Supporting growth and scale through full-funnel digital marketing
May 10, 2021Stephanie Georges, SVP and CMO
The Speed of Mercury started out as a marketing campaign designed to celebrate and communicate Mercury’s new wordmark and website, both launched late in 2020. However, it has become so much more. The campaign links our new wordmark to specific themes highlighting how Mercury is accelerating innovation, bringing forward new commercial technologies and capabilities, and making them purpose-built and profoundly more accessible to our aerospace and defense customers today. In his message, Mercury CEO Mark Aslett talks about what The Speed of Mercury means to him: accelerating growth, building scale and creating value to meet the needs of all of our stakeholders, especially our customers.
From a marketer’s perspective, The Speed of Mercury is about how we can best support that growth, scale and value creation, with the key “how-to” threads being full-funnel marketing and digital transformation, including measurement. While the campaign is designed primarily to drive broad awareness, it also serves as a full-funnel marketing campaign, which means engaging with our target stakeholders throughout the customer journey. Full-funnel marketing has become essential in generating the best return on marketing investment. Our approach includes building awareness of the Mercury brand at the top of the funnel, including: communicating our narrative of Mercury as a technology leader at the intersection of high tech and defense and a great place to work; engaging with stakeholders at the middle of the funnel through specific product and thought-leadership campaigns, and ultimately driving leads, purchase and loyalty at the bottom of the funnel. Our campaigns are integrated across media channels – owned, earned, paid and social. In addition to typical digital metrics of click-through rates and cost per click, we are building a measurement dashboard that tracks the stakeholder journey through conversion to leads and, ultimately, revenue (or new hires in the case of talent attraction).
Digital transformation is integral to The Speed of Mercury and our ability to scale our marketing organization and capabilities successfully. Over a year ago, even prior to the pandemic, we made a hard pivot to digital, which has only accelerated the transformation. We continue to build out our marketing toolkit and tech stack with platform scalability in mind (think “Marketing as a Service” for our internal customers). This involves: our website as our primary owned media channel; our digital paid media capabilities such that we can generate a calendar of multiple campaigns that drive measurable awareness, engagement and revenue growth; a hybrid trade show and event system, including physical and virtual events; campaigns designed specifically to attract talent; and scalable investment in software that enables greater visibility to pipeline, demand generation and talent attraction. The Speed of Mercury campaign plan includes an immersive web experience, engaging content and a call-to-action through targeted media placement to drive demand in our focused growth areas and support for our new product introductions.
Our full-funnel integrated marketing strategy and digital transformation continue to be the core of efficiently and effectively building awareness of our brand by customers and other stakeholders, and driving growth, scale and value-creation for Mercury, including supporting our employer brand.
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