The Assignment
AXIOS is an industrial services provider with an uncompromising commitment to safety, reliability and efficiency. For several decades, the company primarily served those in the oil and gas industry. Because it is owned by a private equity firm, AXIOS sets aggressive growth objectives for revenue and market diversification. To reach these targets, AXIOS required a marketing strategy that could align with its sales efforts and deliver measurable results. AXIOS outsourced its marketing to HexaGroup, which gave the company an instant marketing department outfitted with strategists, content developers, technologists and a strong creative team to launch this KPI-driven initiative.
Video Production
We then transformed the animations into a marketing video that highlights Utility’s role in accelerating decarbonization for hard-to-abate industries. Tailored to support a fast-moving startup, the project not only brought complex technology to life but also helped position Utility as a practical solution for industrial sustainability—making clean energy production both achievable and economical."
Goals and KPIs
- Establish a streamlined workflow between the teams at HexaGroup and AXIOS
- Increase brand awareness; transform AXIOS into the most well-known name in its industry
- Extend products and services to new markets
- Turn the website into a lead generation machine
- Improve lead management
Streamlined Collaboration
- Clearly defined roles: HexaGroup and AXIOS agreed to a framework for who did what.
- Weekly meetings: Team members from both companies gathered weekly to review campaign progress, address issues and brainstorm new initiatives.
- Vigorous reporting: HexaGroup tracked numerous metrics to keep AXIOS informed about campaign status and success.
Martech Stack
We built AXIOS’ full martech stack. A key element was HubSpot, which functioned as the company’s central CRM. Through HubSpot’s integration with landing pages and forms on the website, the company was able to gather more information about potential customers and determine how a lead was captured, what piqued their interest and where they were in the buying process. HubSpot helped close the loop, tracking a contact throughout its life cycle from first touchpoint to eventual customer, all while keeping a constant nurturing workflow in place.
Clustaar Analysis
Clustaar is a proprietary tool that gauges where a client and its competitors stand in the digital landscape. Once we have a lay of the land, we identify opportunities for a client to target and rank for relevant keywords that drive qualified leads to their website and increase brand awareness. We utilized Clustaar to identify five core keyword categories based on products, services, current markets and future industries the company wanted to do business in. From there, we created a list of 316 highly specific keywords covering a search volume of over 70,000 monthly queries. We then targeted these keywords with landing page content, blog posts and pay-per-click ads.
Brand Messaging
AXIOS already knew which industries it had historically been selling to and which ones it wanted to pursue in the future. It became HexaGroup’s job to consolidate those two lists and build a strategy around getting the AXIOS brand in front of those companies. Following extensive research, HexaGroup cultivated seven “personas” representative of the customers AXIOS wanted to acquire. We developed the core messaging of the AXIOS offering around trust.
Content Development
AXIOS wanted to improve its standing in its current markets while also breaking into new ones, which meant creating highly targeted content specific to those industries. With that in mind, HexaGroup developed a list of content objectives to expand the company’s reach in five key product and service areas. The creatives at HexaGroup worked to create new landing pages, PDF guides, blog posts and videos to increase the visibility of AXIOS in those targeted categories. Our pay-per-click ad specialists deployed finely tuned ad campaigns to further cement the company as a leader. Our social media experts researched key trends and implemented a rigorous content calendar.
The Result
- 35% increase in top keyword rankings
- 624% growth in website impressions
- 246% increase in organic traffic
- 1,231 calls and 213 form submissions
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