BACKGROUND: Victory Van was spending a lot of money on Adwords but wasn't getting leads or seeing an increase in sales. Additionally, there wasn't any consistency in tracking leads. Leads were lost. People were writing on scraps of paper. Others were using a clunky, confusing software. All of this meant that managers didn't have good information to make good decisions.
SOLUTION: Money spent on Adwords was stopped. Marketing pivoted to a content strategy that thoughtfully considered the different types of customers and their behavior throughout the purchasing process. The website was migrated to HubSpot giving them a variety of different tools at their fingertips. One, simple, easy-to-use CRM was rolled out for everyone to use. Sales processes were tightened up and consistent across teams.
IMPACT: By eliminating the Adwords spend, Victory Van has more money to spend on marketing and now generates leads for three business units instead of one. Web traffic has increased - without having to invest in paid advertising. There is more collaboration, productivity and efficiencies among teams. The newly designed and documented processes are scalable and repeatable, preparing them for growth.