Boosting Website Traffic and Prospective Leads for AfterBurner: A Comprehensive Digital Marketing Strategy
CLIENT
Afterburner
INDUSTRY
Sales Training
SERVICES
Marketing Operations, Sales Operations, Google Paid Search, Google Keyword Planner, Google Ads, LinkedIn Ads, & Content Syndication
TEAM
Marquee Project – Bryan, Mirnal, Melanie, Ivan
About the Project
AfterBurner sought a partner for operations to expedite their market entry with various campaigns. We not only constructed their campaigns but also provided assistance in strategy, content creation, scoring, lead lifecycle, and sales operations.
Diagnosed the problem
With every client, our process begins by delving deep into their marketing automation platform to gain a comprehensive understanding of its functionality. This initial assessment provides invaluable insights into the setup, utilization, and historical usage patterns of the tool. Following our diagnostic examination, several key issues came to light: scoring mechanisms were not configured accurately, lifecycle stages lacked completeness, existing reporting failed to deliver relevant insights, and the integration between Pardot and Salesforce was misaligned.
Digital Marketing Strategies by Marquee Project
Fix the problem
The first step was to ensure we reached our audience by adjusting targeting capabilities through the use of Google Paid Search. We enhanced Afterburner’s brand and engaged potential prospects by leveraging Google’s powerful search volume. The goal was to target individuals who have previously visited Afterburner’s website and segmented them based on location, job titles, and organization types. This approach ensured our ads reached those who already showed interest in Afterburner’s services, which in turn, increased the likelihood of conversion.
LinkedIn Paid Ads
LinkedIn, the most well-known professional networking platform, was the perfect channel for reaching B2B prospects. To have success in using LinkedIn, we had to be very precise on audience segmentation, personalization, and engaging content. Because we knew this was essential we had the LinkedIn Paid Ads target very specific audience segments that were based on job titles and industry. We also made sure we kept an ongoing brand awareness campaign running concurrently to ensure the Afterburner brand was kept top-of-mind with the audience targeted. The key was having a consistent message and content every time which helped Afterburner become a competitive industry player.
Content Syndication
Content syndication plays a key role when needing to reach a specific audience. Using content syndication helped us collaborate with vendors who specialize within Afterburner’s targeted industry. Additionally, we were careful when selecting vendors to ensure they catered to the job titles that aligned with Afterburner’s ideal customer profile. After developing high-quality content, we distributed the content through syndication partners. This allowed us to explain Afterburner’s benefits and value to those to had a genuine interest in its services. Using this approach generated new traffic to Afterburner’s website and nurtured relationships with potential leads.
The partnership between Marquee Project and Afterburner was extremely successful because of the comprehensive marketing strategy put in place. They saw an increase in website traffic, due to prospects being more aware of their brand through specific targeting. The Google Paid Search campaign saw past website visitors revisit the site, while LinkedIn Paid Ads brought AfterBurner’s personalized message to reach its targeted audience.
Also, content syndication allowed AfterBurner to build valuable connections with its target audience, positioning the company as an authority in its field. As a result, the campaign delivered some influx of prospect leads, gaining new traction in AfterBurner’s sales pipeline.
In conclusion, our partnership with AfterBurner shows what can be accomplished with a thought-out digital marketing plan. Through Google Paid Search, LinkedIn Paid Ads, and Content Syndication, we not only increased their website traffic and brand awareness but also built more powerful connections with prospective leads. AfterBurner is now in a better position than ever to achieve its growth objectives and goals.
Google Paid Search
The first step was to ensure we reached our audience by adjusting targeting capabilities through the use of Google Paid Search. We enhanced Afterburner’s brand and engaged potential prospects by leveraging Google’s powerful search volume. The goal was to target individuals who have previously visited Afterburner’s website and segmented them based on location, job titles, and organization types. This approach ensured our ads reached those who already showed interest in Afterburner’s services, which in turn, increased the likelihood of conversion.