From Ground Zero to Gold Standard:
Matroid's Data-Driven Approach to Industry Leadership and High-Quality Lead Conversion
Challenge
Faced with the unique challenge of being a new company in an emerging industry, Matroid – an AI Computer Vision technology company funded by Energize Capital, Intel Capital and NEA (New Enterprise Association) – needed to quickly establish a foothold in an increasingly competitive market.
Matroid wanted to generate leads and attract major players in manufacturing, metals, automotive, aerospace and other industries. With Craig Group as advisor and partner, Matroid built a comprehensive marketing and sales enablement strategy, which included the development and implementation of a content and paid media plan and CRM infrastructure, from the ground up.
Solution
The strategy involved utilizing paid advertising, implementing marketing automation, and integrating CRM systems, all while fostering close collaboration with the sales team to establish a streamlined process for both generating and converting high-quality leads.
The team conducted meticulous testing across various advertising platforms to maximize effectiveness. Prioritizing lead optimization, the focus was on refining keywords, enhancing landing pages, optimizing copy, fine-tuning HubSpot automation workflows, and advancing tracking and reporting for lead quality.
Understanding the critical impact of a solid online footprint, the team generated substantial meaningful content, including case studies, white papers, blogs, and landing pages. This effort boosted Matroid's visibility in organic search results and supported sales efforts. Additionally, Craig Group prevented spam form submissions by introducing effective security measures, improving the overall user experience.
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Results
Thanks to this GTM strategy, Matroid successfully sealed agreements with a number of leading companies. These include authorities in aerospace and defense, luxury automobile manufacturing, the renewable energy sector, packaging solutions, and the refractory industry. While confidentiality agreements prohibit their mention by name, these clients are now using Matroid’s proprietary AI computer vision as a secret weapon of sorts to stay competitive in their own industries.
Through a comprehensive approach leaning on a test-driven methodology, the campaign generated a large number of high-quality leads. These efforts also made for a smooth transition of those leads to the sales team, resulting in successful conversions. This multifaceted strategy not only positioned Matroid as a leader in the computer vision industry but also laid the foundation for maintaining and expanding its lead base.