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Expanding into new rail industry markets
Rail engineering firm, Derby
Identify new markets to expand sales of their engineering services.
What we did:
• Customer analysis to map the services currently used and those as yet untapped to identify cross-sell opportunities
• Market analysis to identify both new potential sectors and new target customers
• Company profiling to determine what to sell, to whom and the marketing activities that would attract them
• Development of a marketing strategy, marketing plan and monthly marketing activities (tactics) plan
• Website review and writing of new website tender briefing document
• Weekly on-the-job training and mentoring for their newly-appointed marketing manager, promoted from another department
• Marketing support including event management; content for enews, data sheets and case studies
• Analysis of marketing performance and determining tracking key performance indicators (KPIs) including website traffic, event effectiveness, market penetration mapping
• Board report presentations
• 300% increase in sales database of verified, appropriate contacts in new markets
• 40% of event meetings resulting cross-sell sales leads to follow-up
• Consistent monthly increases in website visitors through organic SEO and digital marketing
• Google placement in search results increased for 3 UK key search terms
• Marketing processes and systems in place with fully-trained manager in place
• Full suite of marketing collateral developed including case studies and data sheets