Explore how I worked with Rock Paper Reality to grow their visibility and traffic in the main search platforms, AIO’s and generative AI engines to increase qualified leads and new client acquisition.
Strategy & Planning
Digital Marketing
Growth Marketing
Martech Solutions
Training
Rock Paper Reality is a global award-winning immersive technology agency specialising in augmented reality and spatial computing.
They help brands plan, design and build high-impact AR experiences – from concept and prototyping to production and analytics. Their work spans retail, entertainment and B2B, delivering interactive product stories, training tools and campaigns that turn audiences into active participants.
The team at Rock Paper Reality challenged me to help them grow their inbound pipeline by increasing their BANT qualified leads in order to acquire new clients. They initially wanted to do this by growing awareness of their brand and services in the main search platforms and then the generative AI engines.
I started by working closely with their senior leadership team to create a search marketing (organic & paid) strategy. During this process we identified the need for the redevelopment of their existing website, to enable them to meet their commercial and goals. I helped them resource this project and worked with a colleague (a content specialist) on their brand positioning and website content.
As we moved into year 2 of working together I helped them resource internal hires, for our content requirements. Post these hires, I helped them create a content strategy and content development process, to outsource to topic experts and copywriters.
After we had an agreed strategies in place, we executed a variety of plans with the below key tactics and deliverables:
My approach with the delivery of these tactics was to up skill the Rock Paper Reality team as much as possible, through regular in person sessions working together and weekly meetings.
I worked closely with the sales team to join the dots between our marketing function, the qualified leads we were generating and the sales team outputs. Supporting them in understanding the importance of Salesforce and data hygiene so we were feeding our paid media platforms the most up to date and relevant data was critical to our success.
It was important that we were able to measure the customer journey from initial engagement, to conversion, to qualified lead (data that resided in Salesforce). I therefore developed a measurement plan for Rock Paper Reality, which included a full UA to GA4 migration and all relevant tagging to help us measure our required KPIs. All tagging was implemented using Google Tag Manager, by myself, to reduce the reliance on Dev support.
To measure our organic and local search visibility and traction, I introduced third party tooling such as SEOMonitor. Native integrations with Salesforce were used for the import of offline data into paid media channels.
I provided ad hoc training to the team throughout the tactical delivery of the various digital marketing channels, upskilling them so they could both work with me and interpret their data in the correct manner.
I've had the pleasure of working with Chris Laas for over four years, and he has been an invaluable partner, resource and friend to Rock Paper Reality. As a seasoned marketer and agency owner, Chris brings both strategic insight and a hands-on approach, seamlessly managing our paid ads, SEO, and digital marketing initiatives.
I highly recommend Chris to any company looking for a digital marketing expert who delivers real results, is a true pleasure to work with, and I consider him more than just a partner I work with but a friend."
"Every conversation I have with Chris, I learn something new. He's a trusted advisor to our leadership team, but also an integral part of everything we do when it comes to digital marketing. He's taught me so much about how to think strategically about SEO and digital marketing, but isn't afraid to roll up his sleeves and help us deliver. Would highly recommend Chris to anyone trying to crack the code on digital marketing and needs someone who they can rely on!"
Outlined below are a selection of the top level results we achieved together over the last 4 years.
85%
YoY increase to qualified leads
Year on Year (YoY) growth in qualified leads (determined by BANT criteria) for the full financial year, directly attributed to the strategies and digital channels I was responsible for.
YoY growth in organic search visibility for non brand keywords.
YoY growth in non brand organic search traffic with commercial intent.
YoY growth in leads generated from paid search channels.
Our ‘Insights Hub’ content got us coverage in specialist and topically relevant publications — including Rolling Stone Magazine, Hubspot, CNN Fashion and more.
