Having attempted everything from trade shows and direct mail to cold calls and webinars in the past, BFC was starting to doubt that marketing could ever make the phone ring from someone they didn’t already know. When they approached Simple Machines, their mandate was clear: create awareness in the market and drive new leads.
After completing the research and analysis to uncover BFC’s best positioning opportunity, we refreshed the website’s design and navigation, updated the messaging and optimized the website for search and conversions. We also implemented HubSpot to set up automated lead nurturing workflows and campaign assets such as lead capture forms and landing pages.
Next, we drove traffic to the site using a mix of search-optimized blogs, gated content, paid and organic social media and email marketing. We worked with the sales team to ensure a clear and effective lead qualification and marketing-to-sales handoff system, automated wherever possible.
Once the inbound campaign was up and running, we layered on account-based marketing (ABM) campaigns to begin generating demand among targeted industries. We used industry-specific content, landing pages, direct mail and event-focused advertising to create awareness and generate opportunities for the BFC sales team.
In the first quarter of launching, BFC went from 0 to 39 new inbound contacts and service inquiries. Where the website was getting 1,621 monthly visits in before the launch, traffic increased by over 213% to 4,927 visits in 3 months.
Rather than relying on cold calls and emails, BFC began to find not only were more prospects aware of their brand, but that they were finding them on their own accord – a trend that continued to improve over time.