rich, explicit answers.
• Supports lead quality by bridging educational intent with buying decisions.

Within “Business impact and GEO SEO value”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Within “Business impact and GEO SEO value”, practical precision matters: what exactly should be executed, who owns the outcome, and which si...".

Quick start plan

1. 1Choose one business outcome and one KPI tied to this topic.
2. 2Enrich the article with concrete examples and internal service links.
3. 3Track clicks, depth, and lead quality for 14 days after publishing.

Within “Quick start plan”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Quick start plan”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Within “Quick start plan”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm suc...".

When expanding “Quick start plan”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Professional execution standards

• Each strategic article should have one explicit business objective and a clear path to the next decision-stage action.
• Quality standards combine factual consistency, trustworthy references, structured readability, and measurable post-publish impact.
• Professional brand communication requires stable terminology, promises, and evidence across all channels.

Within “Professional execution standards”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "Within “Professional execution standards”, practical precision matters: what exactly should be executed, who owns the outcome, and which sig...".

Advanced implementation scenarios

1. 1Scenario 1: new segment expansion where content must build trust while driving decision-stage action.
2. 2Scenario 2: offer repositioning requiring synchronization of messaging, evidence, and conversion pathways.
3. 3Scenario 3: editorial scaling where quality governance is maintained across increased publishing velocity.

Within “Advanced implementation scenarios”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Within “Advanced implementation scenarios”, practical precision matters: what exactly should be executed, who owns the outcome, and which si...".

Risk and governance

Content quality risk increases with publishing scale if teams do not maintain shared editorial and strategic standards.

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Governance should define accountability for quality, updates, and commercial impact of each key article.

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Within “Risk and governance”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Risk and governance”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Executive brief

This article should support business decisions, not only traffic growth. It delivers strongest value when refreshed regularly, connected to relevant offer pages, and measured against lead quality outcomes.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "This article should support business decisions, not only traffic growth. It delivers strongest value when refreshed regularly, connected to ...".

For leadership, three signals matter most: quality visibility growth, conversion-quality improvement, and clear contribution of this content to pipeline performance.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "For leadership, three signals matter most: quality visibility growth, conversion-quality improvement, and clear contribution of this content...".

Within “Executive brief”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Representative case signals

Within “Representative case signals”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Within “Representative case signals”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals ...".

What this means for CEO CMO CTO

Within “What this means for CEO CMO CTO”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “What this means for CEO CMO CTO”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Within “What this means for CEO CMO CTO”, practical precision matters: what exactly should be executed, who owns the outcome, and which sign...".

When expanding “What this means for CEO CMO CTO”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Methodology and evidence policy

• Guidance in this article is strategic-operational and should be validated against your own business data before full-scale execution.
• Recommendations are prioritized by business impact, implementation complexity, and quality-regression risk.
• External references are treated as decision support inputs; final choices should reflect your market context, sales model, and technical constraints.
• Whenever offer positioning, ICP, or market dynamics change, update decision, KPI, and evidence sections accordingly.

Within “Methodology and evidence policy”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Methodology and evidence policy”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Within “Methodology and evidence policy”, practical precision matters: what exactly should be executed, who owns the outcome, and which sign...".

When expanding “Methodology and evidence policy”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Expanding the section with operational implications and risk context elevates perceived expertise. The result reads as strategic advisory gu...".

Change log and last reviewed

Recommended review cadence: at least once per quarter and after major changes in offer positioning, search behavior, or technology frameworks referenced in this article.

When expanding “Change log and last reviewed”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Recommended review cadence: at least once per quarter and after major changes in offer positioning, search behavior, or technology framework...".

Within “Change log and last reviewed”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

When expanding “Change log and last reviewed”, make execution and business implications explicit so recommendations can be applied by delivery teams. A practical anchor for this section is: "Within “Change log and last reviewed”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals...".

Detailed implementation blueprint

Expert-level content development should follow a clear sequence: strategic context, decision model, implementation path, risk framing, and operational recommendations. This structure makes articles actionable for both leadership and execution teams.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Expert-level content development should follow a clear sequence: strategic context, decision model, implementation path, risk framing, and o...".

The highest-value editorial pattern combines business and technical logic in every section: strategic points must map to execution implications, and technical advice should map to measurable commercial outcomes.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "The highest-value editorial pattern combines business and technical logic in every section: strategic points must map to execution implicati...".

Long-term, these articles should be maintained as knowledge assets with recurring updates, new evidence, and refined recommendations. This is a key signal of professional maturity and advisory credibility.

Within “Detailed implementation blueprint”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Practical value increases if this section enables an immediate next-step plan and a concrete success criterion. A practical anchor for this section is: "Within “Detailed implementation blueprint”, practical precision matters: what exactly should be executed, who owns the outcome, and which si...".

Strategic recommendations for next two quarters

1. 1Quarter 1: strengthen strategic consistency and decision structure in highest-business-impact articles.
2. 2Quarter 2: scale publishing only where lead quality and refresh process stability are validated.
3. 3In parallel: maintain review cadence as a core governance layer for marketing and sales knowledge assets.

Within “Strategic recommendations for next two quarters”, practical precision matters: what exactly should be executed, who owns the outcome, and which signals confirm success. This level of detail makes the article more useful for both leadership and delivery teams.

Content quality improves when this area combines clear decision logic, measurable outcomes, and accountable ownership. A practical anchor for this section is: "Within “Strategic recommendations for next two quarters”, practical precision matters: what exactly should be executed, who owns the outcome...".