- +2,234% CTR
- +44% Avg Session Duration
- 900 Press Brand Mentions
Trimble is a global leader in technology solutions for the geospatial, construction, transportation, and utility industries. In recent years, the brand leaned heavily into search and social advertising tactics that prioritized conversions but ultimately led to a decline in traffic quality and diminished brand visibility. In 2024, Trimble shifted course, aiming to reestablish its leadership in the geospatial sector by refocusing on brand awareness and meaningful audience engagement.
Approach
Growth Marketing Werks recommended a strategic pivot: invest in upper-funnel media to amplify Trimble’s leadership in the geospatial space. The team identified key publishers and editorial environments trusted by Trimble’s target audiences and aligned with the promoted solutions. The campaign was executed through print, display, and eNews placements across these curated publisher channels based on their strong contextual relevance and precise audience alignment.
Outcome
While total site sessions declined slightly, the campaign delivered significantly higher-quality interactions, demonstrating that relevance and resonance drive deeper engagement.
- CTR increased by 2,234% YoY
- Engagement rate rose by 27%
- Average session duration improved by 44%
- Over 900 ‘Trimble Geospatial’ mentions in the press throughout 2024
Key Takeaways
- Relevance Over Reach: Prioritizing placements within trusted industry environments led to stronger engagement despite lower traffic volume.
- Awareness Drives Depth: A shift away from performance-only media toward brand-building tactics delivered measurable improvements in brand awareness.
- Multi-Touch Matters: A consistent content strategy across multiple formats (print, digital, email) increased message retention and audience familiarity.
- Credibility Through Context: Aligning Trimble’s brand message within premium editorial content bolstered brand trust and authority.
