Published
October 12, 2019
Category
Technology
client
NJ-based company
NJ IT firm scaled growth
Inbound Marketing case study
How a NJ IT Firm scaled qualified leads & traffic with inbound marketing
01. About the client
O
A New Jersey-based global IT service provider offering strategic managed IT solutions for diverse industries like Oil & Gas, Healthcare, Data Centers, and Food & Beverage.
The company has team of dedicated NOC engineers aiming to offer IT support, and a top-notch network monitoring solution to businesses of all sizes.
02. The challenges
The client sought to leverage the booming digital transformation landscape but faced multiple roadblocks that limited their marketing impact and lead generation efforts:
- Low search visibility for high-intent transactional keywords like “Managed NOC” and “NOC services,” resulting in poor organic lead inflow.
- Ineffective landing pages that lacked alignment with audience pain points, failing to convert traffic into qualified leads.
- Underutilized analytics, leading to a lack of actionable insights on user journeys, behavior patterns, and funnel drop-offs.
- Missing website funnel strategy, making it difficult to guide users from discovery to conversion effectively.
- The client needed to reposition their brand digitally and build a scalable marketing foundation to stay competitive and relevant in a fast-paced IT landscape.
03. Short-term and long-term goals
Short-Term Goals
- Deploy an eNurturing framework using targeted email and social media (LinkedIn, Twitter) campaigns to educate prospects on emerging IT challenges and proactively address their concerns.
- Build a sales pipeline of qualified leads by engaging users at each stage of the buyer’s journey through educational and solution-oriented content.
Long-Term Goal
- Create a high-performing, SEO-optimized website with engaging landing pages, insightful blog posts, and downloadable collaterals to nurture leads.
- Achieve top rankings on Google for competitive, commercial-intent keywords and ensure a sustainable flow of inbound leads and organic growth.
05. Approach
While working with the client for nearly three years, I led a team of five in implementing a data-driven inbound marketing strategy. Our primary focus was on solving user problems, nurturing leads, and driving sustainable digital growth through the following:
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Search engine optimization & content marketing
Identified high-potential keywords and developed value-driven landing pages and blog content.Optimized technical SEO and internal linking to improve page indexing and user flow.
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Leads nurturing campaigns
Curated content that doubled as both lead magnets and educational assets.Launched drip email campaigns customized for different buyer personas and funnel stages.
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Social media activation
Leveraged LinkedIn and Twitter to distribute content, initiate industry conversations, and increase engagement.Used Twitter lists and influencer tagging to amplify reach and brand visibility.
- Paid search campaigns
Designed and managed Google Ads campaigns, focusing on retargeting strategies to capture and convert warm leads. -
Analytics & conversion funnel optimization
Introduced event tracking, heatmaps, and user behavior analysis to identify friction points and improve funnel performance.Applied A/B testing to enhance call-to-actions and reduce bounce rates.
06. Results
- 90+ Marketing Qualified Leads (MQLs) generated via Twitter and LinkedIn, driven by collateral downloads and form submissions.
- Top search rankings for mission-critical keywords such as “Managed NOC” and “NOC services.”
- 900% increase in website traffic over six months; 30% of which came from social media platforms.
- Significant boost in brand mentions, thanks to influencer outreach and consistent engagement on LinkedIn and Twitter.
