Searching for a route to the USA: how international expansion won us a B2B Search award with orgvue

Posted on 30/04/2021 by Hannah Tomaszewski

So, it’s official! Hallam has claimed The Drum Search Award’s 2021 B2B Campaign of the Year! It’s just the latest huge award our agency has won over the last 12 months and comes just weeks after we were also named in The Sunday Times’ annual top 100 places to work list.

As an agency, we pride ourselves on delivering only the best and in this industry, they don’t get much bigger than The Drum Awards, which recognises best practice, the best companies, and the best people globally from across the marketing and communications industries.

Rather than keep all the secrets to ourselves, here’s how and why our B2B campaign with orgvue took the top gong…

The client

orgvue is a fast-growth technology brand in organisational design and planning. Winning this award follows closely on the heels of several pivotal moments in orgvue’s journey.

After securing £41 million investment in 2018, a complete platform overhaul and a corporate rebrand in 2020; this is a terrific marker of orgvue’s continued global growth and marketing success.

The brief

orgvue came to us with a big target… to expand their international digital footprint, targeting US & UK markets, and drive traffic and conversions through a newly designed website.

OK, with the strategic goal now set. How did we achieve it?

We knew it would require a campaign that unified their approach to search and fulfilled the goal of driving not just leads, but marketing qualified leads, and beyond into real-world meetings and new customers.

What did we do?

There were multiple strands to our strategy.

Here goes:

1. For orgvue’s May 2020 website launch, we integrated ourselves into the project team, developing a taxonomy and full-funnel keyword strategy and working closely with the client and their external development agency.

2. Next up was paid search! Not only did we restructure and optimise campaigns across Google and Bing, we also took things a step further by calculating the values of each different type of lead and feeding this data back into Google Ads to allow for smart bidding towards maximising conversion value with a limited budget.

3. You can’t have a strategy without content and creative, right?  These two teams worked together to create dynamic content landing pages to reduce bounce rate, answer the needs of each individual search query, improve Google Ads quality score to decrease cost per clicks, and to get the highest chance of lead capture to kick start the sales process.

4. And last, but definitely not least, we combined our SEO and paid media data to make informed strategic decisions to increase overall search visibility and drive MQLs, meetings and closed-won revenue.

Our results…

The moment you’ve been waiting for! The plan was solid, but what was the outcome of implementing it?

Overall, organic traffic for orgvue in 2020 rose by 26% with organic demo requests up 109%, while overall paid traffic was up by 173% and paid demo requests by 489%!

Not bad, right? There’s more.

Most importantly, combined SEO & paid closed-won revenue increased by 168%, which we see as a far more important measure than increases in traffic and demo requests…

Speech!

Kathy Harvey, Head of Digital Marketing at orgvue, said: 

“After a comprehensive selection process, orgvue chose Hallam in December 2019 as our digital marketing partner, with a focus on search, with big, hairy, audacious goals. We set out a strategy of unified search: organic and paid. Within weeks, Hallam were executing on that strategy and the results have been ground-breaking. Not only have Hallam been remarkable in execution, they also reflect our values and work with us as an extension of our marketing team. They’re the loveliest bunch of people to work with.”

Charlotte Tomlinson, Media Director at Hallam added: 

“One of orgvue’s main requirements for an agency was to create a long-term fully integrated partnership with their internal marketing team and existing agency partners, and we were proud and excited to be part of their growth story. It’s been such a great experience working with orgvue over the last 18 months and we look forward to what the future holds!”

 

Find out more about our approach here.


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Searching for a route to the USA: how international expansion won us a B2B Search award with orgvue

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