Digital Agency Chameleon Net excels with Trovus web intelligence
"Trovus provides extremely valuable web intelligence technology that enables Chameleon Net to develop and deliver innovative digital marketing campaigns with demonstrable and impressive ROI. The supporting technology is a key factor in our success and gives us vital up-to-date intelligence based on profiles of website visitors."
Dan Martin, Sales & Marketing Director, Chameleon Net
Background
Chameleon Net is an award winning digital agency that provides web design and build, online marketing, consultancy and hosting services to clients including Pan Macmillan, UNICEF UK, and Drivers Jonas Deloitte.
The agency regularly holds free seminars for prospective clients and when Chameleon Net wanted to embark on its innovative ‘Money Talks' seminar marketing campaign it turned to Trovus for key enabling web intelligence technology as part of its raft of integrated marketing tools and techniques.
Business Challenges
The Chameleon Net marketing team wanted to create a personalised campaign that would have an impact on its key decision making targets.
- It created a PPC campaign targeting Chameleon Net's 300 most sought after individuals in the charity and higher education sectors. This was supported by a direct mail invite with the call to action: ‘To find out more, Google your name.''
- Personalised Google ads directed individuals to their own, personalised version of Chameleon Net's ‘Money Talks' landing page.
- Chameleon Net also sent a generic invite to another 300 of their target audience, who were directed to a non-personalised landing page.
- In the follow up to the mail out and PPC campaign activity, Chameleon Net needed a solution that would help them to continue to sell its event in a personal and highly targeted, efficient manner.
Solution
Trovus' software provided intelligent insights and allowed Chameleon Net's sales team to:
- See the Money Talks event information being passed round an office by specific organisations online.
- Track targets' previous visits to the website.
- Identify those companies looking at the generic, non-personalised seminar page.
- Prioritise seminar reminders.
- Focus its telesales efforts towards interested parties.
Results
The Trovus solution had proven success and created new business opportunities as shown by:
- Chameleon Net's event was oversubscribed, and within a week of the event, the sales team had seven meetings with key decision makers.
- The campaign has delivered a strong healthy pipeline for Chameleon with an impressive ROI.
- Money Talks has been shortlisted for the award for ‘Best Use of Search Marketing' at the 2010 B2B Marketing Awards.
