132 MQLs in 3 months: Breaking into the DACH market with Swisscom Veertly

Two men sitting on a sofa in a relaxed setting, engaging in a conversation or interview. They are dressed casually, with one wearing a denim shirt and the other a dark blue T-shirt. In front of them is a camera setup: one camera is focused on them, and the other, a tablet, shows the live view of the two men from the camera's perspective. The background is a modern, industrial-style room with exposed ceilings and soft lighting, providing a casual yet professional atmosphere for the recording.
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The project

Breaking into new market

Swisscom Broadcast AG is a leading provider of digital live communication solutions in Switzerland. The company aimed to introduce its newly acquired virtual events platform, Swisscom Veertly, into the highly competitive DACH market. However, despite the strength of its parent brand, the new product faced significant challenges that hindered customer acquisition and growth:

  • Low traction & acquisition: The product struggled to gain visibility and attract new customers despite previous marketing efforts.
  • Inefficient campaigns: The existing digital strategy utilized a broad approach with generalized landing pages, which presented an opportunity to improve cost-per-lead efficiency.
  • Regional brand presence: While enjoying strong brand recognition in Switzerland, the key objective was to establish a similarly strong presence and market-specific messaging for the DACH region.
  • Conversion bottleneck: the existing nurturing structure was not optimized to handle the new campaign's output and maximize conversion rates.
  • Services

    Digital Marketing

  • Channels

    Google

    LinkedIn

    Hubspot

  • KPIs

     132 MQLs generated in 3 months

  • Project Timeline

     April - July 2025

The image features a vector-style illustration of a man standing inside a funnel, holding binoculars and looking through them as if searching for something. The funnel is composed of four colorful sections: green at the top, followed by dark grey, neon yellow, and light grey with the narrow part of the funnel at the bottom. The man is dressed in business attire, wearing a green scarf. The overall design conveys the idea of focusing attention or narrowing in on specific targets or opportunities. The image has a light and modern feel, with soft clouds in the background.

The goal

A data-driven turnaround

SUNZINET was tasked with designing and executing a focused campaign to overcome market entry barriers and establish a sustainable pipeline for Swisscom Veertly. The primary objectives were to:

  • Generate pipeline: Deliver 150 Marketing Qualified Leads (MQLs) by the end of 2025 to build a robust sales funnel.
  • Improve efficiency: Reduce cost-per-lead (CPL) while simultaneously increasing overall lead quality and conversion probability.
  • Create a scalable foundation: Build a repeatable and data-driven campaign blueprint that could be validated and scaled into new markets in the future.

Our approach

A five-pillar plan for growth

Our approach moved away from broad, generic advertising to a strategy of precision targeting and value-driven engagement. We adopted a strategy, combining:

  • A man and a woman are standing next to a small table, both looking at a tablet the woman is holding. The man is smiling and wearing a light blue shirt, while the woman is dressed in a dark blue blouse and black pants. They appear to be engaged in a discussion or collaboration. The background features a modern office space with warm lighting.
    We began with an intensive, collaborative workshop with the Swisscom team. This session was crucial to build a shared understanding and align on:
    • Product USPs and the competitive landscape.
    • Potential customer segments and their core pain points.
    • Defining specific, tailored messaging for the prioritized target audience.
    • Creating a strategic roadmap with defined to-dos and a clear timeline for execution.
  • The image shows three people sitting on a concrete surface. Two women are seated on the left and right, with a man sitting between them. The woman on the left is wearing a navy blue dress, and the woman on the right is dressed in a beige blazer with a striped shirt. The man in the middle is wearing a white T-shirt, light gray jacket, and blue jeans. They are all looking at a laptop that the man is holding, and they appear to be engaging in a discussion. The background consists of a metal wall, creating a modern and casual outdoor setting.
    To ensure our strategy was built on data, we first conducted thorough audits of the existing digital presence:
    • SEO Audit: To identify technical and content-related opportunities for improving organic visibility and aligning with target search intent.
    • UX Audit: To evaluate the user journey on the site and identify potential barriers to conversion, ensuring the landing pages would be optimized for lead generation.
  • The image depicts two men sitting across from each other at a table in an office environment. One man is wearing a white shirt with small blue dots, and the other man is wearing a black shirt with a subtle pattern. They are both focused on a tablet that one of them is holding. The background includes a whiteboard with handwritten notes, diagrams, and a

