See how we help one of our clients...
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Client. |
Manufacturing Quality Management Software Company.A global manufacturing quality management software company headquartered in New Jersey, USA provides a one-of-kind solution for quality assurance in part manufacturing in the aerospace, space, automotive, oil and gas and electronics industries. They had grown out of their current marketing plan and were looking for fresh ways to ramp up and increase quality leads and revenue. They had 50 employees residing mostly in the USA and other countries as well and they had about 600 customers using their software.
Target Market.Engineers, Shopfloor directors, Production managers, owners and decision makers for companies primarily in the following industries:
Aerospace, Automotive, Oil and Gas, Space, Electronics
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Problem.A lack of organization and strategy in marketing efforts. |
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Despite having some success in their current marketing efforts, the owners were ready to take marketing in a new direction. They had no marketing “plan” or “strategy”. They were lacking organization and seemed to be “flying by the seat of their pants” for most of their marketing activities. Despite having an effective management team the organization lacked dedicated marketing leadership and only got to it when they had time which was pretty much never. They wanted to show investors that they were growing at a healthy rate and they realized the only way to do that was to invest in a marketing department and establish an effective marketing strategy.
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Solution.Utilizing Clairant's marketing professionals. |
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The company wanted to improve the marketing team with fresh perspectives and motivated team players, create an effective strategy and implementation plan that would ultimately increase leads by exploring new channels and bring on more customers at a higher rate. The company compared marketing agencies and decided to partner with Clairant as an external marketing resource that would help with leadership in marketing (Fractional CMO Services), and establish an effective strategy and execution plan. Clairant would have access to the company’s internal resources, would have full control over retaining or letting go employees and build a team that would report directly to Clairant.
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Build a marketing foundation, improve brand awareness, & stimulate lead generation. |
Strategy.Clairant provided the leadership they needed through Fractional CMO services at a small cost compared to hiring a full time CMO, and all the digital marketing resources needed to execute a solid marketing strategy. The plan was to use some of Clairant’s resources for implementation as well as some internal employees.
Team.Clairant assessed the current marketing team members and decided to bring in some fresh talent. The team grew from one member to three internal members and the Clairant team supplemented. In summary the marketing manager was replaced with a talented, motivated individual who was experienced in the manufacturing industry. The content developer stayed on staff and molded nicely with Clairant and the internal team. And the admin support came in from another department to manage salesforce and Pardot. Clairant provided the leadership role and the resources to cover the gaps that the internal team couldn’t handle.
The goal was to establish KPI’s and start tracking as much marketing information as possible to give insight on success of campaigns and to optimize business decisions for the future.
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With the MQL’s and SQL’s being tracked and consistently rising each month, Clairant helped the company reach new heights with not only increasing the amount of customers from 600 to 1000 over 18 months but the annual revenue per customer doubled and helped the company achieve over $2 million more in revenue than the previous year. The total investment in Clairant up to the point of the case study was $126,000 over a period of 18 months with an ROI of approximately $1.8 Million. |
Each quarter SQLs increased moving closer to the goal.
Halfway through 2022, the SQLs had already reached 100% of 2021 SQL totals.
The dip in 2021 Q4 and 2022 Q1 was due to a major restructuring of the sales team.
*Since the deal size increased more than double, the revenue was not affected
by the small decline in closed wons during the sales team restructure.
*Since the deal size increased more than double, the revenue was not affected
by the small decline in closed wons during the sales team restructure.
Services.Clairant provided a variety of services and reporting: |
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Reporting. |
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Each week the Clairant team presented the reports with updates on marketing KPI’s. They also had a weekly meeting with the sales team to see which leads were the most quality and which were being closed. SalesForce was set up to notify sales people when a lead interacted with content on the email marketing campaigns as well as who clicked on videos, blogs, downloaded technical data sheets, case studies and other marketing content that is promoted on the website. These leads are sent to the sales team to call and close deals.
Investment - $7,000/month
*Google Ad spend, external webinar partnerships, trade shows and zoom info access to contacts are not included in the $7000/month investment in Clairant services.
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Results. |
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From the marketing strategy and implementation plan created by Clairant, the company invested $7000 a month and broke even at the 5-6 month mark. By month 12 they had doubled their investment generating $10,000 in monthly revenue directly linked back to the planned, multi-channel marketing activities. They generated over 400 new annual customers and continue to grow on a weekly basis. The deal size drastically increased from $6,000 to $13,000 due to the marketing team understanding the target market and which products were most suitable to promote. The company is excited about their results and continues to dedicate a healthy investment in their marketing program.
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