This is a radical shift from traditional B2B campaigns, which typically focus on lead generation through sales tactics & relationships at the bottom of the traditional sales funnel.
San Diego, CA (PRWEB) September 02, 2015
Boutique performance-driven marketing agency, BusinessOnline (BOL), has taken home Agency of the Year honors at the Business Marketing Association’s B2 Awards. Competing against a strong field of 875 contenders touting unique and successful business marketing campaigns, BOL’s entry came out on top as judged by 90+ of the industry’s most highly respected minds. The award, selected based on the strength of 3 case studies, community and growth, demonstrates BusinessOnline’s ascension as a new breed of technology-enabled marketing service providers powering desirable business outcomes through the novel use of data.
BusinessOnline submitted 3 case studies for the award consideration, highlighting one particular recent campaign for ValleyCrest Golf Maintenance, a division of Brickman/ValleyCrest, a $2 billion landscape services firm. Based on an initiative to expand marketing support into digital, an online campaign focusing on the business value of outsourced golf course maintenance was born. The campaign leverages online data to target and influence highly relevant prospects’ purchasing behavior. In particular, the campaign impacted prospects early on in the semi-anonymous research phase of the buying journey- prior to sales contact ever being made. This is a radical shift from traditional B2B campaigns, which typically focus on lead generation through sales tactics & relationships at the bottom of the traditional sales funnel.
Using a combination of content development to establish thought leadership, relevant media placements to reach the right audience and a technology stack incorporating web analytics to optimize activities, BOL and ValleyCrest Golf Maintenance created an effective online campaign delivering business value. Instead of traditional sales outreach tactics, long the bedrock of B2B marketing, the campaign allowed prospects to consume content in a guided, voluntary way prior to any contact with the sales department. By launching and integrating digital marketing programs, the Golf division generated both more lead volume and higher lead quality.
The campaign achieved noteworthy results –
- 575% increase in web site sessions
- 650% increase in tracked conversions
- 181% return on investment
ValleyCrest Golf Maintenance and BOL continue to have a strong relationship today, with BOL serving as the digital agency of record for ValleyCrest Golf Maintenance. Along with the ValleyCrest Golf Maintenance case study, BOL also submitted case studies from Teradata, a big data analytics company, and Serena, an enterprise software development company.
BusinessOnline is a performance-driven digital marketing agency headquartered in San Diego, CA. Founded in 1996, BusinessOnline was born from technology and is privately held. As a technology-enabled marketing agency, BusinessOnline leverages data to gain deep insights about its client’s customers’ specific needs in each phase of their buying journey and then aligns digital marketing activities to meet those needs. This data-driven, customer-centered approach builds strong relationships and thereby improves marketing performance. BusinessOnline has also won Agency of the Year honors from AdAge and BtoB.