CASE STUDY: B2B Inbound Marketing Plan for an Innovation & Design Firm Summary

An innovation and product design firm, Kaleidoscope relied heavily on relationship marketing and referrals to drive business. However, outsourced industrial design work was on the downturn for anchor clients and the consumer industry in general. Kaleidoscope created an inbound and promotional-driven marketing plan that resulted in a 3X increase in website traffic and met new business diversification goals.

Solutions Used Buyer Personas Kaleidoscope started with in-depth understanding

of the mix and makeup of buyers. Identification of economic buyers, user buyers and champions drove research. Six key personas were created to highlight buyers’ pain points and goals in order to influence brand decisions and content choices.

Targeting and Outreach A content plan was created to attract leads and

address the needs of buyers throughout their buyer’s journey.

The execution of 4 targeted campaigns per year, plus a consistent cadence of 2-3 thought leadership pieces per week, drove an increase in inbound leads from 0 to the desired number per month.

1st page Google ranking on 7 key terms was achieved through SEO optimization and the design of key landing pages. PPC/AdWords achieved 6 conversions within 3 months of launch.

Aligning Online Presence with Brand Voice The website was streamlined to serve as the hub for

promoting services and thought leadership. Engagement was greatly increased while bounce rates decreased.

Insights Analysis of data revealed that lead time for new business contacts could be upwards of one year. Customer lifetime value could exceed millions or stagnate in the single project range.

Results

Kaleidoscope experienced a 3X increase in website sessions in the first year and a 110% increase the following year. The strategic inbound marketing plan began to generate revenue within 6 months. Revenue diversification goals of new versus existing clients were met in 2016.

Key Learnings

1. With 7 services across 4 verticals, it is important to make campaigns that cross multiple buyers to drive strong ROI.

2. A streamlined user experience and content that provides value to niche consumers builds strong relationships and provides tools for sales to use in outreach. In 2016, NPS results are currently an unprecedented 89.