HABEAS - B2B Company Helps Define a Niche Industry Through Category Creation

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Habeas Inc. (www.habeas.com) is an e-mail reputation services provider that offers solutions for legitimate e-mail marketers. Their product monitors and manages e-mail reputation to ensure maximum deliverability. Habeas’ prospects turn to search engines to look for solutions to their problems, and search marketing plays a vital role in this B2B company’s lead generation strategy.

THE CHALLENGE
Habeas’ industry is relatively new, and many legitimate e-mail marketers who require reputation management solutions were actually unaware of the existence of these solutions. The market niche had yet to be defined and there were no clear competitors. The challenges addressed by Habeas’ products were not widely acknowledged or understood, and in instances where they were known, there was not an easily defined solution. There was no common jargon being used to describe their products, thus making it difficult for Habeas to choose keywords for SEO and sponsored advertising campaigns.

THE SOLUTION
Through in-depth keyword analysis and market research, Enquiro helped Habeas choose keywords more targeted at the pains of their clients, while still capturing relevant, broader keywords. The website content and ad copy were changed to resonate with those buyers within businesses in need of Habeas’ solution. Within a period of five months, Enquiro was able to greatly improve the effectiveness of Habeas’ sponsored ad campaigns. The cost per conversion was reduced from $40 to $17, thus allowing them to get more leads for less advertising spend.

Over the past two years, Enquiro has helped Habeas continuously refine its marketing strategies through the critical phase of category creation, effectively helping them shape the landscape of their industry. We have helped them identify industry trends and the emergence of competitors through ongoing monitoring and analysis. Now, search engine optimization, sponsored advertising, whitepapers, webinars and even speaking engagements are all part of a common marketing strategy focused on market growth in the newly created category.

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