HELPING A HIGH-GROWTH TECH BUSINESS SCALE ITS COMMS

project-logo

PEAK AI

peak.ai

Who they are

Peak uses artificial intelligence to help companies grow.

500+

QUALIFIED LEADS GENERATED

373%

INCREASE IN TRAFFIC

170

CONVERSIONS INCREASE

The project

In 2015, Peak was one of the winners of the Tech North Northern Stars competition and was growing rapidly, but most of its business was coming through referrals and it needed a more sustainable way to find new clients. With a small comms department, it approached Active Profile to help it develop strategy for raising its profile and generating leads in its targeted industries.

Objectives

  • - Identify and target key buyer personas.
  • - Implement a lead-gen campaign focussing on Peak’s story.
  • - Increase conversion rates from leads to MQLs.

WE PARTNERED WITH ACTIVE PROFILE’S GROWTH MARKETING TEAM TO SCALE OUR SALES AND MARKETING EFFORTS AND THEY'VE BECOME AN EXTENSION OF OUR TEAM. THEY ADVISED ON THE TECHNOLOGY AND TOOLS WE NEED TO GROW AND HELPED US IMPLEMENT THEM, SHAPED OUR TONE OF VOICE AND CREATED A CONTENT PROGRAMME THAT’S DRIVING OUR LEAD GENERATION, NURTURING AND SALES ACTIVITY. WE SAW RESULTS FROM DAY ONE AND THEY CONTINUE TO SUPPORT OUR MARKETING STRATEGY.

Richard Ferrar • Head of Marketing at Peak

The solution

After drilling into Peak’s business strategy, goals and performance, we ran workshops and carried out research to identify the people it needed to be speaking to. From there, we developed a more accessible brand language, tone of voice and a content strategy that set it aside from competitors.

We worked with the marketing and sales teams to ensure their processes were aligned and set up personalised, automated marketing activities to target and keep in contact with each new lead. In addition, we produced high-value educational downloads, e-books, nurturing content and blogging campaigns.

The result

Our persona-based content marketing activity has seen traffic to the Peak website increase by 373%, while traffic to landing pages has risen an even greater 470%.

These increased traffic levels, couple with more targeted activity, have resulted in on-site conversion rates rising by 170% and the generation of over 500 qualified leads.