Overview
Designed an inbound demand-generation model connecting search, expert content and campaign journeys to qualified sales leads for a specialist risk-management and engineering software provider serving maritime, energy and oil & gas customers.
Who This Is For
B2B software and engineering companies selling specialist applications into technical markets such as maritime, energy, and oil and gas. This case is most useful if:
- marketing mostly announces products or pushes outbound campaigns
- your expertise is hard to find in search unless buyers know your product names
- digital engagement is not connected to leads and sales
- you use Salesforce, or a similar CRM, and want campaign measurement tied to it
The Challenge
The client sold specialist risk-management and engineering applications into maritime, energy, and oil and gas markets.
Marketing needed to move beyond product announcements and broad outbound communication. The company's expertise had to become discoverable, and digital engagement had to connect more directly to lead generation and sales.
Our Approach
Working within Making Waves and NoA, the team now behind ECM.DEV developed an inbound marketing and content strategy built on customer personas, industry-specific journeys and measurable outcomes.
- Content and behaviour review: existing marketing and campaign content, plus website and campaign behaviour analysed.
- Non-branded keyword research: the searches real buyers make, not just product names.
- Journey-based page planning: core, campaign and microsite pages planned for different journeys.
- Lead nurturing: nurturing sequences and content workflows defined.
- Measurement in Salesforce: lead capture and campaign measurement connected to Salesforce, with KPIs covering traffic, engagement, qualified leads and sales contribution.
Impact
Buyers found the expertise first. Prospects started discovering the organisation's expertise and thought leadership before contacting the sales team.
Leads and search traffic moved quickly. Inbound qualified leads improved dramatically within the first quarter after implementation, and non-branded search traffic for targeted keywords was transformed.
One demand-generation model. Content operations and campaign measurement brought into a single, connected approach.
Specialist buyers search for their problem, not your product name. Content written for those searches is what lets expertise sell.
Delivered while employed at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
Topics
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