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Universal Robots

50% MQLS. 30% SQLS

INTRODUCTION

ABOUT

Universal Robots is a leading-edge robotics platform that focuses on introducing automation to businesses of all sizes and sectors across the globe. UR’s wide range of collaborative robots (cobots) benefits manufacturers by delivering the flexibility and financial return needed to win in any market condition. In 2019, Universal Robots was the biggest cobot manufacturer in the world!

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CHALLENGE

The challenge for us was to focus on generating high-quality MQLs (Marketing Qualified Leads) and reducing the cost per MQL.

GOAL

Our goal was to shift the focus from high-quality leads to generating high-quality MQLs (Marketing Qualified Leads) and reducing the cost per MQL.

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RESULTS

EXECUTION STRATEGY

Universal Robots was getting a high quantity of leads, but the aim was to shift the focus to generating more MQLs. This called for some extensive market research to identify which industries and relevant job titles will be the most interested in automating the repetitive processes in their business and saving loads of time. After singling out UR’s target audience through months of research, we identified three channels (not disclosed due to confidentiality) that work the best for them.

Once we started creating industry-wise targeted campaigns to reach the decision-makers we started receiving good leads, but we knew we could still fine-tune and optimize the results so we looked at other assets in play.
We started testing multiple creatives and copies and using the data from Google Analytics and HubSpot, we were able to determine what resonated most with the target audience and settled down to the best three, which were –

– USP based creatives for brand awareness

– Videos of user testimonials to enhance consumer trust and brand credibility

– E-books and case studies for different use-cases to capture the requirements fulfilled by cobots.

Each kind of creative was shown to the target audience in different stages, keeping their requirements and background in mind.
Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.

Conclusion

1.This strategy followed by us led to-
– Great branding of UR throughout India,
-Increasing their conversion rate from 10% to 30%,
– Lowering the cost per MQL by 47% for 4 specific industries (food and beverage,
– pharmaceutical, automotive, electronics and technology) Reduced the cost per MQL by 77%
2. Today, UR is a well-known name in manufacturing and every other pertinent sector in India.

SERVICES DEPLOYED

Lead Generation

Marketing Automation

Digital Strategy

Testimonials that make us cartwheel with joy

Lets Talk!

Get in touch with us and let’s make magic happen!