NEF was initially looking for a marketing partner to generate additional high capacity fiber customer leads through search engine marketing and optimization. Since first engaging with Access Marketing, however, that goal expanded to include branding and brand awareness, product line expansion to include data center brokerage and fiber mapping tools, promoting its expertise and thought leadership in the dark fiber industry, as well as marketing asset and content development to support sales.
The NEF marketing program is comprehensive, encompassing online and offline elements in a harmonized system. Access Marketing manages the NEF main and sub brands including FiberLocator and FindADataCenter. In addition to developing and and maintaining the web properties associated with their brands, we've engaged various stages of each brand funnel through: search marketing, SEO, promotional/incentive marketing, referral programs, partner/channel management, content development & dissemination, email nurturing and communication programs. Targeting a tightly knit customer community with strong industry & trade events, we have also designed the NEF event presence to maximize the hard-to-get ROI on attending or exhibiting at these shows.
Often, the presence includes active pre- and post-event campaigns to prospects increasing direct contact at the events and exception follow up thereafter. As a long time partner to NEF, we've brought to bear most of the tactics we employ at one time or another over the course of our many years together.
Selected Results... The results for NEF have been both quantitative and qualitative. They are generally regarded as an expert resource in the dark fiber community and have developed a reputation for providing exceptional value and insights to their clients. They continuously rank highly in search engines for competitive key phrases that produce significant qualified lead flow to the company. A recent study of lead sources indicates as much as 30% of net new business comes from leads we generate online.
NEF was initially looking for a marketing partner to generate additional high capacity fiber customer leads through search engine marketing and optimization. Since first engaging with Access Marketing, however, that goal expanded to include branding and brand awareness, product line expansion to include data center brokerage and fiber mapping tools, promoting its expertise and thought leadership in the dark fiber industry, as well as marketing asset and content development to support sales.
The NEF marketing program is comprehensive, encompassing online and offline elements in a harmonized system. Access Marketing manages the NEF main and sub brands including FiberLocator and FindADataCenter. In addition to developing and and maintaining the web properties associated with their brands, we've engaged various stages of each brand funnel through: search marketing, SEO, promotional/incentive marketing, referral programs, partner/channel management, content development & dissemination, email nurturing and communication programs. Targeting a tightly knit customer community with strong industry & trade events, we have also designed the NEF event presence to maximize the hard-to-get ROI on attending or exhibiting at these shows.
Often, the presence includes active pre- and post-event campaigns to prospects increasing direct contact at the events and exception follow up thereafter. As a long time partner to NEF, we've brought to bear most of the tactics we employ at one time or another over the course of our many years together.
Selected Results... The results for NEF have been both quantitative and qualitative. They are generally regarded as an expert resource in the dark fiber community and have developed a reputation for providing exceptional value and insights to their clients. They continuously rank highly in search engines for competitive key phrases that produce significant qualified lead flow to the company. A recent study of lead sources indicates as much as 30% of net new business comes from leads we generate online.
Services & Strategies Used
The Work
NEF Website
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PPC Traffic
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NEF SEO
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FiberLocator
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FiberLocator Website
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Event Banners & Booths
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— Jim Mooney, RO|Innovation