• Client
  • BOC: The largest provider of industrial, medical and special gases in the UK and Ireland
  • Focus
  • 1 : Many
  • Objective
  • Build awareness, generate and convert leads for high value application portfolio
  • Strategy
  • Target the decision makers – wherever they are

The challenge

BOC’s cryogenic food freezing technologies can revolutionise production for growing food manufacturers, but traditional trade press and PR channels were proving difficult to drive lead generation activity.

With minimal prospect data, a modest test budget and a vast market of niche food segments to consider, careful demographic and psychographic targeting would be critical to success.

Beating the ‘freeze squeeze’

A broad comms plan was developed around a core piece of high value content, detailing how producers can use cryogenic freezing to scale production without breaking the bank.

Every organic channel was exploited – from the ‘free rides’ of BOC’s online assets, to the sales team’s relationships with trade bodies, industry media, guest blogs and speaker slots at high profile industry events.

Experiments with paid search and social quickly identified the winning messages and most profitable audiences, while geo-targeted Facebook ads at events ensured laser-level accuracy for engagement and offers, at a lower media cost.

New spin-off content was produced to attract top of the funnel engagement and feed prospect nurture, and this was also filtered by sales into Sales Navigator and Group activity on LinkedIn.

The results

  • • 16 weeks
  • • 160 Marketing Qualified Leads
  • • 7 Sales Accepted Leads

Martech

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