Cobham Satcom, a leading technology and services innovator, needed to create preference for its maritime fire fighting radio. The strategy was to use content marketing to influence purchase specifications, with a campaign that centred around two core user missions: viewing hard-hitting video content and downloading a thought-leadership whitepaper.
In 12 weeks, the campaign created 1,300 indications of a strong intention to buy and a 32% surge in actual sales. Conversion rates across the marketing funnel far exceeded expectations with a campaign ROI of 850%.
Cobham is a world leader in satellite and radio communications equipment.
SAILOR, one of the company’s premium product brands, is known throughout the maritime industry for excellence in regulatory equipment. Its new SAILOR 3695 UHF Fire Fighter radio, an update of an existing radio, was developed specifically to take advantage of new opportunities created by a change in regulation.
Best product launch campaign
Best lead generation or nurturing campaign