Case Study
Case Study
3x above CTR and 5x lower cost per action than B2B Ad Industry Benchmarks
Quality and quantity of leads increased to 17 branches over a 6 month test period.
Brechbuhler Scales launched a new award-winning website with 50 Marketing. Once the website was live, Omnichannel campaigns were launched to increase sales of preventative maintenance, Scalesoft Saas, and truck scale sales.
Omnichannel B2B Campaigns
Before
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.
50 Marketing Redesign
Digital Transformation Plan
The digital transformation of Brechbuhler Scales focused on 3 basic areas:
- Exploration Ads Campaigns for high funnel search and new market entrants.
- Harvest campaigns to current customers and prospects to increase add-on, aftermarket, accessory, and upsell opportunities.
- AIM Reach B2B Omnichannel acquisition campaigns to new target markets.
Process
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.
2. Market Mapping
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.
3. Content Marketing
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.
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.
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.
- 34% CTR above industry average for industrial search
- 14x above industry average for B2B search CTR
- 65% less than industry average CPC on Linked In ad campaigns
- 55% less CPM on Linked In Ad campaigns against industry average
- Cost per acquisition 5x lower than industry average
- Omnichannel composite CPC 31% below the industry average for B2B Ad Campaigns
- Omnichannel composite CTR 3x higher than the industry average
The Result
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.
Experience You Can Trust
With clients in 33 states and 5 countries, 50 Marketing provides marketing, advertising, and digital services that are successful across geographies, industry types, and markets.
50 Marketing's programs deliver results with the right mix of strategy, planning, execution, delivery, analysis, and optimization.
Award-Winning Agency
50 Marketing is an award-winning agency and has received multiple international awards for website design and video production.
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