Through a website redesign and a fully integrated digital marketing campaign, we helped ETA significantly increase their leads and brand awareness.
2,000%
Increase in leads after we launched ETA new website and digital marketing campaign. They went from 1 lead per month to 20.
40%
Increase in organic Search traffic through an optimized website and strategic content marketing campaign.
30%
Increase in engaged sessions through an improved website user experience and more targeted marketing messages.
20
Keywords ranking in the top three positions of Google.
Project Overview
Background
Engineering Technology Associates, Inc. (ETA) is a global engineering services and software company focused on computer-aided engineering (CAE) for the automotive, transportation, and aerospace industries. Their suite of 4 products – Dynaform, VPG Suite, PreSys, and ACP OpDesign – allows CAE professionals to dive deep in simulation, structural analysis, product development, and sheet metal forming processes. They are a group of creative, deeply experienced, and unique industry professionals that bring to life valuable products they believe in.
Valuable products, however, don’t drive quality leads themselves. And ETA had begun to understand this well.
When JT Pedersen, ETA’s North American Director of Software Sales, joined the company in June, 2021, ETA’s marketing and lead generation programs were non-existent. The company’s marketing positions had been vacant for close to a year – the marketing engine was running with no one to fill the gas tank or steer the wheel.
JT quickly recognized the issue and knew it needed to be addressed immediately. But there were a few roadblocks.
ETA’s website was out of date and unprepared to receive and convert new leads. A redesign was in progress when JT joined; however, the new site design and experience wasn’t meeting their standards. Moreover, JT knew that hiring a team of experienced, in-house marketing professionals was expensive, and that it would take months before he could find the right candidates.
Issues to Solve
- A dated and uninspiring corporate website
- Lack of marketing and lead generation functions
- Significant loss of marketshare
- A target audience that had largely forgotten about them
Our Solution: A strategic and purposeful approach with digital marketing and web
Discovery & Strategy
By the time we finished our Discovery process (complete with a comprehensive SEO keyword/SERP analysis, website behavior analysis, and brand deep dive), we were living & breathing ETA’s target audiences and ready to begin the website strategy and buildout processes.
Not long after the Project Exploration meeting, we began our “Saturation Dive” Discovery process aimed at making 3.7 experts in ETA’s target audiences and competitors: who they are, what they want and desire, how they typically purchase, what they’re thinking throughout the buyer’s journey, what questions and objections they may have, and more.
“Launch Pad” Website
A Launch Pad starter site was created soon after to help ETA better capture the traffic they were receiving during development. 3.7’s developers got to work, and a professional, conversion-optimized site that met the needs of their target audience was launched. ETA was finally ready to receive quality inbound traffic.
With all the insights we had gained on ETA’s target audience, product offerings, competitors, and search engine rankings, we were already halfway to success. We began creating valuable, search-engine-optimized content that targeted and answered customer questions and building advertisements that connected ETA’s value propositions with the true wants and needs of their customers.
It wasn’t long before the site began to receive quality traffic from the SERPs and advertisements. And the results speak for themselves:
“Choosing 3.7 as a partner allowed ETA to harness the skills and bandwidth of an entire team of marketing and web professionals at a fraction of the cost of building an in-house team.”
JT Pedersen
Director of Software Sales, N.A. at ETA, Inc.
Digital Marketing Campaign
After launching the site, we launched a fully integrated digital marketing campaign to increase brand awareness, bring a revolutionary new software release to market and drive leads.
The campaign comprised search engine optimization, digital advertising, content creation, a go-to-market strategy, email marketing, product positioning, and sales enablement. All the efforts resulted in a 2,000% increase in leads within weeks of the campaign launch, top 3 rankings for eight high-priority keywords, and significantly increased prospect engagement.
“Within the year we’ve worked with 3.7, we can confidently say we’ve met 100% of the goals we were looking to achieve 1 year ago. There aren’t many other companies we’ve worked with where we can say the same.”
JT Pedersen
Director of Software Sales, N.A. at ETA, Inc.
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