“The seamless collaboration between The Marketing Pod’s digital, content and PR teams really facilitated the success of our campaign. It’s great to work with one agency that has all the expertise we need to help with so many aspects of our marketing.”
The brief
After gaining investment from a private equity firm, our client – pioneers of user-friendly, self-service tech – needed support with raising its profile and establishing itself as a thought leader within its industry and across the UK, US and EMEA regions.
It needed a clear proposition to differentiate it from the competition, and wanted to quickly establish credibility to keep pace with its steep growth trajectory. To achieve this, the firm approached The Marketing Pod.
Our approach
Defining a proposition
As a first step, we needed to articulate the tangible value of the client’s system for its customers. So, we interviewed subject matter experts from across the business - and around the globe - to develop a range of use cases. We then reviewed it’s existing messaging and realigned it to the business’s core markets.
Carving out the firm’s position in the market
We also needed content that highlighted the client’s role as an innovative, thought-leading organisation. To do that, we created an integrated PR and content strategy to raise its profile, including key pieces of content aimed at challenging industry norms and encouraging the widespread adoption of cloud technology.
Developing a digital presence
As a highly-advanced tech company, it was particularly important for the business to optimise its digital presence. As a result, we took charge of its global digital marketing activity and worked on several international social media campaigns. We also made improvements to the client’s website to enhance its performance and implement SEO best practice.
The results
Our integrated approach to content, PR and digital marketing allowed the client to boost its digital footprint and attract new qualified leads. The PR campaign generated thought-leadership coverage in core international titles, including major publications in its sector.
Thanks to the SEO and site optimisation work performed, the company’s Google ranking grew by 32% between June and July 2020, and the average site performance was improved by 47% between January and July 2020. The client also increased the number of new users to its website by 64%, and reduced its average cost per lead (CPL) from £300 to just £122.
Following the campaign, its software is now used by some of the world’s largest banks.
Boost its digital footprint and attract new qualified leads
32%
Google ranking grew by
64%
Increased new users
