Polytec is a global company with over 50 years of experience in providing high-quality optical measurement technology solutions. With over 500 employees and a network of subsidiaries and partners worldwide, they offer a wide range of products, including laser Doppler vibrometers, velocimeters, and 3D surface metrology systems, to industries such as automotive, aerospace, medical, and more. Polytec offers a portfolio of highly sophisticated technical solutions to the B2B market.
A key business challenge is to establish a consistent and top-quality lead flow that effectively enables the sales teams to meet their performance metrics and growth targets.
Our team conducted a comprehensive analysis of Polytec's digital growth initiatives, with a strong focus on their current digital strategy, media mix, creatives, and landing pages. The analysis provided us with valuable insights, from which we developed a holistic growth strategy. This strategy included tailored initiatives for each product category, ensuring that Polytec's solutions were appropriately represented.
To provide the target audience with highly valuable content pieces, we established various lead magnets via whitepapers and webinars, which drove down the Cost per Lead. We also implemented a multi-channel advertising strategy on Facebook, Instagram, LinkedIn, and Google Search, targeting Polytec's monthly lead acquisition goals. We leveraged advanced targeting techniques and optimised ad creatives for maximum impact, exceeding the set target by over 200%. Additionally, we kept acquisition costs at a relatively low level.
To ensure that our marketing efforts were delivering tangible results, we established an automated reporting system that combined our marketing data with the sales insights to draw a full picture of our measures. This approach enabled us to focus not only on quantity but also on the quality of the leads and their business potential.