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INPRO/SEAL
CASE STUDY

Digital marketing, email, lead generation

Where we started

Inpro/Seal launched their new eCommerce platform, Marketplace, in February. They wanted to introduce it to their customers and urge them to register. They also wanted to grow their customer base by promoting Marketplace to prospects as an added benefit of doing business with them.

We quickly learned that Marketplace was much more than just an online ordering system—and that’s how we positioned it with existing customers. As for prospects, they first needed to know why they should buy Inpro/Seal products over their competitors, so the Marketplace messaging became secondary to this audience.

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The strategy

We started with a series of emails to current customers that focused on how Marketplace would make it easier to do business with Inpro/Seal, which included a video we created that highlighted the key benefits. Customers were also served retargeting ads to remind them of the benefits. The emails and the ads pushed them to a unique landing page where they could register for a Marketplace account.

The prospecting campaign was focused on finding decision makers in the industry who could benefit from Inpro/Seal’s high-quality products. In addition to sending a series of emails and serving retargeting ads to a highly-targeted list, we engaged them in hyper-targeted display advertising, website visitor retargeting, and search engine marketing. Prospects were pushed to a landing page that encouraged to fill out a form to get more info.

The results

This will be an ongoing effort through 2020, but early analysis shows we're off to a great start. Our client set a goal to register a certain number of customers for Marketplace with the first year, and in the first 7 weeks, we are at 27% of that goal. New customers are slower to come on board due to the long sales cycle, but website traffic has been steadily increasing since the start of the campaign and the phone has been ringing. And that's a great start. 

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