Building an aligned marketing and sales engine to drive awareness and leads in a global market

EIDA Solutions is a powerful platform that digitises, connects, and streamlines complex construction projects in the pharma and technology sectors. After a decade of software development and a brand transformation, EIDA knew they had the product and the brand to accelerate growth, now they needed an aligned marketing and sales engine drive awareness and engagement.  

Engage fast-growing Pharma, Semi-conductor and Data Center companies  

EIDA have an ambitious goal to become the number 1 construction management and commissioning software in the Pharma, Semi-conductor, and Data Center industries within three years. EIDA, unknown to many, operates in an industry where well-established competitors have deep marketing pockets. EIDA needed a smart, lean strategy to build awareness and engagement within its specific niche.

Build awareness, engage prospects and generate new leads 

EIDA needed to become known by the key decision makers in the Pharma, Semi-conductor and Data Center construction world. Maverick collaborated with EIDA to create a list of targeted sectors, geographies and companies. We developed a marketing strategy that communicated the critical expertise and benefits that EIDA brought to clients’ projects, and then we ran a series of campaigns and brand-building activities. 

We shaped a 10-month marketing strategy using a mix of advertising channels and tactics to increase awareness of EIDA in these organisations, including targeted audience brand building and lead generation on LinkedIn and re-targeting activity on Google. We wrote articles on topics of value to this niche audience and designed a library of on-brand assets (images, videos, etc.) showing the value EIDA brings to complex construction builds.  

Throughout the marketing programme, close alignment between the marketing and sales teams meant we constantly optimised messaging for the best results while sharing new prospect data with sales.

800,000 LinkedIn ad impressions 

A tightly defined audience exposed to 800,000 highly-targeted messages over 10 month period.  

5,000% increase in LinkedIn engagement 

On brand and captivating LinkedIn posts generated a huge increase in interactions, comments, reactions, reposts and relevant followers increased .

330% increase in new user website visits  

Increased both the volume and quality of website visits across all acquisition channels. 

Doubled leads from website forms 

Leads from ‘Request a callback’ or ‘Book a demo’ doubled on previous year.  

Fully Outsourced Marketing Solution, Including Strategy & Planning  

As an outsourced marketing agency for EIDA Solutions, Maverick provided a wealth of knowledge and expertise to build and manage marketing strategy and execution.  

Segmentation & Targeting  

Account intelligence from the EIDA sales team, coupled with 3rd party data sources, was used to build a target account list for the US and EMEA markets.  

New Market Entry  

The Maverick team researched, designed and implemented a comprehensive go-to-market strategy to break into and grow in the US Construction Management Software market.  

Marketing & Advertising Campaigns  

Building on initial research into market and competitor trends, the Maverick team built out a detailed multi-channel marketing plan which incorporated LinkedIn and Google re-marketing advertising along with SEO and Paid Search campaigns.  

Website Optimisation & Content Generation  

Ensuring optimised thought leadership content across the EIDA website, and social platforms helped reinforce the brand’s position as an authority in the space and keep the brand top of mind.  

Brand and Sales Assets Creation  

Maverick created a bank of advertising creative, including client video testimonials and high-value content to entice engagement and generate leads. 

Measurement, Reporting and Analysis  

This programme required close attention and ongoing optimisation to break through and ensure all leads received appropriate and prompt treatment: with live results and regular data and insights sharing among the Maverick and EIDA team.