Driving Growth for a Global Agency

Built awareness, increased engagement and drove demand organically in support of new business for Bookmark, a global WPP content and communications agency.

Objectives

• Build awareness for the global agency – across 9 cities across 6 countries – after the rebrand
• Drive engagement and demand organically
• Generate sales-qualified leads (SQLs) in support of new business and the agency’s revenue targets
• Support expansion into the US – build awareness and generate leads

Strategy

Introduced and implemented a new sales process including:
• A CRM to facilitate the sales pipeline and better track lead progress, along with sales and marketing communication
• A marketing automation tool to nurture leads and better understand their interests
• A lead scoring framework to automate the lead-to-SQL process

Devised and developed a new Marketing strategy for growth:
• Increased visibility in search with on-page and local SEO
• Introduced a digital PR strategy to build awareness and increase traffic
• Drove engagement with the agency via social media channels
• Introduced a new and improved content strategy to educate and engage audiences on topics related to Bookmark services
• Created an insights hub with industry reports, guides and infographics to educate and engage audiences and provide opportunities for growth
• Added a second opt-in newsletter specifically to share educational and industry-specific content for improved lead quality
• Continuously tested and adapted for conversion rate optimization

Results

• Increased SQLs by 10x within the first year
• Generated 90% of the agency’s new business from inbound marketing strategy
• Drove demand generation, surpassing revenue targets in Canada & UK
• Secured the agency’s first two scalable clients in the US
• Acquired local map packs in Google and Bing for industry-related keywords in key markets
• Acquired a knowledge panel for Bookmark through digital PR and local SEO strategy
• New ungated content and digital PR strategy led to an increase in traffic of 546% and 200% additional leads

Joelle finds creative solutions and strategies to improve customer experiences and grow businesses through data, insights, content and technology. Get in touch to learn more.