International Supply Chain Logistics Company focuses Omnichannel B2B ads and sales enablement to increase sales.

American Lamprecht, a subsidiary of Lamprecht Switzerland focused on supply chain logistics, freight forwarding and customs brokerage launched a digital transformation and sales enablement initiative with 50 Marketing.

Omnichannel B2B Campaigns

Targeting Large Herd Veterinarians and Herd Managers

Before

Historically, American Lamprecht relied on their road sales team to use cold emails, cold calling, and cold prospecting to generate sales leads. The goal of 50 Marketing's AIM REACH B2B Marketing Program was to use digital marketing to produce significant sales increases.

American Lamprecht Website "Before"
50 Marketing Redesign/Rebuild

Digital Transformation + Sales Enablement

American Lamprecht's professional sales team and 50 Marketing's B2B marketing specialists joined efforts to create momentum. The marketing effort's goal was to warm up and identify marketing-qualified leads to improve sales efficiency.

Process

1. Discovery and Planning

50 Marketing and American Lamprecht completed a Discovery and Planning exercise. The first steps in this process define the company's brand, the products and services offered, and the company's unique value proposition. The next steps focus on the customer's perspective, developing buyer personas, buyer's journey mapping, and solutions messaging.

The outcome of the Discovery and Planning process was a customized road map for growth, including a strategic plan, a tactical plan, and a budget.

2. Market Mapping

Market Mapping and Mining was completed to identify ideal clients for American Lamprecht. The process involved architecture, curation, and optimization of potential customer lists. Specifically, American Lamprecht's target market includes companies that utilize the trade lane from Switzerland to the United States.

3. Content Marketing

50 Marketing and American Lamprecht developed a content marketing plan for high-funnel attraction as well as low-funnel sales enablement. Specific content pieces were developed to communicate American Lamprecht's unique value proposition of efficiency, speed, and cost-effective transport of goods from Switzerland to the United States.

4. Omnichannel Campaigns

Omnichannel campaigns were developed and distributed to the Market Mapping and Mining lists. These campaigns are personalized by buyer persona and target market to ensure solutions messages are delivered to the buyer. Further segmentation of the target markets was completed by buyer type, industry segment, product, and tradelane.

5. Marketing Automation

Marketing Automation was incorporated to track leads. It included lead scoring, lead nurturing, and automated follow-up sequences.

6. Analytics

50 Marketing launched a unique Dashboard to track each ad. Analytics are captured by the platform and determine the cost-effectiveness of each campaign.

1. Cost per Acquisition 3x lower than the industry average

2. Conversion rate 4.7x higher than the B2B industry average

3. CPC 44% below the B2B industry average

4. CTR 16x higher than the B2B Average

5. CTR 49% higher than the industrial average

The Result

American Lamprecht's marketing program outperformed industry benchmarks. By focusing on niche target markets and delivering personalized omnichannel ads to specific buyers' personas, American Lamprecht achieved high-quality leads and outperformed the market on cost metrics. This is an example of business services marketing results that can be achieved by working with a partner like 50 Marketing.