When industrial machinery manufacturer UNTHA UK wanted to increase the number of sales leads they generated – not to mention their return per conversion – they re-evaluated their entire marketing strategy.
Until that point they’d relied on ad hoc activity powered largely by their CRM. A combination of PR, Google PPC, cold calling, email marketing and occasional direct mail had served the business well to date. But this time intensive, sporadic and non-strategic approach to customer and prospect nurturing was far from sustainable.
So, in stepped Force24. The journey to invest in the marketing cloud had been put off for some time, for fear of the internal resources needed to manage the research and implementation of new technology. UNTHA UK’s boss Marcus Brew was also worried that any new platform would struggle to integrate effectively with the CRM. But, as this latest case study shows, he was pleasantly surprised with the swiftness – not to mention cost-effectiveness – of the switch to savvier marketing.
In this honest account of the company’s encounter with marketing automation, he talks through:
- How he conducted the research process and his observations from other
- What stood out about Force24
- The importance of understanding a niche customer base – this was never
going to be a ‘batch and blast’ approach
- How we set to work – what we did, when and why
- The results of the relationship to date, including increased open rates, an
uplift in enquiries from direct mail and optimisation of Google AdWords
‘Seeing is believing’ as the saying goes. So, if you want to learn how another B2B company has benefitted from marketing automation, click to download the UNTHA UK project spotlight in full.
Or, if you’d like to try our platform to understand how it could make your life easier (not to mention more profitable!), why not request a free demo?