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Digital B2B Demand Generation: Marketing Mapping Software with

MSc. in Management (Digital Marketing) 2014/2015 Adam Hide / Carlos Quinn / David Zimmerman / Mimi Bunting

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Personas eSpatial does not have a dedicated marketing department and the sales team had not developed comprehensive target personas. The team conducted research to gain a better understanding of eSpatial’s customers and subsequently constructed a number of relevant personas. This facilitated targeted content production and other practicum activities, and the final personas are now used by eSpatial to guide their sales/marketing operations. A “Geographic Sales Manager” persona became the focus of our work.

Project Timeline

Download the GSM Persona:

Conclusion• LinkedIn campaign may have underperformed due to the launch in July/

August. The practicum should have also anticipated client delays.• Twitter showed promise as a potential advertising platform for eSpatial• First page rankings and Domain Authority are expected to continue improving

following the practicum end• Metrics monitoring system used in the practicum will guide eSpatial’s future

marketing efforts Download Our Primary eBook:

LinkedIn Campaign A LinkedIn advertising campaign ran for two weeks and aimed to generate leads while testing LinkedIn as an advertising platform for eSpatial.

Content Marketing To get the most out of the labour-intensive eBook content, the team decided to adapt content from the eBook into various different types of content including blog posts, infographics and SlideShare presentations. The content included CTA to download the eBook, complementing the LinkedIn advertising campaign and directing readers to the sales funnel.

“What is eSpatial?” Watch the Video:

View an eSpatial Infographic:

Geographic Sales

Manager

Health & Human Services Professional

Marketing Manager

Real Estate Professional

The eBooks

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Two eBooks were developed to target Geographic Sales Managers:

The eBook content was developed from the persona research, existing relevant content, feedback from eSpatial staff and eBook best practice.

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IntroductioneSpatial provides cloud-based mapping software to businesses, enabling them to create data visualizations with ease. eSpatial is a sales orientated organisation, looking to embrace digital marketing. This practicum dealt with the formation and implementation of a content marketing and advertising campaign, while also addressing issues related to eSpatial’s website and SEO. The client was educated on sustainable practices and a marketing metrics system is now in place to help guide their future marketing activities.

Data & Information Sources

eSpatial Staff CRM System LinkedIn

User finds content relevant and appealing

User signs up for eBook or a free trial

eSpatial Customer eBooks

• Slideshare

• Infographics

• Blog Posts

• LinkedIn Groups

• Online PR

• Twitter

482,000 532 76 €2003 €3.76 IMPRESSIONS CLICKS SOCIAL ACTIONS SPEND CPC

Link Disavowal:The practicum team initially constructed a link disavowal list, as there were a significant number of “spammy” pages linking to eSpatial. Disavowing bad links enabled the client to focus on achieving high Domain Authority.

Page Quality (PQ) Analysis:• 32 key pages analysed for PQ issues• Page-by-page recommendations to improve PQ

Results:• Google First Page Results: from 54 keywords to 61 keywords• This is expected to reach 70+ keywords once PQ changes are implemented• Domain Authority is also expected to improve as a result

* Below TargetKey Results

• 30 Downloads*• 8.7% Conversion Rate*• 1 Sale• Summer period may help explain low activity

Improve Sales Performance With Mapping Software: This eBook explains how mapping software can improve sales operations.

Moving From MapPoint: This eBook is aimed at MapPoint users (a now outdated mapping solution from Microsoft). It shows how they can make the transition to new software.