Security Manufacturer Sees 233% Increase In Leads
A Marketing Case Study
About Applied Research Associates
Applied Research Associates, Inc. (ARA) is an employee-owned research and engineering firm. It provides innovative technologies and solutions to improve safety, security, and way of life for both the government and private industries.
Their employees, most of whom have advanced degrees in engineering and the physical sciences, have the expertise to tackle the most challenging technical problems.
After 40 years of selling to government markets, ARA decided they could expand their product offering to commercial markets with high-security requirements.
Their Extendable Unattended Ground Sensors was the perfect starting point. With the right product in mind ARA reached out to Matrix Marketing Group for guidance exploring rebranding and lead generation strategy.
Launching The New Pathfinder Unattended Ground Sensor System
Increase in Lead Generation
Increase in Website Traffic
Newly Added Sales Leads
How We Made It Happen
A New Name
As a commercial facing product, E-UGS didn’t cut it anymore. Pathfinder became their new descriptive moniker.
A new identity requires a new logo. No longer would Pathfinder be thought of as a military grade security system.
It’s hard to communicate with your target audience if your product looks like it was photographed in your basement. Brand identity and consistency play a key role when developing content that is digestible by your prospects.
Knowing that ARA attends multiple events and participates in a handful of demos each year, Matrix knew it was critical to produce a sales sheet that ARA’s business development team could use effortlessly.
ARA has many business units all over the United States. Most of which are geared toward government contracts. Its website, while working for their usual needs, didn’t fit the criteria we needed to have a successful commercial presence.
Pathfinder needed the ability to stand on its own with specific call-to-actions, lead magnets, and relevant industry content. With a microsite, Pathfinder was able to tell its product story and walk prospects through the buying cycle.
HubSpot marketing automation and CRM became the technology backbone for ARA’s marketing efforts. Most importantly, HubSpot played a critical role in tracking and nurturing ARA’s sales pipeline. With business development flying all around the world for meetings, they needed a system that accurately tracked deal updates and contact information.
With HubSpot in play we decided to approach these critical lead generation avenues:
- Public Relations
- Content Creation
- Social Media
- Email Outreach
This included acquiring media coverage and bylines, creating lead nurturing workflows, downloadable content, and blogs, utilizing Google Adwords and remarketing, tuning up social channels and engaging with audiences.
Long Term Success
When done correctly, blogging is the most scalable marketing effort. By identifying the longtail keywords ARA’s market is searching for online, we can create a consistent flow of organic search traffic to Pathfinder’s microsite. As we create more blogs targeting relevant keywords, ARA is able to accumulate more traffic to its site.
Security is a hot topic right now in industry trade publications. Editors are looking high and low for a good story, and there aren’t many companies doing what ARA is doing in the perimeter security market. Matrix was able to secure multiple placements in security trade publications, which the security industry views as a reliable resource for industry trends and products.
To build Pathfinder’s social media following, Matrix developed a strategic social media plan for the product’s Twitter and LinkedIn page. We produced a monthly social media calendar and populated it with relevant industry news, product promotion, and links to Pathfinder’s blog to ensure ARA was interacting with its target audience on a daily basis.
- Product Launch 100%
- Marketing Strategy 80%
- Lead Generation 60%
- Public Relations 40%
ARA saw amazing results within the first few months of the campaign:
- Website Traffic: 32 percent month-over-month increase in website visitors
- Leads: 38 percent month-over-month increase in top-of-the-funnel leads generated
With continued marketing efforts, Pathfinder is consistently being recommended as the top performing ground sensor in the commercial market.