Creating a digital marketing plan to enhance lead generation
XTN Cognitive Security has a platform who protects digital services from digital fraud and security threats.
Upon my arrival, they had just completed the renewal of their brand identity.
It was time to update all materials and create new ones to better inform the audience about the product, share updates or new features, and ultimately increase brand awareness and lead generation.
Our team consisted of myself and my superior.
My responsibilities included creating various graphic templates, illustrations/icons, and animated videos, as well as managing Google Ads.
My superior’s role was to develop the structure and text for all materials.
Client
XTN Cognitive Security
Services
Digital marketing
Release date
2022 – 2023
Goals and strategy
Like I said before, the primary focus of our marketing plan was to enhance lead generation and elevate brand awareness. To achieve these objectives, we ideate a comprehensive strategy that encompassed both organic and sponsored campaigns.
The synergy between these two approaches not only maximized our reach but also facilitated a holistic and impactful enhancement of our brand’s presence in the market.
Organic campaigns
For organic campaigns, we took the following actions:
- Revamped all existing materials (white papers, business cases, company profile, etc.) with the new brand identity.
- Simultaneously created new materials and shared them through our channels.
- Produced animated videos to explain complex themes within the industry.
- Implemented LinkedIn sliders to provide concise explanations of articles or themes.
Sponsored campaigns
In sponsored campaigns, we focused on two main channels: LinkedIn Ads and Google Ads.
On LinkedIn Ads, we sponsored some of the materials created for organic campaigns, conducting A/B testing to determine what resonated better with the audience.
For Google Ads, we revamped the strategy by concentrating solely on search campaigns. This involved introducing new keywords, campaigns, and creating new landing pages to optimize the overall effectiveness of our efforts.
Main results
Since I first joined the company two years ago, our LinkedIn followers have tripled, and we’ve also observed a variable but significant decrease in CPA in both our sponsored channels.
This project, coupled with the website renewal that you can explore here, has proven to be a game-changer.
Our main goal was to provide our sales team with as many targeted contacts as possible. This was a challenging but satisfying journey. In my final year there, among all the different channels we focused on, we achieved an increase of +440% compared to the previous year.