Case Study: Druva operationalizes a fully integrated demand-gen engine to accelerate growth with Informa TechTarget

Operationalizing a fully integrated demand gen engine at Druva

Druva, a cloud‑native data protection and management provider, was grappling with low brand and product awareness in a crowded backup and data‑management market just as buyer interest shifted toward cloud delivery. To overcome this "innovator’s dilemma" and operationalize a fully integrated demand‑generation engine, Druva partnered with Informa TechTarget, leveraging intent‑data and demand‑gen services such as Priority Engine, content syndication, keyword takeover roadblocks, programmatic/ABM channels and observed intent insights.

Informa TechTarget implemented an integrated program plus internal alignment (weekly GTM meetings, BI tracking, Marketo/SFDC/Looker integration and clear SLAs) to fuel targeted content, nurture and sales handoffs. The campaign produced 4,396 campaign members, 338 MQLs, 90 opportunities and 29 closed/won deals (marketing‑sourced results also included 133 MQLs, 37 opportunities and 12 wins), raised shortlists by 30%, sourced 120+ influenced opportunities in a quarter, increased quarter‑over‑quarter revenue 350% and delivered a 33x improvement in cost‑per‑opportunity — all driven by Informa TechTarget’s intent‑driven programs.

Druva

Ryan McCurdy

Director of Demand Generation