Taking a step back to build solid marketing expertise
Situation
A mid-sized B2B company was challenged with a declining growth rate. The client was eager to improve marketing efforts via data, insights, and execution. To achieve their goals, leadership wanted to better understand best-in-class practices in order to establish sound marketing principles.
Approach
Business Marketing 101: Focus on the fundamentals. Orchid Strategy Group was engaged to help establish foundational marketing practices for our client. Our approach was to assess our client's assets and capabilities versus best-in-class practices. We then developed a roadmap to deliver education, processes, and tools required to close the gap.
Solution
Orchid Strategy Group developed a “3-Step Toolkit” customized for our client’s B2B business, and hosted knowledge share sessions with the marketing and data managers for education and integration:
Data & Analytics — provided testing guidelines, cluster analysis, segmentation, and scoring model
Marketing Planning — created an annual marketing calendar, marketing planning timeline, campaign brief template, Call to Action (CTA) guidelines, and campaign analysis recap documents (qualitative and quantitative)
Measurements — developed channel metrics summary and campaign analysis (ROI) template
Results
By utilizing the Toolkit, our client was able to improve the effectiveness and efficiency of their marketing efforts. Success improvements included reducing mailing costs by 25% (by analyzing the data from past mailings), as well as improving social media click-through rates by almost 5% (by implementing CTA guidelines.)