Paid lead gen scales. But CPLs can skyrocket unexpectedly due to platform changes, & lead quality is hard to control.
You’ve probably had this discussion with yourself a dozen times this quarter…do we invest in lead gen or demand gen?
Content marketing, SEO & dark social are critical to building your brand’s market authority. But inbound marketing can be a long, uncertain slog.
ENTER THE AGE OF ENGINEERED GROWTH
Atypical Digital’s Engineered Growth approach meshes the core elements of content marketing with the fast scale of paid lead gen.
But that’s just the start…
Client Story
Mobile Health
Faced A Nearly Impossible Challenge
Mobile Health’s core business of onsite employee health & compliance testing was under attack. With COVID shutting down in-person worksites & grinding new hiring to a halt, Mobile Heath was facing an existential threat. They needed to pivot & scale FAST.
Atypical Digital didn’t back away from the challenge
We used Mobile Health’s pivot to the COVID screening & employee workplace safety market to fundamentally rethink the concept of lead quality & scale.
We didn’t start with the flashy stuff. We started with the site visitor experience. Using our deep experience in UI/UX development we focused on making sure every page & navigation element was essential. Our advanced conversion rate optimization methodology, combined with our custom dashboard development gave Mobile Health a high-resolution view of visitor behavior allowing them to make near real time decisions to improve visitor engagement.
Even after building a fluid visitor experience which we could evolve to maximize the likelihood of capturing high-intent leads, we worked to not only create content that would get ranked by search engines but content that would accelerate visitor conversion.
Client Solution
ENGINEERED ACCELERATION + ENGINEERED LEAD QUALITY
Mobile Health needed the highest lead quality possible. Time was of the essence, and Mobile Health couldn’t waste time on low-intent leads or tire kickers. Atypical took on the challenge to maximize lead capture, but enriched lead data to give Mobile Heath all of the attributes it needed to automate lead engagement, lead nurturing and lead qualification. Mobile Health’s sales team was operating in a truly target rich environment. Leads encountered a clean UI with actionable CTAs, were guided to high-impact, objection-busting content and were delivered to a low-friction lead capture module. Then Atypical’s lead quality engineering gets to work. Enriched data is injected into the client CRM and scored and Atypical designed intelligent automations delivered rich, relevant content to the prospect. By the time the sales call rolled around, Mobile Health’s leads were in the buying zone.
ENGINEERED AMPLIFICATION
Creating a data rich lead capture environment is only one part of the solution. Mobile Health needed to get in front of the right audience. Typical lead gen solutions would simply ramp up spend and hope for the best. But Atypical Digital combined intelligent spend (acquisition & progressive retargeting) with digital PR to surround the target prospect with content, initial advertising awareness and ongoing engagement advertising to drive the prospect to lead capture or authority & trust-building content.
CLIENT IMPACT
Thoughtful strategy alone doesn’t drive quality leads. It takes technical execution, continual optimization and intense data analysis to continue to grow a high-impact lead development program.
Mobile Health, under intense pressure to pivot it’s offering and to serve a market with radically different needs than its core business needed an entire overhaul. The results speak for themselves:
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What Will Define Your Engineered Growth?
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Head Office
1185 Avenue of the Americas,
3rd Floor, New York, NY
10036 United States
Copyright © 2022 Atypical Digital
US
United States
CA
Canada
CR
Costa Rica
BY
Belarus
PE
Perú
Head Office
1185 Avenue of the Americas,
3rd Floor, New York, NY
10036 United States