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Expanding into new rail industry markets

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Client:

Rail engineering firm, Derby

Brief:

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

Results:

• 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

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Hannah Sookias

Hannah’s experience working with both global and locally-based companies provides SMEs with creative ideas mixed with level-headed business sense.

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