B2B Lead Generation – B2B Leads
Engaging CEOs of ideal target companies
We’re routinely seeing CEOs of Australian hi techs with turnover of $5 million to $50 million (our target audience) opting in and proceeding to self-qualify before they contact us for a meeting. This is what digital marketing is supposed to do.
Tracey James,, Managing Director
Technoledge
Background
Technoledge is a specialist marketing agency for Australian high-tech companies in the software, security, biotechnology and green tech fields.
Serving a technology market known for acronyms and incomprehensible jargon, their Unique Value Proposition is crystal clear: “Technoledge is the only agency that helps Australian high-tech companies un-complicate their technologies so buyers see the benefits and open their wallets”.
While digital had always been part of their marketing plan, when it came to execution, the client found their digital marketing partners were focusing on “procedures and reports not results” .
While procedures such as keyword research, on-page SEO, paid search and content marketing had all been performed on a consistent basis, there was a clear gap between activities and specific, tangible metrics and outcomes.
Another challenge was the target market: notoriously busy and hard-to-reach CEOs of mid-market Australian technology companies with revenues of $5 million to $50 million.
Objectives
- Fully align digital marketing activity with the value proposition of the client as a whole.
- Drive targeted traffic from the right type of prospects with the potential to become a client.
- Provide meaningful reports and proactive optimisation suggestions to improve metrics throughout the entire marketing funnel.
- Overall goal: to be able to point to specific clients acquired via digital means.
How the objectives were achieved
- Deploying a suite of hyper-targeted traffic generation tactics using Google Ads, Facebook Advertising and LinkedIn.
- Conversion optimisation and A/B split testing of key landing pages and in-funnel messaging in order to drive greater lead flow.
- Ongoing tweaking of strategies and tactics in response to analytics and data.
- Proactive reporting, re-alignment and execution to keep digital marketing activities in line with the overall direction of the business.
Key Results
- Demonstrated increase in traffic from targeted, commercially significant keywords in less than 90 days.
- Significant email database growth in prospects from appropriately sized target companies.
- Fresh interest and sales dialogue with CEOs of mid-market technology companies with $5 mil to $50 mil turnover.
- Major new engagements secured in less than 90 days.
BTechnoledge Director Tracey James says…
I was getting a bit jaded with our digital marketers (and we’d had a few) – lots of frenetic activity and arcane reports, but no specific link between effect and cause. As a former scientist who likes logic and process, it was driving me mad. I decided to give Marketing Results a chance – because results were their only focus and their processes looked detailed and logical.
I’ve found Marketing Results’ people really easy to work with – obliging and responsive. I was impressed with their diagnostic skills, logical processes and monitoring, and their willingness to adjust quickly as results came in. Most of all, I was impressed with results. From a combination of changes to website, automated emails and collateral, conversion funnel and search and social marketing, we gained solid leads in 30 days – not 3-6 months as others promised but didn’t deliver.
We’re routinely seeing CEOs of Australian hi techs with turnover of $5 million to $50 million (our target audience) ) opting in and proceeding to self-qualify before they contact us for a meeting. This is what digital marketing is supposed to do.
This Marketing Case Study has been approved by the Technoledge.
