The Quiet Consistency: How Opti9 Built a Reliable Lead Machine
Some campaigns are about dramatic turnarounds. Others are about building something that just works—month after month, lead after lead, without the drama.
The Client: When Systems Fail, They Keep You Running
Opti9 specialises in disaster recovery, backup solutions, and cybersecurity. As a Veeam and AWS reseller, they help businesses prepare for the worst and recover quickly when disaster strikes.
It's critical infrastructure work in a competitive market. When a CTO realises their backup strategy has gaps or their security posture needs strengthening, Opti9 needs to be the name they find.
The Challenge: Consistent Pipeline in a Technical Niche
Disaster recovery and cybersecurity aren't massive markets, but they're crowded with competitors. Multiple resellers, similar service offerings, all competing for the same searches and the same decision-makers.
Opti9 needed:
A steady stream of qualified leads month over month
Strong visibility in technical search results
Content that demonstrated expertise and built trust with IT decision-makers
Support for their channel marketing team as they scaled partnerships
Not flashy. Not viral. Just reliable, predictable growth.
The Solution: PPC Precision + Content Depth
RicochetB2B partnered with Opti9 to build and maintain a multi-channel lead generation engine:
1. High-Performance PPC Campaign
A tightly targeted Google Ads campaign focused on disaster recovery and backup solution keywords. Not broad, not wasteful - laser-focused on reaching IT decision-makers actively searching for business continuity and recovery solutions.
The campaign wasn't about massive volume. It was about consistent quality.
2. Strategic Content Creation
Beyond ads, Opti9 needed content that demonstrated technical credibility. RicochetB2B produced extensive copy across the site- technical explainers, solution pages, case studies, and thought leadership content that helped Opti9 rank for key terms and build authority in disaster recovery and cybersecurity.
3. Channel Marketing Support
As a Veeam and AWS reseller working with channel partners, Opti9 needed consistent messaging and support materials. RicochetB2B worked alongside their channel marketing team to ensure messaging stayed sharp and leads kept flowing through partner networks.
The Results: Steady, Reliable Performance
This is what consistent execution looks like:
30 qualified leads per month generated through PPC - not spikes and valleys, but reliable pipeline month after month
7.2% click-through rate - well above industry average, indicating tight targeting and messaging that resonates with the right audience
Plus ongoing SEO improvements and content that keeps Opti9 visible as a credible expert in disaster recovery and cybersecurity.
The Bottom Line
Not every success story is about rescue missions and dramatic turnarounds. Sometimes it's about building something that works and keeping it working.
Opti9 operates in a technical, competitive niche where consistency matters more than flash.
RicochetB2B delivered:
✓ A PPC campaign that generates predictable, qualified leads
✓ Content that builds authority and drives organic visibility
✓ Support for channel marketing to maximize partner opportunities
The result? A lead generation engine that just keeps running - 30 leads a month, 7.2% CTR, and a content foundation that supports long-term growth.