case studies
CASE STUDY: E-Tech, MARKETING SPEND ASSESSMENT
Industry: Technology Manufacturing
Case: Marketing Spend Assessment
The company occupied a niche area of technology peripherals with unrelated distinct markets in B2B and consumer markets. They have a unique name and clearly identified much larger competitors who also have unique names in each niche market. The owner had placed a paid search firm in charge of generating web traffic and subsequent leads. The company was spending $5,000 on ad spend and $4,000 on ad management each month.
An analysis and testing plan was put in place to understand the effectiveness of ad spend. The project informed a decision that spending was not effective, and adjustments were made which resulted in identical traffic numbers at a spend below $2,000 total each month. The project also supported an increase in the quality of traffic and increased average time spent with company content. Engagement and inquiries on the site also increased in quantity and quality.
In an additional related project, available resources were utilized to create and implement e-mail marketing campaigns. These campaigns centered around a brief monthly newsletter and supported new product releases. These tools were used to launch new product lines in healthcare and expand with new products in existing markets.
Test your paid search spend in three easy steps:
- Identify your web traffic or lead form volume
- Reduce spend by 50% for 15 days
- Compare traffic or lead form volume for similar time periods
CASE STUDY: R-Space, SALES ASSESSMENT
Industry: Commercial Leasing
Case: Sales Assessment
The company was a leader in its market with good name recognition. Lead Generation was successful, but the sales process was slow and cumbersome. The sales team of was focused on pricing and suffered through a high number of interactions prior to deals closing. While nothing changed about the item being sold prospects would frequently visit with sales 4-5 times with questions about the options that were available. The sales process was believed to be concise, but the focus was on the sales team’s activity rather than the clients nuanced perceptions that lead to a final decision.
Working closely with the sales team of 11, we added one simple customer focused step to the process that eliminated confusion and questions. Applying a simple customer determined scale score determined by the buyer during the process, eliminated confusion and established clear recall of slightly varying options. The prospect was engaged and established the value of each option. This created a sense of ownership on behalf of the prospect and simplified their decision-making process. Each element of difference among the many options was connected and rationalized by the client during their buyer journey. Sales cycles shortened which resulted in faster purchasing, increased occupancy and high profitability. Sales gained confidence as the new process avoided questions and doubt about the prospect’s motivations.
CASE STUDY: data points, sales assessment
Industry: Custom Services
Case: Sales Assessment
The company held a position as the long-time provider of services to a broad range of companies actively marketing in a specialized market. The company is significantly larger than any competitor, but growth has been negative. The sales team had average tenure in excess of 20 years and extensive knowledge of clients and products. The company had recently recognized a need for efficiency across its product set but still maintained an archaic but comfortable sales process. The company had a reputation for being difficult to deal with.
The sales process maintained an extremely custom approach were even changes that had virtually no impact on price would restart the entire quote process. It was common for a customer to interact with a sales team member 8 times or more on a purchase that would end up being less than $1500.
We worked with the product and finance team to identify simplified bundles of services within a price range that allowed customers to predict prices and make decisions based on their budget and desired service. The customer could realize time savings from not having to communicate with sales as long as their desired quantity fit within a bundle range. Sales recognized additional time in their calendar which was applied to increased outgoing communication. The company became easier to deal with and average purchase price increased.