Integrated Digital Marketing Strategy Leads to B2B Success

Overview

Pico began an engagement with Refactored Media and InfinityQS. The challenge was to build a new integrated program allowing InfinityQS to introduce its refreshed brand into the b2b market.

Challenge

The goal in partnership with Refactored Media, was to elevate a conversation about the value of quality data among quality professionals, and to illustrate how a new perspective about that data can deliver unexpected value for manufacturing organizations.

Pico worked directly with the Refactored team on paid media and search engine optimization programs in order to effectively drive results.

Pico Strategy

The plan was to build a diverse media mix to hit all stages of the purchase funnel for b2b buyers – this included website work and an exit pop-up to recapture those leaving the site who didn’t convert, in addition to advertising in both Google and LinkedIn.

In Google, search campaigns were built on key niche terms in addition to display efforts and YouTube advertising to see the lift gained from video efforts. Dynamic ads were created in display campaigns to fit on all screen sizes and take advantage of native advertising opportunities in Google. This also allowed for detailed testing of colors, call to action text and imagery.

In LinkedIn, US and UK specific campaigns were built with 3 sponsored content pieces each. Lead forms were utilized to allow users to convert directly within the platform instead of having to visit the site and ultimately provide information.

Organically, a strategy was built to rank for high volume search terms without good paid visibility thus freeing up more budget for converting ads. Content was developed to drive an increase in keyword visibility with a narrowed quarterly focus to hit specific segments enough to drive results before changing direction.

The program results also helped lead to InfinityQS winning multiple honors from The Information Technology Services Marketing Association (ITSMA).