B2B Services

60% CPL Reduction Accelerated Go-to-Market Strategy for Mainframe Software Company

A European mainframe services company faced limited market visibility. Learn how we repositioned their brand and delivered consistent lead generation.

Start growing

Results

By creating content that connected cloud migration trends with mainframe reality, we repositioned traditional services as essential infrastructure, while targeting decision-makers managing legacy systems, leading to consistent lead generation.

60%

CPL reduction from previous campaigns

High-quality leads generated in 4 months

80,487

Total campaign impressions

GEO

Europe (40+ countries)

Industry

B2B Software Development / Mainframe Services

Toolkit

Go-to-Market Strategy
Content Marketing
Performance Marketing & PPC
Lead Generation
Marketing Analytics
Market & Competitive Analysis

Timelines

May-August 2022

What’s interesting about this case is how we positioned mainframe services in a cloud-first world. Most companies assume digital transformation means abandoning legacy systems, but traditional businesses still rely heavily on mainframes for critical operations.

Galyna Golitsyna

Digital Marketing Manager at 42DM

Marketing goals

Lead Generation: Generate consistent, high-quality leads for mainframe software development services and infrastructure support in a highly specialized market.
Give new life to traditional mainframe services by positioning them alongside modern offerings like SAP, IoT, DevOps, Cloud, BI, Big Data, and RPA+ML.
Market Penetration: Establish competitive presence in narrow but high-value mainframe services market across 40+ countries.

The challenge was giving new life to a service that’s still in demand but very narrowly covered and high-priced. We needed to marry traditional mainframe needs with digital transformation content.

Every company talks about digital transformation through cloud migration, but most traditional businesses still can’t abandon their mainframes. We married those competing needs through strategic content positioning.

Have similiar goals?

Let us help

How 42DM
delivered results

Conducted competitor and market research to identify positioning opportunities in mainframe services.
Developed content strategy connecting digital transformation needs with mainframe infrastructure requirements.
Created targeted lead magnets and landing pages addressing mainframe modernization challenges.
Implemented multi-channel campaigns using LinkedIn ads, email marketing, and content syndication.
Designed conversion-optimized funnels that educated prospects while qualifying leads for complex services.
Established analytics framework tracking lead quality and performance across the specialized audience.

Talk to us

Our approach

We connected mainframe technology to digital transformation needs. Companies still can’t get rid of mainframes completely, but they want to modernize. Our content bridged this gap, speaking directly to the technical decision-makers managing this transition.

Galyna Golitsyna

Digital Marketing Manager at 42DM

Want to know more about
our solution?

Let’s talk!

Services provided

Content Marketing Design & Branding Email Marketing Lead Generation Marketing Analytics Performance Marketing & PPC Strategy Web Development

Dreaming big?
Let’s make it happen together!

Our clients say

What sets 42DM apart is not just their expertise in strategic marketing for B2B tech but their ability to immerse themselves in the vision and mission of Payoneer.

The team at 42DM possesses a rare blend of strategic vision, operational excellence, and a results-driven approach that has consistently exceeded our expectations.

Nataliia Hordiienko

Senior Marketing Manager at Payoneer, Fintech SaaS

We’ve recommended 42DM to several partners already. Their commitment to understanding our business and delivering results has made them an invaluable marketing partner in scaling our B2B growth.

Shayne Cardwell

Chief Revenue Officer at Zeeto

Their commitment to our project goals, coupled with their excellent communication, ensured a smooth collaboration. 42DM’s team played a crucial role in driving organic traffic and optimizing our PPC campaigns.