The branding challenges Shell Catalysts & Technologies faced were enhanced by the fact that there was no centralized website. Instead, they had three different websites — with 350 pages between them — that needed to be merged to showcase the benefits, solutions, and values of the new brand.
HubSpot insight tags were affixed to the global site, while a subdomain was created to host Shell Catalysts & Technologies-specific landing pages, for more control over messaging, content and analytics. Moreover, creative solutions were applied to better utilize Shell’s existing CMS, adding flexibility and lead infrastructure to optimize existing data gathering and analytics.
To create a more robust digital presence, Ironpaper recommended building a LinkedIn Showcase page that could reach their specific audience, generate a following, and establish Shell Catalysts & Technologies as a thought leader in the energy transition space.
To accomplish this goal, our strategy was to make a global engineering and technology brand seem more relatable and human-focused. To accomplish this, we interviewed and featured the people behind the brand and best-in-class technologies on LinkedIn.
Prior to their relationship with Ironpaper, Shell manually recorded leads and interactions — missing out on valuable insights and opportunities. Ironpaper integrated HubSpot functionality into the new Shell Catalysts & Technologies website, bridging the gap between sales and marketing.
To understand the pain points customers experience and create high-performing paid campaigns, Ironpaper interviews subject matter experts and salespeople at Shell. Their insights form the foundation of campaigns that are constantly refined by testing ad formats, messaging, and audience parameters.
This kind of experimentation empowers lead generation initiatives to provide closed-loop reporting that can pinpoint the most successful content and messaging. Plus, it helps marketing gather intelligence on individual customers, so they can educate the sales team during the marketing-sales handoff.
Shell Catalysts & Technologies' sales team had previously experimented with a basic form of account-based marketing (ABM) in the past by assigning specific, high-value prospects to different sales teams. To take these efforts to the next level, Ironpaper enhanced the existing approach with creative, ABM-driven digital marketing.
For example, Shell Catalysts & Technologies sales had previously targeted a mid-cap energy enterprise that was expanding into solar, green, and renewable energy products with limited success. To help them close the deal, Ironpaper created a microsite that spoke directly to their pain points and aligned their interests with Shell Catalysts & Technologies' value proposition.
We also generated content to reinforce this messaging and used it within a LinkedIn paid campaign that targeted company stakeholders based on role. Thanks to the native LinkedIn integration tool in HubSpot, we were able to seamlessly track company-wide engagement and ROI. Since its launch, the ABM campaign has been enormously successful, resulting in significant advancement of Shell’s profile at the client.
B2B Marketing and Growth Agency.
Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We power demand generation campaigns, ABM programs, create B2B content, strengthen sales enablement, generate qualified leads, and improve B2B marketing efforts.
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