G4S
Lead capturing for a global security company via Marketing Automation
G4S, a global leader in security solutions, sought to enhance their digital marketing strategy to generate more qualified leads and increase online visibility. Despite their strong market position, they faced challenges in achieving effective online campaign results and lacked insight into the behaviour of their target audience.
G4S faced significant challenges in elevating the performance of their digital marketing efforts. The existing campaigns were not delivering the expected results, and it was difficult to deliver the right message to the right audience at the right time. This led to low conversion rates and suboptimal lead generation. Additionally, the lack of clear measurement tools made it challenging to identify which campaigns were working and where improvements were needed.
G4S challenged Youwe to create a campaign to promote GIS, an online monitoring system providing geopolitical intelligence on current and future threats to corporate security, travel, and business continuity.
1026
Generated MQL's
27%
Ideal Customer Profiles
Youwe gave G4S the ability to generate significant amounts of leads from their premium white papers that allowed sales to directly contact problem aware prospects.
Our solution
Nurture leads
Our experts set up a marketing automation system to manage the delivery of email marketing and social media marketing as well as lead scoring and grading. Leads captured were assigned to a nurture program where they were scored on how interested they were in one of the G4S’s Risk Consulting proposition.
The results
A Measure for Success
The marketing team was able to deliver the details of people downloading G4S white papers to sales; this data visibility was a benefit for G4S’s wider sales team, with improved technology also helping enhance digital marketing know-how for lead acquisition.
Campaign results
This then provided marketing with a lead acquisition and lead nurturing framework. The lead acquisition campaign delivered 1062 marketing qualified leads of their white paper. The high engagement was enabled by an email open rate of 13.83% resulting in a 2.17% click-through rate together with a wel targeted list out of their database.
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