With a dwindling sales pipeline and legacy of working within the same prospect circles, GSE Systems’ engineering division needed a fresh approach to lead generation; one that would raise brand awareness, generate interest among a highly technical audience and open new doors for the business.
Recent changes to the Control Of Major Accident Hazards (COMAH) regulations provided a hook for GSE to showcase its expertise in this specialised area in process industries. Our approach was to promote GSE’s knowledge and proficiency using an integrated inbound marketing campaign, across the company’s paid, earned, shared and owned channels (PESO).
How we did it
The COMAH guidelines were split into three distinct areas: Explosive Atmospheres, Functional Safety and Electrical Safety.
Due to the highly technical and educational nature of the content we chose webinars as the core format to demonstrate GSE’s thought leadership. Four webinars (including one as an introduction to COMAH) were planned, delivered and promoted over a period of six months.
To further enhance the campaign, we created white papers based on the webinars, placed thought leadership articles in the engineering and industrial trade press and utilised email newsletters and social media to promote the content.
This was an extremely successful campaign, as Jeremy Gadd, Managing Director, GSE Systems UK, explained. “4CM worked with our UK management team, as well as our marketing department in North America to create an extremely successful series of webinars that produced great results in terms of customer engagement and sales opportunities. 4CM quickly built a deep understanding of our business, which operates in a technically complex environment, and provided a steady flow of outstanding ideas, insight and inspiration.”
The results included:
- 197 registrations to attend live webinars
- Over 200 downloads of white papers
- Over 5,000 views of various web landing pages related to campaign content
- 8 technical articles placed in key engineering and industrial trade media
- 4 high value, current sales opportunities generated