CYBER-MARKETING MASTERY: HOW WE HACKED THE DIGITAL LANDSCAPE FOR OUR CLIENTS
+139%
Growth in Leads
+73%
Increase in New Users
+1139%
Increase in Whitepaper Downloads
THE CLIENT
Fraudwatch is an Australian digital brand and fraud protection company protecting brands from phishing, brand abuse, mobile apps security, malware, DMARC & dark web.
THE CHALLENGE 01
Fueling Fraudwatch’s Growth
Fraudwatch appointed Impressive to develop a B2B lead generation strategy.
Fraudwatch’s business development strategy was heavily reliant on their B2B lead gen activity using performance channel’s and sales teams reaching out to businesses directly to generate leads. This wasn’t fueling a large enough sales pool for growth and a scalable approach to reach new markets such as Asia, Middle east, UK and US.
STRATEGY
After conducting a thorough analysis of Fraudwatch’s target audience and buyer persona, we developed a comprehensive and scalable lead generation strategy. To execute this strategy there were three key components:
Content Marketing
Through our analysis we identified that Fraudwatch needed more educational resources to highlight how their product helps address the key pain points and challenges of their customers. Developing a content strategy and working with Fraudwatch we produced blog posts, white papers and ebooks.
Performance Strategy
Based on the target audience and business goals we strategised a media mix that would enable high reach and cost effective acquisition.
- Linkedin: Right audience on the right channel. We used white papers and ebooks to drive awareness and build audience pool for our Webinar events.
- Google: High intent channel to drive acquisition- people who are looking for our service offering
- Facebook: Low cost reach based channel -targeting them with our product ads
Lead Nurturing
Reviewing Fraudwatch’s CRM we identified opportunities to refine their flow and reduce the waste. Incorporating a strong nurture series that filtered MQLs down the right flow with the right messaging to qualify them as strong SQLs. We closed the loop by connecting the CRM into our performance channel so no lead was lost during the journey.
THE RESULTS
FraudWatch achieved outstanding results with Impressive’s B2B lead generation strategy. In just three months (Oct-Dec 2022), we saw a 139% increase in lead generation compared to the same period in the previous year. Our targeted nurturing and retargeting efforts also increased audience conversion rates by 35%. The campaign was further boosted by a 1139% increase in whitepaper downloads. These results showcase the effectiveness of Impressive’s data-driven approach in delivering tangible benefits for our clients.
