B2B Marketing Strategy
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SatVUE is a smart remote monitoring solution launched by Pacific Data Systems to leverage satellite communications to collect, store, and report data, which can be accessed globally via internet-enabled devices.
Their innovation reduces the need for on-site data retrieval and measurement visits, offering significant efficiency improvements for various industries.
At launch, they needed a B2B digital specialist to interpret and execute their campaigns. That’s when they turned to The Lead Agency.
+$10m
in new sales
opportunities
64%
increase in
sales prospects
13.2%
LinkedIn
conversion rate
Understanding SatVUE’s unique needs
SatVUE had just launched their satellite monitoring tool, and while they had an extensive database of clients, they needed to reach two new B2B audiences:
- A new group of prospective clients in different industries
- Different decision-makers within segments of their existing client base.
LinkedIn was the ideal channel to target these new audiences. Over 430 million business professionals connect on LinkedIn, and 40% of those members check the platform every day. Additionally, LinkedIn provides a high degree of accurate professional classifications/segments, making it the ideal platform to identify and reach these new audiences.
That became our focus.
Crafting a compelling campaign
To engage with their target audiences on LinkedIn, we developed an educational resource (a best practice guide) that was used as a lead magnet, which, instead of trying to sell the benefits of the satellite monitoring tool, sparked interest in better solutions for remote monitoring.
This resource was promoted through LinkedIn to specific segments. Those who clicked on the advert were ushered to the company’s dedicated landing page, where they could download the resource in return for providing their name, email address, company, industry, and job title.
Once that data was captured, the interested prospects were sent an automated series of emails associated with the best practice guide topics, including case studies aligned to the specific needs or issues relevant to their selected industry or job title.
Open rates and clicks were measured at relevant stages throughout this process to determine when to initiate a sales call.
Achieving campaign expectations
The campaign engagement results exceeded our expectations. Over 13% of people who saw the best practice guide on LinkedIn visited the dedicated website and downloaded the resource.
Email open rates for the six-week automated campaign exceeded 55%, with click rates on key emails averaging 24%. The campaign achieved:
- 296 marketing-qualified prospects
- 226 new company prospects
- 57 sales-qualified prospects
- 13 sales meetings booked within three months
- over $10 million in newly identified opportunities.
Drive your business forward with targeted campaigns
Through our B2B expertise and consultative approach to digital marketing strategy, we were able to design a unique campaign with an out-of-the-box approach to garner interest from new prospects.
Product-led promotion is easily identified and ignored by prospects these days. The Lead Agency explores value-adding initiatives to capture hard-to-reach attention and turn it into high-quality leads.
If you want to generate more and better quality leads, contact The Lead Agency.
