RSA Integrated Digital Marketing

Project Overview

RSA Security came to Overdrive looking to ramp up lead generation efforts for 4 individual business units. As part of that program, Overdrive worked to improve SEO visibility, rebuilt the RSA paid search program, planned and executed display media across multiple partner networks, and launched targeted ads on LinkedIn, where we could not only target by company, but also by job title, seniority, location, etc.

Services Provided

Customer Journey Mapping and Strategy
ABM: Demand Gen Media Management
Paid Search (SEM)
Media Planning and Management
Ad Creative Development
Landing Page Design and Development
White Hat SEO
Campaign Tracking and Analytics

Campaign Highlights

Customer Journey Mapping and Strategy 

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

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Customer Journey Mapping and Strategy 

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

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ABM: Demand Gen Media Management

Overdrive took over management of RSA ABM programs in LinkedIn. Budgets were shifted towards top performing assets that had been driving the best engagement rates, and then over 100 new ads were launched over the course of 3 months. Once new ads were launched, Overdrive implemented new campaign structures, bidding strategies, and targeting selects to ensure the campaign would deliver consistent cost-effective leads for RSA.

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Paid Search Engine Marketing (SEM)

Overdrive rebuilt the paid search accounts in both Google and Bing to help improve optimization efficiency while seeking to drive increased leads at a lower cost per lead for 4 individual RSA business units.

19 campaigns
14,000 keywords
4,700 ads

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Media Planning and Management 

Overdrive planned and executed media campaigns, testing several partner networks over more than a year. The goal was to ensure visibility to unique users within a list of key target accounts.

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Ad Creative Testing

Over 100 unique creatives were tested across various media partners.

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White Hat SEO

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