Campaign Components
Brand Identity & Strategy | Search & Social Advertising | Email Marketing & Automation | Content Marketing & SEO | Marketing Technology | Analytics & Reporting
A global leader in metrology and inspection technologies wanted to enhance its content marketing strategy to drive lead generation, targeting engineers, operations managers, and technicians.
Business Goals and Challenges
The client’s customers are OEMs that utilize inspection equipment for quality processes and target personas that include engineers, operations managers and technicians.
The client’s goal was to expand the company’s content marketing strategy, including articles, whitepapers, webinars and publication in the trade press. The content marketing extended into usage as gated content for digital advertising and email marketing for lead generation.
Marketing initiatives were challenged by strict global brand guidelines and highly technical content, and the company utilized a complex marketing tech stack.
Marketing Strategy
TDF devised strategies to enhance the brand and to establish consistency with global subsidiaries and create compelling narratives that resonated with customers. We accomplished this through cross-platform digital marketing campaigns, including search and social advertising.
Follow-up with topic-specific email marketing journeys nurtured leads to readiness and follow-up by an outside sales team. Targeted email marketing programs featuring content, such as articles and whitepapers, were also delivered to lapsed customers and prospects.
Content – some written as third-person journal articles and others ghost written for on-staff engineers – was published by leading trade press, enhancing the visibility of the company’s expertise and thought leadership. Content ranged from how-to content to advanced methodology, as well as new product and technology features and benefits.
Campaign Results
- On-site content generated SEO value
- Gated content delivered email clicks and advertising leads
- ~1000 leads generated per year through digital efforts
- Reduced cost per lead down to average of $265, including $254 CPL on Google for FY 2023 and a $358 CPL on LinkedIn for FY 2023
Conclusion
This partnership demonstrates the power of strategic content marketing to engage technical audiences and generate business results. By leveraging cross-platform digital campaigns and delivering impactful content, TDF successfully positioned the client as a leader in its field while achieving significant lead generation and cost efficiency. This case study highlights TDF’s ability to transform complex technical objectives into clear, actionable strategies that drive growth and strengthen customer relationships.
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