CASE STUDY:
ICETS Digital Strategy + Visionary B2B Website + Google Ads + LinkedIn Ads Campaign + HubSpot
The Challenge
When we met ICETS, they had a training product that they knew was industry-leading.
They also knew there was already demand for their courses - they just needed a way to capture the demand and generate course enrollments.
ICETS Chief Operations Officer, Nadine Seifert said:
"I am a marketing novice. The Visionary team are super helpful, offer expert advice and have patience in guiding me through and explaining the processes. [Your customer service] is really good, you are very responsive to Slack messages and emails and endeavour to get work done promptly."
Solution Overview
The overall solution had Visionary build the following:
- Visionary Client Avatar
- Visionary B2B Website
- Google Ads
- LinkedIn Ads
- HubSpot CRM process design
- Wordpress Website pages
- Automation: aXcelerate Learning Management System
- Social Content Amplification through LinkedIn
- Consulting: HubSpot, Online sales process, Digital Strategy, Website
- Adhoc campaigns and digital requests
Visionary B2B Website
Visionary restrategised ICETS' brand and rebuilt the website from scratch. Notice the following strategic thinking infused into the website:
- The website is crafted for a very specific target market. The copy speaks directly to this audience, subcommunicating how well ICETS understand them compared to similar competitors. Words are chosen very specifically to match the audience's day-to-day language patterns.
- We stuck with ICETS' original purple and white brand colours, so that their current content wouldn't be invalidated. But we've added a bright pink accent to make the brand FEEL more modern, and make key elements stand out. Photos are selected to relate to the target market. Website visitors feel aspirational when they navigate the pages.
- ICETS have a complex value proposition with many different pages on the website. The "mega menu" is designed to make navigation feel simple for the audience
- ICETS have key competitors in their space. The "Why ICETS?" page ensures the audience simply can't choose a competitor after visiting ICETS website
- The website is built using Wordpress so that it can connect to ICETS' LMS tool, aXcelerate and integrate with optimal tools as ICETS B2B marketing engine grows
Results Produced
The campaign produced excellent results from month 1:
Visionary Google Ads + LinkedIn Ads
First, we ensured that every relevant Google search shows ICETS at the top, or close to the top, of results using Google Ads. The Ads focus on what makes ICETS different, allowing us to capture significantly more clicks than competitors.
ICETS often have a long sales cycle, and we also found MANY open leads in their HubSpot. So we used LinkedIn Ads re-targeting to ensure educational Ads are seen by anyone who had touched ICETS' website, clicked a Google Ad, follows ICETS social media or has been entered into ICETS HubSpot.
We tested LITERALLY hundreds of combinations of Ads across Google and LinkedIn to continually optimise results and keep the content fresh for ICETS' audience.
ICETS Ad Samples:
HubSpot Automation
The following HubSpot automations were developed:
- Integration with aXcelerate
- Management reporting and dashboards
- HubSpot connectivity with Google Ads and LinkedIn Ads so that prospects in HubSpot are continually, and automatically, nurtured
- Workflows and automations to manage deal and contact data
- Adhoc troubleshooting and training for ICETS team members
Visionary Client Avatar
To guide the advertising campaigns and strategy decisions - and to ensure ICETS attract the best possible prospects, we strategised, and then documented, a Client Avatar:
Book Your Discovery Call To Learn:
- --> We'll show you the B2B Digital Marketing roadmap you need for your business goals, and we'll explain exactly how it will work in your sales process.
- --> You'll understand the leads and sales generation results you can REALISTICALLY expect from a Visionary Digital Sales solution.
- --> We'll design 2 - 3 solution options for your business and provide a quote for each.
- -- > We'll give you the opportunity to start with a small impactful project so you can make sure we walk the walk, before we partner long term.
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