Marketing Case Study Small Business b2b Internet Marketing case study
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Marketing Case Study Small Business b2b Internet Marketing case study

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Marketing Case Study - Small Business B2B ...

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.
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.

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  • 1. 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 1
  • 2. 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 2
  • 3. 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 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 All rights reserved @Proteus Internet Marketing LLC 3
  • 4. Marketing Case Study - Small Business B2B Sales increase 250% in 3 years Freeman Schwabe - Internet Marketing Funnel Search Results Internet Visibility Attention Blog Interest Customer Database Web Site Conversion Web Site Conversion Visits to Leads Desire Action Sales Conversion $Sales Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC 4
  • 5. Marketing Case Study - Small Business B2B Sales increase 250% in 3 years Move reduced budget from “Traditional Marketing” to “Internet Marketing” 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 All rights reserved @Proteus Internet Marketing LLC 5
  • 6. Marketing Case Study - Small Business B2B Sales increase 250% in 3 years Budget Transfer from Traditional to Internet Marketing 2009 - 2013 Traditional Marketing Budget Trade Shows Trade Affiliations / Membership Print Advertising Miscellaneous Literature Online / Internet Marketing Budget Directories online Photos / Videos PR Web Development Tech Ad Words / Linkedin Email Marketing (Constant Contact) General: Website / Blog / Social (including JC) $60,000 Traditional Marketing Budget $25,871 Online / Internet Marketing Budget $26,163 $27,500 $45,000 $44,000 $33,000 $30,000 $28,143 $26,503 $22,475 $15,000 $7,200 $0 2009 Contact John Cullen Marketing Consultant jccullen@proteusism.com Sales & Marketing Organization 2011 2012 2013 Plan Sales & Marketing Organizational Support 2009 - 2013 $300,000 $225,000 $210,000 Marketing Manager 2 Area Salesmen (Expenses / Travel) 2010 $5,000 $210,000 $150,000 Internal Sales support Sales Admin support $100,000 $75,000 $0 2009 $100,000 $100,000 2011 2012 2013 Plan 2010 All rights reserved @Proteus Internet Marketing LLC 6
  • 7. Marketing Case Study - Small Business B2B Sales increase 250% in 3 years SCHWABE BRAND VALUES Machines Manufactured in Ohio, USA ! Brand Differentiation Strategy ! Architecture and Positioning Heritage OEM Engineering and Manufacturing Innovation and Custom Design Build Reliable Value for Money BRAND ATTRIBUTES USA Durability Quality Technology Design Simplicity of Design Workhorse Image BRAND IMAGE / PERSONALITY Herman Schwabe Inc, Pennsylvania Germanic Shop Floor Manufacturing Clicker SR Series SAFER PURCHASE FOR INDUSTRIAL BUYER All rights reserved @Proteus Internet Marketing LLC 7 Known Brand
  • 8. Marketing Case Study - Small Business B2B Sales increase 250% in 3 years Internet Marketing - Increased Online Visits / Views 7,000 Combined Visitors / Views = Website + YouTube + Blog Moving Annual Totals 2010 - 2013 The dotted orange line is Linear Progression for the trend line 6,007 5,448 5,250 4 4,768,775 4,933 4,447 4,118 4,250 4,278 5,440 4,789 4,679 4,607 4,887 4,219 4,141 3,939 3,500 3,325 3,390 3,129 2,818 2,806 2,726 2,697 2,680 2,668 2,642 2,607,602 2 2 2,568,575 2,381 2,962 2,648 2,605 2,950 2,712 2,623 PEOPLE found Freeman Schwabe when they SEARCHED. e.g. Buyers of Auto Interior Trims Parts 2,269 1,750 0 Jan 1, 2010 ! April Jul Oct Jan 1, 2011 April Jul Oct Jan 2012 All rights reserved @Proteus Internet Marketing LLC 8 Right Place, Right Time ! Right New Media Channels Right Visibility Online April July Oct Jan 2013
  • 9. Marketing Case Study - Small Business B2B Sales increase 250% in 3 years Monthly Online Visits & Views = Website + YouTube + Blog 7,000 WEBSITE Unique Visitors 5,250 YouTube Views CUSTOMERS found Freeman Schwabe when they SEARCHED. e.g. Buyers of Auto Interior Trims Parts ! BLOG Views Word Press - BLOG Right Place, Right Time ! Right New Media Channels Right Visibility Online 3,500 1,750 0 Jan 1, 2010 March Contact John Cullen Marketing Consultant jccullen@proteusism.com May Jul Sep Nov Jan 1, 2011 March May Jul Sep Nov Jan 2012 All rights reserved @Proteus Internet Marketing LLC 9 March May July Sept Nov Jan 2013 Marc
  • 10. Marketing Case Study - Small Business B2B Sales increase 250% in 3 years Internet Marketing - Correlation Visits vs Sales Total Visits / Views 3 Month average SALES 12 MAT Contact John Cullen Marketing Consultant jccullen@proteusism.com Dotted Lines are Linear Progression Trends Jan 1, 2010 March May Jul Sep Nov Jan 1, 2011 March May Jul Sep Nov Jan 2012 March Presented by John Cullen jccullen@proteusism.com All rights reserved @Proteus Internet Marketing LLC 10 May July Sept Nov Jan 2013 March
  • 11. 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 11