This client had grown organically over 20+ years and focused on two very different lines of business. Their success stemmed from trade show attendence, client and strategic partner word-of-mouth, their website presence and telemarketing. Their goal was to standardize, then migrate to more of a Customer Relationship Management (CRM) system and process.
Their marketing materials were all based on very technical product specific specification sheets, and their website included all of their products without regard to vertical or user relevance.
Everything had been written, designed, built or modified over time by employees who ranged from administrative assistants, to sales reps- and even their industrial product designers.
I joined the overall project midstream. Each element, including selection of their website host were siloed in various stages of progress.
The primary goal was to prioritize then realign or recreate everything marketing related in tandem with the leadership team. This included everything from revisiting initial prospect entry points and the sales cycle.
The final steps were to work with the sales team to migrate sales and marketing processes and tools into Act!; then test and integrate social media and email marketing campaigns into the overall marketing plan.
Created 30-60-90 day goals based on the initial presentation to the client and established direction
for future milestones and feedback.
Held interview and research sessions with internal and external resources to devop personas, then realign support materials. Standardized and separated creative and content for consistency of branding at the corporate, and multiple brand levels.
Worked with team members to identify and assess existing and emerging competition by company size, existing market penetration and product features and quality for further refinement within the sales process.
Coordinated with sales leadership to develop annual and quarterly marketing and sales support budgets within the overall CRM strategy.
Tested implementation of email and social media campaigns as incremental communication vehicles.
Clarification of strategy accomodated existing efforts as well as a seamless migration from direct marketing to conversation based communication.
Separate websites by vertical, improved clarity of messaging, product differentiation and overall navigation. Primary benefits were clearer messaging and content navigation for technical versus non-technical positions, and reduced effort for users trying to locate the most relevant product information.
Exploration of social media and email marketing within the context of overall sales and marketing provided the opportunitiy to locate additional target penetration points and create previously undiscovered opportunities.
Finally, by developing a more robust CRM ecosystem, a new focus could be placed on holistic metrics and further refine analysis, and discussions on what overall success could look like.
This client was in the early stages of looking at marketing beyond participation in trade shows and word of mouth. They wanted to get an idea of what changing their branding might look like.
In this case, scope creep snuck in and most of the work focused on updating and improving their infrastructure. I migrated to a new website host due to speed as well as email send and recipt issues.
Since the client was using a standard CMS, some of the issues I dealt with were incidents caused by "too many cooks". In one instance, I found four modules- plus custom code for form management, so some fixes were simply addition by subtraction.
Updated CMS engine, organized website back end, reduced the number of redundant modules affecting performance, and selected a more modern, responsive template.
In addition, I created some product videos and designed some sample variations for their marketing materials.