Robin Radar - Inbound Demand Generation Results

Robin Radar Systems specialises in developing and manufacturing advanced radar systems. Their primary focus is on creating radar systems for a variety of applications, including aviation, wildlife monitoring, and perimeter security.

Our work with Robin Radar secured HubSpot's 2023 Semiannual Impact Award for Platform Excellence.

Platform Excellence

The challenge

Previously, Robin Radar's marketing approach was product-centric, overlooking the solutions and challenges they could address.

With ambitious goals to be the leading technology company in the airspace sector, Robin Radar wanted to evolve their positioning, by taking a solutions-led approach to appeal to a wider audience, highlighting the true value of their products.

The solution

While they had made progress in content marketing, their existing content was niche and product-centric. Robin Radar came to Blend to evolve their market positioning and create industry-leading content to attract and engage a wider audience and elevate their brand.

Inbound strategy

We kicked off with our inbound strategy phase to get to know Robin Radar's business, customers, and objectives. Our trip to their offices in The Netherlands and frequent conversations with key stakeholders revealed the insights we needed to act as their trusted marketing partner.

Website migration

During our inbound strategy, we identified clear benefits of consolidating Robin Radar's website and marketing tech for easier maintenance and evolution. Picking HubSpot as their go-to marketing platform, we migrated their WordPress website to HubSpot. This consolidation not only centralised their core marketing assets but also leveraged the many benefits of HubSpot Content Hub.

This migration set the foundation for generating high-quality, easily discoverable content.

HubSpot onboarding

With Robin Radar's website successfully migrated to HubSpot CMS, we further streamlined operations by consolidating all marketing technology within the same platform.

Through a seamless onboarding process, we integrated Robin Radar onto HubSpot Marketing Hub and Sales Hub, customising the setup to suit their specific requirements and providing comprehensive training. Now, they efficiently manage all of their marketing and sales operations in one centralised place.

Content marketing

The inbound strategy for Robin Radar centred on content marketing to expand their reach through search. We conducted a comprehensive content audit, identifying existing high-performance content, areas for improvement, and opportunities for new content creation. Based on these findings, we created a customised content plan in alignment with their vision.

To enhance search discoverability, we produced a consistent stream of high-quality blogs centred around buyer interests. We added pillar content to rank for high-volume keywords, showcasing topical authority and building rich content clusters. This approach prioritised providing solutions to their audience rather than promoting products.

PPC

To increase brand awareness and engage target industries like aviation, wind farms, and security, we utilised LinkedIn ads to distribute the top-of-funnel content we'd produced.

Meanwhile, we capitalised on the opportunity for Robin Radar to capture in-market buyers and fuel their pipeline through Google ads. We put together several Google PPC campaigns that were targeted at buyer-intent keywords. This enabled Robin Radar to capture existing demand that was in the market, whilst continuing to engage a wider audience with their content.

Website and conversion rate optimisation

Throughout our relationship, we've continuously refined Robin Radar's website messaging to align with their buyers' preferences, notably responding to the growing interest in drone detection among potential customers. By adapting the website messaging, content, and visuals to include drones, we showcased Robin Radar's ability to solve this new buyer challenge. The ongoing evolution also brought various enhancements, such as optimising navigation for a user-friendly experience and introducing personalised 'market' pages for different sectors.

One impactful change involved revamping the enquiry form copy, providing clear and direct instructions, which significantly increased conversion quality and quantity.

Attribution model

Robin Radar previously relied solely on software attribution to measure their marketing success. However, this approach overlooked "dark" touchpoints and channels that were not visible to the software. We introduced self-reported attribution to address this, enabling a reliable measurement of all marketing efforts while cross-verifying the software attribution results.

The results

The three-year relationship with Robin Radar has produced an incredibly wide-ranging impact that's culminated in business growth.

Our focus on enhancing discoverability and top-of-funnel traffic through organic sources led to a remarkable 236% increase in sessions for organic search, social, and direct traffic.

When we started working with Robin Radar in January 2020, they had 58 keywords ranking on Google's first page. As of July 2023, this number has risen significantly to 289, with an impressive 147 of them ranking in the top 3 search results.

Since updating the messaging on Robin Radar's enquiry page in April 2023, the conversion rate has increased by 10%.

Enquiry page conversion rate

As a result of increasing discoverability and visibility of Robin Radar, they have seen a significant increase in high-intent MQLs (contacts that expressed a clear interest in Robin Radar's offering). On average, there's been a 48% increase in monthly MQLs generated in 2023 compared to 2020.

Marketing qualified leads (high-intent)

Self-reported attribution allowed us to see that the majority of high-intent leads were generated through search. We could also successfully measure the effectiveness of other marketing channels, such as conferences and social media.

Self-reported attribution

The impact

Our long-term relationship with Robin Radar has brought about a significant impact:

They now have a user-friendly website that's easy to maintain and update.
Their streamlined martech stack efficiently supports their activities and operations.
The transformation from a product focus to a solution focus has allowed them to serve customers more comprehensively.
They have increased visibility and recognition as a thought-leader in the airspace sector across target markets.
Their marketing efforts consistently generate high-intent inbound leads through their website.

236 %: increase in sessions

48 %: increase in MQLs

289: keywords ranking on page 1

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Project type

Services provided

Location

The challenge

The solution

Inbound strategy

Website migration

HubSpot onboarding

Content marketing

PPC

Website and conversion rate optimisation

Attribution model

The results

Earned sessions

Keywords

Enquiry page conversion rate

Marketing qualified leads (high-intent)

Self-reported attribution

The impact

Explore more work

Equiem

Partful

Second Nature

Greyparrot

Wavenet

AnyDesk

Datel

Robin Radar Systems

Allica Bank

CHI Overhead Doors