Building a Data-Driven Digital Marketing Foundation for Hanover Research

Situation

Supporting three separate business units left the marketing team at this leading research company stretched thin and unable to build a cohesive digital strategy. They knew they needed a partner to build and maintain a new digital marketing foundation, so they came to us.

Marketing Challenge

While this company’s marketing team was successfully generating content and campaigns, their website had become outdated, their ad programs lacked purpose, and their ability to track and use data to optimize performance was limited by technology and configuration issues. As a result, their marketing efforts underperformed and they struggled to adjust their strategy.

Solutions

After overhauling their website architecture and user experience, we reconfigured their entire analytics setup to enable them to track performance with more clarity. Building from this foundation, we continued to work on elevating their lead generation campaigns, and we’ve been able to produce a steadily expanding pipeline of qualified prospects for their sales team across all business units.

Results

• Our website and digital advertising work resulted in a 41% increase in conversions, a 58% cost per lead reduction, and a 491% ROI.
• Record-setting lead generation success with the initial business unit has led to expansion into two additional business units within the company.