Overview
Headquarters: Burlington, MA
Insight Investment: $9.0 million in January 2004
Current Status: Acquired in May 2005


Business Description
Imceda develops enterprise-class data backup software for SQL environments. Imceda’s flagship Litespeed product is used by database administrators worldwide to manage the mission-critical requirements of large SQL implementations.

Challenge
Imceda sought to develop a comprehensive online strategy to generate traffic and convert online visitors into sales. Imceda’s existing channel efforts focused on telesales; the company sought to increase lead flow and revenue through a rigorous online marketing effort.

Solution
Insight’s On-Site team engaged with Imceda management to develop, execute, and measure the results of a comprehensive online marketing strategy. Insight’s activities included:

• Optimization of the company's website for natural search;
• Addition of lead-capture and tracking mechanisms throughout the site to increase the visitor-to-sales conversion ratio;
• Identification and purchase of highly targeted paid search terms; and
• Delivery of specific sales lead cost-by-channel analysis and tracking to measure ROI of these efforts.

In six months, this program delivered a fourfold increase in website visits, weekly sales leads, and downloads of Imceda’s Litespeed software. This program contributed to a period of 40% month-over-month sales growth and more than 300% annual growth at Imceda.