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Teraco: Digital Marketing Campaign

Sales Enablement

The brief

MO Agency worked with Teraco, a carrier & cloud neutral data centre provider offering in South Africa to digitally transform their marketing and sales departments to work together and to execute an account-based marketing strategy.

The challenge

Teraco came to MO Agency to partner with them in their marketing and sales efforts and help them reach more quality enterprise leads, enable their team to sell efficiently and utilise automation to assist in qualifying leads.

Teraco was finding it challenging to attract the right audience and lead quality was low, their sales teams would spend a lot of time working on these low-quality leads that usually didn’t convert. There was also no playbook or criteria developed to qualify leads to quickly identify which leads should be focused on.

Primary goals

  • Expand their reach and build awareness
  • Increase enterprise lead quality
  • Enable their sales team with automation and improve their efficiency
  • Enable sales with qualification criteria for leads
  • Integrate marketing and sales departments
  • Develop and implement an account-based marketing strategy

The solution

We used the complete Inbound Strategy approach and logic when executing this campaign. Following the Inbound Marketing flywheel that aims to attract the right audience, educate them on the issue they are experiencing with helpful content, and delight customers with exceptional service and proactive support. We implemented the following to achieve their goals:

Awareness Strategy

To ensure we were improving the lead quality, the campaign ran across Google Ads and LinkedIn InMail as these two platforms have exceptional targeting options. We were able to be very specific and highly targeted with the audience and thus the messaging in the ads used.

The combination of the two platforms enabled the campaign to reach both a targeted and large audience. The ads drove traffic to a landing page on the website, designed specifically for this campaign and to optimise conversion rates.

The campaign was further broadened with the use of organic SEO optimised content to attract audiences researching a solution.

Lead Capture and nurturing

We scaled the organic traffic to get more people to the website to convert on the various pop-ups we deployed across the website. We retargeted these website visitors and landing page visitors to encourage a return to the website landing pages with multi-touch Linkedin and Google ad campaigns.

Teraco - Phones - 2Once the leads came into the portal they were put into a workflow to nurture the MQL’s. The engaged contacts and unengaged contacts were separated and reached out accordingly. The whole process was automated as much as possible before notifying sales to qualify the leads.

Teraco

The results

During the campaign, we brought a steady increase in traffic to the website, organic traffic (through our SEO efforts) had a 28% increase, direct traffic had a 72% increase and overall we generated a 65% increase in traffic.

From that traffic, we were able to capture the visitors' details, with the pop-up delivering 120 leads and overall we generated 364 quality leads to be nurtured and qualified through automation and contacted by sales. These leads broke down into 206 marketing qualified leads, 95 sales qualified leads and 46 new customers.

Teraco-1

Our impact

We managed to start reaching enterprise and financial industry customers through the target account strategy. They can now nurture leads effectively and have a fully automated marketing and sales platform to manage and qualify leads.

We will continue to run campaigns to bring in new leads, nurture them and qualify them. We are also working on a content strategy to keep increasing the organic traffic to their website.

We are working on more visual aspects of the business like explainer videos, interviews, infographics .etc to use on the website and in nurture journeys. We are advising on a better UX on the website that will translate to more leads and a better overall experience.

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