CRM Strategy delivers a 65% increase in sales leads in 12 months.

Digital Marketing | Strategic Marketing Audit | Email Marketing Campaign

The Client

International manufacturer of engineered safety solutions.


Engineering & Industrial

The Brief

The main goal from our involvement was to increase sales leads in the business. The company had a strong customer based in the Irish market and was starting to develop its business in the UK and other international markets for the first time. They asked IMS to look at their overall marketing strategy and develop campaigns to increase awareness and lead generation opportunities domestically and internationally.

The Challenge

The company had excellent products and a strong reputation for customer service. With no dedicated in-house marketing person, there were no formal marketing processes in place. The sales process was very transaction based, there was no CRM process and a lot of time was taken on a weekly basis reporting on sales leads.

The Idea

Our initial engagement was to complete a strategic marketing audit. This audit identified the need to put a formal CRM system in place. We selected Salesforce CRM as the best fit for our client and managed its implementation and training of the sales and customer service teams. Once in place, the next step was detailed market research to understand and segment the customer base of the business, past purchase history, etc. This in turn allowed us to develop highly targeted e-mail marketing communications with educational content and product promotions for different customer types and for Irish and UK customers. Our e-mail marketing approach was complimented by a LinkedIn strategy to grow connections and promote posts to target audiences.

The Results

Over the campaign period, inbound qualified sales leads increased by 65% and sales in the UK market more than doubled. Optimal marketing spend was maintained and brand awareness in the region increased rapidly. Today, this bespoke engineering provider is a leading player in the UK market and through ongoing mentoring is now continuing the email marketing strategy inhouse.

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