Equans Digital [SMARTR]
Driving Strategic Success: The Evolution of SMARTR’s Marketing Approach
To establish a strong market presence and effectively drive lead generation, SMARTR by Equans Digital partnered with Everything Connected. Our collaboration focused on building a solid marketing foundation, executing targeted campaigns, and positioning SMARTR as a leading solutions provider in the industry.
SMARTR needed a structured go-to-market strategy to transition from a product-led approach to a solutions-based offering. The immediate goal was to generate brand awareness and acquire an engaged user base while building a long-term marketing infrastructure. Everything Connected worked with the team at SMARTR to develop a campaign programme, implement marketing technology, and launch targeted multi-channel campaigns to reach the right audience effectively.
The Challenge
Raising awareness for a new brand in a competitive digital landscape required a clear and strategic approach. SMARTR needed to establish brand recognition, define its audience, and begin building a lead generation engine from the ground up. The key challenge was ensuring that all marketing efforts aligned with audience needs while driving meaningful engagement and conversions.
The strategy
To lay the groundwork for SMARTR’s success, we: - Mapped the buyer journey and identified key personas. - Implemented the marketing infrastructure, including HubSpot setup and the integration of marketing to sales processes. - Developed a structured programme and campaign plan. - Launched and optimised paid media channels, including LinkedIn and Google Ads. - Acquired a new database to support targeted email marketing efforts. In November 2023, we launched a comprehensive campaign programme. Each campaign addressed specific industry challenges and demonstrated how SMARTR’s solutions effectively solved them. A multi-channel approach, leveraging email, paid media, and content marketing, ensured maximum reach and engagement.
Solution and Impact
The initial campaign programme delivered strong results, establishing a robust marketing foundation and setting the stage for long-term success. Through targeted campaigns, we built a qualified database, drove a steady flow of new leads, and generated a consistent pipeline of engagement. One multi-channel initiative alone produced 154 content download leads from buyers in the consideration stage, while data acquisition efforts added over 1,000 new contacts for email marketing. This foundational work has enabled Equans Digital to move forward with confidence. With a proven lead generation framework in place, we are now supporting SMARTR by Equans Digital in promoting a new solution to a fresh audience, continuing the momentum and expanding market reach.
