Dynamiq
Dynamiq is an operational resilience and technology organisation, providing crisis management advisory services and software to leading corporations across the world.
The client
Dynamiq is positioned as the crisis management ‘master brand’, with crisis management software emqnet, crisis management application ABR, and education emergency response portal sitting underneath the master brand servicing unique audiences.
Due to this hierarchical structure, the primary brand for crisis management software is emqnet.
The now launched, the Operational Resilience Index (ORI) will measure and predict an organisations ability to respond to a crisis, before the event happens.
Dynamiq will continue act as the overarching entity for employment and existing brand equity.
Our work to date
Since becoming embedded within the Dynamiq team , Made Great have strived to support Dynamiq in its refocused brand
and marketing efforts. Along with the leadership team we have collaboratively elevated the Dynamiq and emqnet’s brands
reputation as the operational resilience platform of choice.
Our approach
- Cleared the confusion of the difference between the Dynamiq and EMQnet brands through succinct messaging.
- Generated Top of Funnel Brand Awareness of the Dynamiq and emqnet.
- Grown a strong following on social channels; i.e. LinkedIn.
- Built a pipeline of leads through effective content marketing.
- Nurtured existing leads through a dynamic conversion pipeline.
- Aided the acceleration of long lead times (decision-making process) through education.
- Elevated EMQnet as the operational resilience platform of choice for those serious about their ESG credentials – not just selling it to anyone
- Developed a solid content marketing strategy, and pillars to ensure the sharing of consistent brand messages.
- Curated a library of evergreen content, blogs, case studies and white papers to assist in lead nurturing and education.
- Grew a strong brand and reputation through consistent and recognisable company messages, grounded in trust, expertise and dependability.
Results
Since launching emqnet paid campaigns, we have steadily nurtured an engaged audience who have come to know Dynamiq as a reliable and trustworthy source of education and expertise.
On average, we have grown ad impressions and engagement through the implementation of a consistent content-led approach, building brand equity and awareness. There has been a considerable increase in impressions from 45,202 and clicks from 642 in March to 1,464,419 and 4,160 respectively in September.
Both Cost Per Click (CPC) and Cost Per Thousand (CPM) are performing efficiently, performing below the industry benchmark. In September the average CPC was $2.19 (benchmark $6.40 – senior decision makers) and the average CPM was $33.64 ($33.80 – senior decision makers).
Paid ads remain the main source of traffic to the emqnet website, followed by direct search and organic posts on the LinkedIn page. This highlights the importance of continued investment in this channel as the primary source of leads.
