About The Client
QinetiQ is a global security technology company that supports consumer names like Volkswagen, BT, HMRC and Vodafone. I was responsible for project managing a MarTech implementation initiative, website build, and digital marketing strategy for QinetiQ’s subsidiary Boldon James.
Getting the Message Right
I came on board and hosted a one-day messaging workshop at QinetiQ’s offices. With their sales and product teams attending along with the marketing department, my goal was to understand their marketing challenges and, in particular, how they use marketing to generate leads.
The messaging workshop unearthed some critical findings that helped to shape the campaign message and content for the new website. One of the main concerns was how potential customers perceived the product in terms of cost versus potential gain. The ability to deliver marketing campaigns quickly and at scale was also a problem.
A Results-Driven B2B Marketing Campaign
My role in this project was to build the strategic campaign elements for Google Ads, programmatic display ads, LinkedIn sponsored content, and YouTube ads. These channels were all geared towards creating awareness and driving leads through the client’s website.
Specific messages would be shown to prospects at each stage of the campaign funnel. Search, programmatic and LinkedIn ads targeted cybersecurity decision makers with educational whitepapers and sales-focused messages.
To get the most from the client’s investment, Pardot and Salesforce were integrated with the website. Marketing automation was setup to support the campaign strategy and improve campaign efficiency. This gave them the tools needed to automate things like customer acquisition, onboarding, and retention.
I worked closely with the client’s tech team to implement Google Tag Manager for improved website analytics, retargeting tags, and user tracking.
The campaigns helped QinetiQ reach new buyers at a fraction of the cost of their previous digital marketing efforts. In its first twelve months the campaign generated 527 leads at a 30% higher conversion rate.
Exposure was remarkable: 1.4m ad impressions and 120k additional site visits.