Integrated Lead Generation

Summary

Leading segmentation company, Guardicore, had countless assets to educate and build trust, but no structure in place to leverage these assets to lead their target audience down the sales funnel.

They also needed to ensure messaging throughout a campaign emphasized that they were the best solution for “network segmentation” while creating demand that helped drive company growth.

Customer Journey Mapping
Account-Based Marketing
Paid Search Marketing (SEM)
Media Planning and Management
Nurture Campaign Development
Ad Creative Development
Paid Social Marketing
Landing Page Design and Development
Whitehat SEO
Campaign Tracking and Analytics

Customer Journey Mapping

Overdrive planned and wireframed Guardicore’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.

Content Audit

Existing content was evaluated and mapped to a customer journey that presented the audience with a mix of high-value content and contact offers that catered to Guardicore’s different product offerings and benefits.

Media Planning and Management

Overdrive developed a comprehensive media plan that identified high-value site direct media properties as well as a programmatic approach. This ensured Guardicore’s presence around key content as well as based on user intent.

Account Based Marketing: Four  Steps to Success

Overdrive implemented an enterprise-scale ABM program, utilizing its four steps to success program:

Define your target audience.
Reach your target audience.
Nurture your target audience with display and email.
Measure leads, opportunities, and pipeline influence.

Get the ABM Four Steps to Success Infographic

Paid Search Management (SEM)

Overdrive utilized paid search campaigns to drive targeted traffic to high-engagement landing pages optimized for conversion.

Banner Ads

Vibrant and intriguing banners were developed to capture attention and drive action. These banners were deployed across high-value online properties that the target audience occupied.

Social Ads

Reach was extended through the creation of highly-engaging LinkedIn ads. Ads were then promoted to their target accounts, market personas, and lookalike audiences.

Nurture Campaign Development

Nurture emails were developed to entice the audience to take the next step in the campaign. Messaging of these emails was focused on empathy, rather than being overly salesy, to let the audience know that Guardicore understands their problem, and is the solution to their pain.

Landing Page Development

Longer form landing pages were created to capture and nurture prospects down the funnel. These pages were focused on one primary action tied to the content or contact offer, while lower on the page helped paint a more in-depth picture of either the asset or Guardicore’s key benefits.

White Hat SEO

Overdrive assessed Guardicore’s online natural search presence for all major search engines, using our findings to improve search rankings, natural site traffic, and lead flow.

Content Development
Meta Tag Development
Keyword Deployment  & Interlinking
Call-to-Action Integration
Company-Wide Trainings
Overall Site Health Assessments
Blog & Site Assessments
Code Compliance
XML Sitemap
Keyword Level Rank &  Competitive Tracking

Dashboard and Analysis

Overdrive created custom dashboards to ensure accurate tracking and segmentation of data in order to facilitate maximum insight into the integrated campaign.

Success!

-70%

Paid Search
Cost Per Lead

+390%

Paid Search
Lead Volume

+121.2%

YoY
Organic Users