TVSquared, an Edinburgh-based start-up with offices in the UK’s largest tech incubator Codebase, helps advertisers worldwide improve TV ad campaign performance by accurately measuring multi-channel responses. Its state-of-the-art analytics platform enables any firm, brand or agency to increase return on investment and proactively improve the performance of their TV advertising campaigns.
Calum Smeaton, CEO of TVSquared, approached Robertson Collaborate looking for support with their B2B lead generation and marketing activities. TVSquared wanted to identify and target TV advertisers with an ecommerce presence, and media planning and buying agencies to grow its business.
The solution was a combination of inbound and targeted outbound marketing. B2B lead generation to feed the top of the sales funnel and online content-based marketing was used for longer-term lead nurturing.
The foundations of the approach lay in conceptual profiles, to understand who TVSquared wanted to target, and segmentation analysis of the market, to know the types of businesses to target.
With senior decision makers inundated with information it was also essential that the content and messaging were personalised to ensure relevancy.
Content for each stage of the buying cycle was created e.g. an infographic guide to TV attribution to raise category awareness, a white paper to explain TVSquared’s leading methodology for TV attribution and case studies to evidence TVSquared’s client successes. All of the content was housed in TVSquared’s blog to drive traffic to the site or on new landing pages. Each landing page had calls to action to ensure interest was converted to action. The content also tied in with search marketing to build the authority of TVSquared online.
A combination of channels was then used to raise awareness, including email campaigns with the content in each email linking through to the website, e.g. book a demo, and social media to reach industry influencers. LinkedIn-sponsored posts were also used to target key individuals by job roles.
Alongside this, Robertson Collaborate worked with TVSquared’s design agency to implement a new website.
The strategy delivered sales opportunities and campaign-to-campaign performance improved as adjustments were made.