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About the business
Lyon Tech provides specialist technology services for creative businesses in London. With years of experience in the industry, they solve the most complex security and technology challenges in the sector. Their comprehensive understanding of the evolving nature of these issues is underpinned by their extensive IT support service, discrete disaster recovery, functional business continuity, 360 IT governance, advisory & architecture from certified engineers, managed cloud services and advanced cyber security services.
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The problem
With no internal marketing team, Lyon Tech needed support to target and nurture a target market and generate qualified leads for their team.
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The solution
Having found The Marketing Plot on LinkedIn, the founder reached out to engage with a marketer who could become an outsourced CMO and carry out the campaign.
Lyon Tech, a leading IT service provider based in London, sought to elevate its marketing strategies to reach high-value businesses in specific industries. Collaborating with The Marketing Plot, Lyon Tech aimed to implement an account-based marketing (ABM) campaign that not only enhanced brand awareness but also engaged key decision-makers.
Step 1: Data Analysis and Behavioural Study
The Marketing Plot started the project by conducting an analysis of Lyon Tech's historical data. This included a thorough examination of previous marketing initiatives to determine what had worked well, or not so well, up to the point of the audit. In parallel, The Marketing Plot conducted an in-depth study of the target market, analysing the personas of Lyon Tech and gaining an understanding of their preferences and unique challenges.
Furthermore, The Marketing Plot delved into the intricate details of Lyon Tech's customer base, studying their purchasing patterns, browsing habits, and engagement levels across various channels. This comprehensive investigation revealed potential gaps in the existing marketing strategies and the formulation of data-driven recommendations for improvement.
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Step 2: Website Optimisation and Content Strategy
Recognising the need for a strong digital foundation, The Marketing Plot advised Lyon Tech to start by optimising its website. The team designed persona-focused landing pages that showcased Lyon Tech's expertise within specific industries. Simultaneously, Lyon Tech bolted-on a copywriting subscription through The Marketing Plot, providing Lyon Tech with eight monthly articles. These articles, written by industry-specific SEO-trained writers, targeted relevant keywords and directed traffic towards the newly created landing pages.
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Step 3: Traffic Generation and Backlink Campaigns
To broaden Lyon Tech's online footprint, The Marketing Plot executed a multi-pronged approach.
Firstly, The Marketing Plot focussed on LinkedIn to increase awareness among business leaders. This involved regular engaging posts, targeting the various audiences of the business and sharing thought leadership articles. It also involved leveraging the Managing Director's LinkedIn profile to target more profiles on the platform.
Simultaneously, targeted media campaigns were executed to generate valuable backlinks (contributing to improved search engine rankings) and increase awareness of Lyon Tech in relevant areas of the market.
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Step 4: Account-Based Marketing Campaign
Leveraging Lyon Tech's criteria, The Marketing Plot identified 250 ideal client businesses and implemented a comprehensive HubSpot Integration for efficient campaign management and tracking.
Multi-Touchpoint Approach:
- Initially, targeted ads were deployed to the identified accounts.
- Following this, personalised connection requests were sent on LinkedIn from Lyon Tech's founder, fostering a direct connection with decision-makers.
- Subsequently, a targeted email campaign was launched to engage business leaders with relevant content.
- Branded packages were sent to the target accounts, creating a tangible connection and increasing responses to email campaigns.
- Final targeted ads, segmented by audience and industry, were deployed to reinforce Lyon Tech's presence and messaging.
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Results:
- Enhanced Brand Awareness: Lyon Tech's brand became more prominent within the targeted industries.
- Increased Engagement: The multi-touchpoint approach resulted in increased engagement across social media and the website.
- Improved Conversion Rates: The combination of targeted ads, LinkedIn engagement, and personalised emails contributed to higher conversion rates across direct outreach communications.
- Strengthened Connections: Lyon Tech established meaningful connections with key decision-makers, fostering potential long-term partnerships.
- Qualified leads: The ABM campaign generated qualified leads to the business amongst the targeted audiences.
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Conclusion:
The Marketing Plot's strategic implementation of account-based marketing, coupled with website optimisation, and targeted traffic generation, resulted in significant improvements for Lyon Tech. The campaign's success was rooted in a deep understanding of Lyon Tech's data, persona behaviours, and a multi-channel approach to engage high-value accounts.
Lyon Tech continues to work with The Marketing Plot as part of the Outsourced CMO Subscription, and aims to continue deploying targeted marketing efforts within their market to support the commercial function and growth of the business.
"The collaboration with Amin and the team at Lyon Tech has been a journey of strategic precision and creative synergy. Lyon Tech's commitment to innovation, coupled with our marketing expertise, resulted in an elevated brand presence, increased engagement, and the establishment of meaningful connections. The success of this partnership underscores the power of aligning marketing strategy with a client's unique vision, and we are proud to have played a pivotal role in Lyon Tech's journey toward enhanced brand prominence and lasting connections."
