Increasing Awareness and Lead Generation Through Digital Focused Omnichannel Growth Marketing

A Building Products Distributor recognized the need to evolve their business to get ahead of competitors in addressing changing customer mindsets and buying behaviors.

In today’s digital environment, more pros than ever are consuming media online but many companies have struggled to capture the potential of digital channels to connect with both existing customers and new prospects in a meaningful way. With a limited history of outbound digital marketing and a lack of a strong online presence, this distributor was one of them.  The distributor had a strong sales team and great products — but limited brand visibility online. They relied heavily on in-person relationships and trade referrals, and were missing out on digital lead generation opportunities. They needed a strategy to:

• Generate qualified leads for product lines and account sign-ups
• Build brand awareness in key contractor segments
• Drive high-intent traffic to their website

linqd. worked with our client from the ground up to create the building blocks these campaigns could use to set them on a path for success. This involved comprehensive foundational work activities including customer segmentation and persona work (inclusive of target audience definition, media consumption habits, and buying behavior), holistic customer experience and journey mapping, data deduping and augmentation using the DPro Data Platform, customer opportunity analysis, and systems integration.

Since this client had limited prior customer engagement activity, we developed a brand value proposition, messaging hierarchy and creative concepts.

From there, we created full-funnel omnichannel strategies to support acquisition campaigns to new prospects and lost customers, onboarding activities to build customer momentum, and engagement campaigns targeting existing customers around topics such as: ecommerce, loyalty, credit and product cross-sell.

All of our journey campaigns utilized DPro to precisely target prospects and existing customers based on personas and specific qualifying attributes. As their digital advertising partner, linqd. built a multi-channel strategy focused on reaching pros where they spend their time and making it easy to convert interest into action.

Our campaigns included:

Through the programs’ first 6 months of activity, the program generated an 18:1 ROI from attributed sales, has directly resulted in 35M impressions, 221k email opens, an 80% increase in engaged website sessions, a 62.4% increase in form submit rate QoQ, a 21.9% more efficient CPM QoQ, 30k customer conversations, 800 won opportunities, and reduced customer churn.

Based on Year-1 performance, the client elected to increase media spend and the number of Voice representatives supporting their business.