01 / Amba Defence Marketing Consultancy

Lead generation marketing

Protecting Assets in Demanding Security Environments.

Amba Defence is a team of security and defence experts, engineers and risk consultants, who work with governments, commercial companies and high net-worth individuals to implement strategies that protect assets and reduce operational risks.

Amba Defence Marketing Consultancy

Marketing Consultancy

I worked with Amba's directors to create an integrated marketing plan, including market segmentation, targeting and positioning analysis; product portfolio analysis and website audit.

An action plan was drawn up, focused on a short-term 90-day process to embed the new strategy. Together, we implemented a range of purposeful tactics that lead to measurable benefits for the business such as lead attribution modelling, sales collateral production, improved customer support procedures and customer lifetime value analysis.

New tools were introduced to the business, including ServiceM8 Field Service Software and FreshDesk ticketing.

Online Lead Generation

Amba wanted to create a an online lead generation system that captured security project enquiries from high-net-worth individuals.

A collection of online adverts were produced to target this market by location, demographic and search history, then rolled-out across a various smart online ad networks. Multivariate optimisation was carried out across advert variations to increase click-through-rates.

Product landing pages were also created and optimised for conversion rate using variable headlines, images and lead capture incentives.

The finalised adverts and landing page were run together for a number of months, creating a regular source of high-quality leads.

The return on investment on the programme was significant — especially when compared to the original unoptimised advert and landing page.