In the competitive world of business, having a strong online presence and effective marketing strategies is key to driving growth. Kolbi Pipe Marker Co., a top manufacturer of pipe markers, recognized this and partnered with Selworthy to revolutionize their digital marketing and sales strategies. In this blog post, we'll delve into the extraordinary results achieved within just one year of collaboration and the impact it had on Kolbi Pipe Marker Co.'s success.
Kolbi Pipe Markers is a leading provider of high-quality pipe markers and packaging solutions for industrial projects. With a focus on personalized service and building strong customer relationships, Kolbi has established itself as a trusted partner to contractors and engineers.
With Selworthy's comprehensive approach, we addressed various aspects of Kolbi Pipe Marker Co.'s online presence and sales strategies. Here's a breakdown of the key achievements:
Ryan Seitz at Kolbi Pipe Marker Co. had this to say about their collaboration with Selworthy: "Working with Dane and Kris these past 2+ years has been a great experience and they have been instrumental in increasing both our online outreach and sales. They have also helped refine our CRM and marketing efforts. Exceptional people with the knowledge to back it up as well!"
The partnership between Kolbi Pipe Marker Co. and Selworthy led to outstanding results within a short time frame. By leveraging tailored marketing strategies, optimizing sales processes, and focusing on customer satisfaction, Kolbi Pipe Marker Co. achieved significant growth in online presence, sales, and customer engagement. This success story highlights the transformative power of a strategic partnership for businesses in the manufacturing industry.
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About Kolbi Pipe Markers
Kolbi Pipe Markers is a leading provider of high-quality pipe markers and packaging solutions for industrial projects. With a focus on personalized service and building strong customer relationships, Kolbi has established itself as a trusted partner to contractors and engineers.
Challenges
Inadequate tracking and reporting
- Kolbi lacked a comprehensive eCommerce tracking setup, making it difficult to measure and analyze key metrics
- Without robust reporting, it was challenging to assess the effectiveness of sales and marketing efforts and make data-driven decisions
Fragmented sales processes
- Kolbi's sales team was handling various customer types, each requiring different approaches:
- Standard eCommerce customers who placed orders online
- Email orders that needed to be processed and tracked separately
- QuickBooks deals that had to be manually entered into the system
- The lack of a structured, cohesive sales process made it difficult for the team to efficiently manage these different customer segments
Limited outreach to key decision-makers
- Kolbi had untapped potential in reaching out to key decision-makers on large projects:
- Project managers who oversaw upcoming factory projects and could provide valuable leads
- Engineers who specified approved pipe marker vendors for their projects
- Without targeted outreach to these influential contacts, Kolbi was missing out on significant growth opportunities
Need for enhanced marketing efforts
- Kolbi recognized the need to expand its marketing initiatives to attract bigger clients and projects
- Existing marketing efforts were not effectively nurturing relationships with high-value prospects
- The company wanted to build a stronger brand presence and establish itself as the preferred choice for pipe marker solutions
Solutions
Comprehensive HubSpot CRM implementation
- Migrated Kolbi's customer data and sales processes into HubSpot CRM
- Customized the CRM to track and manage different customer types (eCommerce, email orders, QuickBooks deals)
- Built automated workflows to streamline data entry and ensure consistent record-keeping
- Trained the sales team on effectively using HubSpot to manage their pipeline and customer interactions
Targeted sales pipelines for key customer segments
- Developed a targeted account selling (TAS) pipeline for high-value clients with ongoing project needs
- Created a specific pipeline for Dodge Projects, focusing on project managers overseeing upcoming factory projects
- Implemented an ABM (account-based marketing) approach to identify and engage decision-makers within target accounts
- Customized outreach and nurturing strategies for each pipeline to build stronger relationships and drive conversions
Engineer outreach program
- Launched a targeted outreach program to engage engineers who specify approved pipe marker vendors
- Conducted research to identify key engineers and their project involvement
- Developed educational content and resources to showcase Kolbi's expertise and value proposition
- Initiated personalized outreach to build relationships and secure specifications for Kolbi products
Expanded event marketing presence
- Increased Kolbi's participation in industry conferences and trade shows
- Developed targeted pre-event marketing campaigns to generate buzz and schedule meetings with key prospects
- Created engaging booth displays and presentations to showcase Kolbi's solutions and foster meaningful conversations
- Conducted post-event follow-up to nurture leads and convert them into customers
LinkedIn social selling strategy
- Developed a comprehensive LinkedIn strategy for Kolbi's sales team to connect with decision-makers at target accounts
- Provided training and resources on optimizing profiles, sharing relevant content, and engaging with prospects
- Implemented a consistent posting schedule to increase Kolbi's visibility and thought leadership on the platform
- Monitored and analyzed LinkedIn metrics to refine the strategy and improve results over time
Enhanced email marketing campaigns
- Created a series of targeted email campaigns to nurture relationships with customers and prospects
- Developed segmented lists based on customer type, industry, and engagement level
- Crafted compelling email content around holidays, events, and educational topics to provide value and build trust
- Integrated email campaigns with the overall marketing strategy to ensure consistent messaging and branding
Results
The Selworthy Solution
With Selworthy's comprehensive approach, we addressed various aspects of Kolbi Pipe Marker Co.'s online presence and sales strategies. Here's a breakdown of the key achievements:
- Boosted Online Presence: Selworthy's efforts led to a 339% increase in website sessions, resulting in higher visibility and an influx of potential customers.
- Increased Sales and Customer Engagement: Selworthy's strategies contributed to a 718% increase in Shopify store sessions and a whopping 1429% increase in sales. The average order value reached $260.31, exceeding the target by 67%.
- Streamlined Sales Process: With Selworthy's assistance, sales processed consistently surpassed the target by 19% month over month, demonstrating a more efficient sales strategy.
- Improved PPC Results: Google Ads' average cost per click (CPC) decreased from $5.42 (Jan 2021) to $3.51. This reduction in advertising costs generated $171.91K in revenue at a cost of $32.684K. The return on investment (ROI) rose to an impressive 61%, compared to the previous year's 23%.
- Successful Email Marketing: HubSpot email marketing campaigns generated an astounding $2,122,099.41 in influenced revenue, showcasing the effectiveness of well-executed marketing campaigns.
- Reduced Bounce Rate: The website's bounce rate dropped from 7% to approximately 1% or less, indicating higher user engagement and a more effective website experience.
- Enhanced CRM and Marketing Efforts: Selworthy helped refine Kolbi Pipe Marker Co.'s CRM and marketing strategies, ultimately leading to increased customer satisfaction. Customer surveys revealed a 90% positive Net Promoter Score (NPS), demonstrating high customer loyalty.
- Increased Google My Business Reviews: Selworthy's partnership resulted in a 100% increase in Google My Business Reviews, an impressive feat considering the company had none prior to the collaboration.
Client Testimonial
Ryan Seitz at Kolbi Pipe Marker Co. had this to say about their collaboration with Selworthy: "Working with Dane and Kris these past 2+ years has been a great experience and they have been instrumental in increasing both our online outreach and sales. They have also helped refine our CRM and marketing efforts. Exceptional people with the knowledge to back it up as well!"
Conclusion
The partnership between Kolbi Pipe Marker Co. and Selworthy led to outstanding results within a short time frame. By leveraging tailored marketing strategies, optimizing sales processes, and focusing on customer satisfaction, Kolbi Pipe Marker Co. achieved significant growth in online presence, sales, and customer engagement. This success story highlights the transformative power of a strategic partnership for businesses in the manufacturing industry.
