What do you do when you've got a great product and a team of highly skilled professionals, but the technical, complicated nature of your business presents difficulties in formulating an effective marketing strategy? That was the problem faced by CPI, who were looking to adapt their strategy to address how their prospects were performing online research and maximize their results with online lead generation.
When Diagram began approaching this project, we got started by creating an Inbound Marketing Blueprint which took stock of CPI's existing marketing materials, identified content gaps, and provided a plan for an ongoing strategy.
CPI was looking to increase the number of leads generated on their website. By updating the design of CPI’s Request a Quote form and making some changes to the fields included in the form, we were able to reduce the “friction” in the process of converting site visitors to leads.
One of CPI’s primary objectives was to improve customer engagement throughout a lengthy buying process. We worked with CPI to create automated lead nurturing and sales enablement workflows, as well as an “eLearning Series” that educates contacts about air pollution control topics, including technologies and regulations.
The lead-nurturing email campaigns which we created helped CPI’s team provide prospects with information that would let them know what steps they should take next, encouraging them to move through the sales funnel. With the valuable intelligence gained from these campaigns, CPI’s sales team is now better able to understand the best time to contact prospects, and they are able to provide individual people with the best information on how they can meet their specific needs for air pollution control.
Throughout this process, we also applied search engine optimization (SEO) best practices with the goal of improving CPI’s rankings on search engine results pages (SERPs) for a list of important identified keywords. By targeting these keywords in content created as part of the ongoing marketing strategy, we looked to increase the relevance of CPI’s website for people who were searching for those terms.