B2B: Performics @ Starcom

An organic search strategy helped generate new B2B leads and reach growth targets for an established financial services company.

Aberdeen Standard Life (now abrdn), a company with a history dating back to 1825, underwent a global rebrand, complete with a new identity and brand name. Its ‘Investor and Adviser’ product vectors operate in a relatively niche B2B environment, where the competition in search is fierce due to the mixed search intent.

As the agency partner during this transformation, Performics was tasked with increasing brand awareness and engagement among existing and potential B2B clients worldwide. To achieve this, the team developed an organic search strategy that supported the migration to the new brand identity and helped generate new B2B leads and reach growth targets for 2022.

The first step of abrdn's digital transformation was a managed migration to a website optimised for search engines and user experience, aimed at improving quality scores and Google's assessment. With the new site localised to launch globally across 26 markets in 2022, there was significant potential for worldwide growth.

A focus on B2B prospects led to tremendous growth for abrdn, with a triple-digit growth in Q4 2022 organic search traffic globally and a triple-digit increase in the average Google Trends Index for the brand. With this unified campaign, the Performics team was able to unlock new growth for the financial brand and surpass many set targets.

Judges' comments:

“Understanding business needs, strategic thinking, strong planning, effective delivery and standout results. This case study has it all.”

“A very strong entry with some exceptional performance stats....no mean feat considering the levels of complexity involved.”

“Well thought out and executed. This is single-channel focused and reads very much as an isolated project but the results are incredibly strong and it clearly delivered on its objective.” 

“Fantastic results across multiple markets based on insights to drive growth and laser focus during a business transformation.”

“A strong entry with great results from a lot of hard work – 26 markets is no mean feat!”

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