THE GOAL
Enable a global manufacturer of Test & Measurement equipment to generate a list of highly unique audience. They are targeting design and test engineers interested in RF-related test solutions, and we are to use multiple content assets to achieve targets–some provided by client, and some to be developed by us.
PROFILE OF CLIENT
- Leading brand of test & measurement equipment and solutions
- Global OEM with strong presence in India
GOAL OF THE PROJECT
- Develop and execute a content marketing plan involving multiple types of content (whitepapers/guides/videos/offers) that the targeted audience finds value in registering and consuming
- Generate a list of 175 qualified consumers of content who have a strong interest in RF-related test & measurement solutions
- These qualified audiences would be perfect prospects for their future demand generation marketing campaigns
- The additional profiling questions in the landing page helps the client quickly convert some of the registrants into leads
TIMELINES
- Started: April, 2021
- Duration: 3 months
PROFILE OF AUDIENCE TARGETED
- Geo: India
- Sector: Electronics–all firms involved in RF-related R&D, design or manufacturing
- Job Profile: Professionals involved in Test, Design, R&D, etc of RF-related applications, and their senior decision makers
IMP: The above formed the basis of qualifying the audience. Anyone who did not meet any of the factors above were disqualified.
THE EXECUTION... TYPE OF PROJECT * Content Marketing (different types of content including white-papers, buyers’ guides, training videos, etc were promoted to interest targeted audience) * This project involved development and promotion of multiple-content assets LIST FILTERING & AUDIENCE QUALIFICATION * Forms were designed such that only those records were shared with client that met all qualification criterion * Tele-calling to verify background and interest of contacts that expressed interest in purchase of test solutions being promoted ACTIVITIES UNDERTAKEN BY EFY TO DRIVE SUCCESS * EFY’s team understood the client’s solutions, their goals and “what’s in it” for our audiences via series of telecons and emails * EFY’s team selected multiple content assets from client’s library and promoted each of them * EFY’s team also developed their own content assets in partnership with the client, after speaking to their subject-matter-experts–and promoted them too * EFY developed a landing page along with a form to share details of Webinar and capture details of registrants * EFY’s team developed promotional creatives and got them approved from client * EFY’s team deployed these creatives across EFY’s Assets (explained in detail below) * EFY’s team deployed remarketing campaigns to the targeted lists across other platforms: LinkedIn, Facebook & Google * EFY’s team reviewed performances of all campaigns and improvised on a regular basis * EFY reviewed all registrants and filtered the Qualified Audience to share with client * EFY categorised registrants who displayed interested in purchase of equipment, called them to verify their * background and interest, and passed genuine cases to client * EFY’s team developed an At-A-Glance report and shared updates on a Weekly basis with the client EFY’S ASSETS DEPLOYED * Extraction of targeted database from EFY’s Database of Databases * Email marketing to Targeted Database * Web-banners on relevant websites of EFY * Push-notifications on relevant websites of EFY * Posts on relevant social media channels of EFY * Promotion via mention of event in relevant news-letters of EFY * Remarketing to EFY Databases via Google, LinkedIN and Facebook * Development of creatives based on best practices and learnings from past successful campaigns * Technical journalists of EFY team were involved in developing customised content assets for the campaign RESULTS REPORTED * Overall visibility gained by the campaign (IMPRESSIONS delivered) in front of targeted audience of R&D and Design Engineers * Breakdown of visibility across different channels * Overall engagement generated by the campaign (CLICKS delivered) * Breakdown of engagement across different channels * Overall Registrants * Overall Qualified Registrants * Overall Leads generated of those interested in purchase of RF-related test solutions * Target to Achievement Ratio w.r.t. Qualified Attendees and Sales-leads RESULTS DELIVERED Targets achieved for both list building of qualified audience and also generated better than expected leads for sales teams TRUST-BUILDING INITIATIVES * Complete GAME-PLAN was provided to client within 7 days of their go-ahead for the project, which shared stages of execution along with time-lines--so client was aware what to expect when * List of qualified registrants was provided with complete contact details for the client to review and audit, for those they approved as “qualified” * Only those registrants were passed to clients that met their qualification criterion, and any that client objected to, were removed from our list * All pages, forms and creatives were reviewed with clients prior to them being deployed