Security Marketing Case Study
Marketing Case Study
ARA – Vermont
Applied Research Associates, Inc. (ARA) is an employee-owned research and engineering firm. It provides innovative technologies and solutions to improve safety, security, and way of life for both the government and private industries.
Their employees, most of whom have advanced degrees in engineering and the physical sciences, have the expertise to tackle the most challenging technical problems.
The ARA Strategy
After 40 years of selling to government markets, ARA decided they could expand their product offerings to commercial markets with high-security requirements.
Their Extendable Unattended Ground Sensors was the perfect starting point. With the right product in mind, ARA reached out to Matrix Marketing Group for guidance exploring rebranding and lead generation strategy.
ARA also saw the potential inbound marketing offered to attract visitors, convert leads, and close more deals. The company wanted to develop customer relationships, and target buyers with a better connect customer approach.
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User Experience Research
A team of brand professionals interviewed ARA employees to develop buyer personas. This information created the foundation for optimizing theÂ ARA website user experience through constant monitoring and assessment of the customer journey and conversion paths.
Launching a Content Strategy
The marketing team used research data and information to launch a content strategy that included persona-specific long-form blog posts, ebooks, infographics, video, and guides for the TrackVia website. These content elements are constantly generating organic visits and converting visitors into leads.
ARA saw amazing results within the first few months of the campaign:
- Website Traffic:Â 191 percent month-over-month increase in website visitors
- Leads:Â 232 percent month-over-month increase in top-of-the-funnel leads generated
- Keyword ranking: Boosted the number of head and long-tail keywords.
With continued marketing efforts, Pathfinder is consistently being recommended as the top-performing ground sensor in the commercial market.
- Organic Website Traffic Increased – 39%
- Social Following – 85%
- Conversion Rate – 90%
- Return Users – 77%
Increase in Web Traffic
Increase in Web Leads
Increase in Ranking Keywords
Full HubSpot Implementation
HubSpot marketing automation and CRM became the technology backbone for ARA’s marketing efforts. Most importantly, HubSpot played a critical role in tracking and nurturing ARA’s sales pipeline.
With business development flying all around the world for meetings, they needed a system that accurately tracked deal updates and contact information.
With HubSpot in play we decided to approach these critical lead generation avenues:
- Public Relations
- Content Creation
- Social Media
- Email Outreach
This included acquiring media coverage and bylines, creating lead nurturing workflows, downloadable content, and blogs, utilizing Google Adwords and remarketing, tuning up social channels, and engaging with audiences.
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