One of our clients, Qnext had a primary goal: Generate both sales and interest across North America for their new secure, zero trust remote data access and sharing platform – FileFlex. With a limited budget to start with they needed a best-in-class digital marketing program to help them win market share. As with many emerging technology companies most of the current investment was being poured into the product to ensure that it delivers on its brand promise and rises above the competition. The product is and was game-changing in that it provides zero trust data access and sharing and transfer without the use of the Cloud and with no VPN. The marketing challenge was how best to educate the target audience of IT decision makers about a breakthrough offering.
Drive high brand-awareness and educate IT leaders in the benefits of using the first zero trust remote data access and sharing platform for Hybrid IT. Bring awareness and much needed educational information about using a zero-trust approach in today's digital world. Build confidence and trust that the product is the best zero trust platform and reduces business risk while increasing remote worker productivity.
Drive awareness that FileFlex is the world’s most cybersecure data access and sharing platform for today’s distributed and remote workforce. This is a key message especially in today's new world.
Become the World’s #1 secure remote data access and collaboration platform for Hybrid IT.
Completely revamp the organization's digital strategy.
Double down on Search.
Build highly detailed customer personas, that were used to create audiences, custom experiences, messaging and value propositions.
Leverage the power of timely re-marketing. Education is key and it takes many points of contact and hits with the right message to ensure that the audience target are able to get and consume the right message at the right time.
Cut the fat out and be laser focused on hitting and exceeding current KPIs.
FOCUS ON THE IDEAL CUSTOMER AND TARGET THEM THROUGH SEARCH AND NUDGE THEM WITH A HIGHLY CUSTOMIZED RETARGETING PROGRAM. DRIVE A DEEP E2E MARKETING FUNNEL THAT PERSONALIZES EXPERIENCES FOR THE CUSTOMER.
In today's world laser-focus targeting of your key customers and personalizing their experience is key. Communicating key value propositions and being concise helps build a more highly qualified marketing funnel. Through developing brand awareness, building relevant content that matters and engages users, driving a high volume of qualified traffic, segmenting traffic into different audiences, customizing the re-targeting experience, building advocates in the major social channels through product delight and most of all driving digital thought leadership through high value content and masterful storytelling has enabled us to WIN big.
- Completely dominate Search Rankings (people searching for more information about the cause is the most engaged and activated) and own as close to 100% impression share on high-value keywords
- Introduced best-in-class SEO that drives higher traffic and more relevant audience to the new site along with a much bigger remarketing strategy.
- Deploy the power of AI and ML (machine learning) platforms to customize ads, design, messaging and also allowed it to drive ad scheduling and targeting.
- Use the power of story in the creative and in the use of videos (which was a key engagement driver). Social Media is a great platform for video consumption.
- Education was key in driving consumer confidence and advocacy. Deep content gave our target audience the right information, helped them to figure out for themselves the solutions that they need instead of being told and instilled confidence in the product and our value proposition.
- Open up massive awareness through social channels (paid & organic).
- Lowered the people signing-up but intentional to generate more quality leads. The quality escalated that it resulted in +188% more Leads generated month-over-month.
- Focused and custom creative. Targeting was sophisticated but only by letting the user know with quality messaging what the product is all about did we get rid of “tire kickers”.
- Aligned Search with Facebook, Instagram, LinkedIn, YouTube etc.
- Created custom landing pages per audience.
- Gleaned lessons from conversion metrics to build a new site that better merchandised products and dramatically improved the way the customers funneled themselves into the right products and experiences.
- Build leadgen-focused webinars through targeted email canpaigns
- Focus specifically on Search and Remarketing to ensure laser targeting to bottom-of-funnel traffic and audience.
- Work with the budgets to ensure it bought the right channels and targeted the right audience with the right message.
- Provide engaging creative to ensure that the attention of the audience was captured directly.
- Develop a massive retargeting list by combining the high traffic garnered from Paid Search, Display, Email Campaigns and Social Advertising.
- Ensure that audience segments were created and custom messaging and custom landing pages were deployed for maximum effectiveness.
INTELLIGENT MARKETING RESULTS
Ruthless optimization driving CPV (cost-per-visit) by -99%. Overall CPA decrease of -61%. Increased quality traffic by 96% month-over-month. Leads increased by 188%. Prospects have increased by 452% in 3 months without increasing spend.