ACTIVU
CASE STUDY
About Activu
Activu is a software and hardware solution provider that designs, builds, and supports Control Rooms & Command Centers, SOCs, GSOCs, Fusion Centers, and SCIFs with Video Walls and Video Wall Controllers. They make any information visible, collaborative, and proactive for people tasked with monitoring critical operations and incidents.
They are based in the mid-Atlantic region and are an industry leader for real-time control rooms working primarily in the government and business sectors.
Industries they service:
Control Rooms
Utilities & Energy
Transportation
Public Safety
Federal Government & Defense
SOC, NOC, GSOC, & Fusion Center
Corporate
The Challenge
The major pain point that they faced was targeting the right audience with their message. Many of their competitors are focused on the commercial side (multi-screen displays for churches, entertainment, etc.). Activu needed help honing in on the government and large corporation audiences with targeted messages.
Their sales cycle can be a year or longer with many stakeholders, so they needed to stay in front of their audience consistently.
To break it down:
The first challenge was figuring out the right keywords and negative keywords that brought in the right search results.
The second challenge was figuring out the right audience segments to include that helped narrow the focus
We were uniquely qualified to help Activu
Activu chose to enlist RevKey’s help because of our commitment to providing quality over quantity. They were intrigued and optimistic about our philosophy of narrowing down the scope to only allow for the most qualified clicks to filter through. This tends to lead to higher cost per click but leads to higher quality leads.
In addition to our strategy, they also liked that we have experience working in B2B industries with long sales cycles and difficult-to-reach audiences.
The Key
Activu looked to us to create a Google Ads strategy that would bring in leads for their control room & video wall solutions. The expectation was that we would hone in on their target audience and filter out the commercial and residential users.
We took the time to diligently monitor the search terms and added new negative keywords on a regular basis. This is one of the major tools we have in getting the type of search results we want. You should maintain a robust, evolving negative keyword list.
We also made sure to continuously add new keywords as you see new search trends emerge. Staying on top of the search terms will help you identify new keywords. As a suggestion, you also always want to be running competitor keyword reviews to fill in any gaps you might have.
In addition to the above strategy points, we experimented with audience segments and talked to our client about their audience. Creating a client profile to help identify other potential interests and segments to attack can make a huge difference. We are targeting customer match lists (not terribly effective), website traffic retargeting (most effective), and industry-specific in-market segments (relatively effective).
It took us about a year to get to a really comfortable position with our audience. While this took a lot of patience and trust on Activu’s side, they believed in the process and saw continued progress.
The Results
While results weren’t immediate, over a continued progression of time with trial and error Activu has experienced an overall increase in lead quality since bringing us on board.
Activu has seen a 47.3% increase in lead quality from 23 vs. 24 (October 2022-September 2023 vs. October 2023-September 2024)
October 2022-September 2023 Percentage of good leads average - 47.3%
October 2023-September 2024 Percentage of good leads average - 69.7%
Percentage change over time - 47.3%
Numbers provided by the client from their monthly dashboard
Lead quality (gross leads/qualified leads) is a measure of how likely a potential customer is to become a paying customer. High-quality leads are more likely to convert into sales, which can increase revenue.
Gross leads: refers to the total number of leads generated from all marketing efforts within a specific timeframe, without any deductions for duplicate entries, invalid leads, or disqualified prospects
Qualified leads: a potential customer who has been vetted and meets specific criteria that indicate they are likely to become a customer
October 2022-September 2023 Percentage of good leads average
October 2023-September 2024 Percentage of good leads average
*Google Ads is just one component of Activu’s robust marketing strategy. They are active in trade shows, produce white papers, and run email marketing campaigns. RevKey’s part in this overall strategy was tapping into the right audience to take advantage of their other marketing efforts. It’s a great example of creating a multi-faceted marketing strategy that works together.