BUILDING MARKETING INFRASTRUCTURE
A Marketing Challenge — and Opportunity
Seattle-based diesel truck repair and fleet maintenance shop, Equipment Experts, Inc.'s (EEI) needed a little repair work. Their brand — including website, email, and print collateral — needed a refresh that would more accurately represent the caliber of business that they were growing into and fast becoming. EEI also lacked robust infrastructure, channels, and processes to generate, track, nurture, and convert warm and hot leads through the sales funnel. Their sales and executive management struggled to unify and meaningfully analyze the influx of prospective leads and sales streaming through their current sales pipeline.- • Brand elements not consistent across website, & all marketing collateral.
- • Lack of on-brand content to fuel any effective marketing initiative.
- • Onboarding of HubSpot to facilitate the marketing and sales communications, tracking, nurturing and reporting.
- • Development of campaigns and lead magnets to attract new prospects.
- • Segmentation and automation of marketing outreach.
- • Lack of ability to properly track all digital touchpoints.
- • Reporting on marketing metrics that matter to the business.
OUR SERVICES
We started by developing a new brand marketing strategy to realign Equipment Experts marketing with its growing business needs. Next, we redesigned and developed EEI’s website to give it a refreshing new look aimed at conversion. Then, we used a combination of organic social, SEO and Google ads in order to increase flow of qualified leads to the business. We also onboarded HubSpot as a tool to help track, manage and nurture the acquisition of these leads through segmented email and sms marketing. All of this was backed by a robust content creation process (videos and graphics) that fueled the success of the services. Finally, we reported the results of our efforts to showcase which marketing and sales actions contributed to new business.BRANDING
Lack of consistency across multiple visual aspects of the brand
CONTENT
Generating on-brand content that fuels marketing efforts
LEAD GENERATION
Drive new, qualified leads into the CRM system.
NURTURING
Create multi-touch automated messaging to nurture those leads into customers
TRACKING
Digitally tracking every footstep of a prospects journey
REPORTING
Customized marketing reports on what matters most
Focus Areas
Building a brand takes time, but a powerful brand transcends all quick-fix lead generation tactics. It fuels your reputation and allows you to charge a premium in the market for your services.Re-designing the website to be in line with a singular brand vision
Development of lead magnets, e.g., E-Book
Design of all marketing collateral that powers marketing outreach efforts
Videos including a Library for the “Fleet Manager Series”
The client had a hard time marketing consistently and impactfully to its audience due in part to a lack of marketing materials. We worked with the client to develop a slew of dynamic marketing collateral that reflects the quality of service that Equipment Experts offers. This spread awareness of the brand and promoted an open and engaging dialogue with prospects and customers.
In parallel with the development of marketing collateral, we also crafted an educational industry specific E-Book entitled, A Step-by, Step Guide to Managing Your Fleet. The goal of this lead magnet was to entice prospects to exchange business information (email address/phone number) in exchange for access to the E-book. This established the client as an authority in the diesel service and repair space, drove lead generation efforts, and further reinforced the newly established brand look and feel.
The ‘Fleet Manager Series’ is a collection of videos on topics that help create a more profitable and safe future for owners, drivers, and fleet managers. We posed commonly asked questions and had members of the EEI staff answer them on video. This is a valuable resource for owners, drivers, and fleet managers on how to stay compliant, prolong the life of their equipment, plan and track finances, reduce stress and ultimately save money.
We helped to develop a wide variety of videos to more deeply communicate the competitive advantages of EEI in a way that words or still images alone cannot achieve. Promo videos, Customer Testimonials, How To videos & Culture videos were a few of the investments Equipment Experts made in delivering a clearer and more impactful message to its audience through the power of video.
As we built dynamic content for EEI while onboarding intelligent marketing and sales software (HubSpot), it became clear that the website had to change in order to more accurately represent the evolving brand.
We designed and structured the website to meet the overarching needs of the business by being a mechanism capable of capturing leads, passing them into HubSpot to be addressed by the sales team or to be segmented and nurtured through additional marketing communication.
Lead Generation & Nurturing
HubSpot
Infrastructure of all nurturing, engagement and conversion sequences within HubSpot.
Google Ads
Marketing for the diesel repair and service industry is largely driven by intent.
Discount Specials
Creation of Off-the-shelf discount specials used to drive immediate revenue during slow times.
When it came time to scale, implementing a Customer Relationship Management (CRM) that connected and worked seamlessly with sales and marketing was crucial. For marketing, this meant that we were able to use the HubSpot software to create and manage content, capture leads and nurture them until they’re qualified and salesready. Plus, everything was tracked and synced directly to the HubSpot CRM. HubSpot not only accelerated the marketing impact, but it also provided the transparency to see what was working best.
We worked with the Equipment Experts team to create and deploy several Off-the-Shelf specials to be used when the shop was slow. These specials were developed and then placed within email and SMS campaigns intended to reach, segment and follow up with prospects that were most likely to buy.
DATA TRACKING & REPORTING
Data Tracking
Advanced tracking methods to trace every digital step of a prospects journey.
Custom Dashboards
Custom built dashboards reporting on marketing & sales efforts that matter most.
The integration of HubSpot has enabled new levels of tracking that far exceeds the capabilities of a product such as Google Analytics. Inside of HubSpot you are tying specific actions to specific names/companies/deals inside of the CRM. However, HubSpot does have some limitations when it comes to accessing raw data.
As a result, we are currently creating a Customer Data Platform for Equipment Experts. This allows for the unification of every customer and prospect touchpoint. The goal of this initiative is to empower marketing with insights necessary to design and build more engaging communication that drives results.
Custom Built Dashboards
Through the implementation of proper tracking, we were able to build out custom dashboards that matter most to the business. These dashboards tell the true story of the business by showcasing the actions across marketing and sales that contributed to the outcome. Currently, we have custom built dashboards inside of HubSpot that do a very good job. However, we soon hope to include data from the CDP that will allow for the construction of even more robust reporting.
GOOGLE ADS RESULTS
Increase in average yearly leads fromGoogle ads compared to previous 5 years.
My branding has really come together. We have a larger than life kind of brand.
