Growing a start-up ready for acquisition

Senseye is a machine health management company. A 2014 UK start-up, establishing revolutionary new technology to automate and scale condition monitoring by enabling predictive maintenance, is now a global company and a 100% subsidiary of Siemens holding PLC having been acquired on 1st June 2022

The Challenge

As with all start-ups, and specifically in the technology sector too, the challenges lie around delivering quality work fast in an ever-changing environment, to capitalise on being at the forefront.

For Senseye lead generation was key, as was looking the part and showcasing their expertise to ensure investors remained attracted to the proposition and would continue to fuel the growth of the company.

Specifically, when we started to work with Senseye in 2019, it was time for a step change, things needed to ramp up and the website was not performing well.

The Solution

First things first, we focussed on increasing traffic and generating more leads for the sales team. We did this by developing a robust ROI calculator tool which calculated the returns that Senseye could achieve for customers specific set-ups and industries. HubSpot workflows were used to facilitate additional marketing to tool users and we re-worked the existing Google AdWords account to get more conversions for lower costs.

Our AdWords activities across the UK and US also included promoting events, increasing brand awareness through the Google Display Network and creating bespoke PPC landing pages optimised for conversion.

Our focus then turned to migrating the website from an outdated theme on WordPress to the HubSpot CMS - a logical platform change to bring marketing and sales together into the one system. Once in HubSpot, we got to work delivering a Growth Driven Design (GDD) plan of changes across the multi-lingual (English, German, French, Japanese) website - that included evolving the existing Senseye brand to a less ‘dated’ style.

A key part of the website was the introduction of a resources area, to house all their great content across webinars, podcasts, whitepapers, case studies, blogs and position Senseye as thought leaders. 

To support all website and content activity we delivered a stream of technical and content SEO work. From keyword research to health checks and content audits, we delivered robust recommendations and supported Senseye to implement them.

The Results

In the three years we have worked with Senseye, we have built great relationships and supported Senseye to achieve their ultimate goal of acquisition. Working flexibly and at pace really helped us to achieve great stats (2018 to 2021 comparisons) for Senseye along the way…

200% increase in new website visitors
76% increase in new leads
70% increase in organic search traffic
26% of Google AdWords leads become qualified

Excellent support

"Breckenridge has provided excellent support on a large number of HubSpot projects, including building our bi-lingual website, (plus ongoing SEO work) implementing our ROI calculator, and more recently integrating our deals pipeline with our new PRM tool."

Niall Sullivan

Vice President Marketing

Title goes here

Lorem ipsum dolor sit, amet consectetur adipisicing elit. Id inventore voluptas impedit optio quis possimus in animi sequi ad tempore, quia ipsum autem accusantium alias quisquam? Recusandae dolores error dolorem!