B2B marketing strategy

Client

Bespoke manufacturer of silicone rubber mouldings and extrusions

Project Length

Ongoing

Project Type

B2B marketing strategy, digital infrastructure,system integration, marketing automation, lead generation

Objective

Renew was called in by this client to overhaul and update their B2B marketing strategy. With a global customer base to service, it was essential to implement a marketing solution that would enhance search engine visibility, facilitate e-commerce and provide intelligent analytical information.

The client produces a quality product for a niche market, so it was essential to devise a marketing strategy that would enable them to reach out to potential new B2B customers all over the world.

Investigation

The B2B team first undertook a website performance test and, not surprisingly, the score was on the low side. Having also analysed website traffic and outbound marketing, analytics showed that traffic was finding the right information and converting well. However, an investigation of the client’s email marketing showed low open rates, while their social channels were virtually inactive.

Challenges

The client’s existing website was more than a decade old. In ten years the digital landscape has changed unrecognisably, so it meant there was a lot of catching up to do.

Renew approach

Once we’d analysed the client’s needs, we were able to produce a strategy. Our first move was to build a responsive e-commerce website. This meant the client would be able to divert their existing regular customers to their new online store. We incorporated an online helpdesk so that the quality of service customers expected would be maintained. As a result, the client was freed up to focus on their more specialist services and generating new business.

To rectify the email marketing problems, we researched and supplied new contacts for the client’s database. A new responsive email template was designed—making it easier for the client to distribute automated messages and simpler for the customer to interact with.

Results

The newly implemented b2b marketing strategy using marketing automation is generating strong results, with improved search rankings, increased click-through rates and—the ultimate goal—new enquiries. By introducing marketing automation, the client now has much greater control over the sales process.

The customer has gained increases in sales from new and existing clients plus increased enquiries and sales from a global audience by using renew’s B2B marketing strategy.

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