Case Study: Turbocharging Marketing at Videojet Technologies

Introduction

I am excited to share our incredible journey at Videojet Technologies, the global leader in marking and coding technology. As an employee who has been part of this transformation, I am proud to showcase our achievements and insights gained during this remarkable journey.

The Beginning

I started my journey at Videojet as a digital marketer responsible for PPC and SEO strategies in the Russian market. Over time, I took on more responsibilities, eventually becoming the Global Marketing Campaign Manager. This progression allowed me to play a pivotal role in shaping Videojet’s marketing strategies. 

Measuring Success

We set clear and comprehensive key performance indicators (KPIs) to gauge the success of our marketing efforts. These KPIs included leads, cost per lead, sales-ready leads, marketing qualified leads, qualification rate, conversion rate, cost per order, revenue, and incremental revenue. These metrics became our compass for navigating the marketing landscape. 

Setting Ambitious Goals

Our primary goals were ambitious yet achievable: to achieve consistent double-digit growth year over year in leads and revenue. These goals fueled our determination and guided our marketing strategies. 

The Master Plan

Our approach to achieving these goals can be summarized in a five-step outline:

1. Testing Landing Pages and Ad Copies: We embarked on an exhaustive journey to test as many landing pages and ad copies as possible to find what resonated best with our audience.
2. Omnichannel and Multi-Step Approaches: We explored numerous approaches in omnichannel and multi-step marketing, seeking the most effective ways to engage and convert our audience.
3. Leveraging Resources: With a marketing budget of $5-10k per month, we had a dedicated team of 7 professionals. We also enjoyed strong support from our peers and colleagues in the sales department.
4. A Strong Team: Our team consisted of 7 individuals, including a digital marketer, three pre-sales representatives, a campaign manager, an analyst, and a cold-calling telemarketer.
5. Innovative Experiments: We thrived on experimentation, constantly testing landing pages, banners, ad copies, social media posts, Instagram content, videos, product types, funnel designs, SEO strategies, and even created unique website applications.

Remarkable Achievements

Through relentless effort and strategic experimentation, we achieved remarkable results:

• Lead Generation: Over four years, we increased lead generation by an astounding 84%.
• Incremental Revenue: Our strategies resulted in a remarkable 65% increase in incremental revenue.

Valuable Insights and Learnings

Our journey at Videojet provided valuable insights into the corporate world and the intricacies of marketing within a large organization:

• Corporate Dynamics: We learned that the corporate world operates differently from small businesses, and adapting to this environment is essential for success.
• Team Collaboration: Engaging a wide range of people in a project is key. Negotiation skills and demonstrating the benefits of your proposals are vital.
• Leading by Example: To enhance productivity, leading by example is an effective strategy.
• Marketing Challenges: We also discovered that many large companies worldwide lack a clear understanding of proper branding and marketing practices.

The Journey Continues

After my experience in Russia, I relocated and joined Videojet’s global team in Dubai. My commitment to contributing and helping Videojet thrive remains as strong as ever.

Conclusion

Our journey at Videojet Technologies showcases the power of strategic marketing, innovative experimentation, and adaptability within the corporate world. This experience has not only achieved remarkable results but also provided invaluable insights into the art of marketing on a global scale.

If you’re looking for expertise in fintech marketing, crypto marketing, telegram marketing, messenger marketing, telegram bots, or crypto marketing, our success story at Videojet is a testament to our capabilities. Join us in achieving your marketing goals and unlocking your brand’s true potential.