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Establishing an inbound marketing powerhouse.

The global hygiene and pest control giant, Rentokil Initial asked us to drive the development of a pan-European inbound marketing programme.

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Establishing an inbound marketing powerhouse.

The global hygiene and pest control giant, Rentokil Initial asked us to drive the development of a pan-European inbound marketing programme.

Our solution? Mixed inbound technology, content strategy and web development to create a new framework, set of tools and processes that will drive Rentokil Initial's approach to lead generation and content marketing across a dozen European countries. Our client wanted to maximise its returns from inbound marketing and turned to Carswell Gould for an end-to-end solution. Working with teams from across Europe, we developed a new strategy and deployed a reconfigured Hubspot platform, optimised to support the new inbound strategy, we then developed destination channels and content campaigns to drive success.

Pest Control Brochure design

It all starts with collaborative strategy creation

The number one aim was to drive an increase in leads from content marketing up by 15%. We knew that just creating lots of content wouldn't achieve this, so we started to dig into the fundamentals of the target audience and what drives them to make a purchase decision. Only by understanding this would we be able to prescribe the right mix of activity to drive the increase in leads required.

We conducted a series of workshops with team members from France, Italy, The Netherlands, Belgium, Austria and the UK. Together we identified the exact audiences, what type of businesses they were running, what their goals and barriers were and, importantly, how much effort we should be spending on each. In addition, we were able to get a clear understanding of the knowledge levels of the team in relation to HubSpot and content marketing in general, which had an influence on the tools and support we needed to put in place to make the project a success. 

This collaborative approach drove the strategy and gave the client's team buy-in to the project. 

Setting up inbound marketing technology

The first stage was to lay the foundations in HubSpot which included;

  • Reconfiguring the platform
  • Establishing new workflows
  • Domain connections
  • Lead tracking
  • Tracking codes
  • Creative new destination pages
  • Building out new blogs
  • Defining marketing qualified leads (MQLs)
  • Develop new conversation tools
  • Setting up email and content automation
  • Training and client on-boarding of new features

Driving inbound leads with creative content marketing campaigns

Core to the project was the creation of sector-specific content packages. We created these with a mix of new content and curation of existing content. We were able to adapt existing blog content for the European market and repackage it to ensure a critical mass of content existed from the outset.

We used our 'Campaign in a Box' methodology to deliver the large volume of content required. These campaigns included everything required to attract, inform and convert new users around topical subjects which Rentokil Initial has particular expertise in, e.g hand hygiene and disinfection services (see example campaign in the video).

At the core of each, we used white papers or incentives for each of the target personas and industries. These were set as gated content and promoted through digital marketing to push people to the white paper and harvest leads. This included emails, social posts and visual elements, landing pages and CTAs. All of which were designed to be adapted and deployed across 15 European markets.

The No.1 aim was to drive an increase in leads from content marketing up by

15%

 

"The work Carswell Gould has completed on this project has been a catalyst to us being able to use Hubspot effectively across Europe and the hard work and creativity they have shown throughout the project has given us the very best chance of success."

Tyrone Schiefner - Product Manager, Marketing Europe - Rentokil Initial
Examples of Brochures design service for rentokil

 

Core Team