The Challenge
Profile Precision Extrusions (PPE) specializes in aluminum extrusions for the aerospace, healthcare, firearms, outdoor/recreational equipment, and industrial space for manufacturing clients across North America. PPE’s blend of inside salespeople, augmented by a diverse set of manufacturers’ reps were faced with flat lead volume in an evolving, increasingly complex marketing environment, leaving PPE seeking alternatives to achieve three main goals:
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Gain additional insight into paid media efforts to improve campaign performance
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Enable a deeper understanding of the customer journey via lead attribution
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Optimize campaign performance based on data and customer and look-alike behavior
The Solution
With the campaigns started a decline in performance, StringCan did a deep dive into potential causes and presented several solutions to help address the dip. Our proposed solutions were wide-ranging and included strategic updates to maximize efficiency and lead quality along with the adoption of HubSpot CRM to lend much-needed insights relative to client behavior and in determining where budgets would be best used.
Key benefits realized from the use of HubSpot included:
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Elimination of “lead-leak” with all leads being automatically captured in HubSpot
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Real-time lead grading based on lead request type and quality
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Full visibility of sales team communication with prospects
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Leads organized within a centralized platform as prospects pass through the customer journey
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Improved lead attribution in terms of source, first and last touch, and more
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Determination of top-performing ads and keywords to guide future strategies and tactics
Future HubSpot-related tactics include:
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Ongoing, quarterly HubSpot Workshop sessions for maximizing CRM functionality
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Lead nurture via email marketing
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Advanced deal tracking in HubSpot to gather additional valuable pipeline data
The Outcome
While StringCan is proud of the collaborative process that helped our long-time partner move closer to the sales goals, we are even more pleased with the following statistics:
+550% Increase in high-quality leads
+73% Increase in conversions
+58% Increase in clicks
-10% Decrease in cost per lead
Quotes
“The team at StringCan pulled the right levers to improve lead quality and volume. Adding HubSpot to the mix provided the team with the additional insights required to make more informed campaign decisions."
Tom Gilluly, Director of Sales, Profile Precision Extrusions
