G4S is the leading global integrated security company specialising in the provision of security products, services and solutions. From risk assessment to delivery, G4S work in partnership with governments, businesses and other organisations to provide integrated solutions to security challenges.
For G4S, the problem was lead generation. Without capturing contact details from people downloading G4S reports, they were worried about missing out on potential leads. G4S challenged SuccessFlow to create a campaign to promote GIS, an online monitoring system providing geopolitical intelligence on current and future threats to corporate security, travel and business continuity.
Our experts set up a marketing automation system to manage the delivery of email marketing, social media marketing as well as, lead scoring and grading. Leads captured were assigned to a nurture programme where they were scored on how interested they were in one of the G4S’s Risk Consulting propositions.
The marketing team was able to deliver the details of people downloading G4S white papers to sales; this data visibility was a benefit for G4S’s wider sales team. The improved technology also helped enhance digital marketing know-how for lead acquisition. This then provided marketing with a lead acquisition and lead nurturing framework.
The lead acquisition campaign delivered 1062 unique downloads of their white paper and achieved an email open rate of 13.83%, resulting in a 2.17% click through rate.