Powering lead-gen for a data analytics underdog

The situation

A leader in the data market, Vertica Analytics was forever overshadowed by the likes of Amazon, Snowflake and Azure. However, Vertica promised something those giants could not; freedom. The freedom to deploy anywhere, to store anywhere, and to pivot as an organization scaled. This was a data solution for those who didn’t have the time for red tape. It was the perfect “anti-bureaucracy” story. Vertica turned to Tank to develop a campaign strategy, key message, creative assets and a media plan that targeted SMBs in various growth stages. Our goal was to appeal to that renegade spirit, David vs. Goliath, the ability to be nimble in the face of an ever-changing tech landscape. Tank created the line “Analytics for Pioneers” and built multiple campaigns around it, creating a suite of static and video assets up and down the funnel, targeting CFOs, Data Scientists and Data Analysts, driving to white papers, webinars and free downloads. As a result, we increased awareness, exceeded industry benchmarks, drove engagement, and marked our territory as the analytics solution for true game-changers.