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Integrated Digital Marketing

Summary

Overdrive was engaged by the document management company, M-Files, to raise awareness of their benefits and solution sets through ABM, paid search, content creation, and organic SEO.

  • Customer Journey Mapping and Strategy 
  • Account-Based Marketing 
  • Media Planning and Management   
  • Paid Search Management (SEM)   
  • LinkedIn Ad Management  
  • Content Development 
  • Ad Creative Development  
  • Campaign Tracking and Analytics  

 

Customer Journey Mapping

Overdrive planned and wireframed M-Files’ end-to-end customer journey from the first ad impression to the final sale and built all its required components.

Infographic Creation

As listicles work as powerful ‘top of the funnel’ content, two highly visual infographics were developed to be used in digital marketing efforts. These pieces had descriptive, straightforward titles that worked to do all the selling to the audience set.

Content Development

In order to expand its footprint in North America, Overdrive created a helpful Buyers Guide to educate and raise awareness of ECM (Enterprise Content Management), one of M-Files’ main offerings.

Account Based Marketing: Four 
Steps to Success

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

  1. Define your target audience
  2. Reach your target audience.
  3. Nurture your target audience with display and email.
  4. Measure leads, opportunities, and pipeline influence.
Get the ABM Four Steps to Success Infographic

Media Planing and Management

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

Paid Search Management

Overdrive created paid search ads around sales-oriented offers and messaging with the goal of targeting prospects along the sales opportunity funnel.

Display Ad

Action-oriented banners were developed to drive awareness of M-Files status on the Magic Quadrant, an honor that lends credence and credibility. These banners were deployed across high-value online properties that the target audience occupied.

LinkedIn Ad

The Buyers Guide was promoted on LinkedIn and on relevant high-traffic sites using the Display network.

White Hat SEO

Overdrive assessed M-Files’ 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.

Watch Explainer

Success!

+1,674%

Lead Volume

-96%

Cost Per Lead

+386%

Conversion Rate

-815%

Cost Per Impression

Dev Tool:

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