Driving Leads for Industrial Growth
Lacking Authority
An industrial products distributor was looking to quickly generate leads for it’s business. Despite offering a competitive product line, the company’s online presence was lacking. The website was outdated, social platforms were not managed, leads were not being tracked, and there was not an efficient customer relationship management system. The company faced low awareness and authority in the industry.
The company sought to generate leads with full funnel support to build a digital marketing ecosystem that would generate leads.
Creating An Impressive Presence
To reach their goal, FORME Marketing and the client worked together to set the following marketing objectives:
- Execute a comprehensive lead generation campaign on LinkedIn, enhancing brand awareness first and ultimately driving conversions.
- Design and develop a high-impact landing page tailored to optimize conversion.
In order to meet these goals, the current LinkedIn account was optimized for boosted engagement, and high-quality landing pages were created with up-to-date information and a clear call to action.
Qualified Leads
In order to generate leads, several marketing activities must take place to push customers through the sales funnel. Website updates and an organic social media presence established awareness. These digital marketing activities were geared toward pushing customers to the Information Qualified Lead stage. At this stage, these leads have learned about the business but have not revealed their identity. These leads are represented by quantitative metrics such as engagement, followers, views, and impressions.
Next, the high-value landing pages and resources established boosted consideration for the consumer, and they are pushed down the funnel. Combining these efforts with LinkedIn targeting ads established Marketing Qualified Leads. These leads have engaged with marketing materials and have now revealed their personal identity with a form fill from a gated download or revealing the name of the company they work for.
These leads have the potential to become Sales Qualified Leads. These leads must meet qualification criteria, ensuring they have the highest potential. These leads then get nurtured by sales teams to push to close.
A Qualified Campaign
To address each phase of the consumer journey, essential marketing activities were performed. The company’s current LinkedIn account, although created, was neglected and had not been utilized to its fullest potential. The website had brochure-style information, but no way to track visitors or conversions. Both channels were optimized within a week in order to run the paid campaign on LinkedIn.
The swift research and activations by FORME marketing set the essential foundation for a successful paid campaign.
The Results
Within just three weeks of the campaign running, 200 information-qualified leads clicked on the ad, and 49 marketing-qualified leads were tracked to the website.
With a quick turnaround of marketing efforts, the client’s sales team acted swiftly to contact these leads to go through the buying stage. From these leads, sales set up a meeting with one potential customer before the campaign even ended.
Client
Industrial Products Distributor
Industry
Mining and Construction
Services
Lead Generation
Key Benefits
- 200 Marketing Qualified Leads
- 3 Week Project Turnaround Period
- 2 Discovery Calls
Marketing Qualified Leads
Week Project Turnaround Period
Discovery Calls
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