CASE STUDY
BIO Bridging Intelligence
Inbound Marketing Plan and Campaign Development
As a provider of an anytime, anywhere, farm- to -plate information management Software as a Service (SaaS) solutions, BIO provides technology that improves the health and well being of consumers and livestock alike, while making life easier for the people who manage the supply chain process.
BIO were operating in a sector that seemed happy relying on antiquated information management systems. Knowing they had a great product, that would make potential customers’ lives easier and more efficient, BIO wanted to sell it both locally and internationally. But first, they realized they would have to convince potential customers about the benefits that a SaaS system could bring. Which meant their or ill-suited methods of information management, they would need a go-to-market strategy needed to
be as much about education as awareness or branding.
BIO needed a marketing strategy and tactical plan that supported best practices in SaaS marketing while educating an industry that is traditionally slow to embrace change.
Having invested heavily in R&D, software design and development,; BIO knew that their two complimentary SaaS solutions would deliver on their promise to improve clients’ bottom line. But their challenge was to create marketing that would educate and convince multiple best buyer groups, both locally and internationally, while out- marketing established “one size fits all” SaaS providers.
IEM presented a detailed proposal informing and educating BIO about strategic imperatives for delivering on SaaS marketing best practices. This included a breakdown of cost, timing, and deliver:
- Inbound Marketing EDGEPlan,
- AdWords campaigns to test market acceptance and gain early stage sales traction, and
- Campaign Development and Optimization of their current marketing. IEM’s proposal was accepted and implemented under an accelerated timeline, fixed budget, and with full support of key members of BIO’s management team.
Meeting the BIO management team and measuring their existing marketing efforts against their business goals, it became clear to IEM that a ground-up marketing strategy was needed.
How it works
- Working in collaboration with BIO’s management team, IEM developed an inbound marketing EDGEPlan that served as the strategic roadmap and tactical guide for meeting BIO’s awareness and growth targets. The EDGEPlan included everything from persona development to keyword research, to developing ultimate strategic positions. It established critical benchmarks for success and laid out the marketing tasks needed to be completed in order to reach those benchmarks.
- IEM researched, created and, implemented a four month AdWords text campaign to gather market insights and create early stage sales opportunities. This included: keyword optimized AdWords, custom landing pages, campaign management, and continuous improvement of quality scores for optimal AdWords spend.
- IEM then designed inbound marketing campaign assets and engaged in optimizing BIO’s current marketing. This included a new responsive website, creation of new SEO optimized site pages and, social media assets, plus adaptive content such as eBooks, infographics, slide presentations, explainer videos, blogging, calls-to-action (CTA), lead nurturing emails, training, and more.
BIO achieved high market awareness for its two brands, bioTrack and bioLinks, and was able to position itself for maximum market penetration and growth. IEM has since been retained to assist BIO with its new product launch Go360|bioTrack including a North American PR campaign complete with press release, new product promo video, and education based blog articles.
“Marc and his presentation came across as more interested in who we are than just showing us stuff. Which is why I thought the previous marketing company was a waste of money. … “I sensed that they wanted to understand us before they gave us anything, which I think is really important.”
Mike Morris, General Manager
“They brought past proven marketing tactics. I appreciate the potential of the internet, but I can also see a lot of time wasted on it if you don’t know what you are doing, and getting no return. I needed someone to say here’s what you do, and here’s how you use that money to get the best return possible.”
Mike Morris, General Manager
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