Spiroflow

Spiroflow, a global bulk material manufacturing organization, recently rebranded andbuilt a new website. Due to limited internal resources, Spiroflow didn’t have theopportunity to develop a strong brand communication strategy and risked losingbusiness due to their existing lead management plan. This also meant they didn’t havea clear report of their marketing spend versus leads produced.

• Marketing Strategy
• Communications Plan
• Brand Identity Development
• Sales Enablement
• Monthly Managed Marketing Services
• PR/Media Relations

In January of 2018, we started managing all ofSpiroflow’s US marketing, advertising and brandinginitiatives.

Through a pivot planning session, our team helped Spiroflow define their target audience, key differentiators and key messaging. We defined a new brand story, brand pillars, and company core values, which Spiroflow adopted.

From there, we launched an advertising campaign in print and digital media to increase their brand awareness. Using qualitative and quantitative data collected through research, we determined Spiroflow’s key strengths and weaknesses in the marketplace. We used these datapoints to develop a comprehensive brand strategy (messaging and creative) to highlight Spiroflow’s key differentiators. Using targeted digital, print, and email nurture campaigns, we drilled down on specific audiences to reintroduce Spiroflow’s new brand to the market.

Once the brand was reintroduced, we shifted focus towards automation with the goal streamlining Spiroflow’s internal sales and marketing processes to provide more accurate reporting. Using Hubspot, we created custom dashboards tos how key performance indicators. These indicators focused on showing marketing qualified leads per month, dollar amount of opportunities created from those qualified leads, and leads by source to show which marketing channels produce the most return on investment.

With our help, Spiroflow has grown its dedicated following andsuccessfully targeted the bulk material handling market withits brand story to attract new customers.

Through targeted media campaigns and website optimizations to improve search ranking, Spiroflow has garnered a 122% increase in monthly leads on average. By mapping the defined sales process, Spiroflow has been able to manage this large increase in leads with ease. The use of Hubspot has contributed to greater clarity on marketing spend and lead attribution reporting. While the lead numbers are important, another vital improvement was the company culture rating. This proves that the Spiroflow brand is thriving both inside and outside their organization.

Increased Brand Awareness:

• 122% Increase in Monthly Leads
• 26% Open Rate on Emails
• 1 Tragic Misspelling on the Core Values Wall