An innovation and design firm called Kaleidoscope saw declining business from its main clients. It created an inbound marketing plan that resulted in a 3X increase in website traffic. The plan involved creating buyer personas, targeting buyers through content and campaigns, optimizing its website, and aligning its online presence with its brand. This led to increased traffic, revenue within 6 months, and meeting its goals for new versus existing client revenue.

1. CASE STUDY: B2B Inbound Marketing
Plan for an Innovation & Design Firm
Summary
An innovation and product design firm, Kaleidoscope
relied heavily on relationship marketing and referrals to
drive business. However, outsourced industrial design
work was on the downturn for anchor clients and the
consumer industry in general. Kaleidoscope created an
inbound and promotional-driven marketing plan that
resulted in a 3X increase in website traffic and met new
business diversification goals.
Solutions Used
Buyer Personas
 Kaleidoscope started with in-depth understanding
of the mix and makeup of buyers. Identification of
economic buyers, user buyers and champions drove
research. Six key personas were created to highlight
buyers’ pain points and goals in order to influence
brand decisions and content choices.
Targeting and Outreach
 A content plan was created to attract leads and
address the needs of buyers throughout their
buyer’s journey.
 The execution of 4 targeted campaigns per year,
plus a consistent cadence of 2-3 thought leadership
pieces per week, drove an increase in inbound leads
from 0 to the desired number per month.
 1st
page Google ranking on 7 key terms was
achieved through SEO optimization and the design
of key landing pages. PPC/AdWords achieved 6
conversions within 3 months of launch.
Aligning Online Presence with Brand Voice
 The website was streamlined to serve as the hub for
promoting services and thought leadership.
Engagement was greatly increased while bounce
rates decreased.
Insights
Analysis of data revealed that lead time for new
business contacts could be upwards of one year.
Customer lifetime value could exceed millions or
stagnate in the single project range.
Results
Kaleidoscope experienced a 3X
increase in website sessions in
the first year and a 110%
increase the following year. The
strategic inbound marketing
plan began to generate revenue
within 6 months. Revenue
diversification goals of new
versus existing clients were met
in 2016.
Key Learnings
1. With 7 services across 4 verticals, it is important
to make campaigns that cross multiple buyers
to drive strong ROI.
2. A streamlined user experience and content that
provides value to niche consumers builds strong
relationships and provides tools for sales to use
in outreach. In 2016, NPS results are currently
an unprecedented 89.