Giving OnProcess’ niche specialism a relatable, glitzy new story
OnProcess had a great product, a compelling vision and ambitious growth plans. But their marketing didn’t reflect that. So, we changed that.
B2B performance marketing is approaching Peak Automation. But it takes very skilled humans (and creative with heart) to live up to its promise.
B2B performance marketing at Velocity is made up of four interwoven practices: Campaigns, Analytics, SEO and Marketing Operations.
Individually they make pockets of your marketing better. But together, they focus and optimize your creative firepower around the activities, audiences, messages, channels and tactics that drive your business forward.
Campaigns and always-on marketing
We specialize in content-driven campaigns that build demand and drive leads in the same motion. To do that, we begin every campaign with a strategic blueprint that turns key questions into intentional tactics. Questions like:
- What are our objectives?
- What KPIs will serve those objectives?
- Who is our audience?
- What data do we have on them?
- What messaging will galvanize them?
- Which channels will reach them?
- How are our systems configured to serve those channels?
The best performing campaigns are always-on — continually fed, measured and optimized by The Velocity Spin Cycle.
Analytics
We get forensic with your whole marketing operation — across your site, your campaigns, your search and social channels and beyond — to serve three key activities:
- Provide a baseline for KPIs
- Develop hypotheses for creative optimization
- Deliver reporting infrastructure
There’s a world of crunchy metrics and insight-led improvement beneath these areas. But the big picture is a clear path towards understanding what works, and doubling down on it.
SEO
Exceptional creative isn’t worth a Dogecoin if no one can find it. Consumer SEO people tend to get B2B SEO wrong because they don’t get up-close and granular with the actual technology (so you end up competing for flabby, unwinnable terms like ‘cloud computing’).
We do technical and content-led SEO the B2B way: by really understanding how your prospects think about their world; creating experiences they actually find valuable; and optimizing everything up the virtual wazoo.
Marketing Operations
Marketing operations is where your campaign ambitions make contact with reality. So many marketing campaigns underperform because underlying systems and operational processes aren’t configured to support the desired outcome.
Maybe you’re implementing or migrating to a new marketing automation tool. Maybe you’re figuring out how to score, track and nurture MQLs-to-SQLs-to-pipeline. Maybe you’re running and measuring multi-touch campaigns with revenue attribution.
Whatever you’re doing, marketing operations is the infrastructure and process roadmap between where you’re at and where you’re aiming.
Some stuff we worked on
We’re on a holy quest to show that creative, crafted, confident marketing that respects its audience makes more money than the soulless stuff that lost its brains and charisma in a bet with a spreadsheet. Here are some clients who let us prove it.
Transporting a brand-new brand into a noisy market: Geotab ITS
Geotab needed a compelling go-to-market strategy. It needed to a big awareness campaign and short-term sales activation. Here’s what we did.
Repositioning CID for a new (and unknown) finance audience
CID needed a new story that reflected its vision for the future, without abandoning its connection to the past. We helped them do just that.
Further reading for B2B nerds
Maybe you live, breathe and sleep B2B. Maybe you just want to sound smart at your next planning sesh. Either way: we have stuff for that.
Marketing with the door open, part 2: A B2B marketing report framework
B2B marketing reporting frameworks give you quick and insightful data. Using live campaign data we show how they deliver clear commercial and narrative…
Neil Stoneman | 07. 10. 2024
Marketing your way through big moments of change
Disruptive market forces are imposing big moments of change on companies — just when B2B marketing was poised to evolve. So do you hit pause or forge on?
Luke Gain | 12. 09. 2024
5 big brand awareness myths, busted
Marketers have allowed some major misconceptions about brand building to calcify into accepted truths — and it’s stifling ambition and creativity.
Jessie Tracy | 04. 09. 2024
