Founded in 2009, Singletrack have quickly become the leading capital markets CRM and research distribution platform for sell-side firms including investment banks, brokers and IRP’s globally.
We have been partnered with Singletrack for the last three years, initially brought into develop their digital strategy, and increase awareness of the business within their target market.
Since our partnership has been established, we have performed a website re-skin to accommodate a new product, manage PPC campaigns and last year we implemented their marketing automation system.
- Conversion Rate Optimisation
- Digitial Strategy
Our initial focus back in 2016 was on digital strategy. Singletrack came to us wanting a full digital strategy on how to target their niche audience in the sell-side market due to fierce competition, with 20% targeting sell-side and 80% targeting the buy-side market. The ultimate goal from this was able to create a solid content marketing strategy, targeting as specifically as possible to the sell-side market, primarily decision makers and key users within the Capital Markets industry.
We did a full digital audit of Singletrack; it’s competitors, the market, their challenges and suggested improvements for growth that we knew could meet Singletrack’s expectations. We did a full data cleanse to ensure there was no wastage in terms of who we targeted and drilled into a specific market.
During this time we also shortlisted suitable marketing automation systems based on Singletrack’s requirements and which best supported their content marketing strategy. We then implemented and trained the marketing team in the chosen platform, Pardot. By choosing Pardot, this has enabled Singletrack to improve their efficiency of reporting and measure engagement through lead scoring.
Finally, we created a content plan for social media, and amplified the reach of content through paid social (PPC). This is something we continue to do through Linkedin on a regular basis.
Data driven results
Creating the content strategy has further led us to managing their paid advertising on Linkedin, where we have seen uplifts in impressions and website visits whilst working within budget constraints. We also did a re-skin of their site including wireframing designs, project management of design and development and the strategy behind this. From analysing Google Analytics we saw an uplift in sessions of 19.19% in just a three month period.
Square Owl have been vital in evolving our marketing communications, their knowledge and understanding of our audience and marketing best practices is second to none. Having assisted in the integration of our marketing automation solution, we look forward to many more successful years with Square Owl.