As a company that re-sells, installs, and supports ERP software for businesses, our client came to us wanting to drive significantly more qualified leads from the web so that the sales team could increase its number of monthly opportunities. Because there are many other companies that target audiences can turn to for ERP software, our client needed to find a way to communicate their points of differentiation with their messaging and content. Creating an additional challenge in all of this was the fact that they were trying to target what was perceived as a "very hard target to find and engage."
After assessing their situation, Elevator and its client engaged in a three phase relationship: Planning, Setup, and Execution. During the first phase of Planning, a strategic inbound marketing plan was developed that that provided a sound go-to-market road map for the coming 12 months. This plan addressed the client's needs for generating very specific inbound leads as well as establishing marketplace differentiation. Additionally, Elevator made recommendations for buyer personas, channels, content, budget, timeline, and more.
In the second phase, Setup, Elevator developed the client's inbound marketing foundation that included setup of the HubSpot marketing automation and sales enablement platform, inbound-optimized blog, landing page templates, email templates, and Elevator's "inbound marketing machine" — a five sequence marketing automation methodology developed for HubSpot that gives clients a system for indoctrinating, segmenting, nurturing, converting, and extracting inbound leads.
And finally in the third phase, Execution, Elevator executed quarterly campaigns under it's "Build, Drive, and Optimize" philosphy. That is, every campaign goes through a standardized cyclical process of building and deploying assets, driving traffic to those assets, and optimizing for maximum conversion.
Analysis & Reporting
After just 90 days of deployment, our client experienced a 550% increase in inbound, marketing qualified leads (MQLs)! The content that was developed is also helping them create differentation with the specific buyer personas that they were after. With Elevator's Inbound Marketing "Machine," Campaign Methodology, and access to up-to-the-minute performance metrics, they are now setup for success and have a road map for continued growth!