A Case Study | Gavin Leone

The Marketing challenge

Hendeca’s marketing strategy hadn’t delivered in over 12 months. They need to understand why it had not worked and what could be done about it.

There were 4 fundamental challenges that needed addressing:

The first was clearly defined KPIs with analytical data reporting. So far, there had been no analysis of the social output and no adjustment of the failing social strategy since it was started.

The second was content marketing implementation and lack of social momentum. The lack of well written content was an obvious bottleneck that needed a quick solution.

The third was marketing and general workflow management. Internal communications needed a solution that could also cross into project management.

The fourth was the brand, and lack of a clear brand voice. Like so many young private enterprise companies, the brand had only been assessed in terms of the visual aesthetic.

What was most important to Hendeca when it came to investing in new marketing activity?

Campaign Driven

Having witnessed already how a marketing strategy can fail when the implementation tasks are not well defined and the social content output too generic, Hendeca knew it was time to focus on a campaign driven plan that could target pre-defined personas in controlled industry segments with content that really resonated.

Target Audience Acquisition

It was time to abandon the notion of being everything to everybody and begin with a coordinated campaign strategy that would speak to a targeted audience in a tone they would understand and engage with. Once we had acquired the audience data it was time to look beyond the company names, and learn about the people.

KPIs & ROI Reports

A way to track marketing spend and monitor the return on investment with clear visibility of the marketing campaign milestones, activity, KPIs and human resource hours involved in all marketing activity.

Campaign Content

The targeted campaign needed coordinated content output that engaged and resonated with the defined market segments . This ranged from blog articles and email marketing through to display ads and Partnership advertising. Content was designed to resonate with pain points and offer easy solutions.

Marketing Plan

To prevent overspend the marketing plan had to be iterative with constant ‘test, analyse, review, adapt of marketing output. The marketing tactics would need to become integrated to tie up social media click though and bring traffic through to website landing pages that focussed on industry sector knowledge and clear benefits.

Market Segmentation

The campaign target audience was reeling from recent government compliance changes. This was a significant pain point that was affecting some groups more than others. The campaign audience was segmented by demographic, size and by compliance impact so that the campaign B2B marketing content could be adjusted for each group.

Targeted Content

Crafted to strengthen your brand, engage your audience and build social loyalties that last.

The high value challenge is to produce consistently engaging content that reaches deep into the lives and psyche of your customer.

If you need help with content creation thats powerful and compelling, I'd love to help you so do get in touch today.

“What can I say? Top job Gavin! Excellent turnaround for campaign content. The cold reach emails really hit home last week and initial metrics showing 6% lift in conversion rate. I'll be in touch!"

Felix R, Paid Search Director

The Transformation

Workflow & Internal Communications

Since implementing a new Workflow SaaS solution, the management layers have has seen a huge increase in the amount of time saved tracking down tasks and related conversations. It’s not just the management that benefits, all the teams layered below can now report on task status and more reliably communicate with management.

Project Management

With clearer visibility, Workflow has transformed reporting for managers, providing figures that pinpoint exactly where the problems are to be able to address those issues going forward. Through the manager’s dashboard and intuitive reporting, managers can see what tasks have and haven been completed, as well as forecasting and planning.

Marketing Plan Implementation

The nature of Hendeca’s marketing problem isn’t unique. So many small and rapidly growing businesses have had to tackle this communication transformation to help them move forward.

Once the marketing tasks were clearly defined, assigned and prioritised, it was time to scope the resource requirement, assign budgets and look ahead to campaign launch.

Branding & Target Audience

The brand voice was redefined and has already begun to shape every website story and social content.

The next weeks were dedicated to market positioning and campaign data mining for target audience personas. With this data collected, it was segmented and loaded into email marketing CRM and prepared for LinkedIn Matched Audience advertising.

Email Marketing

The email marketing campaign was set up with both cold-reach and nurturing templates to coincide with the campaign launch. All the tools are in place to produce enough content and copy for a marketing campaign with momentum.

New Partnership Opportunities

The target audience data also provided the fuel for the Partnership programme that has already attracted interest from targeted segments who share the same target audience.

What's Next?

The real transformation has been the organisation of team resource and improvements to workflow efficiency and activity reporting. This company is now content prepared, and ready to launch targeted audience campaign marketing in 2024.

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