PDi Communication Systems Inc.
Challenge
As America's oldest and largest TV design and manufacturing company, PDi knew they needed to evolve their marketing efforts to stay relevant. Exclusively serving healthcare, LMG helped drive results for PDi by highlighting PDi's ability to transform the patient experience and meet the evolving needs of healthcare providers. A small manufacturer that wanted to evolve into a marketing and sales organization, PDi partnered with LMG to focus on their prospective customers' needs through inbound marketing.
Solution
On-site sales process While this method of sales has worked in the past, customer buying behavior has changed. The challenge is changing the sales process to incorporate online lead generation and nurturing. Trade show and in-person lead gen The majority of leads came from traditional marketing efforts, such as trade shows. PDi wanted a cheaper, more effective way for leads to find them. Sold through distribution network Having a distribution network is helpful in selling products, but it left all control of branding and relationships outside of the organization. Pivot based on Covid-19 pandemic After Covid-19 started impacting the target industries, changes needed to be made to marketing and sales to account for such a drastic shift in budgets and priorities. The Goals Conduct a data audit to determine best strategies for growing the business. Adopt an inbound marketing and sales methodology. Generate more qualified leads through non-traditional means. Increase brand awareness among target audiences. LMG partnered with PDi to plan and execute three core initiatives. Audit Data and Process The initial approach was to do a full data audit of PDi's existing channels, including the website, emails, social media, and others. The results of the audit showed that a greater focus needed to be on content generation and lead nurturing using HubSpot as the main CRM tool. Additionally, Google and Bing paid search ads were used to greatly increase visibility and generate quality leads. Adopt Inbound Strategy LMG used HubSpot to PDi's advantage for several different campaigns, including a pillar page strategy, conversion paths that included landing pages and forms, and lead nurturing email campaigns to better qualify leads and generate sales. Measure and Grow Using a growth-driven design approach, LMG's continuous, monthly measurement and meetings helped the team prioritize tasks and focus on what was working. Gradually, conversations shifted from production to strategy.
Results
200% increase in traffic to site 20% increase in new contacts 34 new customers 38% higher value than offline leads During the pandemic... 211% increase in e-commerce sales $776K more in new deals than last year Highest increase in new contacts this year
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