marketing case study small business b2b internet marketing case study
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Marketing Case Study - Small Business B2B Internet Marketing - Integrated Marketing Strategy
Sales increase 250% in 3 years and
Marketing and Sales Budget declines from 8.4% to 1.8% of sales revenue
Freeman SCHWABE is a global OEM supplier of the highest quality hydraulic die cutting systems and
compression molding presses.
Contact John Cullen Marketing Consultant
jccullen@proteusism.com
Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC
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Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
To expand Freeman Schwabe brand Internet Visibility beyond existing Website & Email Marketing. !Encourage all online contacts to visit the Website, for more information and RFQ !• Design NEW IMPROVED Website !• Develop BLOG Schwabe Die Cutting !
• Differentiate IMPORTED from “USA Made” !• Promote SCHWABE Brand !
• Broaden Social Media presence !
• Industry Focus “Auto Interior Parts & Trim” !• Build Global Brand Image !
Measure progress via analytics and continually add new informative content
Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC
All rights reserved @Proteus Internet Marketing LLC���3
Freeman Schwabe - Marketing Plan Plan Improve the quality and frequency of “online contact points” with potential business engineers /
buyers searching online for a specific die cutting manufacturing solution or a machine press at a competitive price
. Goals:
1. INCREASE Page Share % on search ranking RESULTS PAGE on key products 2. IMPROVE conversion rate, at each step of navigation by visitors
!Metrics Sales Funnel: !
SEARCH RANKING > 10% of result page clicks to website (direct or indirect) PAGES VISITED > 10% of all visitors will visit Contact Page CONTACTS > 10% of all visitors to Contact Page, will to Contact Sales CONVERSION > 20% Convert to Sales Backlog Sales Shipments
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC
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Web Site Conversion Visits to Leads
$Sales
Search Results Internet Visibility
Customer Database
Web Site Conversion
Sales Conversion
Freeman Schwabe - Internet Marketing Funnel
Attention
Interest
Desire
Action
Blog
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC
All rights reserved @Proteus Internet Marketing LLC���5
Internet Channels / Social Media Strategic Focus / Role
Website Conversion to SALES
E Mail Marketing Special Offers / Announcments
You Tube Machine Demos / Technology Image
Flickr Image Search (Technical Search / Proposals)
Blog NEWS / Updates for BROADER REACH
LinkedIn Organization / Company Information & Image
Slide Share Company presentations
Move reduced budget from “Traditional Marketing” to “Internet Marketing”
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
All rights reserved @Proteus Internet Marketing LLC���6
Traditional Marketing BudgetTrade ShowsTrade Affiliations / MembershipPrint AdvertisingMiscellaneous Literature
Online / Internet Marketing BudgetDirectories onlinePhotos / VideosPR WebDevelopment TechAd Words / LinkedinEmail Marketing (Constant Contact)General: Website / Blog / Social (including JC)
Sales & Marketing OrganizationMarketing Manager
2 Area Salesmen (Expenses / Travel)
Internal Sales support
Sales Admin support
Budget Transfer from Traditional to Internet Marketing 2009 - 2013
$0
$15,000
$30,000
$45,000
$60,000
2009 2010 2011 2012 2013 Plan
$33,000
$44,000$27,500$26,163$25,871
$5,000$7,200
$22,475$26,503$28,143
Traditional Marketing Budget Online / Internet Marketing Budget
Sales & Marketing Organizational Support 2009 - 2013
$0
$75,000
$150,000
$225,000
$300,000
2009 2010 2011 2012 2013 Plan
$100,000$100,000$100,000
$210,000$210,000
Contact John Cullen Marketing Consultant
jccullen@proteusism.com
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
All rights reserved @Proteus Internet Marketing LLC���7
Heritage OEM
Engineering and
Manufacturing
Innovation and
Custom Design Build
Reliable Value for Money
BRAND VALUES
BRAND ATTRIBUTES
USA Durability Quality
Technology Design
Simplicity of Design
Workhorse Image
BRAND IMAGE / PERSONALITY
Shop Floor Manufacturing
Clicker SR SeriesGermanic
Herman Schwabe Inc, Pennsylvania
Known Brand
SAFER PURCHASE FOR INDUSTRIAL BUYER
SCHWABE Machines
Manufactured in Ohio, USA
!Brand
Differentiation Strategy
!Architecture
and Positioning
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
All rights reserved @Proteus Internet Marketing LLC���8
Internet Marketing - Increased Online Visits / Views
0
1,750
3,500
5,250
7,000
Jan 1, 2010 April Jul Oct Jan 1, 2011 April Jul Oct Jan 2012 April July Oct Jan 2013
2,8062,6682,5682,575
2,7262,8182,6422,697
2,3812,6072,6022,680
3,129
2,269
2,6052,648
2,962
2,6232,7122,950
3,325
4,447
4,118
3,390
4,250
4,7684,775
4,278
4,933
4,607
3,9394,1414,219
5,448
4,6794,789
6,007
5,440
4,887
PEOPLE found Freeman Schwabe when they SEARCHED.
e.g. Buyers of Auto Interior Trims Parts !
Right Place, Right Time ! Right New Media Channels
Right Visibility Online
Moving Annual Totals 2010 - 2013 The dotted orange line is Linear Progression for the trend line
Combined Visitors / Views = Website + YouTube + Blog
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
All rights reserved @Proteus Internet Marketing LLC���9
Monthly Online Visits & Views = Website + YouTube + Blog
0
1,750
3,500
5,250
7,000
Jan 1, 2010 March May Jul Sep Nov Jan 1, 2011 March May Jul Sep Nov Jan 2012 March May July Sept Nov Jan 2013 March
WEBSITE Unique Visitors YouTube Views BLOG Views
Word Press - BLOG
CUSTOMERS found Freeman Schwabe when they SEARCHED.
e.g. Buyers of Auto Interior Trims Parts !
Right Place, Right Time ! Right New Media Channels
Right Visibility Online
Contact John Cullen Marketing Consultant
jccullen@proteusism.com
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
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Internet Marketing - Correlation Visits vs Sales
Jan 1, 2010 March May Jul Sep Nov Jan 1, 2011 March May Jul Sep Nov Jan 2012 March May July Sept Nov Jan 2013 March
Total Visits / Views 3 Month averageSALES 12 MAT
Dotted Lines are Linear Progression Trends
Contact John Cullen Marketing Consultant
jccullen@proteusism.com
Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC
Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC
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Marketing Case Study - Small Business B2B Sales increase 250% in 3 years
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