As the industry leader of manufactured stone, a product that's heavily used in the home improvement industry, our client wanted to find a way to deepen relationships with the designer and builder communities. Their products are sold through distribution channels as opposed to being sold directly to consumers — this meant that their products not only had to be marketed to direct consumers, but products also had to be marketed to key "trades" such as designers and builders. Amid growing competition, our client was looking for ways to build brand affinity with these audiences so that their products would be favored when it came time to narrow down the product consideration set.
After assessing their situation, Elevator and its client engaged in a three phase relationship: Planning, Setup, and Execution. During the first phase of Planning, a strategic inbound marketing plan was developed that included a two-pronged approach: empower and educate the key "trades" while also generating direct consumer leads that could be passed to regional distribution partners. Additionally, Elevator developed a strategy for capturing consumer leads and nurturing them to an eventual online "sample purchase." These "sample purchasers" would be considered "hot" leads. Their inbound marketing plan also addressed overarching details such as buyer personas, channels, content, budget, timeline, and more.
In the second phase, Setup, Elevator developed the client's inbound marketing foundation that included setup of the HubSpot marketing automation and sales enablement platform, an online store, inbound-optimized blog, landing page templates, email templates, and Elevator's "inbound marketing machine" — a five sequence marketing automation methodology developed for HubSpot that gives clients a system for indoctrinating, segmenting, nurturing, converting, and extracting inbound leads. Additionally, Elevator coordinated with the client's IT team to ensure that there would be a seamless integration between HubSpot and Microsoft Dynamics, their CRM.
And finally in the third phase, Execution, Elevator executed quarterly campaigns under it's "Build, Drive, and Optimize" philosphy. That is, every campaign goes through a standardized cyclical process of building and deploying assets, driving traffic to those assets, and optimizing for maximum conversion. Elevator also collaborated with the client's PR team to ensure that all teams were operating from the same page.
Analysis & Reporting
After just 90 days of deployment, our client experienced a 641% increase in inbound, marketing qualified leads (MQLs)! The overarching strategy and content produced is also helping them create more and deeper relationships with key "trades." With Elevator's Inbound Marketing "Machine," Campaign Methodology, and access to up-to-the-minute performance metrics, they are now setup for success and have a road map for continued growth!