- Client
- Movolytics, UK fleet telematics software
- Sector
- B2B SaaS, fleet telematics
- Region
- UK, with paid search in Spain
- Channels
- Marketing consultancy, Google Ads, SEO and website, email, branding, sales enablement (LinkedIn, Apollo, Salesforce)
- Timeframe
- A three-year relationship. Results from early 2024.
Summary
Movolytics, a UK fleet telematics software company, had a strong team but no structured marketing strategy. What started as PPC grew into a joined-up consultancy across strategy, digital, brand and sales support. The headline: 493 MQLs generated in 3 months, and organic users rose 70%.
The challenge
The team was strong, but it lacked marketing guidance. Efforts were haphazard, with no structured strategy behind them.
In telematics, timing is everything: most prospects are tied into a contract with someone else. Marketing had to find out when that contract ends, and warm the prospect up before sales picked up the phone.
What we did
- Strategy and structure. We set the marketing strategy and product planning, joined up marketing and sales, moved the brand forward, tidied up processes and upskilled the team.
- Contract end dates. We built a team focus on capturing when each prospect's current contract ends, backed by dynamic emails ahead of each phone call.
- Data you can act on. We built a clear view of where leads, MQLs, SQLs, contract end dates and new customers came from, by data source and lead source.
- Digital. We covered website optimisation, a blog, tracking, PPC, Core Web Vitals and site speed, and email.
- Brand and build. We delivered new branding, a new website, product brochures, and Salesforce form and Calendly booking integration.
- Sales enablement. We trained the team on LinkedIn and presentations, and set up Apollo for prospecting.
Results
| Result | Period |
|---|---|
| 493 MQLs generated in 3 months | Early 2024 |
| organic users rose 70% | Q1 2024 against Q1 2023 |
Takeaway
Marketing earns its keep when it hands sales a reason to call, at the moment the prospect is ready to switch.
FAQ
What is an MQL?
A marketing qualified lead: someone who has shown enough interest for sales to follow up. For Movolytics, we timed that follow-up to when each prospect could switch supplier.
Can a marketing consultancy work alongside an in-house team?
Yes. We set the strategy and processes and trained the team, so the in-house people did more of the work themselves.
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