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

[email protected]

Presented by John Cullen [email protected] All rights reserved @Proteus Internet Marketing LLC

mailto:[email protected]

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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


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



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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




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”



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


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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



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



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


[email protected]



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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


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