INDUSTRIAL SCIENTIFIC iNET
Rising above the competition with a next-level safety platform
CHALLENGE
iNet, a brand that’s been on the market for nearly two decades, is a portfolio of gas detection instruments, software, data, and services. Similar naming conventions — and general confusion — left customers with the perception that iNet is only a gas detector managed services offering due to the market penetration of this portion of the portfolio. Yaldi’s job? Drive awareness of the entire portfolio — while clearing up the misconceptions.
OPPORTUNITY
Roll iNet’s entire product line into one platform and position it as the first of its kind, capable of taking safety programs to the next level — while exponentially improving operational performance.
SOLUTION
Yaldi positioned iNet as a comprehensive and unique safety platform — pulling all the products under one iNet umbrella. To launch the new platform approach, Yaldi developed a multichannel marketing campaign, engaging content, and sales tools to drive awareness of the platform, while touting the iNet products (that originally caused confusion) as features that can be added a la carte, making iNet a complete, scalable solution and a more intelligent approach to safety. From a creative strategy perspective, the team leveraged the “in” of the brand name in headlines and incorporated a signoff that invites customers to “get in with iNet.”
SCOPE
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Marketing Research
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Personas
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Positioning
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Messaging Architecture
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Demand Generation
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Sales Enablement
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Content Marketing
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Database Marketing
RESULTS
This campaign was so successful that it became Industrial Scientific’s benchmark for future campaigns. Over the course of this three-month campaign, 556 content download forms were submitted, and 230 target customer professionals registered for an iNet Safety Platform webinar, resulting in 225 attendees. What’s more, the average conversion rate was well above industry standards at 8.79%.
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This campaign was so successful that it has become Industrial Scientific’s benchmark for future campaigns.”
-Erica Garber
Content Marketing & Communication Specialist