Approach
Hallmark Nameplate, a 50-year-old manufacturer of custom nameplates, wanted to improve its inbound lead generation for its national sales team. Their in-house marketing manager was leaving the company and, rather than replacing him with another full-time employee, they tapped into Chatter Buzz to bring a full team of marketing, web, and CRM experts for the same cost as hiring a new employee (marketing manager).
Before we brought in leads, we had to improve Hallmark’s web presence by completely revamping its website to improve usability, design, brand messaging, and overall company and product copies. We also went on-site to take multiple high-resolution photographs and videography so we could better tell a good story.
Once their online foundation was established, we then implemented inbound and account-based marketing strategies to identify, engage & win target accounts with the highest intent to buy. A full-funnel integrated marketing approach from search engine optimization, content creation and marketing, public relations, Google search advertising, social media management, LinkedIn and email sales outreach, monthly email newsletter, and other social selling strategies was set.
Chatter Buzz also fully optimized the use of its Hubspot CRM to identify prospects that are likely to close and buy along with identifying target accounts that went from cold to warm.
Results
With an entire digital marketing overhaul and well-planned advertising spend, Hallmark Nameplate completely transformed its lead generation acquisition from 100% outbound to almost a complete inbound strategy. Now, they do not need to worry about where the next sales will come from or which accounts to prioritize first.
Despite the state of the economy, they reached their annual goals within just a few short months. Hallmark Nameplate discovered that challenging themselves and their expectations could translate into record-breaking success.