    Rather than targeting broadly, we identified and prioritized a single high-potential niche: HR and internal event managers in mid-sized to large companies responsible for organizing digital town halls.

  • The image shows a man in a white shirt smiling and pointing at a digital screen behind him. The screen displays a diagram with colorful circles and dots, indicating a concept related to individual applications, e-commerce systems, and other digital solutions. The text on the screen reads

    We developed a campaign focused on the specific challenges of this audience, such as low engagement in virtual events. A dedicated whitepaper, "How to bring digital town halls to life," was created to offer value and generate leads.

  • Three men in a modern office setting, gathered around a laptop placed on a sofa. They are smiling and engaging in a conversation. The man on the left is wearing a white shirt, the man in the middle has a white shirt and is looking at the laptop, and the man on the right is wearing a red and white striped shirt. The background features a dark wall with decorative circular planters and plants.

    We adopted a test-and-learn mindset, conducting A/B tests on ad copy and formats while continuously monitoring performance data for real-time adjustments to maximize ROI.

A man and a woman are standing next to a small table, both looking at a tablet the woman is holding. The man is smiling and wearing a light blue shirt, while the woman is dressed in a dark blue blouse and black pants. They appear to be engaged in a discussion or collaboration. The background features a modern office space with warm lighting.
The image shows three people sitting on a concrete surface. Two women are seated on the left and right, with a man sitting between them. The woman on the left is wearing a navy blue dress, and the woman on the right is dressed in a beige blazer with a striped shirt. The man in the middle is wearing a white T-shirt, light gray jacket, and blue jeans. They are all looking at a laptop that the man is holding, and they appear to be engaging in a discussion. The background consists of a metal wall, creating a modern and casual outdoor setting.
The image depicts two men sitting across from each other at a table in an office environment. One man is wearing a white shirt with small blue dots, and the other man is wearing a black shirt with a subtle pattern. They are both focused on a tablet that one of them is holding. The background includes a whiteboard with handwritten notes, diagrams, and a
The image shows a man in a white shirt smiling and pointing at a digital screen behind him. The screen displays a diagram with colorful circles and dots, indicating a concept related to individual applications, e-commerce systems, and other digital solutions. The text on the screen reads
Three men in a modern office setting, gathered around a laptop placed on a sofa. They are smiling and engaging in a conversation. The man on the left is wearing a white shirt, the man in the middle has a white shirt and is looking at the laptop, and the man on the right is wearing a red and white striped shirt. The background features a dark wall with decorative circular planters and plants.

Tactical execution

Multi-channel activation

The strategy was brought to life through a meticulously optimized, multichannel campaign architecture designed to attract, engage, and convert the target audience at every touchpoint.

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LinkedIn advertising: Precision B2B targeting

 

We leveraged LinkedIn’s powerful professional targeting to reach our core audience of HR and event managers. The campaign utilized Document Ads, which significantly outperformed other formats like Carousel Ads in both cost-efficiency and conversion rates. A key innovation was overcoming high initial CPCs by implementing a manual bidding strategy with maximum bid caps, a critical move that drastically improved ROI.

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Google Ads: A two-tiered funnel approach

 

Our Google Ads strategy was built on a dual foundation to capture both broad interest and high intent, utilizing the power of Google's automation while maintaining precise strategic control. We implemented two distinct Performance Max campaigns, each with a unique objective:

  • New customer acquisition: One campaign was targeted at prospecting, designed to reach net-new audiences and build awareness for the Swisscom Veertly platform.
  • Existing customer expansion: A second campaign leveraged first-party data to re-engage existing contacts and expand reach to lookalike audiences, effectively mining previous acquisitions for new value.

