Campaign Components
Brand Identity & Strategy | Search & Social Advertising | Email Marketing & Automation | Website Development | Social Media Management | Content Marketing & SEO | Account-based Marketing | Marketing Technology | Analytics & Reporting
A leading provider of packaging solutions wanted to enhance their lead generation, establish a new subsidiary and mature their data-driven marketing strategies.
Business Goals and Challenges
Facing challenges such as high competition, fragmented data systems, and limited lead attribution, they approached The Deciding Factor (TDF) to deliver a comprehensive integrated marketing approach. The company utilizes a House of Brands hierarchy, making the corporate narrative and differentiations a more challenging story to communicate. The marketing program included branding, content creation, website development, digital advertising, marketing automation and advanced analytics.
In addition, a partially connected sales and marketing system, with underlying data structures needed, led to data silos and incomplete lead attribution by channel, platform and campaign. TDF’s efforts supported the client’s data model maturity, gaining visibility to more granular information for data-driven decisions and optimization of marketing technology platforms.
The partnership empowered the client to overcome these hurdles, improve their market presence and drive data-informed decision-making.
Marketing Strategy
The client implemented strategies with the TDF team to not only enhance the main brand and marketing efforts but also supported their focus on advancing environmental stewardship. The partnership accomplished this through cross-platform and integrated digital marketing campaigns.
Content, including articles, landing pages, blogs, whitepapers, infographics and videos
Search and social advertising and social media management
Customer and prospect journeys and email marketing
Website development and search engine optimization
Account-based marketing and utilization of intent data
Internal training presentations
Brand development and new website for new division
The collaboration also included an emphasis on improving data analysis and reporting including:
- Enhanced conversion tracking, including more granular lead attribution
- Value-based bidding optimizations for relevant high-quality lead generation
- Integration and data collection from leads through opportunities to sales
- Improvements to data infrastructure to support calculation of ROAS and Pipeline ROI
- Custom dashboards for real-time reporting and reports for internal, management and stakeholder communications
Campaign Results
- ROAS Improvement: 10x Return on ad spend (ROAS) growth, demonstrating the efficiency of marketing investments
- Pipeline ROI Impact: 51x times pipeline ROI as a result of targeted campaigns and better lead attribution
- Website Performance: Improvement in website conversion percentage from less than 1% to 3% in one year
- Brand Awareness Impact: 70% growth in website visits year-over-year
- Data Insights: Enabled lead attribution on more than 60% of leads, compared to less than 10%
- Lead Quality: Increased high-quality leads, leading to better sales alignment
Conclusion
Through targeted efforts in collaboration with TDF, the client nearly doubled the company’s monthly lead generation, successfully launched the new division with a dedicated brand and website and optimized marketing technology to deliver more granular insights. With enhanced conversion tracking, ROAS and Pipeline ROI calculations, and real-time reporting dashboards, the client achieved measurable success and improved bottom line.
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