Twice The Storage, Twice The Sales
Datum Storage Systems
Manufacturing
B2B, B2B2B
The team at Datum helps law enforcement organizations, the military, medical professionals, and other entities that require secure storage maximize storage capacity. Their storage systems not only protect and organize critical inventory, but they also allow organizations to fit twice the storage volume in any given space compared to traditional shelving and cabinet systems. In order to maximize sales inquiries, and generate twice the return on their marketing initiatives, they turned to PIPEDREAM.
Situation
With a new website almost completed, and a sales team ready to handle more inquiries, we determined that a new full-funnel marketing approach was needed to maximize engagement at all levels of the sales and marketing funnel. To accomplish this, we set out to build a new, high-performing digital marketing ecosystem that would effectively attract, engage and convert inbound prospects, while providing a suite of powerful tools to amplify their sales team’s outbound efforts.
Process
First, we worked hand-in-hand with Datum’s website vendor to get their new site up and running, while layering a powerful new SEO keyword strategy into the build. Next, we worked our way up the marketing funnel from bottom to top, generating new activity. With a new marketing automation and lead tracking system, we segmented email blasts, automated drip campaigns, tracked keyword performance, and retargeted website visitors to drive conversions. In conjunction with strong sales team activity, these tactics helped Datum begin to drive the kind of engagement that would ultimately lead to sustained sales increases.
Results
With a newly optimized website up and running, a full-funnel marketing strategy driving engagement and interest, and consistent sales team activity responding to inquiries, Datum began to see results almost immediately. Best of all, initial metrics validated the approach, with website traffic, inbound lead generation, and sales funnel value metrics all up substantially. Today, with ongoing marketing support from PIPEDREAM to manage this digital marketing ecosystem, Datum is growing fast and not slowing down.
