ESR is a leading logistics real estate platform with a growing presence in data centres. On a mission to build logistics infrastructure for the new economy and create the backbone of 21st century commerce in the APAC region, ESR chose Velocita as its digital marketing and communications partner. Velocita was responsible for creating awareness and generating leads online for their newly developed industrial and logistics projects.
Then it was time to test these ideas. We created several hypotheses for which buyer personas, channels and content to test. We set goals and KPIs to measure the success of each test. In practice, we tested over 10 ad campaigns and multiple landing pages.
To begin the engagement, we analysed their marketing, sales and customer data, carried out interviews with the core team. Based on the collected insights, we built an ideal buyer persona and customer journey.
All in all, our experiment-driven marketing process paid off. We killed the failed experiments and put more marketing budget into the successful ones. Here’s the results:
2.5x increase in leads
10% increase in sales-ready leads