G4S
Lead capturing for a global security company via Marketing Automation
G4S, a global security company, sought to enhance their digital marketing strategy to generate more qualified leads and increase online visibility. Despite their strong market position, they faced challenges in achieving effective online campaign results and lacked insight into the behaviour of their target audience.
1026
Generated MQL's
27%
Ideal Customer Profiles
Youwe helped G4S generate significant numbers of leads from its white papers, so sales could directly contact prospects who were already aware of the problem.
Our solution
The challenge
Our approach
What Youwe did
Youwe planned and built a campaign for G4S to promote GIS, its online monitoring system for geopolitical intelligence, with a white paper at its core.
The campaign was set up as a blueprint that the internal marketing team can reuse for future campaigns.
How
Youwe set up Adobe Marketo Engage to run email and social media, together with scoring and grading of contacts.
Contacts who downloaded the white paper entered a follow-up program, scored on their interest in the G4S Risk Consulting proposition.
The details of people who downloaded the white paper went to the sales team, so sales could see who to contact.
Nurture leads
Our experts set up a marketing automation system to manage the delivery of email marketing and social media marketing as well as lead scoring and grading. Leads captured were assigned to a nurture program where they were scored on how interested they were in one of the G4S’s Risk Consulting proposition.
The results
A Measure for Success
The marketing team was able to deliver the details of people downloading G4S white papers to sales; this data visibility was a benefit for G4S’s wider sales team, with improved technology also helping enhance digital marketing know-how for lead acquisition.
Campaign results
This then provided marketing with a lead acquisition and lead nurturing framework. The lead acquisition campaign delivered 1062 marketing qualified leads of their white paper. The high engagement was enabled by an email open rate of 13.83% resulting in a 2.17% click-through rate together with a well-targeted list out of their database.
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