An industry leader in welding, Lincoln Electric sought to build awareness for its lesser-known welding automation solution. Its niche industrial manufacturing audience was misinformed about the automation landscape and its benefits to business productivity. BusinessOnline was tasked with changing public perception about welding automation by delivering a strong myth-busting message. Additionally, it was asked to deliver MQLs through online digital in an industry more commonly dominated by offline business.
Leveraging a full-funnel media approach, BusinessOnline deployed a diverse media portfolio that included higher funnel initiatives including niche publisher newsletters, audience display, LinkedIn Sponsored Updates, and lower-funnel initiatives including LinkedIn InMail and Paid Search. Simply delivering leads was not enough.
BusinessOnline implemented marketing automation through HubSpot to capture and nurture the leads generated at scale. We were able to deliver MQLs that far exceeded Lincoln Electric’s initial goals:
- 923% more MQLs than goal
- 550% higher CVR through media efforts when compared to direct traffic
BusinessOnline utilized a multi-channel strategy for execution, generating a net $3M from new customers and a 600% increase in ROI. A customer-focused microsite for welding management focused on education and trust, providing assets that spoke directly to customer needs, and bringing in hundreds of leads.