Defendry’s AI-powered surveillance solution for businesses, schools, and houses of worship is emblematic of the future of security. This innovative technology will eventually be found all across the world as we search for more effective ways to protect people from crime and gun-related violence. However, despite the truly lifesaving nature of this technology, the relative newness of the solution had made generating leads and sales difficult.
As a result of this difficulty, Defendry brought on Duo to spearhead their initial marketing launch and test the viability of two key market segments — end-users vs. channel partners.
In order to uncover the most effective avenues to market Defendry online, we implemented the following strategy:
Both Facebook and LinkedIn proved to be excellent sources of engagement and lead generation. As the primary channel used to reach end-users, Facebook successfully generated over 500 leads by leveraging a downloadable security checklist. However, although the campaign successfully generated brand awareness, engagement, and lead submissions, the leads were largely not the decision-makers we hoped to engage. Ultimately, this result rendered Facebook and end-users to be an unviable channel and target market to pursue.
On the other hand, LinkedIn successfully generated over 90 leads within our second key market segment, channel partners. And unlike the leads generated on Facebook, the relationships born from the LinkedIn campaign targeting channel partners successfully led to the acquisition of new business. Therefore, despite generating fewer leads than Facebook, LinkedIn and channel partners proved to be the most effective channel and target market to pursue for Defendry’s online marketing initiatives.
It is worth noting that Defendry initially intended to dedicate a large percentage of their marketing budget to Google Ads. Through Google (Display, PPC, and YouTube ads), we successfully generated over 1,000,000 impressions and 6,000 website sessions.
However, we quickly learned that despite being a good tool for generating traffic and brand awareness, Google was not a viable channel for producing leads. With a cost per lead nearly three times as much as Facebook and LinkedIn, it did not make sense to continue utilizing Google as a lead generation source. Moreover, as a result of the knowledge gained from our test-centric approach, we were able to reallocate the marketing budget to more cost effective channels, thus saving Defendry thousands of dollars.
A Marketing Partner for Innovative & Dynamic Brands | Strategy & Execution | Collaboration & Transparency