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Goddard Technologies

  • Field

    United States, B2B Sector

  • Our Role

    Digital Marketing Strategy and Implementation

  • Scope

    Medical Device Design and Engineering

The context

Revamping
Digital Outreach for a
Leading Engineering Firm

Goddard Technologies specializes in designing cutting-edge medical devices, life sciences technology, and industrial robotics. With a commitment to innovation and quality, they serve a diverse clientele seeking advanced engineering solutions. Despite their technical expertise, they faced challenges in attracting and converting high-quality leads through their digital channels.

Goddard Technologies partnered with us to enhance their digital marketing efforts, aiming to increase the quality and quantity of leads. Their previous strategies resulted in high traffic but low conversion rates, often attracting unqualified contacts. Our goal was to implement a cohesive, omnichannel marketing strategy that would align with their sales objectives and drive measurable growth.

01. The Challenge

Overcoming
Low-Quality
Lead Generation
in a Niche Market

Goddard’s website attracted significant traffic; however, the majority of leads were unqualified, leading to inefficiencies in the sales process. The lack of a targeted content strategy meant that their messaging did not resonate with their ideal customer profile, resulting in missed opportunities and a diluted brand presence.

Additionally, previous collaborations with marketing agencies had been disappointing, often exceeding budgets without delivering clear returns on investment. Goddard needed a partner who could understand their technical offerings and translate them into compelling content that would engage and convert the right audience.

02. Insights

Identifying Key Factors
Affecting Lead Quality
and Conversion

Our analysis revealed that the absence of a well-defined Ideal Customer Profile (ICP) led to broad targeting, attracting irrelevant traffic. The website’s content lacked specificity, failing to address the unique pain points and needs of their desired clientele. This gap underscored the necessity for a focused content strategy that speaks directly to potential clients’ challenges and solutions.

Furthermore, the lack of integration between marketing tools and customer relationship management systems resulted in poor lead tracking and nurturing capabilities. Without proper lead intelligence, the sales team struggled to prioritize and engage prospects effectively, highlighting the need for a unified platform to streamline these processes.

03. Strategy

Implementing a
Targeted and
Data-Driven
Marketing Framework

To address these challenges, we developed a comprehensive digital marketing strategy centered on refining the ICP, optimizing the website for search engines, and integrating HubSpot for enhanced lead management. By aligning content creation with the specific needs of their target audience, we aimed to attract qualified leads and improve conversion rates.

Our approach also included training Goddard’s in-house team to utilize new tools effectively, ensuring sustainability and continuous improvement. By fostering a collaborative environment, we empowered their marketers to create relevant content and engage prospects more meaningfully, bridging the gap between marketing efforts and sales outcomes.

  • SEO Optimization: Developed pillar pages around highly relevant terms with substantial search volume to improve organic visibility.
  • Content Strategy: Collaborated on keyword-focused blogs and web pages addressing specific client pain points, establishing Goddard as a thought leader.
  • HubSpot Integration: Implemented HubSpot forms, CTAs, and landing pages to capture detailed lead information and track engagement throughout the buyer’s journey.
  • Paid Social Campaigns: Launched targeted LinkedIn ads, including carousel formats, to reach decision-makers in the medical device industry, optimizing for cost-effective lead generation.
04. Results

Achieving Significant
Growth Through
Strategic Digital Initiatives

The integration of HubSpot’s tools enabled precise tracking of user interactions, allowing for personalized follow-ups and improved lead nurturing. This approach not only increased engagement but also shortened the sales cycle by providing the sales team with actionable insights into prospect behavior.

Regular reporting and metric tracking provided transparency and facilitated data-driven decisions, ensuring that marketing strategies remained aligned with business objectives and adapted to emerging trends.

+ 0 %
increase in website conversions

732% increase in website conversions, transforming site visitors into actionable leads.

+$ 0 Million
Sales in Six months

$4.2 million influenced in opportunities within six months, demonstrating substantial return on marketing investment.

Partner with Us to Transform Your Digital Marketing Outcomes

Are you ready to elevate your lead generation and conversion strategies? Our expertise in crafting tailored digital marketing solutions can help your business achieve measurable growth. Let's collaborate to create impactful campaigns that resonate with your target audience and drive success

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