Analyze, Interpret, and Act to Unlock the Real Value of your Data
For years, FICO has done a stellar job in positioning itself as a leading analytics software company known for credit scoring. But it wanted to make headway in the B2B space.
FICO boasts a portfolio of products that help businesses in more than 80 countries make better decisions to drive higher levels of growth, profitability and customer satisfaction. It sells better decisions through the use of their signature decision management tools and consulting services.
The company faced stiff competition in the B2B enterprise analytics space with well-established companies such as IBM, SAS and Oracle heavily invested in digital marketing. Noble’s task was to develop and implement an integrated digital marketing plan with the goal of increasing the number of inquiries, improving inquiry quality, driving brand awareness, supporting the nurturing process and continuously refining its digital program within a measurement and optimization framework.
In other words, they needed a game-changer.
It was just the sort of challenge we love to take on.
Noble provided digital strategy, content marketing, media buys, SEO, paid search management and conversion optimization for FICO’s global analytics campaign. We also optimized site architecture and content quality to maximize the organic search placement and user experience on FICO.com.
Content and ads were targeted at specific personae and keywords for people searching and scouring the big data analytics industry at different stages in the buyer’s journey. Noble launched this program in eight countries across North America, Europe and Asia – each requiring a unique campaign structure with localized keywords and landing pages. To track global performance, we integrated Google Analytics data with its CRM system and developed a robust marketing dashboard, while providing ongoing insights and recommendations.
Working in partnership with the FICO marketing team, Noble Studios reduced the cost of customer acquisition by 84 percent and tripled the volume of leads generated over the previous year. This success has helped the marketing team secure additional budget, hire more resources and reinforce the value of the digital channel.