Automic achieves huge increase in MQLs
What we worked on
Evaluate Lead Generation Systems
What we achieved
Automic’s website is now its biggest lead generation tool. Through focused top-of-funnel programmes, Automic has more than doubled traffic in the past 12 months with direct traffic to the site improving by 230%.
A new marketing team at business automation software vendor, Automic, heralded an overhaul of the firm’s digital marketing infrastructure, which saw 150% increase in web-sourced MQLs
Fragmented & Disjointed
Automating business processes and helping companies utilise the benefits of Cloud and The Internet of Things, Automic is a dynamic company and wanted its website, digital infrastructure and lead generation to reflect that.
The Automic marketing team were faced with several challenges, however. In its existing format the website was fragmented and marketing systems were disjointed. The site suffered from high bounce rates and little tracking or analysis was available.
“Our site was static and purely informational. We wanted to revitalise it and make it a living breathing site that could really drive our lead generation,” said Rachel Teare, senior director, digital marketing at Automic.
The firm engaged Agent3 to conduct a complete evaluation of all its digital lead generation systems and processes, including its website, marketing automation, search, social and content marketing facilities. The analysis revealed what elements were most successful, how lead generation could better sit within the customer journey and personas, and how closer integration between the channels could be achieved and aligned with regular lead generation campaigns. The website was identified as the biggest and most significant area to focus on.
New core infrastructure
By rebuilding the core web infrastructure Automic was able to unite the digital marketing and online lead generation. From design to development and testing, Agent 3 ensured the entire system was standardised onto a single platform and integrated with Automic’s Marketing Automation Platform, Hubspot. This then ensured Automic was able to track every aspect of its digital marketing campaigns, regardless of point of entry of the potential customer.
“We had aggressive timescales and Agent3 not only hit them, but really got under the skin of our business to make sure what they helped us with actually produced tangible results,“ said Teare. “The team identified tracking tools and now produce a monthly report that means we can continually optimise the site. Data is core to us honing our campaigns and content, and my mantra is; if we can’t track it, why do it?”
Automic’s website is now its biggest lead generation tool. Through focused top-of-funnel programmes, Automic has more than doubled traffic in the past 12 months. The company has focused heavily on search, putting paid campaigns and content at the heart of its strategy. Direct traffic to the site has also improved by more than 230% and the site has been significantly more “sticky” – with visitors now spending more than double the time they did previously on the site.
Huge increase in MQLs
“Agent 3 helped us to tell our story, simplify the customer journey and manage the lead flow. We have seen our conversion rates increase from 1 percent to 11.6 percent, which has resulted in a 150% increase in web-sourced marketing qualified leads (MQL) in the past year. We consider Agent3 to be an extension of our team, and the flexibility they have demonstrated makes them different from other agencies,” Teare said.
Agent3 continues to help Automic optimise the site, and supports the in-house development team with new design modules and ongoing build and management capabilities.