How Forge consistently attracts sales-ready, qualified leads for a technology manufacturer

Antenova is fast becoming the antenna provider of choice for leading tech product manufacturers. They’re a global company with a head office in the UK, manufacturing based in Taipei and sales support in California, Ottawa and Shanghai. Antenova’s market-leading products are used in all sorts of products, from mobile phones and IoT devices to cars and medical instruments.

Client Antenova
Date Ongoing
Services Inbound marketing Web development Web design

Technical content written to engage

The team at Forge devises and executes Antenova’s ongoing digital marketing strategy. Through careful research and the publication of highly engaging technical content, we connect product designers with the Antenova brand. We successfully promote a hi-tech range of antennas to an audience that is typically resilient to traditional marketing techniques. To date, we’ve uncovered new leads that have converted into tens of thousands of unit sales.

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Antenova have seen a substantial increase in email marketing leads

How Forge helped Antenova become the online leaders in their field

Our ideas and digital marketing expertise has enabled Antenova to promote their hi-tech products to a carefully targeted demographic. They have become leaders within their industry through an innovative use of digital content. The result of this is a consistent stream of inbound sales-ready qualified leads to supply the global sales team.

Using content marketing we build digital campaigns around a series of topics related to wireless antenna technology. We establish thought leadership by researching and writing compelling articles and eBooks on different industry themes. This content is designed to resonate primarily with product designers, engineers and procurement managers. Engagement with this content digital content promotes the brand and has transformed Antenova into the go-to online source for ‘everything antennas’.

With each new customer potentially worth tens of thousands of pounds, Forge has been able to deliver a substantial return on investment.

More about our process →

Supplying Antenova's sales team with valuable, qualified sales-ready leads

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Highly qualified leads delivered to the Antenova sales team to date

Through careful analysis aided by marketing software, we’re continually able to identify and accurately qualify sales leads from all over the world. To date, we’ve passed over 700 qualified sales leads to Antenova. Consider that when one of these engineers decides to design an Antenova product into their circuit, this converts into hundreds of thousands of yearly unit sales when that product goes into production.

Forge has helped Antenova to build a database of several thousand targeted prospective customer contacts, but unlike many other less tangible, less measurable forms of marketing we make sure to hand over only the leads with the best chance of converting. This marketing discipline helps the Antenova sales team to focus on the highest value sales opportunities.

During the period that we’ve been working with Antenova, we have generated sales-ready leads from some of the most prominent hardware and tech firms in the world. As you can imagine, we can’t name them here. But you’ve definitely heard of them.

Innovative new ideas and online presence

We actually initially worked with Antenova to design and build their new website. We enabled Antenova to quickly launch an engaging and responsive new site, designed to attract their target audience. This has propelled Antenova’s online presence far ahead of their competition.

Forge enabled the launch of ask.antenova; an innovative, bespoke new platform designed and built by Forge where a global community of product designers and engineers can exchange knowledge and expertise with one another, whilst also gaining access to Antenova’s team of experts.

Monthly activities

Marketing and software integration

We selected HubSpot to help run our content marketing campaigns. Our team of web developers carefully maintain the integration of this powerful software with Antenova’s website. This allows us to continuously monitor and analyse our content marketing efforts. It also provides complete transparency; enabling Antenova to see the value that we provide at a glance.

SEO

We continuously optimise our content for valuable search terms in order to establish Antenova as the authority on everything to do with antennas.

Conversion rate optimisation

We constantly monitor conversation rates on our landing pages and iterate the design, copy and layout to get the best results.

Tracking

Using HubSpot software, we’re able to accurately track what our target demographic are doing on the website. We gain insight into what works for them, allowing us to provide more even targeted content.

Delivering leads

Working with Antenova, we’ve carefully calibrate what we define as a ‘qualified’ marketing lead. We don’t hand thousands of leads to the sales team. But we do give them a handful of red-hot prospects that are worth thousands in new business.

Persona research

We research and analyse Antenova’s target demographic on a continuous basis. We uncover the topics that resonate most with them so that we can produce content that they want to consume.

Content strategy

We devise content titles to research and write. We back this up with a plan for delivery including email marketing, social media marketing (LinkedIn), link building and PR.

Downloadable guides

Alongside the articles that we research, write and publish, we also produce downloadable guides. These form the main call-to-action for our readers. Having read articles online, they are happy to provide a little information about themselves and their business in return for a downloadable guide about a topic that is important to them.

Project management

We manage the entire marketing process with a keen eye. With a dedicated campaign manager, we keep on top of output and deadlines. We use project management software for maximum transparency. At any time, Antenova can log in and find out the status of a campaign. On top of this, we have designated weekly calls with members of the Antenova team and quarterly meetings with top level management (including investors) in order to make sure everything stays on track. We also generate monthly reports that highlight activity and results over the previous four weeks.

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