Challenge — SmartSource® Rentals is a private-equity owned, middle market provider of technology rental products and services for trade shows, conferences, and events, as well as the entertainment, legal, IT staffing industries, and the government. Since the 1980s, SmartSource had grown both organically and through acquisitions. Like many organizations, they had a strong sales team but had not invested in marketing. With a new President in 2015, SmartSource hired B2B Marketing Strategies to assess their current sales and marketing initiatives and build a plan for the next 3-5 years in order to boost revenue. At first, B2B Marketing was hired as a Consultant but later became an employee in order to focus on developing the client’s marketing capability quickly so that the company could be profitably sold.
Approach — The Marketing Director from B2B Marketing built the digital and direct marketing function at SmartSource to include a staff of six strategic marketers. She focused on driving revenue growth for the company via lead generation (SEO, paid search), email marketing (marketing automation), on-site and off-site content development, product and SaaS launches, persona development, advertising, public relations, webinars and presentations, social media, partner marketing, as well as managing supplemental out-sourced agency partners and writing teams. She managed content strategy, which included case studies, blogs, digital advertising, email campaigns, newsletters and paid placements. In addition, she implemented sales enablement tools to help validate brand claims, including Prezi, off-site content like case studies and thought leadership pieces, corporate brochures, voice messaging programs, proposals, elevator pitch, webinars, slide decks, and video story telling solutions to aid field sales in direct selling efforts to aid in customer loyalty.
Results — The Marketing Director from B2B Marketing Strategies achieved a 10:1 ROMI by managing a $1M marketing budget that generated $10M in marketing-enabled revenue. She accomplished this by doubling web lead volume for 2 consecutive year and, after integrating marketing platforms with the CRM (Salesforce), generated more than $2M in associated revenue. She also upgraded the marketing automation platform to Marketo to enable over $4M+ in marketing-enabled sales revenue. Finally, she managed direct marketing programs that enabled over $3M in revenue from event and trade show lead source activity, including keynote presentations that helped generate several multimillion-dollar new accounts. The client reached their sales and profitability goals, and SmartSource Rentals was sold to ABCOM Rents in 2018.
Challenge — Chromate Industrial Corporation is a middle market industrial distributor and family business formed in 1964. The company distributes MRO supplies customers, spanning many different categories, name brands and exclusively branded products like Red Lion® chemicals. With many customers shopping on the websites and a wave of industry consolidation, Chromate needed to increase their customer base, enhance their product offering, and expand their marketing efforts in order to boost revenues and profits.
Approach — The B2B Marketing Director from B2B Marketing Strategies researched the market position, customer, pricing strategy, and product offering. The marketing strategy included expanding the private label line, resourcing products to boost margins, scaling the marketing department and outsourcing certain functions to boost productivity, assisting with a new sales recruitment strategy, social media, branding, a new website, a government bidding functional and process, lead generation, and marketing collateral development to support sales and communicate competitive advantages.
Results — Increased brand awareness. Revenues increased 20% in Year 1. New private label products boost margins. The average order size within current accounts increased, as did the number of new accounts. And, the company was profitably sold to Winzer Corporation.
Challenge — IPVideo Corporation is a privately-held security company designs and manufactures solutions for a smarter and safer world and is a subsidiary of Advanced Convergence Group. In 2013, their primary offering was video technology, namely video management systems (VMS), physical security information management (PSIM) solutions and IP-based audio video security solutions for systems integrators that serve the education, industrial, government, SMBs and healthcare verticals. IP Video needed a B2B Marketing Director, marketing strategist, and digital marketer, who could help their business development team improve adoption of their products with security systems integrators across the country.
Approach —Developed the brand strategy and lead generation program to drive brand recognition, including websites, brochures, case studies and marketing content to build a credibility story in support of sales.
Results — IPVideo gained adoption within almost a dozen large accounts by 2014 and soon began to cross-sell product solution to other ACG companies.
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