CASE STUDY

 

DRIVING B2B DIRECT RESPONSE FOR A WORLD AUTHORITY IN MOBILITY ENGINEERING

For over 100 years, SAE International has been the authoritative publishing and training resource for the automotive, aerospace, and other mobility industries.

Their products are leaned upon by engineers and researchers working at the forefront of innovation and design. Since becoming SAE’s agency of record, Level honed in on lead generation and nurturing strategies to drive subscriptions, sales, and adoption of SAE products by key decision makers.

16 TARGETED PAID MEDIA CAMPAIGNS

6.1M

Impressions

35K

Click Throughs

21K

Google Ad Optimizations

+24%

Lead Flow

CHALLENGE

Though an internationally-recognized leader, SAE needed integrated direct-response sales funnels that leverage its core strengths. Relying on traditional marketing messages, SAE wasn’t necessarily reaching the right prospects with the right message. Mobility industry professionals know the brand well. However, they aren’t necessarily familiar with the breadth and depth of its offerings. Level saw an opportunity to develop a sales pipeline to reach and nurture prospects and expand awareness of everything that SAE offers.

STRATEGY

Content-Driven Lead Program Drives Awareness

When it comes to expertise, show, don’t tell. Lead with the value of SAE’s content and knowledge. Through webinars led by recognized figures, as well as gated and syndicated content, Level drove highly-qualified leads from top organizations

Inbound Discoverability

Level SEM strategies placed SAE in the right search results. This ranged from product searches like “SAE MOBILUS®” to solutions searches like “additive manufacturing resources.” Whether the user sought SAE by name, or a solution to a problem, SAE was positioned to lead the conversation.

Sales-Focused Nurture

Through email nurture and sales support tools, Level developed a path from users and influencers to buyers. Focused email content showcased SAE information products, supported by brochure downloads, and ultimately, free trial registration.

The flagship SAE MOBILUS® platform includes a huge breadth of offerings. Level developed a solution finder tool, which identifies the resources and subscription level most suited to an organization.

25 CUSTOM LANDING PAGES

+37K

Page Views

+8.1K

Conversions/Engagements

RESULTS

Level Agency’s full-funnel approach to SAE resulted in highly-qualified leads and product registrations from major players in the mobility industry. With the introduction of a KPI-based approach to campaign measurement and optimization, Level was able to focus efforts and spend on top-performing channels.

LEVEL AGENCY IS A VALUED STRATEGIC MARKETING PARTNER TO SAE INTERNATIONAL. THEY HAVE HELPED US MOVE OUR MARKETING FORWARD IN MANY WAYS: TOWARDS HYPER-TARGETED DIGITAL, TOWARDS MEASURABILITY AND ACCOUNTABILITY, TOWARDS AUDIENCE AND CONTENT-FIRST STRATEGIES THAT RESONATE.

SAE INTERNATIONAL LEADS MANY CRITICAL TOPICS IN AUTOMOTIVE, COMMERCIAL VEHICLE, AND AEROSPACE MARKETS. LEVEL AGENCY’S MARKETING EXPERTS HAVE DEMONSTRATED A UNIQUE STRATEGIC APPROACH TO UNDERSTANDING THE HIGH-LEVEL DYNAMICS THAT DRIVE CONVERSATIONS IN FIELDS AS DIVERSE AS ADDITIVE MANUFACTURING AND TRANSPORTATION CYBERSECURITY. THAT’S AN APPROACH NOT ALL AGENCIES TAKE, AND IT HAS HELPED TO MAKE LEVEL AGENCY EFFECTIVE IN ENGAGING WITH SAE’S SOPHISTICATED AUDIENCES.

Keith Rigby
Marketing Communications Director, SAE International