How I created a 2,796% ROI in 6 months for a B2B entertainment rental company.
PROBLEM
Digital presence wasn’t optimized for full funnel inbound lead generation. Tracking and analytics were never set up so there was no clarity into how marketing and digital were performing. ICPs were never created, a CRM and marketing automation platform did not exist and there were only lower-funnel contact forms without any mid or upper funnel assets on their website. Thoughtful and clear personas also did not exist so couldn’t be marketed to properly.
SOLUTION
Following the functional marketing framework, I identified their digital buyer’s journey was flawed for full funnel lead generation. I got to work and began optimizing for their brand position in the marketplace along with competition being researched. Digital content offers and CTAs (Calls to Action) were identified and placed appropriately to support the revised funnel. Proper analytics, tracking, a CRM system and marketing automation with workflows were all developed and integrated to support clarity in marketing performance. This also set up the company for success where monthly digital optimization meetings were used to review and optimize performance.
RESULT
Results were that a full funnel inbound strategy was developed and integrated. 100% increase in MQLs were generated. 48.5% increase in website conversions. And a whopping 2,796% ROI after 6 months as well as an above industry standard website conversion rate was delivered.