Case Study - Driving New Customer Acquisition

Full-spectrum Digital Marketing solution delivers rapid results.

SITUATION. An Energy Tech company was challenged to accelerate adoption of its innovative technology for reducing routine flaring and venting of natural gas. After acquiring a handful of small and mid-sized oil and gas producers as customers, new customer acquisition was slow going. As the competition grew, it was critical to get beyond the Early Adopters and persuade more and larger companies to adopt their technology.

An analysis of the situation uncovered that the market harbored some negative perceptions of the company related to a legacy product. Additionally, the existing messaging was muddied by two value propositions – profitability and environmental performance – confusing buyers. Overall, low awareness of the company’s new solutions, a confusing brand message and outdated perceptions created high barriers to adoption of the new solutions. Worse, the company had virtually no Digital Marketing strategy or assets.

SOLUTION. Prism Group designed, developed and managed a comprehensive marketing initiative including both Demand Generation and Account-Based Marketing Strategies. Primary elements include:

Designed a Thought Leadership initiative leveraging both Demand Generation and ABM marketing strategies.
Brand DNA Workshop to define the company’s message platform to be the foundation of other marketing assets, including the website, blog articles, social media posts and more.
Level 1 Services – Designed and developed a new website, including graphics and content. Designed and created branded graphics for the company and individual LinkedIn pages, data sheets, and sales presentation.
Level 2 Services – Ongoing Content Marketing and program management: including content development and design for blog articles, white papers, webinars, case studies, Social Media posts, digital advertising, email campaigns and graphic design. Produced videos, both storyboard and long form for executive interview videos and product demonstrations in the field.
Level 3 – New product name.
Marking Technology – Migrated to SharpSpring CRM/Marketing Automation solution (away from Salesforce), installed visibility management technology.

RESULTS AFTER 4 MONTHS.

The marketing initiatives generated a hard dollar ROI of 700% in only six months.

Three deals representing 30% of the annual sales growth plan were closed with opportunities attributed directly to Prism Group Digital Marketing initiatives. All were new customers, including one Account-Based Marketing target account. This boosted sales achievement early in the year!
26% of sales pipeline consisted of opportunities directly attributed to leads generated by Prism Group marketing initiatives.
#1 organic search ranking for the company’s solutions on Google for chosen keywords.

Summary

Moving beyond the Innovators and Early Adopters is a critical business objective for any company offering an innovative solution, technology-based or otherwise.

Results of the Digital Marketing program and effective communications:

Accelerated achievement of the client’s sales plan
Increased awareness with a targeted audience
Established a preference with buyers by using content marketing to educate and inform
Pulled prospects through the buying process with content that facilitated the Buyer’s Journey at every stage

Making your story matter is the objective of Thought Leadership strategies designed to educate, inform and build a preference for your solution.

Let’s Talk! Schedule a free 30-minute Digital Marketing consultation to see if there is a fit between your marketing challenges and our capabilities.

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About Prism Group

Prism Group is a full-spectrum, multi-talented B2B agency focused on Energy Tech, Technology, Energy, Services and Media markets. Our work is telling stories that matter, because our clients are working to change the world for the better. What makes us different is that we put into action the strategies we recommend – we get it done, so you can get results and increase the value of your business.