About The Client

Advancements in technology are always around the corner. But there’s a major void that has yet to be filled – where high quality meets low-cost in navigation sensors. ANELLO, a VC-funded start-up, has developed a unique technology called SiPhOG™ to fill the gap.

Challenges

1. Fragmented online presence
The client had a basic website through Squarespace. It failed to convey a strong brand positioning for its innovative product offering in the navigation industry. Similarly, their LinkedIn and Twitter pages had inconsistent activity and lacked impactful content. In order to establish ANELLO as a leader in their field, it was critical to realign the content and design across all digital channels.

2. Weak brand positioning
The content was not impactful and didn’t convey the powerful story that shaped ANELLO over the previous 24 months. As one of the rising stars in their space, their positioning needed to be rock-solid, and relatable at the same time. Our goal was to develop a unique voice for the brand that would connect and communicate with its audience.

3. Inconsistent execution
As an early-stage start-up, the team didn’t have an in-house marketing team. It resulted in poor execution and inconsistencies in marketing activities.

Solution

1. Unique brand positioning
Our brand assessment and SWAT analysis helped us create guidelines for ANELLO’S marketing. We developed high-intensity hook points that would keep the customers engaged with the brand. It positively affected the bounce rate, which dropped below 50%.

2. Unified marketing operations
We worked closely with the founders to develop a process that could combine all the marketing activities under one umbrella. We built a schedule for brand execution, established a posting calendar, and simultaneously created high-quality content.

3. Large-scale PR campaign
To create the right buzz around the company, we planned and executed a large-scale PR campaign. Yahoo Finance, Market Watch, Global Newswire, and many other top media houses carried the story. It brought more than 7000 visitors to the website in less than one week.

4. Centralized Data management hub
We build a centralized database connecting the company’s digital channels to HubSpot. This in turn has streamlined the process of lead generation and true lead attribution. The reporting dashboards provide an indepth view of sales activity, conversion rates and customer responses all in a single view. This marketing automation is allowing our clients to invest in channels that will bring them a higher ROI.

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5. Google Ads and LinkedIn Ads Success
What started as a simple Google Ads A/B test turned into a high-performing campaign, with a Click-Through Rate of over 10% on most ads. By using Google’s AI tools, we’ve optimized both cost and performance. On the LinkedIn side, we’ve dialed in our targeting to bring in highly qualified leads, and now we’ve got a steady flow of conversions from both channels.