ABOUT THE COMPANY & CHALLENGE
Universal Robots stands at the forefront of cutting-edge robotics, dedicated to bringing automation to businesses worldwide, regardless of size or sector. The extensive range of collaborative robots (cobots) offered by UR is designed to empower manufacturers with the flexibility and financial returns essential for success in diverse market conditions. Notably, in 2019, Universal Robots earned the distinction of being the largest cobot manufacturer globally, reflecting their dominance in the industry.
Our pivotal challenge revolved around directing efforts towards the generation of high-quality Marketing Qualified Leads (MQLs) while simultaneously minimizing the cost per MQL. In a landscape driven by innovation and automation, our focus was on strategically positioning Universal Robots to not only maintain its leading position but also to optimize lead generation processes, ensuring sustained growth and impact in the ever-evolving market.
EXECUTION STRATEGY
Lead Shifting Focus:
Initially, Universal Robots faced a high quantity of leads but aimed to transition towards generating more Marketing Qualified Leads (MQLs).
Extensive market research identified industries and relevant job titles interested in automating processes, refining target audience selection.
Optimized Campaigns:
After months of research, three undisclosed channels were pinpointed as the most effective for reaching UR's target audience.
Industry-specific campaigns tailored to decision-makers yielded good leads, prompting further optimization for enhanced results.
Data-Driven Creatives:
Rigorous testing of creatives and copies using Google Analytics and Hubspot data refined strategies.
Top-performing creatives included USP-based branding for awareness, user testimonial videos for trust, and case studies for different use-cases
Strategic Impact:
Resulting in:
- 1. Strong UR branding across India.
- 2. Conversion rate surge from 10% to 30%.
- 3. Remarkable 47% reduction in cost per MQL for specific industries.
- 4. Overall reduction of 77% in the cost per MQL.
- 5. Establishment of UR as a well-known name in manufacturing and relevant sectors in India.