Driving B2B IT Revenue by Strengthening the Digital Growth Engine
Snapshot
20+
Qualified leads generated monthly on average
~3x
Growth in ranked keywords, held steady since
5+ active channels
launched and connected [email, SEO/content, LinkedIn, ads, website].
Multi-State Reach
Niche market visibility across a state-fragmented US category
Industry: B2B Information Technology Services & Solutions
Target Market: Enterprise businesses, technology decision-makers, business audiences seeking IT services and solutions
Services Delivered: Marketing Experience, Demand Generation, Account Based Marketing (ABM), Digital Marketing & MarTech
- Website Design & Development
- Content Marketing & Thought Leadership
- SEO & Social Media Management
- Email Marketing
- Performance Reporting
- Campaign Analysis
The Challenge
The company had a wide range of IT capabilities and a strong base of technical expertise. The bigger opportunity was to make that expertise more visible and relevant to the audiences it wanted to reach.
Its marketing needed to do more than communicate what the company offered. It needed to give potential customers a clearer sense of who the company was, what it knew, where it could add value and why it should be considered.
That meant looking at the marketing as a whole.
The website, content, social presence, campaigns and other customer-facing materials needed to tell a more consistent story. At the same time, the company needed a more deliberate way to generate demand, engage relevant accounts and keep audiences engaged after their first interaction.
The challenge was ultimately to bring these pieces together around a clearer marketing strategy, one that could support both market visibility and business development.
Our Approach
TargetOrate started with the way the company needed to show up in the market and built the marketing strategy around that.
Reworking the Marketing Experience
A key part of the engagement was changing how the company presented itself across its marketing.
The website was completely reworked, with greater attention to how visitors would understand the company’s capabilities, navigate its offerings and evaluate its expertise. Content, page structure, messaging and design were considered together rather than as separate website tasks.
The same thinking was applied beyond the website. Sales decks, brochures, flyers, posters, social content and other marketing materials were brought into a more consistent brand and communication direction.
The aim was to create a stronger and more credible experience wherever a prospective customer encountered the company.
Building Demand Consistently
Once the broader marketing experience was established, the focus shifted to creating sustained market activity around it.
TargetOrate developed a Demand Generation program that ran over an extended period, using a combination of content, SEO, LinkedIn, email and paid campaigns to keep the company visible to relevant audiences.
The strategy was not built around promoting the company at every opportunity. Content and campaigns were used to address different points of interest, from industry topics and expertise to specific services and capabilities, giving audiences different reasons to engage.
Over time, this also created a larger body of content that could be used across the website, social channels, email, campaigns and sales conversations.
Making ABM Part of the Wider Strategy
ABM was developed alongside the broader Demand Generation work rather than treated as a completely separate marketing activity.
TargetOrate worked closely with the business to identify how account-focused engagement could fit into the wider marketing plan and how content, campaigns and communication could be made more relevant to the accounts being pursued.
This gave the business a way to combine broader market visibility with more focused engagement where there was a clear business opportunity.
Putting the Right Marketing Infrastructure Behind It
As the marketing activity grew, so did the need for better systems and processes behind it.
Marketing automation, email workflows, campaign tracking, reporting and reusable assets were introduced and refined to make ongoing activity easier to manage and measure.
Performance data was used to understand what was gaining traction and where the marketing needed to be adjusted. This helped create a more disciplined way of planning, executing and improving marketing over time.
The different pieces were therefore built to support each other: the Marketing Experience gave the company a stronger presence in the market, Demand Generation brought that presence to a wider audience, ABM added focus, and MarTech helped keep the process running consistently.
Impact & Results
The work produced measurable growth across the company’s website, search presence and professional audience.
Website & Digital Reach
- 1,125% increase in monthly website traffic.
- 103% year-over-year increase in website traffic.
- 442% increase in organic search traffic.
- Growth across organic, direct and referral sources.
Search Visibility
- 4,932% increase in ranking keywords.
- 641% increase in off page submissions.
- 519K+ search impressions.
- 8,500+ search clicks.
- 54% increase in monthly page views.
- 27% increase in followers.
- 24% increase in annual page views.
What Changed
The impact was not limited to individual channel numbers.
The company developed a stronger and more consistent way of presenting its expertise, supported by a substantially broader digital presence. Its website, content and search activity created more opportunities to be discovered, while ongoing Demand Generation and ABM activity provided more structured ways to engage prospective customers.
At the same time, the marketing processes, automation and asset base put in place during the engagement gave the company a stronger platform for continuing that work.
The result was a marketing function that was better aligned to the company’s business ambitions, with a clearer market presence, greater reach and a more deliberate approach to generating and developing demand.
Ready to generate measurable growth like this?
Let’s map out a strategy built for your business goals.