Engage, differentiate and develop leads in a crowded global marketplace
Medgate came to Cactus with a need to build a stronger B2B brand to better position and support future business growth. Prior to working with Cactus, Medgate’s brand positioning and benefits communication wasn’t strong or effective at building confidence. To build credibility, Medgate needed to show prospective customers that it was a global player and could handle enterprise level clients. On top of this, Medgate wanted to build a robust lead and sales pipeline. Their current website couldn’t support marketing automation, like Pardot, or a defined lead generation strategy. Further, the site offered prospects only a small amount of content in which to learn more. People needed to contact sales and that’s not a way current buyers want to do business.
The Challenge
Engage, differentiate and develop leads in a crowded global marketplace
Medgate came to Cactus with a need to build a stronger B2B brand to better position and support future business growth. Prior to working with Cactus, Medgate’s brand positioning and benefits communication wasn’t strong or effective at building confidence. To build credibility, Medgate needed to show prospective customers that it was a global player and could handle enterprise level clients. On top of this, Medgate wanted to build a robust lead and sales pipeline. Their current website couldn’t support marketing automation, like Pardot, or a defined lead generation strategy. Further, the site offered prospects only a small amount of content in which to learn more. People needed to contact sales and that’s not a way current buyers want to do business.
The Solution
A B2B Marketing platform that combined website, digital and video content that positions and supports Medgate as the industry leader
With our knowledge of B2B marketing and website design, Cactus stepped in to help Medgate clearly define their brand, bring forward the benefits of the EHS software and populate a comprehensive content library. We created a custom B2B marketing website with WordPress content management system (CMS), implemented marketing automation using Pardot and facilitated a lead generating marketing plan. To support all of this and drive a powerful search engine marketing (SEO) plan, Brainrider created engaging content that included animated videos, white papers and case studies. However, our most important objective was to help Medgate define their brand and clearly communicate their benefits because once we had the “why” everything else fell into place.
The Solution
Evffective brand communication supported by a optimzed B2B website that helps prospects engage
- Elevate and evolve the Medgate brand
- Design and develop powerful B2B website marketing platform
- Develop engaging animated video content
- Marketing materials: Brochures, case studies, event display
- Integrate and enhance with platforms such as WISTIA, Uberflip and Pardot
The Solution
Transform their website into a lead generation machine
- Attracting, acquiring and nurturing new prospects
- Website optimized for search engines
- Improved Calls-to-Action, email opt-ins and landing pages
- Design and develop buyer-focused content
The Results
Impressive results that helped support 5+ years of profitable 30% YoY Growth
The impressive results reflect how effective the B2B website platform and video content assets were in developing and executing inbound lead generation programs that contributed to dramatic year of year growth. Improved marketing content was used strategically in paid search campaigns, improving the profile (and position) of Medgate in organic search and promoting the business through social media.
- 166%Leads in 2015 were up 166% on the year previous.
- 146%Opportunities from Demand Generation sources were 146% year over year.
- 50%Demand generation tactics delivered more than 50% of net new business in 2015.