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HubSpot integration: Strategic lead nurturing

 

To elevate post-acquisition efforts, we provided strategic consulting to develop an onboarding email sequence for new trial users. This was designed to guide users through the platform's core functionalities, increase product adoption, and improve lead qualification—laying the crucial groundwork for a sophisticated nurturing ecosystem.

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Results & impact

Setting a blueprint for success

The focused campaign, which ran from April 7th to July 7th, delivered exceptional results that laid a foundation for future growth.

Performance metrics:

  • 132 marketing-qualified leads (MQLS) generated and handed over to the Swisscom sales team
  • Over 580,000 ad views, creating massive top-of-funnel awareness across the target market.
  • Nearly 20,000 clicks from targeted traffic, demonstrating strong mid-funnel consideration and interest.
  • High lead quality: The client specifically praised the quality of leads generated from LinkedIn.
A vector image represents four key outcomes, each symbolized by a circular icon and accompanied by descriptive text: ‘Blueprint for scaling’ (with a graph icon showing rising bars), ‘Foundation for nurturing’ (with a magnet icon attracting people), ‘Proven channel mix’ (with a smartphone icon), ‘Follow-up project secured’ (with an icon of a browser window with a checkmark). Each outcome is connected by colorful arcs, offering a dynamic and clean visual flow.

Strategic outcomes:

  • Blueprint for scaling: The campaign structure and strategy have been validated as a successful model for entering new markets.
  • Foundation for nurturing: Strategic input provided for HubSpot workflows begins building a crucial lead nurturing capability.
  • Proven channel mix: Identified the most effective ad formats and bidding strategies for this audience and product.
  • Follow-up project secured: After the first success, a follow-up project to scale the campaign into other markets in Europe is planned.
Niklaus_Baer
Niklaus Baer Senior MarCom Specialist

SUNZINET provided us with a scalable blueprint

The results speak for themselves. In just three months, we achieved 132 marketing-qualified leads with a significantly improved cost-per-lead. Beyond the numbers, SUNZINET provided us with a scalable blueprint for future campaigns.

The image shows two figures in a modern, vector-style illustration. One person is standing triumphantly on the tip of an arrow that is embedded into the bullseye of a large target. This person holds a flag in one hand and a briefcase in the other, symbolizing success and achievement. The other person is running towards the target, pointing forward as if indicating the goal or direction. Both individuals are dressed in business attire with flowing scarves, and the overall style is clean and dynamic with soft clouds in the background. This illustration represents the pursuit of a goal and the achievement of success.

Key Takeaways

The power of a focused strategy

The success of Swisscom Veertly demonstrates that a powerful brand alone is not enough for B2B SaaS success. The key was replacing broad, generic campaigns with a highly focused strategy:

  • Start with a niche audience and a single, relevant use case.
  • Address their specific pain points with valuable content.
  • Continuously optimize campaigns based on data-driven insights.

This project not only generated high-quality leads but also provided Swisscom Broadcast with a scalable, repeatable framework for sustainable growth, proving that precision and strategy trump budget size every time.

About the customer

Swisscom Broadcast AG is a leading Swiss provider of high-availability communication, security, and video solutions. It specializes in offering critical infrastructure for public sectors, emergency services, and large events, with services including radio networks, video surveillance, and crisis communication. The company operates over 430 transmitter locations across Switzerland and supports around 2,600 events annually. 

Want more MQLs?

Whether you're breaking into a new market, launching a new product, or struggling to get traction with your target audience, SUNZINET builds the precision campaigns brands need to scale. Let's talk about how we can drive results for you.

 

Kilian_Stein-570x570

Kilian Stein

Business Development

stein.kilian@sunzinet.com