Lead generation for Samsara
‘With a modest budget for sponsored content, try to significantly increase the number of visits to Samsara's website, which will also increase the number of leads.’
That, in a nutshell, was the brief we received from Samsara. Samsara is a US company that helps freight and passenger transport companies run transport operations safely and cost-effectively with a number of tools. The company offers various sensors, telematics solutions and ICT tools, but we were asked to zoom in particularly on the use of smart dashcams. Thanks to a mix of sponsored articles, online advertorials and PR, we managed to achieve a huge reach through the trade media in a short time, from which came hundreds of trackable leads. The solution Samsara delivers with its intelligent dashcams is as simple as it is effective: a dashcam aimed at the road can use AI to recognise potentially unsafe traffic situations and incorrect driving behaviour, alert the driver and thus prevent accidents. This prevents unnecessary delays, but also brings cost benefits through less damage, fewer fines and discounts on insurance premiums. By using dashcams that record video of the driver, the driver can be warned when driving unsafely, speeding or braking, or when distracted by his mobile phone. The images also help identify the causes of accidents, speeding up settlements.
Content
The use of road-facing dashcams is certainly already quite common in passenger cars, but taking video images of the driver - despite its great advantages - still meets resistance.
The content we developed for Samsara not only focused on providing information about the benefits of dashcams, but also addressed the necessary involvement of drivers in the implementation. It was important to stress that the images are not available to everyone and are only used to analyse accidents and encourage correct driving behaviour. For the campaign, we wrote a series of customised articles for the trade media, which were placed in print editions and online newsletters both as sponsored content and as free publicity. We also developed a large number of online advertorials, which were linked to articles on the media sites or landing pages on the Samsara website, allowing the client to track who read the articles.
Seminars, webinars and trade shows
Some of the online advertorials and free publicity actions were used to mobilise prospects to visit the Samsara booth at the ICT & Logistics trade fair, to participate in an NVA seminar on damage prevention in the transport sector or to attend webinars organised by Samsara itself.
No participants had signed up for Samsara's first, unpromoted webinar, but subsequent webinars were well attended thanks to promotion in online newsletters. The campaign ran for almost a year and generated a reach of over 1 million people and more than 2,000 leads in the freight, parcel delivery and bus transport sectors. It was Samsara's job to convert all those visitors and participants into qualified leads.
Tools
- White papers and technical articles on the systems, their benefits and implementation, which were placed both on a free publicity and content sponsorship basis
- Online advertorials and banners to attract prospects to the Samsara website or the webinar sign-up pages
- Press releases on participation in the ICT & Logistics trade fair and new customers
- Blogs on various aspects of using dashcams, which were promoted both on Samsara's website and in email promotions
- Interviews with Philip van der Wilt, senior vice-president EMEA at Samsara and Jeroen Methorst, marketing & programmes manager Benelux.
