Enterprise AI, but not as you know it

How to supercharge a super-high-growth technology platform on a mission?

That’s the challenge we accepted when approached by global Enterprise GenAI platform, DataStax, seeking performance optimisation across paid media activity.

Inconsistent performance combined with unreliable, incomplete reporting and forecasting across lead generation programs left marketing and sales teams frustrated and unable to execute with confidence.

While DataStax struggled to gain visibility and traction, competitors were outranking them and stealing market share by dominating search results. Generated leads were often disqualified – draining resources without driving pipeline or revenue growth.

High customer acquisition costs (CAC), and unclear attribution models left internal teams (and c-suite) questioning performance, effectiveness, and ROI across global paid media activity.

Altogether, a perfect storm… and a perfect challenge for our media teams to tackle head-on.

Working in partnership with DataStax’ internal teams, we executed a complete audit and overhaul of paid search accounts and campaigns from the ground-up.

Our expert team reorganised campaigns by theme to improve ad relevance, increase quality scores, and optimise conversion rates.

We implemented aggressive negative keyword filtering and placement exclusions to eliminate unqualified traffic and to reduce wasted spend.

Our CRO team launched and tested new campaign landing pages to improve alignment, trust, and to increase conversion performance. We reviewed and fixed conversion tracking and attribution using CRM integration and data-driven tracking. And our continuous A/B testing on ad creatives, headlines, descriptions and landing pages served to further optimise campaign performance.

Over and above performance metrics, our media teams worked to increase brand visibility, brand awareness, and recall through targeted, premium media placements spanning programmatic display, digital OOH, and placements at key industry events such as the iconic Vegas monorail serving AWS Re:Invent.

Our strategic approach to overhauling existing accounts and campaigns, combined with an integrated ‘brand and performance’ approach led to significant improvements across all key performance metrics.

Within the first 6 months, our media and performance teams achieved a 1,159% increase in QLs, with a 77% reduction in cost per QL.

Total opportunities increased by 388%, while cost per opportunity decreased by 41%.

Beyond leads and opportunities, our efforts led to a 720% increase in deals won within 10 months. Customer acquisition costs (CAC) reduced by 65% and close rate increased from 10.4% to 17.5% (+68%).

DataStax was acquired by IBM in March 2025 at the same time as announcing its $6.4billion acquisition of HashiCorp Inc.