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Objective

LatentView Analytics is one of the world's fastest growing analytics companies, headquartered in the US. Through advanced digital solutions, it provides companies with a 360-degree view of their consumer, allowing them to identify future trends and optimize their business strategies.

Relationships are at the heart of any B2B enterprise. Building trust and credibility was relatively simpler when B2B marketing was mostly done through word-of-mouth and offline networking events. The client wanted to replicate this personal touch in their digital strategy as well. This would allow them to cast a wider net, consistently engage with their potential leads and establish themselves as the thought leader in the field of Analytics.

Strategy

In order to improve visibility and awareness of LatentView Analytics, we adopted a three-pronged approach in our organic growth strategy:

Findability

The first step in attracting the right audience was to ensure that the company's website appeared on page 1 of Google for all service-related and industry-related keywords. Since the target audience was largely US-based, we optimized content on the website for trending keywords from that region in order to increase the number of relevant users landing on our website.

Credibility

To showcase our expertise and proven track record, we created informative whitepapers and case studies. These content assets were made downloadable so that they achieved two major purposes:

  • By optimizing the pages for long-tail queries, we were able to build awareness at the top of the funnel
  • Since users had to enter their professional details in order to download the content, we were able to generate a significant number of organic leads that we could nurture.

Thought Leadership

It wasn't just enough to drive users to our website; we also had to establish that we were ahead of the curve and that we were the go-to authority in the field of Analytics. To achieve this, we created high-quality cornerstone content on the website.

One of the most powerful organic content assets that we developed was a comprehensive pillar on the topic: A Complete Guide to Marketing Mix Modeling. This page covered every aspect of Marketing Mix Modeling, from the basic definitions to advance model selection techniques.

An e-book version of the pillar was also made available on the page. Since users had to enter their details to download the e-book, the pillar soon became one of the biggest drivers of organic leads on the website.

Business Impact

  • Through smart optimization of on-page content, we were able to move 25% of the focus keywords to page 1 in a very competitive space.
  • The Marketing Mix Model pillar ranked in position #3 within one month and soon became the second most-visited page on the entire website
  • Sustainable organic lead generation strategy reduced dependency on paid campaigns. Almost all of the online leads achieved for LatentView Analytics now come through organic channels.

Business Impact

  • Through smart optimization of on-page content, we were able to move 25% of the focus keywords to page 1 in a very competitive space.
  • The Marketing Mix Model pillar ranked in position #3 within one month and soon became the second most-visited page on the entire website
  • Sustainable organic lead generation strategy reduced dependency on paid campaigns. Almost all of the online leads achieved for LatentView Analytics now come through organic channels.
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