Digital Lead Generation campaign for a cloud-based connectivity and communications provider.

Digital Transformation | Digital Lead Generation

The Client

Cloud-based connectivity and communications provider



The Brief

Digital transformation is on the rise. More and more companies are adopting digital infrastructures to transform their traditional business models. This telecoms client is Ireland’s leading specialist cloud communications provider. With a global network of partners, their solutions give companies of all sizes access to enterprise grade, unified communications.

They approached IMS to help them build visibility and awareness of the company’s Value Proposition and communicate the USP’s and benefits of their phone comms solutions. They wanted to initiate inbound lead generation to grow their customer base in Ireland and the UK.

The Challenge

Although this client is a hugely successful Irish business, serving both an indigenous and global customer base, they had little online visibility and were not ranking for searches related to their core products and solutions. Furthermore, early-stage market research indicated a lack of customer knowledge and awareness of the company’s true capabilities.

Their value proposition offered a mixed message and caused confusion within the market among both customers and partners. Aligning their overall Value Proposition with marketing and promotional activities that would support their sales and lead generation efforts became the goal of this project.


First, IMS conducted in-depth market research into the potential online opportunities for a business operating within this sector. A full digital audit highlighted the opportunities and challenges which needed to be considered, in order to agree strategies for enablement. It defined a short-term roadmap of high priority items that needed immediate attention ahead of applying a long term, future-focussed digital marketing strategy.

We quickly recognised that an omnichannel marketing approach was required; one that included each of the activities listed below. This was a key pillar to driving the right future traffic to this client’s website. Traffic that would not only generate awareness but provide qualified leads.

We worked with the client to write content with a strategic focus on key product related terms. We created tightly themed web pages that played an integral role for both organic and paid activities and their associated performance.

Snapshot of Activity
Short term tactical delivery included:

  • Value Proposition
  • Website technical performance
  • UX optimisation for a better user experience
  • Updated site navigation
  • Content restructure
  • Implementation of critical CTA’s
  • Identification of key content to complement the buyer journey
  • Content development training with internal stakeholders


Long term strategic delivery included:

  • Content marketing
  • SEO
  • Focused sectoral messaging
  • Online advertising with industry specific campaigns
  • Account Based Marketing
  • Quarterly measurement to define further opportunities


An improvement in user experience meant visitors to the website could access the information they needed quickly and easily, shortening the sales cycle and providing a higher qualified lead.

  • Goal conversion rate from website CTA’s increased by 332%
  • Sessions increased 278% in the six months following implementation
  • 94% increase in page views
  • Organic traffic to new and improved product pages performed 233% better than previous pages
  • All target terms were in the top 15 Google rankings position in Ireland versus just 1 ranked term previous to our engagement
  • Google ad campaigns saw an increase in clicks (+42%), conversions (+600%), click-through rate (+22%), conversion rate (+393%), and decreases in the average cost-per-conversion (-75%)


This initial piece of work directly resulted in a significant number of new customers for this client. Furthermore, they are now recognised as Ireland’s industry leader and focusing their efforts on increasing their footprint across the UK, which is already seeing a 116% increase in sessions in just over 2 months.

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