Enterprise Solution Marketing-B2B

Paul Olusola > Digital Marketing > Enterprise Solution Marketing-B2B

B2B Marketing- Enterprise Solution

In my role as the digital marketing manager at Support Link Technology, I was responsible to develop, execute, and manage SLT digital marketing strategy from top to bottom, including lead generation, SEO/content marketing, SEM, PR, affiliate, social, and email to scale client acquisition for their range of SaaS and entreprise solutions such as Priviledge Access Management Solution(PAM), helpdesk Solution, Password Safe etc.

Challenge

Support Link Technologies has been a prominent enterprise solutions company in Nigeria for more than a decade. However, the company faces a significant challenge in expanding its presence across other African countries to enhance market share, foster growth, and solidify its position as an industry leader. Despite offering feature-rich software solutions, Support Link Technologies is encountering a decline in user acquisition and retention rates within a specific niche market.

Process

Conducting Market Research: I conducted a comprehensive market research to gain insight to the competition, market and the target audience.  I used tools like Semrush and MOZ to implement this.

Developing Sales Funnel: I developed a comprehensive plan called the customer value journey. This involved customizing content and selecting appropriate channels for communication at each stage of the sales funnel that aligns with the marketing goal.

Marketing Strategy: I came up with a robust marketing strategy, defining the brand persona, the communication strategy and media deployment, budgeting and KPI.

  • Account Based Marketing(ABM): I collaborated with the sales team to come up with the long list of all the accounts that are potential clients in different sectors and countries we want to penetrate. This list was further prequalified before being adopted as sales and marketing material. Also, we used LinkedIn Navigator to identify who the decision makers are in those accounts to be won. We further used email scraping software’s to get their contacts.
  • Online Presence/SEO: Following a comprehensive audit of Support Link’s online presence across various digital touchpoints, a redesign of their website was strongly recommended. This imperative arose from the need to cultivate a user-centric interface and enhance site speed to mitigate bounce rates effectively. Subsequent to the redesign implementation, the site’s bounce rate experienced a notable reduction of 42%, indicative of the successful optimization efforts undertaken.
  • Email Marketing: I developed and executed a comprehensive email marketing strategy with the primary goal of fostering engagement and providing exclusive offers to our subscriber base. This involved crafting targeted and compelling email campaigns designed to captivate our audience’s attention, nurture relationships, and deliver exclusive promotions or incentives. The strategy was carefully planned to optimize communication and build a stronger connection with our subscribers, ultimately enhancing our brand’s relationship with its audience.
  • Paid Ads: I initiated a strategic lead generation campaign by deploying search advertisements on Google and LinkedIn, specifically tailored to target six Anglophone countries identified for market penetration by the brand.  The objective was to effectively capture and nurture leads, aligning with the brand’s expansion goals in the targeted regions. The campaign aimed to leverage LinkedIn and Google’s extensive reach to enhance brand visibility and attract potential customers in the identified Anglophone markets.

 

  • Content Marketing: In executing a B2B-focused content marketing strategy, I orchestrated a multifaceted approach that harnessed high-value content deployment. This included the creation of insightful blog posts on our website, strategically curated carousel posts on prominent social platforms, with a primary emphasis on LinkedIn and Facebook, and the production of demonstrative videos tailored to pique the interest of our targeted audience. The overarching objective was to position our brand as a thought leader, thereby cultivating trust within the industry.

 

Marketing Collateral

Blogs

https://supportlinktech.com/the-most-common-most-dangerous-types-of-shadow-it/

https://supportlinktech.com/5-ways-to-prevent-the-uber-cyber-breach-in-your-organization/

https://supportlinktech.com/how-to-prevent-social-engineering-in-2022/

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Result:

As the Marketing Manager, I successfully boosted SLT’s sales and brand value through effective marketing initiatives. Sales saw a substantial increase from $153,566.78 to $223,301.01 in the first half of the year. Additionally, my team’s efforts resulted in an impressive 112% growth in organic traffic, setting the stage for ongoing success and prosperity for Support Link Technologies.