Spreckley doubles Inmarsat Enterprise’s Share of Voice in key markets

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1

The Client

Inmarsat is the leading provider of global mobile satellite communications services. Since 1979, Inmarsat has been providing reliable voice and high-speed data communications to governments, enterprises and other organisations, with a range of services that can be used on land, at sea or in the air.

The Inmarsat Enterprise Business Unit is focused on the provision of satellite connectivity and Internet of Things solutions for land-based businesses, Inmarsat Enterprise operates globally across a diverse set of sectors including agriculture, aid and NGO, energy, media, mining and transport.

2

The Goals

The Internet of Things has become one of the most exciting business technologies of recent years, with companies of all shapes and sizes looking to capitalise on the significant potential of IoT to improve efficiency, develop new revenue streams and reduce their environmental impact.

Inmarsat Enterprise sought to reposition itself in the market, and raise its profile as an enabler of, and expert in, the Fourth Industrial Revolution and the Internet of Things (IoT). In particular, it wanted to increase its market awareness amongst four key industry verticals – Agriculture, Energy, Mining and Transport – and reach IT and business decision-makers from these verticals the world over.

In January 2017, it enlisted our help to devise an integrated, market research-based campaign, which consisted of proactive media relations activity, creating a microsite to act as a hub for the research, developing an intelligence paper to outline the key conclusions and promoting the microsite and research through a LinkedIn Pay-Per-Click campaign and organic social media.

Our objectives were:

  • To increase Share of Voice on IoT against 8 competitors from 20% in 2016 to 30% in 2017
  • Coverage: 10 pieces per vertical x4 and 50 pieces per technology/general (90 overall) from a closely defined list of Inmarsat’s Tier 1 targets
  • Global coverage: secure coverage in key markets in South America, North America, Australasia, Asia, and Africa
  • Drive traffic to the microsite through social activity and link backs to microsite in articles
3

Achievements

Share of Voice

The primary objective of the campaign was to increase Inmarsat’s SoV on IoT in the media from 20% in 2016, to 30% in 2017. We far surpassed this target and doubled Inmarsat’s SoV to 41%.

Coverage targets

Spreckley secured 712 articles covering the research (140 pieces of Tier 1 coverage, against a target of 90 pieces), hitting key vertical publications in 42 countries.

Microsite traffic

As driving traffic to Inmarsat’s web properties was a key objective, we worked with journalists to ensure that link backs were included in articles. We secured 73 links to the Inmarsat website, and 139 links to the microsite, thanks to the strength of the resources available on the site.

 

From launch in June to the end of 2017, the site attracted around 10,000 visitors, 13,500 sessions, and 21,500 pageviews. The report has been downloaded 847 times by a wide range of key stakeholders across Inmarsat’s target vertical markets.

LinkedIn PPC

The results from the LinkedIn PPC campaign came in well above industry averages, and through A/B testing we refined our creatives and targeting to improve engagement. The campaign achieved:

  • 2,272 click-throughs and average click-through-rate of 0.63% (LinkedIn estimates an average CTR of 0.35%-0.45% for similar campaigns)
  • 202 reports downloaded – average cost per download was £49.44 (Hubspot estimates around £67 a lead for this type of campaign)