Building a marketing machine
for RocLogic

Yes, this is a case study about RocLogic building its own marketing machine to get sales-ready leads knocking on the door.

Why should you care?

Because:

  1. It’s a success story for a company that started from scratch (RocLogic was founded in 2019),

  2. it’s a B2B services-based company, and

  3. It’s a tiny company of one (as of the end of 2022), so that’s about as small as it gets.

Before

Like any viable services-based business, of course I knew RocLogic would need sales-ready leads for it’s long-term survival.

I knew referrals were a potential source of leads, and while I mostly consider myself an introvert, I wasn’t afraid to put myself out there from an outbound perspective either (e.g. networking and LinkedIn).

However, I felt like I wanted to test the limits of inbound / content / search marketing to see how it would work for an extreme scenario (starting from scratch with the Google machine, and being such a small company).

I was moderately concerned that my favorite marketing methods (inbound, content, search) wouldn’t be able to work for a startup. I just wasn’t sure if I could put in the energy or the resources to break through the noise.

After

Once I started seeing that people were engaging with certain content and reaching out to see how RocLogic could help, I was elated!

Outcomes

  • Inbound (organic and paid) SRLs (Sales Ready Leads) to engage with

  • RocLogic’s marketing machine went from non-existent to running reasonably smoothly, with SRLs knocking on the door at a level where I had to start turning away really good opportunities (that’s a desirable position to be in)

  • Thought-leadership content that ranked well and engaged readers

  • Sales support content that facilitated the sales process

The Journey

A bit of data illustrating the point. Yes, the data is dirty and comes with some amount of uncertainty / fuzziness, but the sentiment is pretty clear.

Caution flag: the results RocLogic has been able to achieve are an aggressive scenario. I wouldn’t suggest that another company of RocLogic’s size can get to where RocLogic did, but it is a data point for consideration. Your mileage may vary.

Another point of caution is that the percentage of leads from inbound is higher than I’d prefer. It’s too many eggs in one basket. But, for now, I’ll take it.

Capabilities leveraged

  • Inbound marketing
  • Content marketing
  • Search Marketing
  • Social media marketing (LinkedIn)
  • Ad creation, management & optimization
  • Search Engine Optimization (SEO)
  • Content creation / modification / optimization
  • Marketing management
  • Digital footprint monitoring, analysis, and improvements
  • Targeted topic research, selection, testing, and analysis
  • Domain authority investigation, analysis, and recommendations
  • Updates / additions to website content, messaging, and organization/flow
  • Website UX improvements
  • Sales tips & suggestions

Need a marketing machine?

Yes, let’s chat