Historically, Cambridge 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.

The digital transformation plan started with a website redesign, content marketing, and outbound omnichannel campaigns to large herd vets and herd managers.

50 Marketing and Cambridge Technologies 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 Cambridge Technologies. The process involved architecture, curation, and optimization of potential customer lists.

50 Marketing and Cambridge Technologies developed a content marketing plan for high-funnel attraction as well as low-funnel sales enablement.

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, species, and animal health issue.

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 platform and determine the cost effectiveness of each campaign.

Cost per action 5X lower than the industry average for B2B campaigns
CTR for Omnichannel B2B campaigns 3X above the industry average