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Define Demand Generation

Strategy

LeadCollection

Lead Nurturing & Sales

Conversion

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75 new quality leads generated in 3 months with an Integrated Digital Marketing Strategy– Grantek.com

• 59.26% conversion rate • 75 new quality leads in 3 months• Industry: Engineering and

Manufacturing

Grantek Integration (grantek.com) is a systems integrator offering expertise in strategy and execution to brand names in the manufacturing sector (Kraft, Hillshire Brands, Brita, Frito Lay etc.). Although Grantek’s level of expertise was unparalleled in the industry, larger and more well-known systems integrators were winning deals versus Grantek.

Grantek wanted to invest in a marketing program that would elevate their reputation. Their goal was to be identified as industry leaders and gain more opportunities to bid on projects with both new and existing customers.

CustomerSuccess

Story

The Project

“The Marketing CoPilot methodology transformed our

business. Not only were our results through the roof, but they brought discipline to the process

we didn’t have previously.” – Dave Patterson, CEO, Grantek

define demand generation strategy

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2 | ©2014 Marketing CoPilot Inc. All rights reserved.

lead collection lead nurturing & sales conversion

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Marketing CoPilot has a methodology for developing buyer-centric content based on value proposition strategy, buyer mapping, organic keyword strategy, and editorial calendar development. Using this process we developed buyer-centric content that reflected Grantek’s value proposition, “The Voice of Operational Excellence”.

Grantek needed to refocus their marketing efforts and increase their web presence. The ultimate goal was to use buyer-centric content as part of a integrated marketing strategy to aid in repositioning Grantek as an industry leader and transform their website into a lead generation and lead nurturing tool.

The program took 12 months to execute and was built on an integrated digital strategy using: • Buyer-centric content• Email marketing• Social media• Wordpress website• Google AnalyticsWe worked closely with Grantek’s management and sales team to develop and test content that would improve conversion.

The cornerstone of the program was the development and deployment of “Guides to solving relevant business challenges” that would help companies achieve operational excellence. Using our buyer-centric keyword strategy, we were able to test blog topics to see how they performed with the Grantek database. Over time, we saw blog topics that performed better than others and we were able to mine this data and create new guides based on what the audience liked. This helped create the content and improved conversion rate with the existing database and allowed us to grow the database with new prospects.

The first guide, achieved 75 downloads in the first 3 months:• 22% on-page conversion rate • 43.5% conversion on download via

email campaign • 65.5% conversion on download via

published press releaseResults from the first guide allowed us to assess keywords and develop three additional guides: • Email campaigns had a 100% higher

click through rates vs. previous email campaigns to the same email lists.

• Email campaigns targeted at both customers and prospects resulted in a conversion rate on the download page ranging from 37.5% to 46.7%.

• Conversion rate in press releases ranged from 25.33% to 47.5%.

• Social media (LinkedIn, in particular), had average conversion rates of 15%.

• Track-able links embedded into guides driving downloads on site resulted in a 59.3% conversion rate.

The Opportunity The Execution The Results

Buyers are behaving differently these days.

Your website is the new FIRST sales conversation. How well does it perform?Contact us and get a free consultation. 416.218.2009