Case Study: Innovative Technology
Innovative Technology, a global leader in cash handling and biometric solutions, approached us looking for a strategic marketing partner to work alongside their in-house team.
2,900%
increase in downloads
91%
cost-per-lead reduction
238 leads
5 MQLs, 232 ISLs; 1 SQL
The Brief
Innovative Technology needed support developing a scalable marketing framework that could drive results across multiple, complex product lines (including multi-coin hoppers, banknote validators and age & identity verification technologies) and regions.
The initial priority was launching their new biometric product range to retail audiences—specifically targeting convenience stores dealing with Challenge 25 in the UK, as well as adapting to age-verification policies in France and Germany.
The Solution
Our engagement began by completing our ‘8 Moves of B2B’ strategic marketing framework to guide brand, website, and campaign activity for both the biometric and cash-handling divisions.
For the biometric product launch, we created a multi-channel campaign tailored to the needs of convenience retailers, combining inbound and outbound tactics to increase visibility and drive lead generation. This included SEO-optimised pillar pages and blog content, supported by targeted LinkedIn and Google Ads, PR activity and segmented email marketing across the UK, France and Germany.
We monitored performance closely and quickly optimised. For example, when the initial pillar-led LinkedIn phase underperformed, we pivoted, driving a 2900% increase in downloads (from 1 to 30) and cutting CPL from £1,309.90 to £118.70.
The campaigns achieved success through localised, audience-specific messaging—from Challenge 25 content for UK convenience stores to sports-themed cash handling campaigns in the US—which proved key to exceeding industry benchmarks in click-through rates and lead generation. The wider biometrics campaigns delivered strong engagement:
- Google Ads (Display): 4,656,934 impressions, 1.24% CTR
- Google Ads (Search): 60,825 impressions, 7.05% CTR, 5 conversions.
- LinkedIn: 167,389 impressions, 0.32% CTR, 674 clicks, 111 leads at £162.46 CPL.
- Webinar: 146 registrants, 39 attendees, with a 60.4% attentiveness rate.
- Total stats: 4,929,849 impressions, 61,147 clicks, 1.24%, 238 leads (5 MQLs, 232 ISLs, 1 SQL).
Parallel activity supported the Cash Handling division. In the U.S., the NV4000 launch adopted a bold, sports-themed concept, positioning cash as a “key player” in retail. This cut through effectively with OEMs such as Fujitsu and NCR Voyix, and with major retailers including Walmart. Early campaign results included:
- Google Ads Search: 7,436 impressions, 422 clicks, 5.68% click-through rate (CTR), 3 conversions.
- LinkedIn Awareness: 169,257 impressions, 1,134 clicks, 0.67% CTR (well above benchmark).
- LinkedIn ISL: 57,371 impressions, 273clicks, 0.48% CTR, 8 leads.
To support both campaigns, we also led a major digital overhaul by integrating the standalone biometrics microsite into the main Innovative Technology website. This improved user experience and laid the groundwork for long-term SEO improvements. At its peak, the site achieved a 90% technical health score (“Good”), though ongoing monitoring remains key to maintaining performance.
To support both campaigns, we also led a major digital overhaul by integrating the standalone biometrics microsite into the main Innovative Technology website. This improved user experience and laid the groundwork for long-term SEO improvements. At its peak, the site achieved a 90% technical health score (“Good”), though ongoing monitoring remains key to maintaining performance.
This integrated digital infrastructure created a scalable foundation for long-term growth, enabling sustained SEO improvements, always-on campaigns, and giving internal teams better access to marketing assets. This enabled continued visibility and lead generation across multiple product lines and regions.
A further layer of always-on activity sustained momentum across markets. In France, the biometrics campaign achieved a 3.39% CTR and in Germany an impressive 11.94% CTR, both significantly above industry benchmarks. Core UK always-on campaigns, including brand, remarketing, and ICU activity, generated 628 leads at an average cost per click of £0.73.
The Results
Innovative Technology now benefits from a scalable, multi-region marketing strategy that, after a multi-year period of implementation, now aligns with both product-level objectives and overarching brand goals.
The biometric campaigns significantly increased brand awareness across the UK and European markets while driving MQLs and building a sales pipeline. The U.S. NV4000 campaign achieved strong engagement with both OEMs and major retail chains, opening high-value conversations with key targets. Always-on activity continues to generate a steady flow of leads and visibility across core regions.
Meanwhile, the redesigned website and integrated asset library provide internal teams with the tools they need to sustain long-term engagement. From biometrics to cash handling, Innovative Technology is now well-positioned to expand its global footprint with consistent, high-impact marketing.