Historically, Brechbuhler relied on its 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 and leads for the 17 branches of the company.

The digital transformation of Brechbuhler Scales focused on 3 basic areas:

1. Exploration Ads Campaigns for high funnel search and new market entrants.
2. Harvest campaigns to current customers and prospects to increase add-on, aftermarket, accessory, and upsell opportunities.
3. AIM Reach B2B Omnichannel acquisition campaigns to new target markets.

1. Discovery and Planning

50 Marketing and Brechbuhler Scales 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.

Market Mapping and Mining was completed to identify ideal clients for Brechbuhler Scales in 17 territories. The process involved architecture, curation, enrichment, and optimization of potential customer lists.

50 Marketing and Brechbuhler Scales developed a content marketing plan for high-funnel attraction as well as low-funnel sales enablement. Brechbuhler Scales and 50 Marketing were also awarded a prestigious Davey Award for Manufacturing Website Design.

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.

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

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. 34% CTR above industry average for industrial search
2. 14x above industry average for B2B search CTR
3. 65% less than industry average CPC on Linked In ad campaigns
4. 55% less CPM on Linked In Ad campaigns against industry average
5. Cost per acquisition 5x lower than industry average
6. Omnichannel composite CPC 31% below the industry average for B2B Ad Campaigns
7. Omnichannel composite CTR 3x higher than the industry average

Brechbuhler Scales marketing program outperformed industry benchmarks. By focusing on niche target markets and delivering personalized omnichannel ads to specific buyers' personas, Brechbuhler scales achieved high-quality leads and outperformed the market on cost metrics. This is an example of B2B Manufacturing and business services marketing and results that can be achieved by working with a partner like 50 Marketing.